Tivalio
Immediate vs. Extended Value: Not All "Value" Is Created Equal
In the rush to optimize "Time To Value," product teams often fall into a binary trap. They pick one single event—let's say, "Project Created"—label it "Activation," and declare victory once a user hits it.
But human relationships with products are not binary. They are evolutionary. A user "activates" multiple times on their journey from newbie to champion.
To build a robust Product-Led Growth (PLG) motion, you must distinguish between two critical types of value: Immediate Value (The Hook) and Extended Value (The Habit).
1. Immediate Value: The "Aha!" Moment
This is the classic definition of Time To Value. It is the first moment the user thinks, "Okay, this thing actually works. It's not a scam. It solves a specific pain."
Ideally, this happens in the first session.
Examples:
- Slack: Sending the first message to a colleague.
- Airbnb: Booking a stay (or even just favouriting a dream house).
- Uber: Seeing the car icon move toward you on the map.
- Tivalio: Seeing your first TTV histogram populated with real data.
The Goal: Establish credibility. Prove the promise. The Metric: Speed (Minutes/Hours).
2. Extended Value: The "Habit" Moment
This is often ignored in TTV discussions, but it is effectively "Time To Retention." It represents the deeper, compounding value that justifies a long-term subscription.
Examples:
- Slack: Searching the message archive to find a decision made three months ago. (You can't do this on Day 1).
- Airbnb: Being a "Superhost" or leaving a review after a trip.
- Uber: Having a "Saved Places" list that makes booking faster.
- Tivalio: Using "VS Mode" to compare two different user segments and making a strategic product decision based on the difference.
The Goal: Embed into workflow. Create switching costs. The Metric: Frequency and Depth (Weeks/Months).
The "Value Ladder" Framework
If you treat value as a single point, you will mismanage your user journey. Instead, visualize a ladder.
| Rung | Stage | User Mindset | Tivalio Metric |
| :--- | :--- | :--- | :--- |
| 1 | Sign Up | "I am curious." | Signup count |
| 2 | Setup | "I am doing work." (Negative Value) | Time Spent (Minimize this!) |
| 3 | Immediate Value | "I see the potential." | Core TTV |
| 4 | Usage Pattern | "I am exploring." | Weekly Active Users |
| 5 | Extended Value | "I can't live without this." | Extended TTV (e.g., Time to 3rd Action) |
The Leaky Bucket Dilemma
Why does this distinction matter?
Scenario A: Optimizing ONLY Immediate Value You strip out all friction. You make it incredibly easy to send a "First Message" in Slack. But you don't push them to create channels or invite teams.
- Result: High Activation Rate, high Day-1 Churn. They saw the "cool thing" but didn't build the "useful thing."
Scenario B: Optimizing ONLY Extended Value You force users to set up their entire Organization, import 5 years of history, and configure all permissions before they can do anything.
- Result: Terrible TTV. Most users give up during setup. The few who survive are loyal, but your growth is capped.
Conclusion: Orchestrating the Handoff
Great PLG is about the handoff.
- Sprint to Immediate Value. Get them to the "Aha!" as fast as possible.
- Guide to Extended Value. Once they trust you, slow down. Introduce deeper features. Ask for more complex setup (like integrations) after they have felt the first win.
Don't ask for marriage on the first date.