Product-led growth specialist
I design the free experience, entry pages and onboarding that win and keep users before anyone talks to sales. At Formplus, activation rose 63% within two quarters.
What I do
Free value first
I decide what users get without paying or speaking to anyone, and where the paid step begins. Formplus was a freemium, self-serve form builder competing with Typeform and SurveyMonkey, so the free product carried the first experience.
The product as the front door
Templates and public pages can be how people find the product. Formplus used templated landing pages as an organic moat, and Topship's 436 route pages brought in people searching for the exact journey they needed.
Onboarding to first value
I map the moment a new user first gets value and remove the steps before it. After the Formplus onboarding redesign, new-customer activation rose 63% within two quarters.
Free resources that feed a list
A free resource can earn the next conversation. Syllabus.ng gives away schemes of work as email-gated PDFs, which brought more than 200,000 downloads and fed a CRM of 80,490 active contacts.
How I work
- 1
Find first value
Work out the moment a new user first gets what they came for, and how long it takes to reach it.
- 2
Decide what is free
Set the free scope and the paid step so the free part delivers value and gives a reason to upgrade.
- 3
Build the entry points
Create the pages, templates and sharing moments through which people find and start using the product.
- 4
Instrument activation
Track the key action, time to first value and free-to-paid conversion, with a baseline before any change.
- 5
Review by cohort
Compare cohorts, keep the changes that raised activation and retention, and test the next constraint.
Proof
Programmatic SEO & Growth
Organic traffic up four times in under three months, with 436 route pages
CRM & Lifecycle Marketing
Free PDF downloads to verified contacts: 200,000+ downloads, 80,490 active contacts
Who I help
Self-serve SaaS teams with steady sign-ups but weak activation.
Teams adding a free plan or trial and unsure where the paywall should sit.
Content and tool sites that want free resources to bring in customers.
Fintech and consumer apps where trust and the first transaction decide growth.
Tools and stack
Mixpanel
Amplitude
GA4
Intercom
Customer.io
CleverTap
Webflow
WordPress- SQL
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Google manual penalty lifted in four weeks, with organic search back to 51% of sales
Questions
What is product-led growth?
Product-led growth uses the product itself to acquire, convert and expand users. People get value before they pay or speak to sales, and features such as templates, sharing and invites bring in the next user. It works best when the product delivers value quickly and without help.
Is product-led growth right for every product?
No. It needs a product people can start using alone and see value in within minutes. Complex, high-touch products often need sales to lead. A hybrid, where product usage tells sales who to call, is common. I check time to first value before recommending a free tier or trial.
How do you decide what to give away free?
I look at where users first get value and what it costs to serve them. The free part should deliver that first value and create a reason to upgrade, such as limits, volume or team features. I test the paywall position with cohorts, so the decision rests on conversion and retention, not opinion.
How does SEO fit into product-led growth?
Pages can be the product's front door. At Topship, 436 route pages brought in people searching for the exact journey they needed, and product-led SEO drove 56% of sign-ups. At Formplus, templated landing pages worked the same way. Each page must offer a real way to start using the product.
Which metrics show product-led growth is working?
Activation rate, time to first value, free-to-paid conversion and retention by cohort. Sign-ups alone can mislead. After the Formplus onboarding redesign, activation was the number that moved, up 63% within two quarters. I set baselines first, then report changes against them.
Want your product to bring in its own users?
Tell me what you are working on. I reply within two working days.
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