The bolt-on that became a platform.

What the business needed.

The founder of this self-serve time-tracking business wanted to get growth moving again. At around €650K ARR, revenue had been flat for three quarters, even though the free Microsoft Teams version continued to attract users. On the paid website, 13% of trials converted, and the proposed next step was to bring in more people.

Where progress was getting stuck.

Looking at how customers actually used the product revealed a more useful place to start. The free Teams tool already did enough for someone with a simple need, while long-standing paying customers relied on the full platform for payroll, client billing and project margins. The positioning and pricing gave buyers too little help in understanding that difference.

How I helped.

• I reframed the paid offer around the operational work that its strongest customers already depended on, giving prospective buyers a clearer reason to choose it.
• I designed a guided move from the free Teams tool to the paid platform, with continuity of existing data so customers could keep the work they had already put in.
• I redesigned the pricing tiers and briefed website pages that addressed the questions and objections standing in the way of a purchase.
• I structured comparison pages and buyer-focused content to help people assess the product and create another route into the business.

What changed for the business.

Across the sprint and the following two quarters, trial-to-paid conversion increased from 13% to 19% and average contract value rose 22%. The business had a clearer route from free usage to paid adoption, alongside an organic acquisition channel that helped prospective customers understand the offer.

Conversion and contract-value figures are drawn from client reporting and have not been independently audited.

Where I took responsibility.

I was responsible for the positioning, pricing logic and the sequence that helped free users move toward a paid decision. I also set the website and content architecture. Web, conversion and content specialists carried out the build against my briefs and under my direction.

Could this help your business?

If people use your free product but rarely upgrade, it is worth understanding what your paying customers rely on before spending more to attract users. I can help you examine that difference and design an offer and transition that make sense to the people you want to convert.