Product-Led Growth.
A Working Status.
Three months in. Data, build, and the work ahead.
Five Signals That Define
Product-Led.
Active Usage
Users return because the product earns it.
Are users truly using the product?
Net Promoter Score
Users recommend without being asked.
Would users actively recommend us?
Product Qualified Leads
Sales attention is earned through usage.
Who has earned sales attention through usage?
Positive Pull
The product creates demand for itself.
Does the product create positive pull?
Time to Value
Value arrives in minutes, not weeks.
How easy is it to get to value?
Same Effort. Smaller Ticket.
Worse Math.
Ciner Glass
- Sales Cycle
- ~6 months
- ARR
- €33,600
- Touchpoints
- Many
- Configuration
- Deep
- Stakeholders
- Procurement · Legal · IT
Hitschler
- Sales Cycle
- ~6 months
- ARR
- €7,000
- Touchpoints
- Many
- Configuration
- Deep
- Stakeholders
- Procurement · Legal · IT
Sales-Led Earned the Big Logos.
Product-Led Reaches Everyone Else.
Nordex
Seven Thousand In. One Customer Out.
7,000
Visitors
— · GA estimate
83
Sign-Ups
1% · Visitor → SU
13
Demos held
16% · SU → Demo
5
Deals in pipeline
38% · Demo → Deal
1
Closed Won
20% · Deal → CW
The Bottom of the Funnel
Is Not the Problem.
Every Lead Gets Two Numbers.
The fit signal.
Geography · Job title · Message quality.
How close this lead is to who we want.
The interest signal.
Demo activity · Page views · Visits · Lifecycle stage.
How engaged this lead actually is.
Fifty Percent vs. Sixteen Percent.
Same Funnel.
16%
Demo-Rate at ICP < 60.
Sixty-five sign-ups, three demos.
50%
Demo-Rate at ICP ≥ 60.
Eighteen sign-ups, nine demos, four deals.
Five Things the Data Forces Us to Change.
Cut sales touchpoints to the minimum.
Every avoidable touch is friction. The product replaces the call.
Compress time to value to minutes.
Value visible at minute four, not week four. The hero moment is the activation event.
Speak the ICP directly on the website.
Generic landing pages convert generic leads. Surfaces that filter before sign-up.
Arrive at the demo prepared.
The conversation starts at minute four, not zero. The product does the warm-up.
Multiply qualified traffic.
Seven thousand to eighty-three is a top-of-funnel problem. Volume and relevance.
What the Website Becomes.
Website concept mockup — to be added before final review.
work in progress
Maintenance Speaks Five Languages.
We Now Speak All Five.
To reach the long tail, the product greets the buyer in the right language from the first click. We defined five use cases — each with its own sign-up flow, its own hero moment, its own demo system.
Maintenance
In-house teams keeping plants and machines running.
Service
Field-service organizations dispatching technicians.
Facility
Building operators treating spaces as systems.
Fleet
Operators tracking kilometers, schedules, uptime.
Critical Infrastructure
Asset owners of immovable, distributed networks.
From Planning Board to Finished Report.
The technician closes the loop without leaving the floor.
A mobile-first ticket flow built around the asset, not the form.
Ticket Portal to Mobile Technician.
No Phone Call.
The customer never waits for the receptionist to call back.
Ticket intake, prioritization, and dispatch on a single screen.
Buildings as Living Systems.
The building reports its state before someone files a complaint.
One operator surface across HVAC, access, energy, and reactive work.
Kilometerstand to Wartungsplan.
Read Once. Apply Everywhere.
The plan recalculates itself the moment the vehicle moves.
Mileage, schedules, and intervals live in one record.
Assets That Cannot Move.
Teams That Can.
The asset speaks before the inspector arrives.
Spatial inventory and inspection routes for distributed networks.
Five Demo Systems. Four Live. One Last Mile.
| Use Case | Status |
|---|---|
| Maintenance | live · Storylane embedded |
| Service | live · Storylane in production |
| Facility | live · Storylane in production |
| Fleet | live · Storylane in production |
| Critical Infrastructure | 80% · last mile on checklists |
Six Months. Seven Thousand.
The Playbook We Cannot Repeat.
From Six Steps to Three.
Six steps. Three drop-off points.
- Email verification
- Profile
- Company details
- Use case selection
- Configuration
Three steps. One world. Time to value in minutes.
- Email + Country (auto-detected via GeoIP)
- Use case selection
- First screen of the relevant maintenance world
Setup your Organization
Check your organization name and select the use case you are operating in.
The new user selects their maintenance world before the product loads. No demo call required.
What used to need a pre-sales call now happens inside the product itself.
Invite People to your Organization
Add the teammates you'd like to invite. Inviting people is optional — you can do this later from the team settings.
| Name | Language | ||
|---|---|---|---|
|
EM
Erik Müller
|
e.mueller@operations-efficiency.de | Deutsch | |
|
SG
Sophie Gex
|
s.gex@operations-efficiency.ch | Deutsch (CH) |
Invite the team in three clicks. The product loads pre-populated.
The first sales call happens after activation, not before.
Four Moves Borrowed From PLG Companies That Work.
Demo before demo.
Short product-tour videos embedded in onboarding. The product shows itself before the call.
Collapsible activation checklist.
In-product checklist driving first activation. Borrowed pattern, proven shape.
Lower friction, higher commitment.
Sign-up with payment method captured. The signal that intent is real.
Time-bound,
product-led.
50% off if the contract signs within 14 days of activation. The clock ties to the product.
Four Teams. One Data Trail. One Engine.
Outside insights.
Website surface. Inbound quality. Where the buyer first meets the product.
Inside insights.
Pendo telemetry. Hero moments. Where the buyer first finds value.
HubSpot
Every signal lands here.
What is technically possible.
Sign-up speed. Activation events. The plumbing that makes it real.
Where humans add irreplaceable value.
High-intent contacts. Closing. Expansion.
Four Teams. One Cadence. One Number Each.
PLG does not ship in parallel. It ships when four teams meet on a fixed schedule and each owns a number the others can see.
Funnel Review.
One number per team. What moved this week, what didn't, what blocks next.
PLG Sprint Demo.
Product shows what shipped. Marketing and Sales show what landed in the funnel from it.
Number Review.
Each team owner presents their KPI trend, their next bet, what they need.
- Qualified traffic visitors with country and scorable job title
- Country fill rate at sign-up target 100% · today 66%
- Time to first hero moment target < 4 minutes
- Activation rate % of sign-ups hitting the hero moment
- Sign-up → first screen latency target < 30 seconds end-to-end
- Activation event delivery target 100% to HubSpot · no drops
- Demo → close rate already 38% · hold the line
- ICP ≥ 60 → demo booked target < 24 hours
Friday, 16:47.
Nobody at osapiens spoke with Müller GmbH today.
The contract is signed anyway.
This is the road.