PLG is easier in established categories than new ones
It's easier to establish product-led growth in an existing category as opposed to in a new one, and you're thinking about it way too narrow most likely:
You need to check table stake conditions first, we all know them:
- Short time to value: A new user can experience the main value in minutes
- It's a recurrent need.
If you check these boxes it's off to the races. Or is it? What if you have a revolutionary product in a completely new category and you feel like PLG is IT?
Did you consider the 4th condition: Can the value of what you deliver be explained in a simple one-liner so everyone understands it?
This is usually not the case if you bring something revolutionary to the market. New categories are notoriously difficult to explain to consumers. And if you cannot feed that top of the funnel the other 3 above won't work either.
You won't be able to convert through SEO or simple social media posts... the gates to the mass market will be closed to you until the market is ready.
That's why you will struggle with a pure PLG acquisition model when trying to create a new category.
Be fit on other acquisition models as well.
#productmanagement #plg #productledgrowth
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