PLG Handbook for Startups
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PLG Handbook for Startups

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PLG handbook for startups

A work in progress TOC for a book meant for B2B startups to implement PLG
Madhukar Kumar

Chapter 1 - Building a financial model for PLG

A framework and methodology to build a PLG plan for the entire year including budget and capital allocation planning.
Published on Feb 20 here -
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Chapter 2 - How to build the tech stack for effective PLG

In this chapter we look at how to build a tech stack for effective PLG by categorizing all technologies under three categories - the presentation layer, data layer and the orchestration layer. The chapter details pros and cons of alternatives and best practices to put the architecture and the tech stack together.
Published on March 20 here -
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Chapter 3 - Creating a sign-up page and pricing

Best practices in sign-up with examples.
Pricing strategies.
Tools and technology to build a sign-up process with a high conversion rate.
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Chapter 4 - Creating PLG Campaigns - SEO

Where to start with research and keywords?
Tools of the trade- SEM Rush, AHREF, Search console
Content strategy (everyone writes)
Hub, pillar and spoke model
Tools and technology for ideas and content creation
Backlinks
Free vs paid
Source + Outreach
Building a team
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Chapter 5 - Creating PLG Campaigns - Paid

Experimentation as a strategy
Strategy - Top of the funnel
Glossary of definitions - CPC, CPM, CPA
Google
LinkedIn - Ads vs leads
UTMs and attribution.
Tools - Houseware, Hockeystack, BigQuery with Metamask
Agencies vs doing it yourself
Create a weekly dashboard

Chapter 6 - NPD and doing product launches

The anatomy of a launch
How to plan and execute a launch flawlessly
Tools of the trade
Product Hunt
Reach out to community prior to the launch
Hunt a hunter
Landing page for PH audience
A specific offer for PH
Write in plain English
Add a video
Add the first comment as a maker
Activate your employees
Use social

Chapter 7 - Product Experience - Onboarding

Tools - Appcues, Walkme, UserPilot
The first 15 min
No friction sign up
Progressive discovery
Three steps rule
Personalize
Gradation of experience
Measurement

Chapter 8 - Nudges

Progressing a user - the psychology of product adoption
Credits and gamification
Tools and technology for nudging
Cleaning up

Chapter 9 - Community

Defining your audience
Build vs leveraging existing communities
Watering holes
Hackathon and competitive programming
Do’s and Don’ts of Hackathons
Affiliate programs
A word about Developer Relations (DevRel)
Meetups
Tools - Discord vs Slack. Forem vs Discourse
Team

Chapter 10 - PLG for B2B

PLG with Sales team
PLPG
Sales Play methodology

Chapter 11 - AR and PR

What is the role of AR/PR in the world of PLG.
How to get started with AR and PR.
The tools of the trade and how to stand out.

Bonus Chapter

Brand marketing to drive Inbound



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