Triple-Triple-Double Growth Framework

A framework for understanding exceptional SaaS company growth patterns, illustrated through Figma's journey from $0 to $450M in revenue.

The Triple-Triple-Double-Double Pattern

• Companies aim for:
  • Two years of 3x revenue growth
  • Followed by two years of 2x revenue growth
• Figma exceeded this pattern:
  • 2018: $4.1M
  • 2019: $23M (5x growth)
  • 2020: $77M (3x+ growth)
  • 2021: $100M
  • 2022: $450M (4.5x growth)

Key Insights About Growth

• Exponential growth is difficult to comprehend

  • Even industry experts struggle to predict ultimate potential
  • Companies can grow much larger than initially expected
  • Market caps can expand far beyond what seems reasonable

• Common misconception of being "too late"

  • People often think companies are overvalued
  • Think there's "no meat left on the bone"
  • Actually still significant growth potential in established companies

Success Patterns

• Long-term focus required

  • Figma took 5 years before generating revenue
  • Continued building through market cycles
  • Avoided distractions from other trends

• Revenue stickiness matters

  • Recurring revenue is highly valued
  • Product becomes essential to customer workflow
  • Creates strong barriers to switching

• Market winners can exceed expectations

  • When fundamentals are strong
  • When product-market fit is achieved
  • When growth rate is demonstrably real