Properti2025
Identifying the PLG gap nobody asked about
Nobody asked me for a new product. The go-to-market gap was the bigger problem.
The situation
Properti had only ever sold to enterprise with 12-18 month sales cycles. I was hired as Head of Product & Design. Nobody asked me to build a new product.
The obvious move
Focus on the existing enterprise product. Improve onboarding. Reduce churn. The safe bet.
What I did instead
Identified that the lack of a self-serve entry point was a fundamental go-to-market gap, not a feature request. Conceived Agent Grader as the PLG entry point and built it from scratch.
What happened
Zero to public launch in eight months. Scoring engine, SMS OTP, Stripe payments, tens of thousands of agents. A new revenue channel that didn't exist when I walked in.