{"version":"0.19.0","built_at":"2026-10-17T14:21:37.518Z","license":"CC BY 4.0 © Mike Reams","canonical":"https://catalog.mikereams.com","value_stream":{"id":"VS-320","name":"Trial-to-Subscription","industries":["software"],"description":"Carry a self-serve sign-up from trial through activation and conversion to a paid plan, then through usage, expansion and renewal. Where Lead-to-Cash (VS-20) runs a sales-led deal, this stream is product-led: the product itself provisions, entitles, meters and signals when a customer is ready to buy more or about to leave.","outcome":"Trial users who get value convert to the right paid plan, entitlements match what they pay for, and renewals or downgrades happen on usage evidence.","trigger":"A prospect signs up for a free trial or freemium plan.","aliases":["Product-Led Growth Funnel","Free-to-Paid","Self-Serve Subscription Lifecycle"],"stages":[{"id":"VS-320.10","order":1,"name":"Sign Up & Provision","description":"Create the account and tenant within minutes, with the trial plan's entitlements and limits applied.","capability_ids":["BC-1250.10","BC-1250.20","BC-1260.10"]},{"id":"VS-320.20","order":2,"name":"Activate","description":"Guide the new user to the first meaningful result, and measure which steps lead to it.","capability_ids":["BC-1260.20","BC-1260.30","BC-460.40"]},{"id":"VS-320.30","order":3,"name":"Convert","description":"Offer the plan that fits observed usage, take payment and switch entitlements from trial to paid without interruption.","capability_ids":["BC-1250.20","BC-470.40","BC-250.10"]},{"id":"VS-320.40","order":4,"name":"Meter & Bill","description":"Capture usage against quotas, show it to the customer, bill seats and usage with the right sales tax, and retry failed payments before service lapses.","capability_ids":["BC-1250.30","BC-250.10","BC-250.50","BC-250.30","BC-240.30"]},{"id":"VS-320.50","order":5,"name":"Expand","description":"Spot accounts approaching limits or adopting new features, and offer upgrades or add-ons in the product or through sales.","capability_ids":["BC-1260.40","BC-1250.20","BC-430.30"]},{"id":"VS-320.60","order":6,"name":"Renew or Downgrade","description":"Read health signals before renewal, intervene where risk shows, and renew, downgrade or end the subscription cleanly.","capability_ids":["BC-1260.40","BC-460.30","BC-1250.20"]}]}}