🪄 The Ultimate Guide to Defining Your PLG Use Cases: Amplitude Artifact

Intro

Product-led growth (PLG) is a model where the product itself is the main driver of customer acquisition, activation, and monetization.

A frequent pitfall in PLG is poorly defined use cases, which can undermine even the most promising products.

Correctly defining use cases is crucial for PLG's success as it aligns the product's capabilities with user needs and willingness to pay.

True use cases go beyond simply listing product features; they focus on the interplay between the product, the target audience, and the specific problems the product is designed to solve.

Use this guide to define (or redefine) your use cases from a user-centric perspective, that scales with your user’s growing needs and willingness to pay.

Keep reading to the end to download the artifact (template) on Amplitude’s PLG Use Cases & Growth Model Mix 👀

How to Define Your PLG Use Cases

Product use cases can be defined in a few different ways, but they always center on understanding your target audience and the problem you're solving for them.

Here is the formula:

Use Cases = Target Audience + Problem

Your use cases should be directly correlated to how you charge customers (value metrics within pricing plans), and your ideal customer profile (customer segment, functions, roles, funding raised to date, # of employees, etc), escalating from low to high willingness-to-pay (WTP).

There are three key components to your PLG use cases:

1. Use Case Name: Create clear, descriptive names for your use cases. The names should immediately convey the essence of each use case.
   

2. Target Audience: Define the target audience for each use case. This could include details such as customer segments (e.g., SMB, Mid-Market, Enterprise), number of employees, total funding raised, whether they are individuals or teams, specific functions (like sales or marketing teams), or even specific roles (e.g., Head of Growth, VP of Marketing).
   

3. Problem: Articulate the specific problem that each target audience is trying to solve with your product. Approach this from the customer's perspective, focusing on their needs and concerns, rather than your company's perspective.

Amplitude’s PLG Use Cases

A great starting point for defining use cases is to review the company's pricing page.

For example, Amplitude offers 4 pricing tiers: Free, Plus, Growth, and Enterprise.

Based on this, your PLG use cases might look like this:

Use Case 1: Individuals, explorers, and early startups

Use Case 2: Small teams & startups

Use Case 3: Mid-market teams

Use Case 4: Enterprise teams

Amplitude’s Use Cases: Artifact

I created a sheet using Amplitude's example to provide a practical understanding of what use cases are all about.

This artifact defines Amplitude's PLG use cases, assesses them against four key factors (willingness-to-pay, motivation, ability, and permission), and defines Amplitude's Growth Model Mix.

👀👉 Copy The Artifact (it’s free)

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