Developer Tools Company Triples Trial-to-Paid Conversion
A Series A developer tools startup had strong open-source adoption but struggled to convert free users to paid plans. Positioning was too broad ('platform for developers'), the onboarding flow didn't connect to paid value, and the sales team lacked technical enablement materials. Trial-to-paid sat at 2.1%.
A full repositioning program followed by ongoing PMM support. Repositioned around a specific developer workflow, rebuilt onboarding to highlight paid-only features at the moment of need, and created battle cards and technical comparison docs for sales. Also launched a developer community program to drive word-of-mouth.
3.2x trial-to-paid conversion in 90 days
“Daria didn't just give us a strategy deck — she shipped the work alongside our team. The repositioning changed how developers talk about our product, and the conversion numbers followed.”
— Founder & CEO, Series A DevTools Startup