a16z Partner Seema Amble connects with Zapier co-founder Wade Foster about the company’s founding and GTM success utilizing a product-led growth (PLG) strategy. Full of actionable insights, this episode explores Zapier’s product strategy, customer experience, and how the team built a sustainable growth engine that enabled them to reach profitability within three years. Foster also provides valuable guidance on brand strategy and how creating an unconventional “weird” brand helped Zapier differentiate from competitors. 0:00 - Intro 1:15 - Zapier's origin story 2:05 - Initial product idea 3:13 - Finding product-market fit and YC 5:06 - How Zapier found their early customers 7:43 - Strategic approach to identifying services to integrate 10:15 - Identifying customer needs and optimizing onboarding 13:28 - Developing a scalable customer acquisition strategy 16:10 - Guidance on building a successful self-serve product 19:07 - Early pricing experiments and brand evolution 23:53 - Early hiring strategy 27:04 - Reflecting on Zapier’s brand identity and product strategy 29:59 - Advice for founders regarding customer acquisition and GTM 31:19 - Outro Please note that the content here is for informational purposes only; should not be taken as legal, business, tax, or investment advice or be used to evaluate any investment or security; and is not directed at any investors or potential investors in any a16z fund. a16z and its affiliates may maintain investments in the companies discussed. For more details please see a16z.com/disclosures.