🎁 Takeoff #57: PM Interview Mastery + Webflow’s PMF.
Welcome to Takeoff, your weekly dose of product deep dives and new learning opportunities. Today, we're diving into the Webflow story. Lessgo!
😎 PM Interview Mastery
After speaking to multiple learners, we realised that early and aspiring product managers could benefit immensely from dedicated interview prep. That’s why, we went ahead and designed a program specifically for PM interview prep with expert product managers from Vyapar, Meta and Razorpay.
It’s time to take on your next PM interview with confidence and crack it with ease. Check out our new program, PM Interview Mastery here!
🌊 Decoding Webflow’s PMF
They say the third time is the charm, but for Vlad, the co-founder of Webflow, it was his fourth attempt at starting up that worked out well for him. This week we look into how Webflow started, and their path to PMF.
The roots of Webflow stretch back even further, to the year 2004, when Vlad Magdalin interned at a web design agency. He got shocked when he stumbled upon an invoice, revealing stark disparities in earnings between designers and coders. This invoice, seemingly mundane, birthed the idea of a tool to empower designers to create without the hindrance of coding complexities.
Vlad's early endeavours, including a stint as an agency and later as an LLC, teetered on the brink of potential, constrained by the obligations of a full-time job. It was during this challenging journey that he joined forces with his brother, Sergie—an alliance that would bridge the gap between design and code and lay the foundation for Webflow's future success.
Orchestrating a Viral Launch
A product launch should be more than just an announcement; it should be an event that captures attention and spreads like wildfire. While driving initial traffic is essential, maintaining that momentum hinges on the product's quality and value proposition.
In March 2013, after three meticulous months of development, testing, and iteration, Webflow introduced its beta on Hacker News. This wasn't just any beta; it was an interactive, streamlined version of Webflow that beckoned designers to explore. Interestingly, this beta remains accessible today.
The results were astounding. Webflow's debut skyrocketed to the pinnacle of Hacker News, reigning supreme for an impressive 27 hours. The buzz wasn't limited to one platform; Twitter was abuzz, and within a fortnight, nearly 35,000 eager enthusiasts had signed up for the waitlist. The market had spoken, and Webflow was listening.
The results were astounding. Webflow's debut skyrocketed to the pinnacle of Hacker News, reigning supreme for an impressive 27 hours. The buzz wasn't limited to one platform; Twitter was abuzz, and within a fortnight, nearly 35,000 eager enthusiasts had signed up for the waitlist. The market had spoken, and Webflow was listening.
The "5 Why" Framework: Deciphering the Next Steps
Webflow's commitment to customer satisfaction was unwavering. They prided themselves on swift ticket resolutions, believing it to be a cornerstone of customer retention. Feedback wasn't just welcomed; it was actively sought and deeply analysed.
Chou, Webflow's head of growth, recalls a pivotal moment: "Customers expressed a desire for a WordPress plugin. Probing deeper, we discovered they yearned for a synergy between Webflow's UI builder and WordPress's CMS. The reason? WordPress's custom fields plugin offered unparalleled flexibility." This revelation was a eureka moment. Instead of merely integrating, why not innovate?
With this newfound insight, Chou and his team embarked on a six-month journey, culminating in the launch of the world's inaugural visual CMS in October 2015. This wasn't just any CMS; it was a harmonious blend of WordPress's Custom Fields' prowess and Webflow's design finesse. The market's response? A staggering 25% MRR growth within a month, breaching the $1 million ARR mark, and a transition into profitability.
Community-Led Growth
Webflow's strength isn't just in its product but in its vibrant community. Today, the Webflow community is 81,000 members strong, with an active, volunteer-driven forum where members assist one another. But the engagement doesn't stop online. Webflow curates events featuring expert speakers and even organises offline meetups across countries and states for its aficionados. Their presence on Reddit is also noteworthy, boasting a 17,000-member-strong subreddit dedicated to all things Webflow.
Content-led Growth
Webflow's content strategy is nothing short of exemplary. Through Webflow University, they've curated a plethora of insightful blogs and invaluable resources. A report by Foundation Inc. highlights the impact: Webflow's blog drives over 21% of its organic traffic revenue, translating to nearly $300,000 at the time of reporting. For competitors eyeing the same keywords, they'd need a staggering $300,000 content marketing budget just to compete.
Closing Thoughts
Webflow's ascent in the digital realm is a testament to its innovative approach and unwavering commitment to user-centricity. From a viral launch that captivated tens of thousands to leveraging deep customer insights through the "5 Why Framework," Webflow has consistently showcased its prowess in product-led growth. Recent developments highlight their embrace of AI, with initiatives like the integration of Relume, an AI web builder. Furthermore, their recent $120 million Series C funding underscores the confidence of the investor community in Webflow's vision. As they continue to push the boundaries of web design, integrating AI and other emerging technologies, Webflow is poised to redefine the future of the no-code movement.
🛒 PM Interview Process at Flipkart
Listen to Jayant Jain, Senior Product Manager at Magicbricks, talk about his product management interview experience at Flipkart. He talks about the resources he used for interview prep, the product case he was asked to solve, the number of interviews he did, and a lot more! Watch it now:
That’s all for today, folks! We hope you enjoyed this week’s newsletter. 🤗
Until next week, keep learning and growing! 👋