Thread by @briannekimmel

closed beta vs. mass freemium?

Before you choose to launch with a closed beta, here are some considerations:

• Waitlists only work if there's scarcity and demand
• Demand = product innovation & reputation
• If the learning curve is low: self-serve > onboarding

2/ A closed beta can set valuable parameters for early customer development.

Works well if you have a strong network 👍
Limits learning & development if you don't ❌

3/ A closed beta should always be accommodated by a waitlist.

Without a detailed pipeline, it's impossible to spot bias in the model or identify new opportunities.

Investigate:
Job title
Company size
Team size
Tech stack: integrations & core tools
Willingness to pay

4/ Waitlists require substance! 🚨

To successfully build a waitlist requires:

• Deep understanding of users: known problem!
• Positioning that resonates: we have the solution!
• Scarcity: limited access + proof of quality customers

5/ Building demand for a closed beta is an art and science.

In a world of "too many tools," an obvious product innovation is required to build demand.

If not, users will seek currently available tools.
Many of which are free.

6/ Building demand for an unknown product requires social momentum.

Known founder👍
Proven team👍
Validation from customers/experts👍
Competing head-on w/ market leader👍

7/ In most cases, freemium traction yields more momentum for first time founders.

Broad experimentation and organic adoption = accelerated learning across a number of axes.

8/ If the learning curve is low, self-serve is better than manual on-boarding.

Especially true for

Developers: time poor, prefer self-serve
Customer support: measured on efficiency
Sales: seek fast ROI, easy to install tools