The short answer is not on day zero. Let’s assume you’ve successfully completed your alpha product phase with your design partners and have decided on a PLG strategy. It’s critical even for enterprise startups embracing product-led growth to go through a private beta phase with 20 to 30 customers where they qualify and carefully onboard every new team. This phase offers valuable insight that will feed messaging, product, and the customer success roadmap. The self-serve experience should be built during this private beta phase based on learnings from onboarding and only launched publicly after receiving feedback from early adopters.

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The private beta phase should also include dark launches, where you are testing your messaging, sign-up flow, and early versions of your self-serve experience. You can target a small audience using Twitter/LinkedIn ads, for instance, in preparation for your public launch.

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Here’s a summary of the three early phases of product development along with a recommended timeline and activities for each phase.

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[See original article for full deep dive]