Company Context

Streamline is a B2B SaaS collaboration platform for small and mid-sized businesses with 3.5M monthly active users across messaging, task tracking, and lightweight workflow automation. The company has strong adoption in teams under 200 employees, but growth has slowed over the last two quarters as new user acquisition remains healthy while activation and expansion lag.

Problem

Leadership wants a 12-month growth plan grounded in both customer feedback and market data. Today, the signals are fragmented. Customer feedback from NPS surveys, support tickets, sales calls, and churn interviews consistently mentions three themes: onboarding is confusing for non-technical admins, reporting is too limited for managers, and integrations with common tools are incomplete. At the same time, market data shows rising demand for AI-assisted workflow automation, stronger competitor positioning in analytics, and faster adoption in regulated industries where Streamline underperforms.

Recent metrics show: trial-to-paid conversion has stalled at 8%, 90-day retention for new accounts dropped from 64% to 57% over 2 quarters, and expansion revenue from existing customers is growing only 6% year over year versus a company target of 15%. The CEO asks you to recommend where the company should invest next.

Deliverables

1. Explain how you would combine qualitative customer feedback and quantitative market data into a single growth planning process.
2. Identify the most important user segments and unmet needs to prioritize.
3. Propose a 12-month growth plan, including product bets, sequencing, and what you would not do.
4. Define how you would validate your plan before making larger investments.
5. Specify the success metrics you would use to judge whether the plan is working.

Constraints

• Product and engineering can support only 2 major bets and 2 smaller improvements over the next 12 months.
• Budget is fixed; no acquisitions or large-scale replatforming.
• AI features are possible, but the company has limited in-house ML capability.
• Sales is pushing for enterprise features, while self-serve growth remains the current revenue engine.
• Any plan must show measurable impact within 2 quarters, not just long-term strategic upside.