an honest interim

Product-Led Growth.
A Working Status.

Three months in. Data, build, and the work ahead.

osapiens HUB for Maintenance · internal alignment · 2026

what we mean by plg

Five Signals That Define
Product-Led.

01 · DAU

Active Usage

Users return because the product earns it.

Are users truly using the product?

02 · NPS

Net Promoter Score

Users recommend without being asked.

Would users actively recommend us?

03 · PQL

Product Qualified Leads

Sales attention is earned through usage.

Who has earned sales attention through usage?

04 · Fun to Use

Positive Pull

The product creates demand for itself.

Does the product create positive pull?

05 · Simple to Use

Time to Value

Value arrives in minutes, not weeks.

How easy is it to get to value?

The companies built on these signals.

two deals, one playbook

Same Effort. Smaller Ticket.
Worse Math.

Ciner Glass

CMMS · BENELUX

Sales Cycle: ~6 months
ARR: €33,600
Touchpoints: Many
Configuration: Deep
Stakeholders: Procurement · Legal · IT

"Heavy lift. The ticket carries it."

Hitschler

CMMS

Sales Cycle: ~6 months
ARR: €7,000
Touchpoints: Many
Configuration: Deep
Stakeholders: Procurement · Legal · IT

"Same lift. The ticket doesn't."

If we run sales-led plays at PLG ticket sizes, we lose twice — the cycle stays, the margin disappears.

two markets, one platform

Sales-Led Earned the Big Logos.
Product-Led Reaches Everyone Else.

the big logos · sales-led

Nordex

everyone else · product-led

Small contractors

Local manufacturers

Independent workshops

Family producers

Confectioners

Auto repair

HVAC services

Mid-size operators

Print shops

Bakeries

Logistics

…and 7k others

The big logos got our calls. The small ones never will.

PLG ships when Product, Engineering, Marketing, and Sales pull on the same rope.

where we stand today

Seven Thousand In. One Customer Out.

7,000

Visitors

— · GA estimate

83

Sign-Ups

1% · Visitor → SU

13

Demos held

16% · SU → Demo

5

Deals in pipeline

38% · Demo → Deal

1

Closed Won

20% · Deal → CW

Most of the funnel works. The first two steps do not.

what already works

The Bottom of the Funnel
Is Not the Problem.

38%

Demo → Deal conversion.

Every third demo becomes a deal.

32%

DACH Sign-Up → Demo rate.

Our home market converts at twice the average.

100%

Intent ≥ 80 → Deal conversion.

When engagement signals are real, the close is automatic.

The team in this room delivers when the lead reaches them.

how we score

Every Lead Gets Two Numbers.

ICP Score · 0–100

The fit signal.

Geography · Job title · Message quality.

How close this lead is to who we want.

Intent Score · 0–100

The interest signal.

Demo activity · Page views · Visits · Lifecycle stage.

How engaged this lead actually is.

Without these numbers, every sign-up looks identical.

where we route blindly

Fifty Percent vs. Sixteen Percent.
Same Funnel.

ICP < 60 · the loss

16%

Demo-Rate at ICP < 60.
Sixty-five sign-ups, three demos.

ICP ≥ 60 · what's possible

50%

Demo-Rate at ICP ≥ 60.
Eighteen sign-ups, nine demos, four deals.

We treat eighty-three sign-ups as equal. The data does not.

what the analysis demands

Five Things the Data Forces Us to Change.

01

Cut sales touchpoints to the minimum.

Every avoidable touch is friction. The product replaces the call.

02

Compress time to value to minutes.

Value visible at minute four, not week four. The hero moment is the activation event.

03

Speak the ICP directly on the website.

Generic landing pages convert generic leads. Surfaces that filter before sign-up.

04

Arrive at the demo prepared.

The conversation starts at minute four, not zero. The product does the warm-up.

05

Multiply qualified traffic.

Seven thousand to eighty-three is a top-of-funnel problem. Volume and relevance.

Each demand maps to one team. Marketing, Product, Engineering, Sales — all four are in scope.

the new front door

What the Website Becomes.

Website concept mockup — to be added before final review.

work in progress

The website is the surface where ICP filtering and time-to-value start. Concept in design — mockup follows in the next review.

what we built with the team

Maintenance Speaks Five Languages.
We Now Speak All Five.

To reach the long tail, the product greets the buyer in the right language from the first click. We defined five use cases — each with its own sign-up flow, its own hero moment, its own demo system.

01

Maintenance

In-house teams keeping plants and machines running.

02

Service

Field-service organizations dispatching technicians.

03

Facility

Building operators treating spaces as systems.

04

Fleet

Operators tracking kilometers, schedules, uptime.

05

Critical Infrastructure

Asset owners of immovable, distributed networks.

Same platform. Five buyers. One sign-up.

use case · maintenance

From Planning Board to Finished Report.

Take a tour of the product

the operator's minute four

The technician closes the loop without leaving the floor.

A mobile-first ticket flow built around the asset, not the form.

TriggerQR scan on the machine.

Hero momentAuftrag generated from the asset's last service record.

Pull effectThe next technician inherits the context.

Storylane tour — live

use case · service

Ticket Portal to Mobile Technician.
No Phone Call.

the customer's minute four

The customer never waits for the receptionist to call back.

Ticket intake, prioritization, and dispatch on a single screen.

TriggerCustomer raises a ticket from the portal.

Hero momentTechnician on site with full history before the customer hangs up.

Pull effectRenewal happens in the field, not in negotiation.

use case · facility

Buildings as Living Systems.

the operator's minute four

The building reports its state before someone files a complaint.

One operator surface across HVAC, access, energy, and reactive work.

TriggerSensor or tenant signal lands in one inbox.

Hero momentCoordinator sees the system, not the symptom.

Pull effectTenant retention without a service-level surprise.

use case · fleet

Kilometerstand to Wartungsplan.
Read Once. Apply Everywhere.

the fleet manager's minute four

The plan recalculates itself the moment the vehicle moves.

Mileage, schedules, and intervals live in one record.

TriggerVehicle telemetry posts a new kilometer reading.

Hero momentWartungsplan recalculated, notice queued, technician routed.

Pull effectDowntime planning replaces downtime recovery.

use case · critical infrastructure

Assets That Cannot Move.
Teams That Can.

the inspector's minute four

The asset speaks before the inspector arrives.

Spatial inventory and inspection routes for distributed networks.

TriggerCompliance interval reached on a remote asset.

Hero momentOptimal route generated, evidence captured in the field.

Pull effectAudit-ready records without a back-office shuffle.

what it took to ship the five

Five Demo Systems. Four Live. One Last Mile.

Use Case	Status
Maintenance	live · Storylane embedded
Service	live · Storylane in production
Facility	live · Storylane in production
Fleet	live · Storylane in production
Critical Infrastructure	80% · last mile on checklists

Configuration. Assets. Checklists. Every world needed its own — populated, validated, signed off.

what happened with hitschler

Six Months. Seven Thousand.
The Playbook We Cannot Repeat.

Step 1

First inquiry

Inbound, low ICP signal.

Friction · the product could have qualified this lead automatically.

Step 2

Discovery call

Generic product walk-through.

Friction · the product could have walked through itself.

Step 3

Configuration scoped

Multi-week effort.

Friction · configuration belongs in product, not in pre-sales.

Step 4

Stakeholder review

Procurement · Legal · IT.

Friction · half the review was for things PLG self-serves.

Step 5

Negotiation

Long, slow, manual.

Friction · negotiation against a deck, not demonstrated value.

Step 6

Closed Won

ARR €7,000.

Friction · 1/5 of the Ciner Glass margin for the same effort.

Each friction point is a PLG candidate. Each PLG candidate is a sprint item.

what we redesigned

From Six Steps to Three.

sign-up · before

Six steps. Three drop-off points.

Email
Email verification
Profile
Company details
Use case selection
Configuration

→

sign-up · after

Three steps. One world. Time to value in minutes.

Email + Country (auto-detected via GeoIP)
Use case selection
First screen of the relevant maintenance world

Three fields. One world. Time to first value measured in minutes.

what product has already planned as an mvp · setup

Use Case Picked.
No Configuration Call.

The new user selects their maintenance world before the product loads. No demo call required.

What used to need a pre-sales call now happens inside the product itself.

Organization

2 Invite team

3 Ready

Invite People to your Organization

Add the teammates you'd like to invite. Inviting people is optional — you can do this later from the team settings.

First name*

Last name*

Email*

Invited people 2 to send

Invitations send when you complete the setup

Name	Email	Language
EM Erik Müller	e.mueller@operations-efficiency.de	Deutsch
SG Sophie Gex	s.gex@operations-efficiency.ch	Deutsch (CH)

Invitations are sent via osapiens · single sign-on supported

what product has already planned as an mvp · invite

Team Invited. In Three Clicks.

Invite the team in three clicks. The product loads pre-populated.

The first sales call happens after activation, not before.

what is queued in the sprint

Four Moves Borrowed From PLG Companies That Work.

01 · Data Videos

Demo before demo.

Short product-tour videos embedded in onboarding. The product shows itself before the call.

02 · Starter Guide

Collapsible activation checklist.

In-product checklist driving first activation. Borrowed pattern, proven shape.

03 · Credit Card on File

Lower friction, higher commitment.

Sign-up with payment method captured. The signal that intent is real.

04 · 14-Day Incentive

Time-bound,
product-led.

50% off if the contract signs within 14 days of activation. The clock ties to the product.

Every move shortens the path from sign-up to revenue.

the engine that ships it

Four Teams. One Data Trail. One Engine.

Marketing

Outside insights.

Website surface. Inbound quality. Where the buyer first meets the product.

Product

Inside insights.

Pendo telemetry. Hero moments. Where the buyer first finds value.

the engine

HubSpot

Every signal lands here.

Engineering

What is technically possible.

Sign-up speed. Activation events. The plumbing that makes it real.

Sales

Where humans add irreplaceable value.

High-intent contacts. Closing. Expansion.

The goal is not better sales. The goal is a product that sells itself — while four teams build it together.

the ritual

Four Teams. One Cadence. One Number Each.

PLG does not ship in parallel. It ships when four teams meet on a fixed schedule and each owns a number the others can see.

When We Meet.

WEEKLY

30 min · every Friday

Funnel Review.

One number per team. What moved this week, what didn't, what blocks next.

BIWEEKLY

60 min · every other Tuesday

PLG Sprint Demo.

Product shows what shipped. Marketing and Sales show what landed in the funnel from it.

MONTHLY

90 min · last Thursday of month

Number Review.

Each team owner presents their KPI trend, their next bet, what they need.

What Each Team Owns.