Product-Led Growth (PLG): Foundations for Product Managers

If you keep hearing “we need PLG” but don’t have a clear playbook, this course gives you a practical foundation you can apply immediately. You’ll learn how Product-Led Growth (PLG) works and how to make your product strategy deliver not only product experiences, but revenue growth.

Product-Led Growth makes your product deliver growth in three areas:

• Acquisition: choose the right acquisition model (freemium, free trial, ungated) and build product-led flows (viral, collaborator, invites)

• Retention: improve activation/onboarding and build growth loops that bring users back

• Monetisation: enable self-serve expansion with packaging, paywalls, and pricing that supports “start small → grow”

But before jumping into specific tactics, we'll first cover revenue trees, so that you can identify highest leverage opportunities and build your plan in a structured way.

How this PLG course works

Short lessons focused on decision frameworks + real-world examples, so you leave with a mental model you can use in roadmap planning and stakeholder conversations.

Meet your PLG instructor

I led PLG teams at PandaDoc as Director of Product, Growth, and I use the same structure in my current role as VP of Product, Engineering, and AI at MEDvidi (US telehealth) to drive revenue growth. Experience across Infobip, VK, and advisory work with AI-first startups helps keep the course practical and non-dogmatic.

By the end of the course, you'll be able to

• Build a PLG revenue tree to identify the biggest product-driven growth levers

• Choose the right acquisition model (freemium vs free trial vs ungated, etc.)

• Create an activation metric hypothesis + validation plan

• Evaluate your onboarding + conversion funnel and spot the highest-impact drop-offs

• Design growth loops and connect them to funnels for compounding growth

• Develop a pricing strategy to maximise revenue growth

• Implement product-led sales (PQLs, handoffs, in-product prompts) without wrecking self-serve

• Create a practical PLG roadmap with initiatives, metrics, and sequencing

Join the course if you want a clear, structured PLG baseline you can use at work this week. Heads of Product/Growth, Founders, and Product Managers, especially in B2B SaaS, will be able to use tools from my toolbox on the day they start the course.

Note: this course is not about 'growth hacks' or a list of experiments that everyone should do; this course is about doing the hard work of analysing your product's revenue tree, mapping it to product drivers, and then building a strategy that addresses them.