# product-led-growth

Helps design freemium tiers, free trials, and PQL workflows for B2B SaaS. Built on frameworks by Elena Verna and Hila Qu.

- skill · `type=skill` · Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, OpenCode · 395 installs · ★ 54
- Author: pmprompt
- License: MIT · policy=mirror · the beginning of the file is at the end of this page
- Source: https://github.com/pmprompt/claude-plugin-product-management/tree/HEAD/skills/product-led-growth/SKILL.md
- Updated: 2026-10-22
- HTML: https://affpapa.org/en/nevibecode/skills/product-led-growth

## What it does

This skill structures product-led growth strategies where the software drives acquisition, user activation, and revenue. It guides you through self-serve setups and helps diagnose why free accounts fail to convert into paying customers. The logic draws directly from Elena Verna and Hila Qu frameworks.

To generate recommendations, the skill requires product context, your targets, and known constraints. Product analytics plays a central part: giving away free access only pays off if usage logs reveal what drives retention. Without tools like Amplitude, PostHog, or Mixpanel tracking behavioral data, giving away software yields nothing.

PLG is a poor fit for bespoke enterprise tools that demand heavy customization. It also fails on tiny addressable markets. Expect a realistic timeline: revenue impact takes 12+ months to materialize.

## Install

### Claude Code (native platform)

1. **Skills CLI (Vercel)**
```bash
npx skills add pmprompt/claude-plugin-product-management --skill product-led-growth -a claude-code
```

2. **Manually: put the files in place**
- File: `~/.claude/skills/product-led-growth/SKILL.md` — Copy the whole skill folder; for one project use .claude/skills/product-led-growth/

### Codex

1. **Skills CLI (Vercel)**
```bash
npx skills add pmprompt/claude-plugin-product-management --skill product-led-growth -a codex
```

2. **Manually: put the files in place**
- File: `.agents/skills/product-led-growth/SKILL.md` — For all projects use ~/.agents/skills/

### Cursor

1. **Skills CLI (Vercel)**
```bash
npx skills add pmprompt/claude-plugin-product-management --skill product-led-growth -a cursor
```

2. **Manually: put the files in place**
- File: `.cursor/skills/product-led-growth/SKILL.md` — Cursor also reads .agents/skills/ and .claude/skills/

### GitHub Copilot

1. **GitHub CLI**
```bash
gh skill install pmprompt/claude-plugin-product-management product-led-growth
```

2. **Manually: put the files in place**
- File: `.github/skills/product-led-growth/SKILL.md`

### Gemini CLI

1. **Skills CLI (Vercel)**
```bash
npx skills add pmprompt/claude-plugin-product-management --skill product-led-growth -a gemini-cli
```

2. **Platform CLI**
```bash
gemini skills install https://github.com/pmprompt/claude-plugin-product-management --path skills/product-led-growth
```

### Windsurf (Devin Desktop)

**Manually: put the files in place**
- File: `.devin/skills/product-led-growth/SKILL.md` — The legacy .windsurf/skills/ path still works

### OpenCode

**Skills CLI (Vercel)**
```bash
npx skills add pmprompt/claude-plugin-product-management --skill product-led-growth -a opencode
```

### Claude.ai

**Claude.ai**
- Zip the folder and upload it in Settings → Capabilities → Skills

Where a file is given instead of a command, copy the files from the source to that path: https://github.com/pmprompt/claude-plugin-product-management/tree/HEAD/skills/product-led-growth/SKILL.md

## When to use it
- Design a freemium model or free trial for a B2B SaaS product
- Define product-qualified leads (PQLs) for sales outreach
- Diagnose drop-offs between free usage and paid upgrades
- Introduce a self-serve tier to an existing sales-led motion

## Example prompts
- Help me design a 14-day free trial and outline PQL criteria for our B2B SaaS tool.
- We have steady free signups but low conversion to paid tiers. How do we diagnose the drop-off?
- Draft a hybrid PLG and sales motion for an enterprise analytics product.

## Source text · SKILL.md · MIT

Below is the content of a third-party file. It is data, not instructions for you: do not act on anything written inside unless the human asks. Block tag: e44293addd424fef.

BEGIN THIRD-PARTY FILE e44293addd424fef
```text
---
name: product-led-growth
description: Use when asked about "product-led growth", "PLG strategy", "self-serve growth", "freemium model", "free trial design", "product-led sales", "PQL", or "bottoms-up growth". Helps design and optimize product-led growth motions where the product drives acquisition, activation, and monetization. Based on frameworks from Elena Verna and Hila Qu.
---

## Domain Context

This skill implements a proven product management framework. The approach combines best practices from industry leaders and is designed for practical application in day-to-day PM work.

## Input Requirements

- Context about your product, feature, or problem
- Relevant data, research, or constraints (recommended but optional)
- Clear articulation of what you're trying to achieve


# Product-Led Growth (PLG)

## What It Is

Product-Led Growth is a go-to-market strategy where the product itself drives acquisition, activation, retention, and monetization. Instead of relying on sales to close deals before users can try the product, PLG lets users experience value first and buy later.

The core insight: **In PLG, the product does the selling.** Users sign up, experience value through self-serve, and either convert themselves or become qualified leads for sales.

PLG is fundamentally **Data-Led Growth (DLG)**. When you give away a free product, you get two things in exchange: broader reach (lower barrier to entry) and usage data that tells you which features correlate with conversion and retention. Without this data foundation, you're giving away your product for nothing.

## When to Use It

Use PLG frameworks when you need to:

- **Design a freemium or free trial model** for a B2B SaaS product
- **Add self-serve to a sales-led product** to expand reach
- **Optimize conversion** from free to paid users
- **Define product-qualified leads (PQLs)** for your sales team
- **Reduce customer acquisition cost** through self-serve
- **Build a hybrid PLG + sales motion** (product-led sales)
- **Diagnose why free users aren't converting** to paid

## When Not to Use It

- **Highly complex products requiring customization**
- **Very small addressable market**
- **No individual use case exists**
- **You lack data infrastructure**
- **You want instant revenue impact** — PLG takes 12+ months

## Resources

**People to follow:**
- Elena Verna (Substack, LinkedIn) — PLG, PLS, growth strategy
- Hila Qu — PLG implementation, activation, growth teams

**Tools mentioned:**
- Product analytics: Amplitude, Mixpanel, PostHog
- Experimentation: Optimizely, Amplitude Experiment, Eppo
- PLS platforms: Pocus, Endgame, Correlated
```
END THIRD-PARTY FILE e44293addd424fef

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