How Loom grew from 0-500K users, and beyond:

[Part 1 of 2]

First, some context:

- Loom was founded in 2015 by @yoyo_thomas, @vhmth, and myself

- Fascinated by video in the workplace and wanted to build use cases against it.

- We built a user testing marketplace (failed) → pivoted to SaaS (failed) → Loom ($325M valuation 5/'20)

Launch (0-3K users)

- Launched on @ProductHunt, social media, etc

- Launch week growth was a result of us being the #1 product of the day on PH

- If you want to learn how we converted our launch traffic into real users, @vhmth wrote an excellent piece:

https://t.co/VDxG5lDa5U

Understanding early growth (3-10K users)

- Given the product was entirely horizontal, we needed to understand our key personas.

- We emailed *all* users a short survey and asked respondents for a 10 min call to talk through their use cases.

Personas we identified:

Building & testing early experiments (10-25K users)

- In parallel, we started to introduce early growth levers to drive more users to the product.

- 1st experiment: Video player watermark (for embeds, downloads, etc)

- 2nd experiment: End of Video CTA (still live today)