In partnership with

SaaS Strategists,

I really enjoy breaking down the growth strategies of famous SaaS products.

So far I covered Notion and Loom.

Others that I have in plan?

Airtable, Lemlist, Klarna (just so far in the pipeline - more to come).

Today - we’re taking a look into Canva’s growth playbook.

Let’s dive in 👇️ 

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Canva’s Growth Playbook

Reading time: 4 minutes

Chances are that if you’re running a business, you’ve used Canva at least once in your life.

It replaced Photoshop, Figma, and Sketch in record time.

Their biggest strength is being a straightforward tool for non-design-savvy users with user-centered design at its core.

With a bunch of templates and out-of-the-box solutions, it’s every content creator’s best friend.

Here are 4 strategies Canva used in order to take the large slice of cake of the design market and the strategies they used in order to grow to where they are today:

1) A Job-to-be-Done Framework

If you were to search for an “online business card designer” or “design ads for Instagram” chances are Canva will pop up in the first 3 results.

(feel free to try it out)

In marketing, these are called Transactional Queries.

A transactional query is a search term people search for when they want to complete a certain transaction or "get the job done”.

For example: