Y’all know that I love to explore the playbooks of the best-known PLG startups, such as Hotjar (bootstrapped to $50 million+), Similarweb (IPO-ed in 2021), Webflow ($4 billion valuation) and Zapier ($5 billion valuation).
While these success stories are no-doubt fascinating, they’re aspirational rather than practical. Readers from earlier stage startups often wonder: how does this relate to my journey? How do I build a PLG company from the ground up?
It’s in that spirit that I reached out to Ken Babcock, co-founder of Tango, the Series A-funded PLG startup that empowers teams to make how-to guides in seconds. Some quick background on Tango:
Founded in January 2020 by three Harvard Business School dropouts
Launched publicly in September 2021 and was a finalist for Product of the Year (Golden Kitty) on Product Hunt
Grew to 35 employees and 200,000 users in only 14 months post-launch
Announced a $14 million Series A in June 2022
Ken and I discussed Tango’s founding story, why they adopted PLG …
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