# Product-Led Growth Playbook — Freemium to Enterprise Conversion

Let your product do the selling. This playbook covers the full PLG motion.

## Freemium Design

What to gate, what to give away, and pricing psychology.

- **Value metric**: Identify the unit your customers naturally count (seats, projects, storage, API calls)
- **Free tier scope**: Enough to reach "aha moment" but not enough to run a business on
- **Upgrade triggers**: Usage limits that correlate with getting real value (not arbitrary walls)
- **Pricing psychology**: Anchor high, show savings, make the middle tier the obvious choice

## Self-Serve Onboarding

Reduce time-to-value so users activate before losing interest.

- **First-session goals**: Define what "activated" means (created first X, invited teammate, completed setup)
- **Progressive disclosure**: Don't show everything at once — guide through key actions sequentially
- **Empty states**: Every blank screen is an opportunity to teach and prompt action
- **Milestone celebrations**: Mark progress visibly to reinforce commitment

## Viral Mechanics

Built-in sharing, collaboration hooks, and network effects.

- **Collaboration by design**: Products that require multiple users spread faster
- **Shareable artifacts**: Outputs that naturally get shared (reports, links, embeds)
- **Referral program**: Reward both referrer and invitee with premium features
- **Network effects**: Each new user makes the product more valuable for existing users

## Usage-Based Signals

Identifying expansion-ready accounts automatically.

- **PQL definition**: Product Qualified Lead = accounts hitting usage thresholds consistently
- **Signal scoring**: Weight actions by intent level (invite teammate > edit document > view dashboard)
- **Automated alerts**: Notify sales when accounts cross PQL threshold
- **Timing**: Reach out when value is proven, not when trial is expiring

## Enterprise Upsell

When and how to layer sales onto a PLG motion.

- **Bottom-up adoption**: Individual users → team adoption → department → enterprise contract
- **Enterprise triggers**: 5+ seats active, compliance needs, SSO requests, API usage spikes
- **Sales-assist model**: Sales adds value (custom onboarding, security review) rather than gatekeeping
- **Contract expansion**: Land with a team, expand to org-wide through success stories

## Related Gingiris Skills
- Full version: https://clawhub.ai/skill/gingiris-b2b-growth
- All skills: https://clawhub.ai/user/gingiris
- Follow: [@WeiYipei on X](https://x.com/WeiYipei)