How Fyxer Turned One Self-Serve Signup Into a $1.2M Enterprise Deal

The Framework

Most SaaS founders treat PLG and enterprise sales as separate motions. You either have self-serve or you have a sales team. Fyxer AI ran both simultaneously and used one to feed the other.

The insight is simple: individual signups are enterprise leads in disguise. 95% of Fyxer's revenue comes from people using work email addresses. Every one of those people works at a company where others have the same problem. The question isn't whether there's expansion potential. It's how you find and capture it systematically.

Richard Hollingsworth built a framework that turned single-seat signups into multi-seat deals. One of those deals, a 5,000-seat $1.2 million contract, closed in seven days.

The 4 Steps

1. Rank users by product engagement, not company size. Fyxer pulled their user list and ranked everyone by the number of draft emails the AI generated for them. High draft volume meant the product was deeply embedded in their workflow. That's your expansion signal. A power user at a 50-person company is a better lead than a casual user at a 5,000-person company.

1. Cross-reference engagement with company size. Once you know who's getting the most value, check how many employees their company has. A power user at a company with 200 people represents a much bigger opportunity than a power user who's a solo consultant. This cross-reference is how you prioritize who to call first.

1. Lead with a support conversation, not a sales pitch. Fyxer's outreach was: "Is there anything more we can do to help improve the experience of the product for you?" Not "want to buy more seats?" The support framing builds trust and uncovers expansion opportunities naturally. When someone tells you their whole team has the same email problem, you've just found your enterprise deal.

1. Let the product spread, then formalize. Individual users share the product within their teams organically. Fyxer saw customers grow from one seat to five seats, to 10 seats, to 20 seats within one company. The sales motion formalizes what's already happening and offers a better deal for buying in bulk.

Real Numbers

Fyxer's largest deal came from the CEO of EXP Realty (the largest real estate brokerage in the US, 80,000 staff) who signed up through a Meta ad. During his trial, he shared Fyxer with his team. By the end of two weeks, 40 people at the company were using it.

He called Fyxer and said he wanted to roll it out to 5,000 staff. The deal: $1.2 million, closed in seven days.

The economics made the sale easy. For real estate brokers, more meetings equals more revenue. Fyxer eliminated the email prep work around those meetings. On 1.5% margins, a 20% productivity gain could triple the company's stock price.

Richard estimated that for every one person acquired through marketing, they'd acquire one or two additional people through sales from the same company.

When It Fails

This doesn't work if your product solves an individual problem with no team component. If there's no reason for someone's colleague to use it, there's no expansion path. You also need enough self-serve users to create a pipeline. If you're getting five signups a week, you won't have enough data to rank and prioritize.

Your First Move

Pull your user list today. Sort by the engagement metric that best reflects value delivered (emails sent, tasks completed, hours saved). Cross-reference the top 20 with their company size. Call the five with the biggest gap between current seats and potential seats. Ask how you can help.