👉 Background: Canva is the Australian-born graphic design platform, used to create pretty much any and every graphic globally. There’s social media graphics, presentations, posters and one of the meanest background-remover tools that ever existed.

👉 What happened: Since its humble beginnings in 2012, Canva has grown to over 87 million monthly users. Previously, Canva was taking on the big dawgs of design like Adobe, but now it wants a larger share of the enterprise software market.

👉 What else: Canva has announced the release of a whole new suite of workplace products to take on Google and Microsoft.

• Canva Docs will take on Google Docs for interactive documents
• Canva Websites will take on SquareSpace and Wix as a website builder
• Canva Whiteboards will take on Miro the brainstorming tool

And it plans to take on these markets through its product-led growth strategy.

What's the key learning?

💡Product led growth is a business model that uses the product at the core of customer acquisition, retention, and expansion. This is the opposite of an organisation that uses large sales teams to drive revenue.

💡Canva started as a direct to consumer product helping everyday people make better designs... but its users started advocating for its use within businesses.

💡Now, Canva now has 55,000 paid teams at organisations with more than 500 employees. And this new work suite just may be the sweetener needed for large organisations to make the big switch from Microsoft or Google. Watch out world.