ProductLed MBA — Course Summary

1. Introduction to the product/course

ProductLed MBA is a highly practical, outcomes-focused training program created by the team at ProductLed and led by Wes Bush. It is designed for founders, product leaders, growth practitioners, and GTM (go-to-market) teams who want to master product-led growth (PLG) in a rapid, structured way. The program presents a full-stack view of PLG — from strategy to free models, conversion to expansion, cross-team alignment, and organizational growth. It is positioned as a nine-week intensive course (though self-paced access is also offered) that provides not just theory but templates, playbooks, tools, and a capstone project to apply what you learn.

The core idea is that in the current marketplace, simply building a product is not enough. Great products alone don’t guarantee growth or scale. To stand out and succeed, you need a go-to-market engine built into your product and company structure. The ProductLed MBA aims to teach you how to make your product the primary growth lever — both for acquisition and expansion — and how to build the internal systems so it becomes sustainable.

2. Goals of the product/course

The goals of this program are clearly articulated and include the following:

• Master the ProductLed System: Learn a repeatable framework for diagnosing growth bottlenecks in a product-led company, selecting the right free/freemium/trial model, and designing measurement systems that track progress.
• Convert more self-serve users into paying customers: Gain the skills to design onboarding flows, activation hooks, and pricing/packaging models that increase free-to-paid conversion and lower customer acquisition cost (CAC).
• Create expansion-driven growth: Understand how to retain users, drive usage-based upsells, increase product-led revenue expansion, and build a system for long-term growth beyond the first-sale funnel.
• Build organizational alignment and experiment systems: Equip yourself to align product, marketing, sales, and customer success teams around the product case, build weekly growth experiment pipelines, and scale the motion instead of relying on one-off tactics.
• Produce real deliverables and outcomes: Move beyond knowledge to implementation — the program emphasises real assignments, a capstone project, and tools you can use right away so you’re not just learning but doing.

In summary, the program is designed to give you both the mindset and the muscle of product-led growth — so you can lead or contribute meaningfully in a SaaS or digital product business and help scale it through self-serve, product-driven motion.

3. Content Overview / Modules breakdown

The curriculum is structured around nine weeks (or equivalent self-paced modules) and covers everything from high-level strategy to tactical execution and scaling. Below is an overview of the major module clusters and their focus areas:

Weeks 1-2: Foundations & Strategy

These initial weeks set the stage by exploring what product-led growth really means, whether it applies to your business, and how to design a strong foundation. Topics include defining your ideal customer profile (ICP), mapping the product model (free trial, freemium, reverse trial etc.), deciding whether to go product-led, sales-led, or hybrid, and designing key metrics, scorecards and alignment. You’ll also start building your playbook and baseline for measurement.

Weeks 3-4: Onboarding & Activation

In weeks three and four the focus shifts to activation — turning first-time users into engaged, value-realised users quickly. Lessons cover designing the “aha” moment, first-time user experience (FTUE), milestone-driven onboarding flows, removing friction in conversion, creating free-to-paid upgrade triggers, and building dashboards that measure activation success. Practitioners receive ready-to-use templates and experiment plans to test onboarding improvements.

Weeks 5-6: Retention, Expansion & Monetization

These modules dive into what happens after activation: how to retain users, encourage usage, upsell, cross-sell, and expand within existing accounts without heavy hand-holding. They also cover monetization strategy — how to price and package for product-led business models, upgrade funnels, usage-based billing, product-driven growth loops, and managing expansion metrics such as expansion MRR (monthly recurring revenue) and customer lifetime value (LTV).

Weeks 7-8: Growth Systems & Organizational Alignment

As you scale product-led growth, the model needs to become repeatable and embedded within your organisation. Weeks seven and eight address building internal systems: running weekly growth experiments, building a growth engine, aligning teams (product, marketing, customer success, sales) around the product-led model, creating experiment pipelines and dashboards, building product-led culture, and scaling growth without scaling headcount.

Week 9: Capstone Project & Certification

The final week (or final module) culminates in a capstone project where you apply what you’ve learned to your own business or product scenario. You document your proposed strategy, experiment roadmap, funnel redesign, or activation improvements, present results or next steps, and receive a certificate of completion. You also gain access to all course materials (templates, playbooks, tools) and ongoing updates or community access for lifetime use.

4. Benefits of the product/course

Enrolling in this program offers multiple benefits that go beyond simply absorbing concepts. Here are key advantages you can expect:

• Actionable frameworks and playbooks: The program doesn’t just teach theory but hands you templates, experiment plans, scorecards, and playbooks you can deploy immediately in your product or business.
• Accelerated timeline to impact: Within nine weeks (or at your own pace) you can build and begin to execute a product-led growth plan rather than waiting months or quarters, shortening the path from learning to results.
• Career and organisational differentiation: As more SaaS and digital product businesses shift to product-led growth models, mastery of PLG becomes a high-value skill. Completing this program helps you stand out as someone who can lead or execute this motion, and your company gains a differentiated growth capability.
• Lifetime access and continuous learning: You receive ongoing access to the materials, templates, tools and future updates — allowing you to return and adapt as your business evolves or new growth levers emerge.
• Community and expert support: You gain access to a community of other practitioners and live office hours / support sessions so you’re not learning in isolation but alongside peers and coaches who are navigating similar challenges.
• Clear business outcomes: The program is built around measurable growth metrics: improving free-to-paid conversion, reducing CAC, increasing user activation, boosting expansion revenue, and scaling self-serve revenue without proportionally increasing headcount. The benefit is both strategic and tangible.

Ultimately, the value of the program lies in transforming your product from just a piece of software into the primary growth engine for your business, enabling you to scale faster, operate leaner, and build a more sustainable growth model.

5. Target Audience for the product/course

The ProductLed MBA is designed for a particular audience — professionals and teams who are ready to implement product-led growth and derive impact. The target audience includes:

• Product Managers who own or influence product growth funnels, onboarding flows, activation metrics, retention and monetization strategies.
• Growth Marketers and growth teams who are shifting from purely acquisition-driven tactics to product-led acquisition, activation, and expansion models.
• Founders and CEOs of SaaS or digital product businesses who want to scale through self-serve motions rather than heavy sales teams and want a roadmap to build a product-led GTM engine.
• Customer Success, Onboarding, and Revenue Teams who recognise that users’ success, product adoption, and expansion revenue must be embedded into product flows and want to build the systems and metrics to drive that.
• Consultants, agencies, and fractional growth operators who want to add product-led growth frameworks to their toolkit and help clients transition to product-led models effectively.

On the flip side, this program is not designed for those who have not yet launched a product or acquired their first customers, or for those expecting a done-for-you service without doing the work themselves. It assumes you are ready to take action, experiment, measure results, and deploy change. If you are early-stage without a live product or minimally viable audience, you may find yourself ahead of the curve for this content.

6. Conclusion with a summary

In conclusion, the ProductLed MBA is a focused, implementation-oriented training program built to help practitioners and teams quickly adopt and scale product-led growth frameworks. Led by industry veteran Wes Bush and the ProductLed team, the curriculum spans nine weeks and is structured to take you from foundational PLG strategy to activation, retention, monetization, expansion, and full organisational alignment. You’ll work through frameworks, templates, and a capstone project — and you’ll walk away not just with knowledge but with deliverables you can apply to your business.

If your ambition is to build a product that drives its own growth rather than relying solely on traditional sales or marketing channels, this program is a strong choice. It emphasises the discipline of self-serve funnels, leverages experimentation, and helps you build the internal systems and mindset required to operate with product-led growth at scale. The target audience is product, growth and GTM professionals as well as founders who are ready to act. While it’s not a beginner’s introduction to digital products altogether, it is beginner-friendly in the sense of guiding you through the full stack of PLG even if you haven’t been operating exactly in that model yet.

If you are ready to make your product your growth engine, deploy real changes in your product funnel, improve your free-to-paid conversion, reduce CAC, expand revenue within existing users, and build a repeatable growth model, the ProductLed MBA offers a roadmap, tools, and community to make that happen. For organisations looking to shift to a product-led motion, this program can serve as the backbone of that transformation.

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