Here’s what you can learn from Miro

Miro’s $17.5B valuation isn’t magic. It’s flawless Product-Led Growth.

𝟭. 𝗝𝘂𝘀𝘁 𝗯𝗲𝗰𝗮𝘂𝘀𝗲 𝗮 𝗺𝗮𝗿𝗸𝗲𝘁 𝗶𝘀 𝗰𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝘃𝗲 𝗱𝗼𝗲𝘀𝗻’𝘁 𝗺𝗲𝗮𝗻 𝘁𝗵𝗲𝗿𝗲 𝗶𝘀𝗻’𝘁 𝗮 𝘀𝗽𝗮𝗰𝗲 𝗳𝗼𝗿 𝘆𝗼𝘂

Miro has gone head-to-head with every big name in tech you can think of, from Microsoft to Notion. In a few short years, they’ve broken away from being nobody’s to category queens.

𝟮. 𝗣𝗟𝗚 𝗰𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀 𝗱𝗼𝗻’𝘁 𝗻𝗲𝗲𝗱 𝘁𝗼 𝘀𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗯𝘂𝘆𝗲𝗿 𝗼𝗿 𝗮 𝘀𝗶𝗻𝗴𝗹𝗲 𝗽𝗲𝗿𝘀𝗼𝗻𝗮

Many SaaS companies focus on the customer who buys the product. Miro’s strategy focuses on the end user — building a product they love. This creates a pool of internal champions within the org.

𝟯. 𝗧𝗵𝗲 𝗽𝗼𝘄𝗲𝗿 𝗼𝗳 𝘁𝗵𝗲 𝗳𝗿𝗲𝗲𝗺𝗶𝘂𝗺 𝗺𝗼𝗱𝗲𝗹 𝗶𝘀 𝘁𝗵𝗮𝘁 𝗶𝘁 𝗽𝗿𝗼𝘃𝗶𝗱𝗲𝘀 𝘃𝗮𝗹𝘂𝗲 𝗳𝗶𝗿𝘀𝘁, 𝗿𝗲𝗰𝗲𝗶𝘃𝗲𝘀 𝗺𝗼𝗻𝗲𝘆 𝗹𝗮𝘁𝗲𝗿

Miro keeps paywalls, credit card fields, and pricing pages away from onboarding. By offering unlimited teammates and core functionality for free, they reduce the barrier for teams to start using their platform — encouraging adoption and allowing users to experience the value without immediate cost. This drives their product-led sales engine.

𝟰. 𝗜𝗳 𝘆𝗼𝘂𝗿 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝗰𝗮𝘁𝗲𝗿𝘀 𝘁𝗼 𝗶𝗻𝗱𝗶𝘃𝗶𝗱𝘂𝗮𝗹𝘀 (𝘀𝗶𝗻𝗴𝗹𝗲 𝗽𝗹𝗮𝘆𝗲𝗿) 𝗮𝗻𝗱 𝘁𝗲𝗮𝗺𝘀 (𝗺𝘂𝗹𝘁𝗶𝗽𝗹𝗮𝘆𝗲𝗿), 𝘀𝗲𝗿𝗶𝗼𝘂𝘀𝗹𝘆 𝗰𝗼𝗻𝘀𝗶𝗱𝗲𝗿 𝘁𝘄𝗼 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 𝘁𝘆𝗽𝗲𝘀 𝗼𝗳 𝗼𝗻𝗯𝗼𝗮𝗿𝗱𝗶𝗻𝗴

Individuals and joiners have different Aha moments and points of activation, meaning onboarding should focus on different things.

𝟱. 𝗔𝗿𝘁𝗶𝗳𝗶𝗰𝗶𝗮𝗹 𝗶𝗻𝘃𝗶𝘁𝗮𝘁𝗶𝗼𝗻 𝗺𝗲𝗰𝗵𝗮𝗻𝗶𝘀𝗺𝘀 (𝗶.𝗲 𝗿𝗲𝗳𝗲𝗿 𝗮 𝗳𝗿𝗶𝗲𝗻𝗱) 𝗮𝗿𝗲 𝗻𝗼𝘁 𝗣𝗟𝗚

Sustainable growth from the product comes from built in in natural product-led acquisition. Don’t start a startup where you need to go through someone else to get users.

𝟲. 𝗣𝗿𝗼𝗱𝘂𝗰𝘁-𝗹𝗲𝗱 𝘀𝗮𝗹𝗲𝘀 𝘀𝗵𝗼𝘂𝗹𝗱 𝗯𝗲 𝗮 𝘀𝗰𝗶𝗲𝗻𝘁𝗶𝗳𝗶𝗰 𝗮𝗽𝗽𝗿𝗼𝗮𝗰𝗵 𝘁𝗼 𝗳𝗶𝗻𝗱𝗶𝗻𝗴 𝘁𝗵𝗲 “𝗵𝗮𝗻𝗱 𝗿𝗮𝗶𝘀𝗲𝗿𝘀” 𝘂𝘀𝗶𝗻𝗴 𝗼𝘂𝗿 𝗽𝗿𝗼𝗱𝘂𝗰𝘁

Lead generation at Miro is a continuously optimized and data-driven proccess for finding the ‘hand-raisers’. These Product Qualified Accounts (PQAs) comes down to timing, account maturity, and the using the correct medium for reaching out.