How to structure your Growth Roadmap
Structure your Growth Roadmap to drive payroll business expansion and enhance customer experience.
Payroll opens a whole world of opportunities to drive revenue and create a world-class customer experience, which is both exciting and overwhelming. Check recommends creating a Growth Roadmap to structure the expansion of your payroll business to support your overall vision and goals.
Based on our experience, we recommend the focus areas below to help you balance product enhancements, operational improvements, and go-to-market expansion in your overall plan.
Recommended Focus for Quarters 1-2 post-launch
1. Add any missing optional features that can enhance the core product
Examples:
- Native benefits and post-tax deductions configuration
- Delete webhooks
- Small items you see come up in Loss Reasons
2. Build product to help improve efficiency and customer satisfaction during setup
Examples:
- Request embedded setup in-product automatically using Check’s new endpoint to reduce manual touchpoints
- Bring previous provider document report upload in-product
3. Make setup operational improvements
Examples:
- Document your process & build out EE training
- Begin measuring drop-off so you can reduce it over time
- V2 workflows to support demand
4. Work out the kinks in your GTM motion
Examples:
- Test out various Product Led Growth initiatives
- Roll out payroll education marketing to expand TAM
- Begin measuring drop-off so you can reduce it over time
Recommended Focus for Quarters 2-4 post-launch
1. Start building new customer-facing features, prioritized using loss reasons and segmentation
Examples:
- Health benefits
- Time & attendance offerings
- Accounting integrations
2. Build self-service signup functionality to capture warm leads via your product
Examples:
- Add a Payroll tab in product
- Build a Payroll “Getting Started” flow
- Capture data in our Enrollment Profile to offer prospects faster processing period timelines
3. Make support-focused operational improvements
Examples:
- Document your standard operating procedures
- Hire new, dedicated Support EEs and build out EE training
- Launch and begin to populate a Help Center
4. Begin to test out additional GTM approaches
Examples:
- Layer in a CPA-focused referral channel
- Sell to prospects that are new to your core product
- Prepare for your first selling season, including building marketing campaigns and discounts
Recommended Focus for Years 2-3 post-launch
1. Layer in additional adjacent products & services
Examples:
- Offer 401(k) and retirement plans
- Offer new business registration in your product
- Set up a referral partnership with a recruiting software company
2. Tie payroll closer to your core platform
Examples:
- Auto-run payroll
- Business banking integration
- Earned Wage Access / Business Loans / Other financial products
3. Productize your operations workflows
Examples:
- Build internal tooling to reduce repetitive onboarding tasks
- Build in-product error handling
- Build in-product tooltips & training
4. Scale GTM across multiple channels
Examples:
- Layer in remaining channels
- Hire additional reps
- Sell to prospects with a larger average EE count
- Scale up your selling season efforts to engage with a wider audience
Last updated on March 31, 2024