How InVideo Unlocked Growth by Focusing on Core Customer Jobs
InVideo went from stalled growth to $25M in revenue in 6 months by discovering their "advanced users" actually wanted simplicity—then deliberately dropping 15-20% of their business to focus on the Jobs that mattered.
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TLDR
• InVideo plateaued at 20% YoY growth because they were building advanced features for users who actually came to them for simplicity—a disconnect revealed through Jobs to be Done interviews
• The counterintuitive insight: their most demanding customers asking for complex features were hiring InVideo to escape complexity, not embrace it
• By focusing on two core customer Jobs and deprioritizing a third (potentially losing 15-20% of revenue), they created clarity across product, marketing, and development
• Results: $0 to $25M in new revenue in 6 months, became India's fastest-growing SaaS company, now operates in 97% of countries worldwide
• The lesson: trying to serve everyone means serving no one well—sometimes growth requires deliberately choosing who NOT to serve
In Detail
InVideo, an AI video creation platform, had a problem that looked like success on the surface. They were getting healthy sign-ups daily and growing at 20% year-over-year. But CEO Sanket Shah knew they were capable of more. The team was stuck in a feature-building treadmill—some users wanted advanced capabilities, others wanted simplicity, and the company had lost its sense of what it actually stood for.
Working with The Re-Wired Group over 10 weeks, InVideo conducted Jobs to be Done interviews to understand what customers were truly hiring their product to do. The analysis revealed three distinct customer Jobs, but the breakthrough came from an unexpected place. The "advanced users" who kept requesting complex features weren't actually coming to InVideo for sophistication—they were coming for simplicity. They were asking for advanced features because they thought that's what they needed, but their underlying Job was to create better videos faster than their current solution.
The recommendation was radical: focus deeply on two of the three Jobs and deprioritize the third. This meant potentially walking away from 15-20% of their business. But the team made the call. They rebuilt everything—product strategy, marketing messaging, landing pages—around a single North Star: helping users create better videos in 2 minutes versus 1 hour. The clarity was transformative. Instead of losing revenue, they strengthened their offering. Some users from the deprioritized Job migrated to the core two; others left. But the focused value proposition attracted far more customers than they lost. The result: $0 to $25 million in new revenue in six months, becoming India's fastest-growing SaaS company and the 33rd most-used AI software globally according to A16Z.