![]() ![]() Lessons on creating a new product category and focusing on horizontal markets.Why building an outbound sales team failed and why self-serve worked better.Continuously improving the product and raising money over the years.Resisting the temptation to build a product and talking to customers instead.I think you'll find it interesting and insightful in many ways. This story is a great example of how to learn from your mistakes and why product-focused models can succeed. To date, they've raised over $15 million dollars and have a team of around 55 people. Today, DocSends' growth is driven primarily by word of mouth and SEO, and the team continues to focus relentlessly on building a great product. The more they charged, the better they seemed to do with free to paid conversions. Suddenly, their most expensive plan was the most popular. ![]() The team increased its prices and reworked the product positioning but didn't actually make any changes to the product. Eventually, they gave up on doing outbound sales and instead went all-in with a self-serve model just two years later. ![]() While it felt like the right move, their sales efforts failed. In 2016, the founders built a sales team to help generate more demand. ![]() It was hard to keep growing without any revenue, so they created a $10 a month plan and they kept growing. As DocSends' growth continued, the founders realized they needed to change their model. It didn't take long for DocSend to become a quick success.īut they weren't charging anything for the product. And to get the word out, they gave away free accounts in exchange for feedback. Once they'd had enough customer conversations, they built DocSend as quickly as possible, putting little effort into design or marketing. Instead, they decided to meet with potential customers to get feedback on their product idea, which resonated with a lot of people. He decided to change that.īeing engineers, Russ and his co-founders wanted to build a product right away, but they resisted the temptation. When Russ was an intern at Dropbox, he found that many people still shared files as email attachments even though it wasn't secure or easy to track. Russ Heddleston is the co-founder and CEO of DocSend, a SaaS platform that lets you securely share your documents with real-time control and insights. DocSend: A Case Study in Product-Led Growth ![]()
0 Comments
Leave a Reply. |