After its initial start as a yearbook design company, Canva has pivoted to become one of the world’s most beloved design tools. Their mission is to “empower the whole world to design” and they’ve drawn everyone from social media influencers to restaurant owners to use and love their tool. This strong community of promoters helps drive user growth for their tool.

In this episode, we talk about how Canva empowers a community of promoters to build a large base of freemium users, and offers many different ways to move them from free to paid users. 

Key Lessons:

• Align your product features with your company mission and product-led growth
• Cultivate a community of promoters to drive additional virality through community-led growth 
• Tempt your free users to become paid users by demonstrating the value behind the paywall and providing different ways to pay for it that best fit the users’ need

If you haven’t used Canva before, check it out here. Lauren has used Canva to create the artwork for this podcast, slide presentations for conferences, and signs for her birthday party. We get a small commission if you sign up with our link and upgrade to a Pro account, and that will help us buy more equipment for this podcast.