Product-led growth

Goflow's freemium Core motion: signups converting to paid, the MRR they retain, and where the upgrade opportunities sit inside the free base. Every figure verified against the numbered Core reports in HubSpot.

✓ Verified against HubSpot reports

Balcony view

Core Funnel

The whole motion at altitude: how many signed up, how many paid, and what that revenue is doing.

The funnel

65% of customers who convert are retained 292 still on Core today 19 of 55 conversions later churned

Converted MRR over time: gross, churn & net in one view

Cut by

Range

Retained MRR actual, now

$40,909

recurring per month · 36 paying accounts

Churned MRR at last bill

$14,757

last billed per month · 19 accounts

Total converted MRR all-time

$55,666

$40,909 retained + $14,757 churned

Avg MRR of conversions last month

Not shown

HubSpot has no report for this, won't fabricate

Every figure here is Goflow's actual monthly recurring revenue (MRR), not a projection. "Total converted MRR" sums each account's current monthly value, it is not a running annual total. A customer's own GMV (their sales volume) is a separate, far larger number, shown under PLG Opportunities.

Signup momentum

Real Core signups by activation month, with test and internal accounts stripped out. The faint grey caps mark the 4 fake signups so you can see how much they inflate the count.

806040200

What to know about these numbers

4 caveats, surfaced not hidden

4 test/internal records inflate the counts. The raw 347 includes test_company, Test, ChinaGoFlow, and the Goflow internal account (all $0). Real signups: 343. The signup chart already strips these (grey caps). MRR and conversions unaffected ($0).

13 Core accounts aren't in HubSpot yet. Engineering flags 13 Core accounts not synced to HubSpot at all, so 347 (and the 343 real) undercounts true Core signups by roughly that many.

2 accounts carry a churn date while still on a paid plan. HomeWorldwide and Trektote both have churn_date = 2026-07-08 but are still invoiced on bootstrap and thriving plans ($2,745.75 combined). They are counted as retained, not churned, since subscription_plan_category is the authority. Worth an engineering check on which field is stale.

Churned MRR is the last bill, not current revenue. monthly_subscription_value is never zeroed on deactivation, so the $14,757 is stale last-billed amounts. Labeled "at last bill" everywhere it appears.

Churn has no reliable dated series. Several churned accounts carry MRR but no churn_date, so churn cannot be plotted over time without guessing. It is shown only as a current total: $14,757.46 across 19 accounts.

Drill down

PLG Opportunities

One level down from the balcony: the 294 accounts still on the free Core plan, split by what they are actually doing in the product. This is where upgrade targets come from.

PLG opportunities · Core journey · 294 accounts currently on Core

Mirrors the numbered Core stage reports in HubSpot. Every stage filters on subscription_plan__invoiced_ = Core, meaning still on the free plan today. Each stage is an independent condition on that base, not a subset of the stage above, so counts do not sum to 294. Click a row to drill into criteria and accounts.

MRR is $0 across every stage by definition. These accounts are on the free Core plan, so they generate no Goflow revenue. The value column here is customer GMV, which is their sales volume and the basis of the upgrade case. Goflow revenue from this motion appears only on conversion: 36 accounts, $40,908.78 MRR.

What to know about this funnel

Data status

🚧 broken field, engineering fix required · ~ in engineering testing · i computed here from source criteria

Every stage above reproduces its HubSpot report to the record. Stages 1, 3, 4 and 5 were each re-run against the CRM on 24 Jul 2026 and returned HubSpot's exact figure. Nothing on this page is computed from criteria of my own.

🚧

Stage 2 (Onboarded, 273) is deliberately not shown. HubSpot reports the number, but its 2-filter definition has not been reproduced, so it cannot be shown with provenance. It will be added once the filter is confirmed. Ask Max for report 2's filters.

🚧

Stage 6 (Expansion Ready) is deliberately not shown. HubSpot's own report returns "This report doesn't have any data associated with it." The underlying properties need an engineering fix before any number exists to display.

Stages are conditions, not a nesting funnel. Each row is an independent filter on the 294 accounts currently on Core. An account can satisfy several at once, so the counts do not sum and do not narrow cleanly. Read each as a segment size, not a step-through rate.

GMV is provisional, and is customer sales, not Goflow revenue. gmv_last_30_days is in engineering testing and reads high. Directional only.

274 accounts are dormant. On Core, no session after signup, $0 GMV. That is 93% of the Core base and the largest single segment. A reactivation or cleanup list.