Varun Parmar: belief

Transcript context

…The first is something I'm on this constant quest to understand how companies got their first users, and I haven't actually heard the story of how Miro got its first thousand users or customers. I know you weren't there in the early days, but you happen to know how Miro initially grew and got their first thousand users and customers? I think the fundamental thing there is that we always had user first approach and reaching out to certain communities that were relevant to what was a key part of lighting the fire, if you will, the proverbial way people start to talk about the product. Given the collaborative nature of the product, some of the early adopters invited people who were also early adopters and the flywheel started to work. I've heard that we did a fair amount of content marketing and listing the product on sites like Capterra sort of helped. There was some early investments in terms of SEO and organic growth, so there was a focus there, which was the main source of driving traffic. The top of the funnel came through that. The product teams were very intensely focused on building vital loops as a key mechanism of driving growth, once the traffic came in. Every interaction that actually introduced barrier, they looked at it and they looked at the data and they said, "Let's reduce this barrier. Let's remove this thing so that the product could be effectively embraced." It was an evolution over a period of time. There was also the fact that early on in the journey, some of the features were presented on a trial basis and then later on the model was evolved from a trial basis, time limited to a premium model that further accelerated the growth for the business. I would say those were some of the approaches that were taken to get to the first thousand users or so. You talked about how Miro grows, where it has this magical loop of "I use Miro to for myself, then I share it with my team in whatever way I'm using it." They're like, "Oh, Miro, this is cool." Then they start using it and then they share it with people that they want to work with, and it creates this loop of growth." I imagine that's how Miro mostly grew initially and continues to grow. Is there anything surprising or unintuitive about how Miro grows that is beyond that? I imagine sales is a part of it and we can talk about that, but is there anything else that is interesting that is worth mentioning?…

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