first 4 years with no revenue, now $20B exit
Welcome to the Category Surfers where we break down go-to-market strategies so you can build the best SaaS growth engine.
Want to reach 2000+ SaaS founders? Sponsor the next email.
Automate your hiring with Flipped.ai’s Generative AI-based hiring automation platform! Create smarter job posts, generate screening questions, distribute your jobs across multiple job boards for free, instantly get matched with the best candidates, query candidate applications, schedule tasks using natural language prompts, and many more. Signup for free here.
How Figma built an ecosystem to $20B exit
Figma is an all-in-one design platform that grew to a $20B valuation by bringing design software online to improve collaboration between designers, engineers, and product managers. They raised $330M to build the most popular design software in the world.
Figma GTM strategy
Product is the reason Figma gained traction in the first place. They used a new variable in the field and build one of the first cloud-based design software. This is a prime example of a great product, matched with world-class distribution.
Figma followed so many great GTM strategies, here are a few that drove growth:
Product-led (let users signup then enter the sales process)
Usage growth (going viral within the design org)
Ecosystem (let users build templates & plugins to strengthen the moat)
A trend I’m seeing researching the best companies: they all execute more than one GTM tactic to get customers.
Figma’s template gallery
Figma is going after an application development market that is worth $145B and growing 23% annually.