Also called: TTV, Time-to-value
TL;DR
The elapsed time between a user signing up and reaching the first meaningful outcome the product promises.
Time to value measures how quickly a new user gets the benefit they came for. Shorter TTV usually correlates with better activation, lower churn, and higher word-of-mouth, every minute between sign-up and aha is a minute in which the user can drop off.
Reducing TTV typically involves stripping setup steps, providing pre-populated example data, or moving heavy configuration tasks behind progressive disclosure. In PLG products, TTV under five minutes is a common target.
A project-management tool measures TTV as the time from sign-up to the first task being completed by a teammate. The median was 4.5 days; after introducing a sample project + invite-teammate prompt during onboarding, it dropped to 38 minutes and trial-to-paid conversion rose from 6% to 14%.
PLG-led companies often show TTV in seconds on the Product slide and contrast it with the incumbent's onboarding length.
The specific in-product event where a user first experiences the core value of the product and becomes likely to retain.
The structured first-use experience that takes a new user from sign-up to the first moment of real value.
The percentage of new sign-ups who reach the product's defined aha moment within a target time window.
A go-to-market strategy where the product itself drives acquisition, conversion, and expansion with minimal sales involvement.
A monetization model that offers a permanently free tier with limited features, monetizing a fraction of users on paid upgrades.
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