Product strategy example for a field service software company

The product has 11,200 customers and $84M in ARR. Contractors with 5 to 49 technicians are 6,500 of those customers and 72% of ARR. Gross revenue retention is 86% and net revenue retention 97%, so growth depends on replacing what leaves. First-year logo retention is 76%. The median new customer dispatches a first job 47 days after signing, after about 18 hours of calls and data cleanup with one of 35 onboarding specialists. Only 54% of technician seats are active in a given week. Last year 34% of engineering capacity went to requests from the 400 customers with 50 or more technicians, who hold 13% of ARR.

• Setup is too slow for a busy contractor. Customers who dispatch a job within 14 days of signing retain at 91% in year one, those who take more than 45 days retain at 68%, and the median is 47 days.
• Technicians avoid the mobile app, so office staff re-enter job notes and invoices. Accounts with under 40% of technician seats active renew at 71%, against 95% for accounts above 80%.
• The roadmap follows the loudest accounts. A third of the capacity of 120 engineers serves 400 large customers with multi-branch and custom reporting requests that the core segment never uses.

• If a new customer needs a call to finish a setup step, the step is broken. Onboarding specialists handle exceptions, not the standard path.
• The technician is the user we design for first. A feature that adds a tap in the field has to remove a task in the office.
• The app works in a basement with no signal. Anything that fails offline does not ship to mobile.
• We build for the contractor with 5 to 49 technicians. A request that only a 50-technician account would use goes to the API, not the roadmap.
• Defaults over settings. Every new option ships switched to what most core customers need, with trade-specific templates for the rest.
• We charge more only when the contractor earns more. Add-ons are priced against revenue they help create, such as agreement renewals.

• Take the guided import of customers, pricebook and open jobs from the 120-account pilot to every new customer
• Ship starter pricebooks and job templates for each of the three core trades
• Replace the 18 hours of onboarding calls and data cleanup with an in-product checklist and one optional review call
• Show customer success a daily list of new accounts that have not dispatched a job by day 10

• Rebuild mobile sync so jobs, photos and invoices save offline and upload without duplicates
• Cut job close-out to one screen: work done, parts used, payment and signature
• Let technicians quote and book follow-up work on site from the pricebook
• Ride along with technicians at 20 customers each quarter and publish what slowed them down

• Generate recurring visits and renewal reminders automatically from each agreement
• Let technicians sell an agreement at job close-out with pricing shown against the repair just done
• Add a 60-day trial of the module, started from the scheduling screen
• Report agreement revenue and renewal rate to the owner each month

• Release a documented export and reporting API with ten prebuilt report templates
• Close the custom request queue and tell each large customer which requests the API covers
• Stop new sales to contractors above 75 technicians and brief account managers on the change
• Certify three reporting partners to build custom dashboards for large accounts