How To Adjust Self-Serve When Moving Upmarket | Saravana Kumar, Kovai.co

On this episode of the Growth Machines podcast I sit down with Saravana Kumar, the founder of Kovai.co, to explore the journey of Document360, one of the products under the Kovai.co umbrella. We’ll discuss the strategies behind Document360's growth, the challenges of a crowded market, and the shift from PLG to assisted selling.

Saravana shares his unique perspective on the importance of understanding customer needs and the role of self-serve signups in reducing churn and improving retention. Learn how they target the right customers and why they chose to remove pricing from their website to focus on value-basedselling.

This episode is packed with actionable insights for anyone looking to navigate the complexities of scaling a SaaS business.

[00:00] Introduction: Meet Saravana Kumar and learn aboutDocument360

[05:15] The Journey: From a single product to amulti-product company

[10:30] Sales Strategy: Why assisted selling works forDocument360

[15:45] Market Challenges: Competing in a crowded space

[20:00] Customer Qualification: Targeting the rightcustomers

[25:30] Pricing Strategy: The decision to remove pricingfrom the website

[30:00] Future Outlook: Growing upmarket and beyond