If you want to listen on any other podcasting platform, click here.
A pivot after Series B. Sounds crazy right?
When Framer raised its $24M Series B in 2018, it was a design and prototyping tool.
Think Sketch or Figma.
Despite building up a good base of users, the team felt that traction was slowing.
After what must have been many agonizing meetings, the founders and leadership made a bold call. They weren’t going to try to iterate the product.
They were pivoting completely.
In SaaS it’s not common to see a 4-year company pivot. Especially one that raised $33M in total, with dozens of employees. It’s even less common to see one do it successfully.
Yet, today Framer has gone from 0-to-1 once again. They are now a website builder with thousands of customers, including Zapier and Superhuman.
In this interview with Framer’s Head of Growth Oscar Carlsson, he broke down the methodical approach the company took to the pivot:
– What they did to acquire the first 100 customers, the next 1000, and the 1000s of customers after that
– How they rebuilt their GTM team into a customer discovery engine
– What channels and growth initiatives worked at different stages
With the recent tech correction, we will probably see more growth stage companies considering a pivot. Framer is an example they should look to.
Check out Framer.com and follow Oscar on Linkedin here.
