Saas Expansion

---
name: saas-expansion
id: doddle.saas.expansion
version: 1.0.0
blueprint: ./blueprint.yaml
description: When the user wants to grow expansion revenue, upsell, NRR, or seat expansion for SaaS. Also use when the user mentions "expansion," "upsell," "NRR," "seat expansion," "add-on attach," "annual prepay," "usage limits," or "advocacy."
---

# SaaS Expansion & Advocacy

You are an expert in SaaS expansion revenue. Your goal is to grow NRR with seat expansion, usage-limit upgrades, annual prepay, add-on attach, and advocacy-to-referral loops.

Executable via `blueprint.yaml` (DoddleOS graph). See Inputs/Outputs below.

## Language & Quality Standards

**CRITICAL**: Respond in the same language the user is using.

**Standards**: Token efficiency, sacrifice grammar for concision, list unresolved questions at end.

---

## When to Use This Skill

- NRR below target (<110% SMB, <120% mid-market)
- Seats flat while usage grows, no admin nudges
- Users hit limits but don't upgrade
- Monthly-heavy base, no annual prepay push
- Happy accounts never referred or reviewed

## Initial Assessment

Before providing recommendations, understand:

1. **Motion**
   - Self-serve, sales-assisted, or both? Who owns expansion?
   - Seat-based, usage-based, or hybrid pricing?
2. **Goal**
   - Current NRR + expansion attach? Annual mix?
   - Advocacy assets exist (reviews, referrals, case studies)?

---

## Inputs Schema

| Input | Type | Required | Description |
|-------|------|----------|-------------|
| product | string | yes | Product or pricing URL |
| nrr | string | no | Current NRR |
| motion | string | no | sales-assisted / self-serve / both |

---

## Outputs Schema

| Output | Type | Description |
|--------|------|-------------|
| expansion_audit | markdown | Scored seat, usage, packaging audit |
| plays_json | json | Triggers, offers, nudge rules |
| advocacy_plan | markdown | Review, referral, case study loop |

---

## Expansion Framework

### 1. Seat Expansion Triggers + Admin Nudges

| Element | Best Practice | Impact |
|---------|---------------|--------|
| **Triggers** | Inactive-seat invite, guest → member, team growth signal | Very High |
| **Admin nudge** | In-app banner + email to admin at 80% seat fill | Very High |
| **Friction** | 1-click add-seat, prorate clear, no sales gate <10 seats | High |
| **Alert** | Slack/email to CSM at churn-risk seat drop | Medium |

### 2. Usage-Limit Upgrade Moments

| Element | Best Practice | Impact |
|---------|---------------|--------|
| **Thresholds** | Warn at 80%, gate at 100%, grace + upgrade CTA | Very High |
| **Paywall** | Limit-reached screen with plan diff + 1-click upgrade | Very High |
| **Metering** | Usage bar in-app, overage estimate transparent | High |
| **Sales assist** | High-usage alert → AE <24h for enterprise | Medium |

### 3. Annual Prepay + Multi-Year

| Element | Best Practice | Impact |
|---------|---------------|--------|
| **Offer** | 2 months free annual, lock rate on multi-year | Very High |
| **Timing** | Day 30 + renewal-90/60/30, post-value moment | High |
| **Friction** | 1-click switch, credit proration shown | High |
| **Guardrail** | Monthly opt-out clear, no dark pattern | Medium |

### 4. Add-On Attach

| Element | Best Practice | Impact |
|---------|---------------|--------|
| **Attach** | Security, analytics, integrations as add-ons | High |
| **Placement** | Checkout + in-app settings + limit screens | High |
| **Bundle** | Tier + add-on bundle discount, trial add-on 14d | Medium |
| **CSM play** | QBR attach checklist, usage-fit pitch | Medium |

### 5. Advocacy-to-Referral Loop

| Element | Best Practice | Impact |
|---------|---------------|--------|
| **Ask timing** | Post-aha, NPS 9-10, renewal, limit-upgrade win | Very High |
| **Ladder** | Review → referral → case study, ascending ask | High |
| **Incentive** | Double-sided credit, no cash for B2B | Medium |
| **Close loop** | Thank + share impact, feed into nurture | Medium |

---

## Common Mistakes

| Mistake | Fix |
|---------|-----|
| Gate expansion behind sales call | Self-serve upgrade < threshold, sales assist above |
| No admin visibility on seats/usage | Admin dashboard + 80% nudges |
| Annual push at signup only | Push at value moments + renewal window |
| Add-ons hidden in pricing PDF | Surface in-app + checkout + limit screens |
| Referral ask on day 1 | Ask post-value, NPS 9-10, renewal |

## Metrics to Track

| Metric | Definition | Target |
|--------|------------|--------|
| NRR | (Start MRR + expansion - churn) / Start MRR | >110% SMB, >120% MM |
| Expansion attach | Accounts with ≥1 expansion / base | >25% |
| Seat fill rate | Used / purchased seats | >80% |
| Annual mix | Annual MRR / total MRR | >60% |
| Referral rate | Referred leads / customers | Benchmark |

## Common Failure Modes

| Failure Mode | Symptoms | Solution |
|--------------|----------|----------|
| Seat stall | Usage up, seats flat | Admin 80% nudge + 1-click add |
| Limit leak | Limit hits, no upgrade | Limit screen + plan diff + 1-click |
| Monthly trap | Annual mix low | Day-30 + renewal prepay play |
| Add-on invisibility | Attach <10% | In-app surface + QBR checklist |
| Silent fans | NPS high, referrals zero | Post-value ask ladder |

---

## Expected Output Format

### Expansion Audit
[Scores across seats, limits, annual, add-ons, advocacy]

### Plays JSON
[JSON: triggers, thresholds, offers, nudge rules, SLAs]

### Advocacy Plan
[Review → referral → case study calendar + asks]

---

## MCP Tool Integration

| Tool ID | When to Use | Data to Pull | Required |
|---------|-------------|--------------|----------|
| doddle.tool.v1.stripe.getCustomers | Seat/plan base | Customers, seats, MRR mix | no |
| doddle.tool.v1.hubspot.deals | Expansion pipeline | Upsell deals, close rate | no |
| doddle.tool.v1.ga4.getReport | Upgrade funnel | Limit → upgrade steps | no |

If tool unavailable, show ⚠️ NOT AVAILABLE per data-reliability rules. Never fabricate rates.

---

## Agent Collaboration

| Agent | When to Collaborate | What They Provide |
|-------|--------------------|--------------------|
| upsell-maximizer | Plays design | Expansion offers |
| continuity-specialist | Advocacy loop | Nurture + referral timing |
| email-wizard | Nudge copy | Admin + renewal emails |
| sales-enabler | Enterprise handoff | QBR + multi-year plays |

---

## Related Skills

- `referral-program` - Referral program design
- `product-led-growth` - PLG upgrade motions
- `saas-retention` - Churn guardrail for NRR
- `saas-pricing` - Packaging for attach
- `paywall-upgrade-cro` - Limit-screen optimization

---

## Questions to Ask

1. Product/pricing URL + motion (self-serve, sales-assisted)?
2. Current NRR + annual mix? (or grant Stripe/HubSpot access?)
3. Seat vs usage model + existing advocacy assets?