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Today you're going to discover how you can transform your business into the obvious choice in your market. Imagine dominating your industry like giants such as Canva, Atlassian and Calendly. That's what we're aiming for and I'm here to show you how to do it. But first, why does this even matter? The truth is that every market becomes commoditized. Just give it enough time and you'll see see it happen again and again. In the vast sea of over 100 companies in each category within the SaaS market, becoming a standout is a humongous challenge and many founders find themselves treading water managing an overwhelming amount of customer demands with minimal profits. And if this sounds like you, then action isn't just necessary. It's imperative to really go through this. But there's good news. My name is Wes Bush. With nine years of specialized experience in helping companies with product led growth and helping over 324 plus SaaS companies generate a billion dollars in self serve revenue. I'm here to shift your strategy from struggling to streamlined. And my journey here includes advising Fortune 500 companies and mastering the intricacies of market dynamics and seeing firsthand what separates the contenders from from the leaders in their market. And along the way I've learned that isn't just about hard work. It's about smart strategic moves that propel you to the top. This is not for everyone and it's definitely not for people who are not willing to do the work. This is specifically for founders who are looking to scale up fast and efficiently. And this is also if you're in the C suite where you're looking to hit your targets or you're a change maker trying to transform your company. This is for you. You download this worksheet where you can get access to everything for the activities we're going to go through in this masterclass. And by the end of our time together you will have a ton more clarity on how you can actually become the obvious choice in your market and build and scale a successful product led business. So what's the number one reason why customers choose one company over another? Back in 2016 Forrester did a study where they identified that actually three in every four B2B buyers would prefer to self educate versus talk to someone sales. So I was like that's eight years ago. That's a long time. What about today? What does that look like? So we did our own study@productled.com in 2024 where we identified that actually 97% of customers want to actually try before they buy versus just 3% of the market wants to actually talk to someone in sales. So that has changed dramatically over the last eight years. So what does this mean for your specific company? The big hint here is product led growth. It's one of the best ways you can actually create a try before you buy experience. But it's not the be all, end all. In fact, PLG is actually only half of the story. And that is why I'm here today. I have this ultimate idea worth sharing that will change the entire way you think about how do you do product led growth for your specific company? Let me just share my background and how I even came across this crazy idea when I was working at this company called Vidyard. We were up against a ton of competitors in a crowded space. Our customer acquisition costs were rising and it was very hard to grow. At that time, we were a completely sales led company. So the only way you could buy from us was if you talked to someone in sales. And so we were feeling squeezed, we were trying to grow fast and some of our competitors had a retro. So we decided, hey, let's, let's do the same thing. Let's try it out. The first week in, what was really interesting is we saw a big spike in people signing up for our free trial. We're like, fantastic. Two weeks went by, we're starting to get a little worried, like, nobody's really upgraded. Three weeks went by and we're like, huh? Is something wrong with the product? Can they upgrade on their own? Four weeks went by, still nobody upgrades. And this free trial experience completely bombed. We actually ended up killing it at Vidyard. But why was that? Why did PLG not work for us? What we were actually doing is called surface level plg. And maybe this sounds familiar to you. When you think of product led growth, most people go through and think about this as, oh, there's your free model. That's exactly what we should decide on. What do we give away for free? Then there's your pricing. How do we make it transparent? How can we make sure that people can sign up easily? Then there's your onboarding experience and your offer. Now, most companies just focus on these four things. And that's actually part of the problem. Because when we were back at Vidyard, what we realized is that when you do this, there's a lot of things that hold you back. So the first activity I have for you today is that you can find in your worksheet is answer the question, how has surface level PLG held you and your company back. So what supports world class product led growth for your company? What we identified at product LED is there's nine core components you must master in order to build and scale a world class product led business. And what's really important is identifying what supports plg. So everything below the surface, like your strategy, how does that connect to becoming product led to your team? Do you have the right team, the right capabilities in order to support product led growth? And do you know the right data? Where are users dropping off? Do you have the right growth process to consistently launch experiments to improve how fast you grow as a company? What we identified at Vidyard is everything below that surface was even more important than everything above the surface for plg. Here's an example. When we were at Vidyard, what we were able to identify is that nobody really uploaded a video. And so we wanted to make that as easy as humanly possible. And so the second time around we launched a simple chrome extension so that within a few clicks you could record a simple video where you're able to send it to someone else and you would actually be able to see did they watch 10%, 50% of that specific video. And this product took off the first year 100,000 plus people used it and now millions of people use this product. So I share this because building that product led organization was critical to having that product led growth motion work. And here's the ultimate idea worth sharing is that your product led growth will only be as strong as your product led organization. So what I want you to do now is pull out your worksheet and rate how great are you as product led growth? Because if your product led growth, let's say is a 6 out of 10 and your product led organization is only a 2 out of 10, you're only going to be as good as your product led organization. Once you're done, go through and rate. Where does your product led organization stack up? How strong is your product led organization? Because for many companies this is the limiting factor that is going to hold you back from from seeing success with PLG for your business. Here are some of the common challenges you're going to bump up against no alignment. You're going to also have a very low free to paid conversion rate. And you might even be tempted to kill your PLG initiative because it's just not working. It's not enough to just be great at plg. It's not enough to just be great at building a product led organization. It's about the Synergy of combining these two and building a truly product led company for your business. So now it's your turn. How will embracing a product led approach transform your business? Now we're going to be talking about the top three outcomes of becoming product led for your business. The very first one, the one I'm most excited to share with you, is effortless annual recurring revenue. What this is all about is can you actually build a product that sells itself? So the main metric we look at here is self serve revenue. So on this scale, where does your company stack up? Is it, you know, five figure self serve revenue or is it all the way up at eight figure self serve revenue and beyond? So rate yourself where you are today. What we identified is that only 1% of companies ever gets to 10 million plus self serve revenue, while is the other 99% of companies what they're facing is tiresome and sporadic sales. And that is largely because it's not effortless. For those companies. And the companies that make this big leap, they have an effortless experience where it's effortless to sign up for their product, get to value and upgrade. The second main outcome of becoming product led is all about lean scale. The question I want you to ask yourself is how can you build a big business with a tiny team? And what we look at here is what is your revenue per employee? And I love this metric because it tells you so much about how effective you are with your current team. And what we identified in the product LED index is that actually 98% of companies, they just don't create that much leverage in their specific business. And why is that? Well, most companies, they treat their team as the machine to get remarkable leverage. However, only 2% of companies ever get to 1 million plus revenue per employee. But what these companies are doing differently is they're actually using their product as the machine. And now the third main outcome of becoming product led is all about durable growth. So how can you unlock more profits for your business every single year? So what does your profits look like? Is it five figure profits or as high as eight figure profits for your business? Only 0.2% of companies ever get to the point where they are at 10 million plus profits, whereas the rest of the market generates tiny profits in comparison to these companies. So here's the activity that I want you to think about across these three metrics. Effortless, interoccurring revenue, lean scale, durable growth. Where are you today and where do you want to be? So that is the activity. Write it down in your worksheet. So what prevents companies from experiencing success with product led growth? I've identified five of the biggest challenges that are going to hold you back and we're going to go through how to address each of them in this masterclass. The first one is all about approaching PLG as a product versus a company thing. Now I remember when I was sitting at my desk going through all of our customers websites. I was pulling them up, signing up for the products, and actually reaching out to all of them to see how they were having success with PLG or not. And I was looking at, okay, who's the job title of the person that took this and who saw the most success? So we had two big cohorts. Our biggest one was senior product executives. And so what I identified is a lot of those ones were actually not successful. And then I looked at this much smaller cohort, which was founders, and they were way more successful. I was like, why is that? And it was because they were implementing this as a company thing for their specific business, whereas everyone from the product camp for the most part was implementing this as a product thing. And that's actually one of the biggest mistakes and challenges to avoid. And we're going to go through how to address that in your business. The second big challenge is just not providing enough value before monetizing. This is really simple, straightforward, yet it's really hard to pull off. I don't know if you've ever had this issue in your product where somebody signs up but they don't get the value. What do you do about that? So we'll go through how to address that shortly. Now, this third challenge, this one's really tricky, which I call the fragmented approach. And so what this looks like is you're only doing a few of the critical things you need to really make PLG work in your business, whether that's just focusing on making a good offer, focusing on what do you give away for free, your onboarding. What we identified at product LED is that you actually have nine core things you need to really dial in in order to build and scale a product LED business. So if you're only focusing on three of them, it's going to hold you back. Now the next big challenge is focusing on the wrong things in the wrong order. And this one's frustrating. And if you've ever done something where you focus a ton of time on one thing and then you realize, man, that's not the right order. And so we'll go through an exact order to simply build and scale a product led business. Now the last challenge here is just not getting everyone aligned on how to approach this. I remember when I was at Vidyard and I was trying to salvage our free trial experience and I remember I got together all the key leaders and the main consensus of that meeting, it was just, no, we have our other goals. It's not on the roadmap. We can't focus on that. And it's frustrating when you don't have everybody aligned on how to approach this. And so we'll go through how to address that challenge as well as every other challenge I've just covered here. But before we get into the solution, I want you to ask yourself what is holding you back from seeing success with plg? And in the next video, we're going to go through how to actually overcome these challenges for you. I want to introduce to you the product LED system. I've been working on this over the years to make it easy for anyone to build and scale a successful product led business. And I want to just walk you through the high level overview of how it works and how you can install this system in your business. So everything we're doing with the product LED system revolves around how do we help you become the obvious choice in your market and experience those three core outcomes we talked about, such as effortless annual recurring revenue, lean scale and durable growth for your business. Now the question becomes how do we actually make that work for your business? Now there's three critical phases we have to go through and the first one is all about how do we create an unshakable foundation for your business. What this is really all about is, is how do we go from being scattered in doing a lot of different things to being really streamlined and focused in our business. And this is where we're going to go through and really tighten up your strategy. Who is your ideal user and customer and really get intentional with what are we going to be giving away for free? And in phase two, what we're going to be focusing in on is how do you actually unlock zero touch customers. You might have a service led company where you help a lot of people manually and it's a lot of work to service every single customer. But what we want to take you from is from service led to self serve in your company. I can still remember the day I was helping one of my clients and I would just be looking at their monthly recurring revenue and I could predict almost to a T halfway through the month what their new monthly recurring revenue could be. It was like magic at that time because I Know what our free to paid conversion rate is and I know with how many people are signing up what this will look like at the end of the month. And it's such a cool feeling and you're going to be able to experience that too when you have Zero touch customers. Now the last phase here is all about how do we actually scale this up and unlock exponential expansion for your business. Now if you're a sales business right now, it's pretty linear. To grow your business, you hire a sales rep, get X bump in quota, you hire another one, keep doing that and it's like moving up a ladder versus leveraged growth where we're going to understand where is your biggest bottleneck and we're going to fix that bottleneck with your product so that every single month it compounds faster than anything else. And that is what we're going to do in phase three. If any of these phases are missing, what's going to happen to your business? Well, you're just going to struggle with getting demand because you're not focused. You don't know who your ideal user is. You're trying to be everything to everybody. Now if you don't have Zero touch customers, what's going to happen here is you're just not going to get any leverage because you're going to have to consistently chase customers, help them, service them, and it's a ton of work for you to scale up as a company. And then if you don't have exponential expansion, what will happen to your business is you won't have calm. Because no matter what your business is going through, you're not clear on what is the biggest bottleneck. You might even be launching a ton of experiments. But because you don't know where to apply that leverage and that focus for the rest of your team, you're scattered and it feels like you're working really, really hard, but you're not making much progress. And so in the next video, what we're going to be going through is how to actually build an unshakable strategy in your business. And that's what's up next. So phase one is all about how do you actually build an unshakable strategy for your business? That is what we are going to dive into in this lesson. Very first part of this is all about how do you unlock a winning strategy for your business? Because to actually dominate your market, you must be very clear on what do you do best and align it with what the market needs and what they want. That is the first step. So if you're not 100% clear on what is your strategy. This is the first step that you must focus in on. Once you have that, then you can dig into who is your ideal user. Do you know them better than anyone else in your market? Once you have that locked down, the next step is all about how do you craft an intentional free model for your business? Most companies guess, but my question to you is, how intentional is your free model? Is it a mediocre model where we kind of were intentional with it, but. But then we just throw in a bunch of other features and we randomly upgrade people whenever we want, or is it it's fully loaded. People get everything they need in order to succeed, get to the next level. Where would you rate your free model today? Now I want to share the Super Mario test. If you played Super Mario, when you see this little flower, you get excited because you know once you pick it up, your little Mario is going to grow times bigger, spew fire, and be invincible. Now, I want to share what most free models look like and how that experience mimics this game. Mario picks up the flower. At the end of this free model, Mario is still Mario 1.0 net zero difference. Tell me if you've had that experience. Now let's compare this to another scenario. Mario picks up a flower and grows two times bigger. Three times bigger can beat Bowser the rest of the game. He is invincible. He cannot be stopped. Now, if this is your free model, you might be wondering, why are people not upgrading? You gave them everything for free. They have no reason to upgrade. And I wanted to share this example because you should be thinking of your free model in that lens of it's a game. Right now your users are at level one. What do they need to get to level two? Now, in Product LED Academy, what we've created is known as the ultimate free model framework and how it works and how it's going to help you craft an intentional free model. It really comes down to at the core, at the center of this, it's all about what is that free promise, that mythical level two that we could help your users get to. And once we get clear on what exactly is that, then it becomes time to look at what are all of the challenges you're going to have along that process in order for your users to access that value. So you list out every single challenge that they're going to encounter in experiencing that free promise. And then every one of those challenges, we're going to make sure we have the appropriate solution to help them overcome each of those challenges, you help your users become unstoppable so that they can get to the next level fast. And let me share an example here. This is Tetra and they are a company knowledge base solution. And initially they had a free trial. It was 15 days long. And I was talking to the founder, he was like, wes, this free trial, it's not doing so hot. We have a lot of people signing up for it, but they leave 30, 60, 90 days later and they don't come back. Now, we had a hunch given that it's a knowledge based platform and it takes a while to see value in this product. If you signed up, it's very similar to Google Docs. When you hire somebody new on your team and you share this knowledge base with them, that's really when the value kicks in and you start to say, what did we do without this product? And so what we ended up doing is creating a freemium model where we allowed people to add a certain number of people forever for free. What this allowed Touch to do is give people enough time to access the value in the product. The founder was willing to take a three month bet that this would work. And before the end of the second month, they already saw they had a ton more signups for this freemium model and their upgrades started actually increasing compared to the free trial. When we looked at the retention and their churn metrics, that also improved. This helped Tetra unlock the next level of growth. So I want to recap this. Does your free product pass the Super Mario test? This is the first three components of the product LED system and how to really unlock an unshakable foundation for your business. So you can go from being scattered in what you're doing to being really streamlined and intentional with what you're giving away for free. And in the next section, what we're going to unpack is how do you get Zero Touch customers and build a product that can sell itself? So phase two, we're going to talk about how do you design a product that can sell itself? It almost sounds too good to be true, but it's not. In order to really embrace this, there's a belief I need you to adopt. And this is how you sell is just as important as what you sell. I want to share two quick examples that will reinforce this. I remember signing up for this app called Chess.com now, if you like Chess, you'll love this company. I was hooked right away. Then eventually I upgraded. Now Compare this to pitchbook.com after requesting a free trial, I Just learned that this is literally just a sales call. I wanted to share these two examples because here's the biggest difference between a sales led and a product led Go to Market Motion. Sales led companies, they always start with acquisition. They still gotta get you to your website and acquire you as a user. But then they kick off the monetization cycle where you go through their sales process and then if you become a customer, then they engage you, they deliver on their promise, hopefully versus the product led. Go to Market Motion. You still got to acquire people, start to get them to your website. But what's different is you engage people before they become a customer. You have to deliver on your promise, keep your word and deliver that value and then you can monetize people. So you have to earn the right to ask the question, do you want to become a customer? Do you want more of this? And why I wanted to share this with you is I want you to think of what did you do the last time you signed up for something for free and you couldn't get the value? What you probably did is you uninstalled it, you deleted it, you never went back to that application and that is game over for any product led company. So it's super important that you make sure that you're able to actually engage users before you monetize them. But how do you do that? Well, there's three things you have to unlock to make this work in your business. The very first one is all about crafting an irresistible offer for your business. You must be very clear on what is your unique value proposal if you have that. What's fantastic about having an irresistible offer is you're going to have people signing up for your software that are extremely motivated. Now the second component you have to have in order to have zero touch customers is frictionless onboarding. And this sounds easy, but it's actually one of the hardest things to do for a product led company. So my question for you is, is really how easy is it for people to sign up, get the value and upgrade in your product? Take a minute, just ask yourself, where are we today? What I want to share with you is a framework we developed as Product led Academy to make it easy for you to create a frictionless onboarding experience. Now let me walk you through how it works. So just like in bowling, the whole goal, if you can, is to knock down as many pins as possible. And ideally you want to get a strikeout. And so that is the free promise that your user is experiencing and that's when they get Excited, like, oh my goodness, this is fantastic. I love this product. I want to keep using it. So once you identify what that is in the free model, then it's all about in the bowling alley framework, how do we get people there as soon as possible. And the easiest way to do that is we gotta build a straight line to make that as easy as possible. So what we do is we go through every single step it takes from the minute they step onto your website to the minute they are experiencing that value. And we map out every one of those little steps. And the ones that don't add much value, we just kill them. And on average, with all of our clients, we typically kill 20 to 40% of the steps. And then what we do is we also look at what steps are kind of advanced. You know what, the first time user doesn't need to do this at that time. And so we delay those, we introduce them later. It's not enough to just have the minimum number of steps to get to value. What we do to make this even easier for users to have a frictionless onboarding experience is, is we put bumpers in, just like in bowling, to make it easier for anybody to experience the value of the product. The first one we put in is product bumpers. And these are my favorite ones because you can make it extremely easy for anybody to go through each of those steps. You just guide them with either tool tips or product tours or anything you can in your product to make it really easy, almost a little dummy proof, for anybody to go through and experience the value in the product, especially for that first, first time experience. Now the next bumper you got put up is conversational bumpers. And these are even better because at the end of the day, it's not if it's when users are going to fall off that straight line. And when they do this is when we can reach out to them via email or text or anything else and catch them where they are and bring them back on to that straight line. Now, when you do this, it will 10x the number of users who are able to experience that value in your product and create that frictionless online experience. And I just want to share an example of how powerful this can be. So one of our clients is snappa.com and they are making it easy for anybody to create graphics in a snap. And I was talking to their founder Chris at this time and he had a ton of signups, 10,000 plus per week. And I was like, man, Chris, this is a ton of signups. Fantastic job on the acquisition Front how many of them are, you know, getting value in the product? And so Chris didn't know. So he did some digging and within a few hours he kind of got back to me. He's like, only about 80% of people who sign up out of that 10,000 plus per week are actually going into the product. So I said, well, why is that, Chris? And he kind of did a bit more digging. He's like, well, we have this one step. It's the email activation step. You know, activate my email and then he can go into the product. He hadn't thought much about that step. I just asked him, well, why, why do we have that step? Do we need to have this step right now or could we simply delay it? Because it's kind of getting in the way of some people accessing the value in the product. So he had a chat with his security team and he's like, okay, I finally convinced them what we're going to do is we're going to delay it. So you know what, second time users, they'll see that thing, they'll have to activate their email at that point, but the first time they go in, they can just easily see the value in your product. And so we made this one simple change and guess what happened about a month later. I kept getting pinged by Chris. He's like, oh my goodness, I have no idea what's happening here. My monthly recurring revenue has gone up 20% this month. He was shocked. And why did this happen? It was all because we crafted a straight line for his business. And that's not even talking about building a product bumper, conversational bumper. And that is the power of the bowling alley framework when you roll it out in your business. And so the last step of getting zero touch customers is, is really all about powerful pricing. Most companies, they mess up here when they do their pricing, they just have a low tier pricing option, easy to get started. But they miss out on using value metrics, metrics that per contact or per transaction, allow you to start someone off on a small plan, but grow it into a very substantial plan over time based on how much value are they getting in your product. And so that is a extremely important step you have to do in order to unlock faster growth and grow the lifetime value of your customers. And so those three components, your irresistible offer, frictionless onboarding and powerful pricing will help you unlock zero touch customers for your business. And in the next section, what we're going to be going through is how do you actually scale up your go to market motion for your business. So first off, there is a belief you must adopt, which is that there's actually a strategic order to scale your business. So I want to share this personal story. I built this bookshelf in my office and was putting in all these screws at the back ends of the bookshelf. It took me 25, five minutes to put in all these screws. And I finally had this realization. I was like, oh my goodness. I think I just put everything on the wrong side. I had just wasted all my time. I now had to unscrew everything and then screw it back on the other side. So I was frustrated and there, I've never touched it again. I tell you this story because how often do we do the same thing in our companies when we're spending months improving our onboarding? And yet we find out, hmm, that's not actually the issue. Maybe it's a problem with our offer, maybe that's not clear. And so we waste all this time and countless energy focusing on the wrong problem, the wrong time for phase three. This is all about how do you actually get focused and start growing faster and scale up your go to market motion. Now, in order to do that, you must focus on the first component here, which is all about actionable data. And the reason it's called actionable data is because it's about can your team actually use this? Most companies have complex scorecards. They're tracking way too many metrics. What we need here is simplicity. And what we especially need is understanding what is the core bottleneck in the business right now? What is throttling our growth? But I want to ask you, is how consistently are you aware of your number one bottleneck as a business? Is it, you know, not at all. Is it, yeah, occasionally. Or is it like all the friggin time? Our entire team knows what this bottleneck is. Everybody can recite it. So where do you stack up on this scale today? And once you have that locked and loaded, the second component of this is, is all about do you actually have an effective growth process for your business? Because to unlock predictable growth in your business, you must have consistent experiments every single week to tackle those key bottlenecks. And when you do that, you'll start to notice you're growing faster every single week. Then the last step here is all about building an elite team for your business. Now, there's a reason this one's last, and it's really because in a product company, the first eight components, if you've gone through them, you can solve the majority of Your business issues with the product, not your team. And so you can keep this one last. And when you do experiments, you realize, oh, let's say for instance, our core bottleneck is that we don't have enough signups. Great, you can run an experiment, let's say, on Facebook ads, see if that works. Let's say it does. And you're like, oh my goodness, we got to double down on that. Then yes, sure, it could be hiring a Facebook ad specialist at that given point, but you're saving that for the last. And you're using human capital as the last thing in this process. And that is what actually gives you leverage and will help you maintain that lean scale in high revenue per employee for your business. So now that we've gone through the nine components of the product LED system, my question to you is, where do you need to focus? Where do you need to gain the most leverage in your business? The next step is I want you to take the product led assessment. Now, we created this assessment to actually score you on those nine core components. So go ahead, take the product LED assessment and in the next section we'll go through what are the next steps and how do you actually implement this inside your business? So where do you go from here on your product led journey? I have outlined six quick steps you can do to take a ton of action today in this direction. The first step is just to recognize that 97% of potential customers, they want to try before they buy and totally de risk their buying journey. And if you don't do it, somebody else will because this is what the market wants. Now the second step here is really assemble your PLG task force, be intentional and make sure that you have every key department leader participating because at the end of the day, this is a company wide initiative. So for step three, this is all about joining product LED Academy to accelerate your journey. So what we've done here is we have crafted this entire program to make it easier for you to build and scale a successful product LED business. And so where you're going to get access to when you join Product Academy is not just the product LED system. We're also going to make sure we pair you with the right tight net community that is going to support you along this journey. Because it does take a while to truly build a successful product led company. We're also going to give you access to specialized coaches to ensure you have access to people you can ask your toughest questions about regarding pricing, onboarding, your offer and everything else to support you. And I'm going to be also your guide there to make sure that you're able to implement the product LED system for your business so you can grow much faster. Step four is all about building an unshakable foundation in your business. This is exactly what we talked about. Crafting your strategy, going through and really pinpointing who is your ideal user and making sure we're crystal clear on what is our intentional free model. What are we giving away for free now once you've done that? Step five is all about building a product that can sell itself. And how we do that is we make sure you have an irresistible offer, frictionless onboarding and powerful pricing for your business. Once we got that, you got the last step which is all about scaling up your go to market motion. And how we do that is we make sure you have the right actionable data for your business so you always know what is the biggest bottleneck for your business. And then we make sure you have an effective growth process that will allow you to launch experiments every single week to solve problems. Core of bottlenecks and then you can have the best elite team possible and we'll make sure you identify who those people are. So at product led, what we're known for is transforming SaaS companies. These are just some of the results we've been able to help our clients achieve 30% more signups without adding any additional traffic. 20% increase in your free to paid conversion rate. Which is largely because on average we get 50% more of your users to get to value actually experiencing what the heck your product is all about and that core value their solution promises. We also as a result have faster sales cycles, 25% faster. We also are able to help you achieve 20% lower customer acquisition costs. And on average we save your customer support and Success costs by 10 to 20%. Now how the heck do we do all that comes down to building a successful product led business? And how we can help you really comes down to three things. One, we're focused on helping you become the obvious choice in your market. And how we do that is we help you grow your self serve revenue without hiring anyone new on your team so you can stay growing lean. And we also help you increase your profits while working less in the business. So I encourage you to apply today and learn more because here's the fact there is four main outcomes. Whether it's 612 months, 36 months, whatever your timeline is, there's four main outcomes for your business. There's becoming commodity. It's not the place you want to be. You're fighting for price. It is a tough slog to run your business. Then there's the second outcome, which is you become a contender in your market. You do one, maybe two things a little different than the competition. You stand out a bit, still not a great place to be. It is hard to run your business as a contender. Then there's another outcome which is much better, but it's still not the best, which is you become on the cusp of the market. You're the top three to five key players in your industry. You get a bit more profits, bit more predictability in your business, but where you really want to be. This is the obvious choice in your market and in the product led academy. What we've designed is a program that is engineered to help increase your odds of becoming the obvious choice in your specific market. So here's how a typical month will look like. For the first week, every single Monday, you're going to get access to new content that you can implement inside your company. You can implement that, share the results in our community and then on Thursdays we're going to have that call where we can go through and implement this inside your business and actually give you feedback on what you need to improve. And that is what we found has helped companies really succeed and adapt product led growth for their business much faster than anything else. When you join the program, here's the best part. It's zero risk. You can love it or leave it in the first three weeks. And if you're not 100% sold that this is the right strategy for your business, we will give you the 100% money back guaranteed. So we really stand behind what what we do in our program. So we've covered a lot in this masterclass. We've discussed what are some of the main benefits of product led, what it even means to be product led, Effortless, integrating revenue, how to unlock lean scale for your business and durable growth. But if there's one thing I want to leave you with, it's this. Your product led growth will only be as good as your product led organization because your product led organization supports your product led growth motion. How do you create that synergy between PLG and your product led organization so you can truly become product led and scale up easier, more effectively, have more time instead of just slaving away trying to grow a business that is really, really hard to grow. So as we recap here, I want to challenge you to implement the product led system in your business so that you can become the obvious choice in your market. Here's what the next step is. If you've learned anything and you actually want to implement it more inside your business, you just have to go to productled.com forward/academy.