This document discusses how SurveyMonkey has scaled its freemium business model. It addresses key topics like maintaining discipline and simplicity, fostering virality through network effects and viral loops, raising capital strategically, optimizing throughout the customer lifecycle, and expanding products where advantages already exist like leveraging existing international users. The overall message is that growing a sustainable freemium business at scale requires focus, data-driven decisions, removing barriers to conversion and engagement, and continuously improving the user experience.

1. scaling freemiumbrentchudobaVP, business strategy @SurveyMonkey

2. topicsbackground and surveymonkey introgetting to scalediscipline and simplicityviralitycapitaltaking scale to the next levelinternationalizationoptimizationproduct expansion

3. brent & SurveyMonkey

4. freemium at scale

5. discipline and simplicityfrom the perspective of a user, what makes a service/product the “best” in its category?application speed?simplicity?feature-richness?service?price?

6. viralityinherent virality comes in multiple flavorsnetwork effects: applications can become more useful and powerful with usage and more usersviral loops: usage of the application spreads the brand and demonstrates new use cases to potential usersseeding virality is really harda disciplined approach toward pricing, product innovation and capital raising innovation is critical

7. capitalat scalewhy?when?who?in order to scale?why?

8. taking scale to the next level

9. internationalization north america represents <15% of the global Internet populationover 50% of Google’s revenue comes from international marketswhat prevents international customers from purchasing your service?languagecurrencypayment formats

10. optimizationif you could increase one metric in your business, what would it be?users, virality, conversion, activity, engagement..optimization isn’t just page testingopportunities exist throughout the customer and product lifecycle and experiencea great data team can uncover lots of opportunities

11. product expansionexpand where your existing business gives you inherent advantagesreinforce the value of your core productde-risk decisionslet data and your user feedback guide your decisionsyou don’t have to build everything yourself

12. closing thoughtsthink about data earlyengagement drives conversionactive users are happy usersbreaking down international product barriers can dramatically increase your addressable paid user base