In developed countries, as the working age declines, the limitations of MQL and SQL, which rely on sales from new customers, are beginning to be seen. Adoption of "Community-Led Growth," which focuses on leads generated from communities, is increasing.
One measure of success is that the larger the scale, the easier it becomes to manage, and moderators emerge from among the customers. The value of a community is not only reduced customer support costs and increased sales through NPS, but also product feedback. To elicit such contributions, "official evaluation" is more likely to result in high-quality contributions in the long term than monetary compensation.
Over the past two years, the number of startups with communities has increased dramatically, with product feedback being their primary goal. Early startups start with Slack or Discord, while later startups cultivate their communities by holding online and offline events, allowing them to continue to maintain a community touch even after IPO.
Even now, the de facto growth strategy is SLG, but CLG expands PLG. PLG is a strategy to grow by getting people to use it, but there is a barrier to a free trial. Success stories of members become virtual free trials, and the community attracts new customers, creating a flywheel effect.
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