Growing without new sales.
WHY IT IS THE EFFICIENT ROUTE
They already trust you, and there is no acquisition cost.
WHAT EXPANSION LOOKS LIKE
More users Higher usage Upgrading to a higher tier Additional products
WHAT MAKES IT NATURAL
Pricing that grows with the value delivered.
WHAT TO AVOID
Upgrades that feel like removing something they had Pressure when they are not ready
WHAT TO BUILD
Visibility of what a higher tier provides, where the limit is reached.
WHAT TO NOTIFY THEM OF
Approaching limits, before they are hit.
WHY BEFORE
Being blocked unexpectedly produces resentment rather than an upgrade.
WHAT TO MEASURE
Expansion revenue as a proportion of the total.
WHAT SIGNALS READINESS
Growing usage Additional people invited Requests for capability in a higher tier
WHAT TO DO WITH THOSE SIGNALS
Contact them, helpfully.
WHAT NOT TO DO
Automatically upgrade and charge.
WHY
It is widely regarded as unacceptable and produces disputes.
WHAT ELSE EXPANDS REVENUE
Services: setup, training, migration.
WHAT TO BE CAREFUL WITH
Services growing until you are no longer a product business.
WHAT TO PRICE THEM AT
Enough to cover the time properly.
