100 lines
3.9 KiB
Markdown
100 lines
3.9 KiB
Markdown
---
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title: Growth Strategy
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sidebar: Handbook
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showTitle: true
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---
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<br />
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##Self-serve
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We believe this approach will lead to the best product for end users, which is how we'll build the best company.
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[Adam Gross](https://twitter.com/adam_g?lang=en) has given some excellent [talks on this topic](https://www.heavybit.com/library/video/self-serve-go-to-market/), that we've borrowed from.
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#1-2-3 framework
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## Product
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This means the path to revenue starts with adoption of a Free version, then working out how to get teams (whether a small team at a big company or a 20 person startup) onto a paid version, and ultimately how to get departmental adoption at large enterprises.
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| | 1 - Free | 2 - Team (Self Serve) | 3 - Enterprise (C-Level) |
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|---|---|---|---|
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|Value|Creation|Collaboration|Compliance|
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|GTM|Free/Adoption|Self-serve|Enterprise|
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### Examples of other companies following (part) of this
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#### Postman
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As an individual, it is useful for organizing your own API creation activity.
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In team mode, it is a way for multiple teams to organize distributed development effort. If you're building across multiple teams with different services, how you coordinate these teams is a big, strategic business problem. By using the same tool with modifications, you can orchestrate this.
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#### LaunchDarkly
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As an individual, you can view as a pure utility for launching feature flags. I can write myself or use this thing off the shelf to save time. Interesting but limited value proposition.
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In team mode, it becomes a way for a team to organize its business process between Product Management and Engineering. It becomes a product management process tool on rails.
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## Our structure
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As we grow, it'll get important to work out which teams in PostHog own different functions.
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<table>
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<tr>
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<th>Function</th><th>Free</th><th>Team (Self Serve)</th><th>Enterprise (C-Level)</th>
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</tr>
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<tr>
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<td>Marketing</td>
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<td colspan="2" style="text-align: center;">Marketing (Developer Evangelism)</td>
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<td>Enterprise Product Marketing</td>
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</tr>
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<tr>
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<td>Sales</td>
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<td>Developer Experience</td>
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<td>Customer Success</td>
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<td>Enterprise Sales</td>
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</tr>
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<tr>
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<td>Support</td>
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<td colspan="3" style="text-align: center;">Developer Experience</td>
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</tr>
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<tr>
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<td>Success/Retention</td>
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<td>Developer Experience</td>
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<td>Customer Success</td>
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<td>Customer Solutions Architect</td>
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</tr>
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<tr>
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<td>Business Ops</td>
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<td colspan="3" style="text-align: center;">Business Ops</td>
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</tr>
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</table>
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Following the 1-2-3 framework, we are currently focused on building our team in the first and second columns - _Free_ and _Team_ - and already have Developer Experience and Business Ops people in place. Only after we have brought in people to take care of Marketing/Developer Evangelism and Customer Success will we then look at recruiting people into the roles in the third column, _Enterprise_.
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### Structure FAQ
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#### Why do you have "sales" for the free product?
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Developer experience will help ensure the open source product is properly adopted, for $0 in this case.
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#### What's 'Enterprise Product Marketing' versus 'Marketing (Developer Evangelism)'?
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Product marketing is making sure that PostHog is positioned as a platform that can be used organization-wide, to aid with expansion. For example, organizing roadmap discussions with large clients.
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Developer-evangelism is more about adoption of the first users - creating content, building an audience across social media and GitHub, etc.
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#### What's the difference between Customer Success and Developer Experience?
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Customer Success is a more commercially-oriented function, focused on inbound sales.
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#### What are business ops?
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It'll be important we have good processes in place to grow usage from free to team and beyond. This means making sure we have a CRM set up, integrated with our product, etc.
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