SaaS Project Pitch: Product Activation Funnel Optimization

Project Title: Enhancing User Activation: Metrics and Event Implementation for Product-Led Growth (PLG)

Purpose: To complement the foundational B2B (Lead Intelligence) and B2C (Conversion) projects by focusing on the critical post-signup phase unique to SaaS. This 8-week project will define, instrument, and analyze the User Activation Funnel, directly reducing the time-to-value (TTV) and improving the conversion rate from free trial to paid subscription.

Context: In a Product-Led Growth model, successful user activation—getting the user to experience the core value of the product quickly—is the primary driver of revenue. Measurement must move beyond web analytics (GA4) into product analytics (e.g., Mixpanel, Amplitude) to track specific in-app behaviors.

8-Week Project Plan: The Activation & Engagement Sprint

Phase 1: Product Event Instrumentation and Audit (Weeks 1-4)

The goal is to shift measurement focus from the marketing site to the product itself, ensuring robust tracking of the Activation Funnel.

Week 1: Activation Definition & Audit

• Key Activity: Collaborate with the Product and Marketing teams to define the "Aha!" moment and the 3-5 key steps (the Activation Funnel) a user must take to get value. Audit current product analytics (e.g., Mixpanel/Amplitude) event tracking for accuracy.

• Deliverable: Defined Activation Funnel Steps & Event Audit Report.

Week 2: Product Event Blueprint

• Key Activity: Develop the technical event tracking plan. This includes defining new, required in-app events (e.g., "Project Created," "Integration Connected," "First Share") and specifying the exact properties and values needed for segmentation (e.g., 'plan_type', 'user_role').

• Deliverable: Finalized Product Event Tracking Blueprint (Data Dictionary).

Week 3: Implementation & QA

• Key Activity: Implement the new in-app product events using the company's preferred measurement method (e.g., SDK integration, GTM-to-Data Layer push). Focus heavily on testing the accuracy of user identification/aliasing and proper data attribute capture.

• Deliverable: QA Report confirming 100% accuracy for all new Activation Events.

Week 4: Baseline Reporting & Segmentation

• Key Activity: Build a dedicated dashboard (in the product analytics tool or Looker Studio) to visualize the Activation Funnel, establishing the current drop-off rate between steps. Begin segmenting the data by key dimensions (e.g., company size, traffic source).

• Deliverable: Live "User Activation Funnel Dashboard" & Initial Segmentation Analysis.

Phase 2: Analysis, Insight, and Optimization Strategy (Weeks 5-8)

The goal is to transform activation data into actionable product and marketing recommendations.

Week 5: User Path Analysis & Friction Points

• Key Activity: Analyze the paths of successful vs. unsuccessful users. Identify the most common dead ends or loops where users drop off before achieving the "Aha!" moment.

• Deliverable: "Top 3 Activation Friction Points" Analysis Report.

Week 6: Feature Correlation & Root Cause

• Key Activity: Statistically correlate feature usage (e.g., did they use Feature X in the first 7 days?) with downstream success metrics (e.g., paid conversion rate). Quantify the revenue impact of failure at each friction point.

• Deliverable: Insights Presentation: Identifying the single highest-leverage area for product improvement.

Week 7: Experimentation Measurement Blueprint

• Key Activity: Develop 3 clear hypotheses for in-product experiments targeting the friction point identified in Week 6 (e.g., improving the onboarding checklist). Define the exact primary and secondary measurement specifications required for A/B testing these experiments.

• Deliverable: Documented In-Product Experimentation Plan (Measurement-Ready Blueprint).

Week 8: Documentation & Handoff

• Key Activity: Package the entire project, providing documentation on the new event structure, the Activation Funnel definition, and presenting the final business case for the proposed experiment (justifying the development effort with quantified ROI).

• Deliverable: Final Activation Strategy Proposal, confirming the project scope and suggesting next steps for product development and marketing efforts.

Internship Value Proposition:

This project is highly relevant to modern SaaS growth, offering a critical upgrade to the company's product analytics backbone. The intern gains expertise in defining and tracking high-value in-app events, statistical correlation, and designing experiments that directly influence product strategy and boost subscription revenue.