In this highlights episode, host Sandhya Hegde shares her framework for the three modes of product-led growth and how some iconic companies pursuing PLG found product-market fit: Snyk, Webflow and Nextdoor.

Join us as we discuss:

3.02: The three modes of PLG—fast-working (Snyk), paradigm-shifting (Webflow), and habit-forming (Nextdoor)

6: 30: How Snyk challenged the way security products were traditionally adopted by focusing on developers

14: 47: How Nextdoor executed early interviews with users to build their first prototype

19: 05: How Webflow built for its initial beachhead persona and differentiated itself from other existing website builders

23:13: How Snyk added specific capabilities to their product to enable CISO buyers to embrace their dev-first solutions

27: 51: How Nextdoor recruited founding members who would become evangelists for the platform within their neighborhoods

31: 41: How Webflow engaged with customer feedback to build a first-of-its kind visual CMS

37: 33: How Webflow’s CTO led growth engineering to build organic and viral awareness for their product

41: 18: Lessons from how Nextdoor leveraged and cultivated community, and how to build successful communities organically

45: 30: How the Snyk team was oriented around growth and evolved with their product offerings

Sandhya Hegde is a General Partner at Unusual Ventures, leading investments in modern SaaS companies with a focus on AI. Previously an early executive at Amplitude, Sandhya is a product-led growth (PLG) coach and mentor. She can be reached at sandhya@unusual.vc and

Twitter - https://twitter.com/sandhya

LinkedIn - https://www.linkedin.com/in/sandhyahegde/

Unusual Ventures is a seed-stage venture capital firm designed from the ground up to give a distinct advantage to founders building the next generation of software companies. Unusual has invested in category-defining companies like Webflow, Arctic Wolf Networks, Carta, Robinhood and Harness. Learn more about us at https://www.unusual.vc/.

Further reading from the Startup Field Guide:

-Introduction to Product-Led Growth:

https://www.field-guide.unusual.vc/field-guide-enterprise/introduction-to-plg

-Nail your self-serve product:

https://www.field-guide.unusual.vc/field-guide-enterprise/nail-your-self-serve-product

-Free plan vs. free trial in PLG

https://www.field-guide.unusual.vc/field-guide-enterprise/free-plan-vs-trial-plan