The Power of Virality: Björn Mayer in Conversation with Yana Welinder, CEO of Kraftful
Björn Mayer (BM): Yana, thank you so much for joining me today! Before we dive into all the exciting strategies we’re going to discuss, I have to ask—why the name Kraftful? It’s such a unique and strong brand name, and “Kraft” is actually the German word for “power.” Was that intentional?
Yana Welinder (YW): Great question, Björn and yes, the name was very intentional. “Kraft” captures the idea of strength, energy, and capability—qualities that are core to what Kraftful stands for. Our mission is to empower product teams, giving them the tools and insights they need to create truly powerful, user-centered products.
We were also aware of the German connection when choosing the name. It gives the brand a bit of an international edge, which fits perfectly with our global audience. Plus, the word “Kraftful” feels creative, energetic, and effective—everything we want our product to represent.
BM: I love that! It’s such a bold and memorable name, and it really conveys the idea of giving teams the “power” to innovate faster and better. A great start to what you’ve already built.
Empowering Product Teams with AI
BM: Now, with that foundation, let’s dive in. Kraftful is such an exciting company, and I’m particularly fascinated by how you’re transforming product development with AI. You already have over 50,000 innovative product teams trusting Kraftful. What’s been the key to your success so far?
YW: At Kraftful, we’ve always believed that the best products come from truly understanding user feedback. Our platform simplifies the process of collecting, analyzing, and acting on that feedback with the help of AI.
The key to our success has been listening to our users—both literally and figuratively. By using our own tools to analyze feedback, we ensure that our product evolves based on the real needs of the product teams we serve. That focus on user-centricity has helped us build trust and gain traction with teams worldwide.
The Case for Referral Marketing
BM: That’s such a powerful approach, and clearly, it’s working. But with 50,000+ product teams, you’ve reached a critical mass where your growth potential could skyrocket. Have you thought about leveraging referral marketing to drive exponential growth?
YW: It’s something we’ve definitely considered. Our customers are already passionate about Kraftful, and we know word-of-mouth plays a big role in our adoption. But we haven’t yet explored a formal referral program. I’d love to hear your thoughts on how we could do this effectively.
BM: Absolutely! With a user base as innovative and connected as yours, referral marketing could be a game-changer.
One idea I’d suggest is running a simple ASK campaign first.
ASK campaigns are essentially cost-free and help you understand two critical things:
- How willing your current users are to refer Kraftful to their peers.
- What incentives would most effectively motivate them to do so.
It’s as simple as sending out an email sequence or in-app message asking, “Would you recommend Kraftful to others? What would encourage you to share it?”
The responses would give you valuable insights to design the perfect referral program.
Building a Referral Engine
YW: That’s brilliant, and is so much in sync with our business asking users / clients —I love how low-risk that is. And I imagine we could learn a lot about our users in the process. But how would we go from an ASK campaign to something more structured?
BM: Great question. Once you have the insights from the ASK campaign, you could roll out a referral pricing program. This creates a win-win for you and your users:
- For Referrers: Offer rewards like discounts, free months of Kraftful, or exclusive access to a private community of top referrers.
- For New Users: Give referred customers a welcome discount or access to premium features for their first few months.
For example, you could set it up so:
- Referring 1 friend earns 10% off for 3 months.
- Referring 5 friends earns 1 free month.
- Top referrers get recognized as “Kraftful Ambassadors” and invited to exclusive masterminds or even 1:1 sessions with you.
Making Referrals a Community Experience
YW: I really like the idea of engaging our users in such a meaningful way. It’s not just about growth—it’s about building a community.
BM: Exactly! That’s one of the most beautiful aspects of this approach. Referral marketing isn’t just about acquiring new users; it’s about making your current customers feel valued.
By giving them the chance to contribute to your success, you turn them into true partners. And when you layer in perks like access to an Ambassadors’ Group or even opportunities to meet the founders, it deepens their connection to Kraftful.
Tying Virality to Investor Confidence
BM: Another key reason to prioritize referral marketing and virality is that it’s something investors absolutely love to see—especially names like Y Combinator, which is already part of your journey.
Virality isn’t just about user growth; it’s a signal of product-market fit, scalability, and customer enthusiasm. When investors see that Kraftful’s user base is growing exponentially through word-of-mouth, it reinforces their confidence in the product’s long-term potential. On the other hand, you might already be far beyond these early stages...
YW: That’s a great point, Björn. Virality is definitely a compelling metric, not just for growth but also for validating that users love the product enough to recommend it to others. And for investors like Y Combinator and others, it’s tangible proof that our product has the momentum to succeed at scale.
BM: Exactly. A well-executed referral program could be the key to unlocking exponential growth while also providing those powerful metrics that investors look for. And what’s even better is that virality inherently reduces customer acquisition costs—a win-win for scaling efficiently and impressing your backers.
The Power of Viral Loops
BM: Let me break down the power of virality a bit further.
The ultimate goal of referral marketing is to create viral loops where every user you acquire brings in more than one additional user. Here’s how it could play out for Kraftful:
- Poor Engagement (K = 0.1): Each user refers just one person, and only 10% of invites convert. Growth is minimal, and the program would need refinement.
- Medium Engagement (K = 0.6): Each user refers three people, and 20% convert. This leads to steady, linear growth.
- High Engagement (K = 1.5): Each user refers five people, and 30% convert. This creates viral growth, where every user brings in more than one additional user.
Even if Kraftful doesn’t hit virality, the program will still generate tons of business opportunities:
- Lead Generation: Every referral introduces highly qualified prospects.
- Brand Visibility: Referrals amplify your reach.
- Community Engagement: A steady stream of new users energizes your ecosystem.
The beauty of this approach is that every referral has value, whether it’s incremental or exponential growth.
YW: That’s fascinating. So, even in the worst-case scenario, we’d still be growing our pipeline and creating valuable leads.
BM: Exactly. And the insights from the ASK campaign ensure you’re tailoring the program to maximize engagement and results, making it a win-win situation no matter what.
Final Takeaways
YW: Björn, this has been incredibly insightful. I love the combination of practical advice and big-picture thinking. What’s your final takeaway for us as we consider implementing this?
BM: My final takeaway is this: Referral marketing is the perfect low-risk, high-reward strategy for Kraftful. With an ASK campaign, you can start small, learn what works, and scale up from there. The best part? You’re not just acquiring new customers—you’re building loyalty, fostering community, and giving your current users the spotlight they deserve.
Yana, Kraftful has already built something incredible. I’m confident this approach could help you take it to the next level.
YW: Thank you, Björn. This has been so inspiring, and I can’t wait to discuss these ideas with my team. Let’s stay in touch as we move forward!
BM: Absolutely, Yana. It’s been a pleasure!
