Part 5/6:
Despite these challenges, SurveyMonkey seems to be employing a “land and expand” strategy. They aim to get individual users onboard with their personal accounts, hoping that these satisfied users will advocate for the service within their businesses. As they navigate this hybrid model, it complicates the identification of their most lucrative market segment.
However, the conversation steers towards skepticism regarding the effectiveness of this strategy. With the affordability of individual plans appearing suitable for most business use cases, there is little compelling reason for users to transition to more costly enterprise solutions. This dynamic creates an uphill battle for SurveyMonkey in upselling to larger organizational accounts.