{
 "company": "figma",
 "as_of": "2026-09-25",
 "choices": [
  {
   "id": "figma-p01",
   "business": "Collaborative product design",
   "category": "product",
   "dimension": "Founding",
   "statement": "Dylan Field and Evan Wallace founded Figma in August 2012.",
   "event_date": "2012-08",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "FG23"
   ]
  },
  {
   "id": "figma-g01",
   "business": "Collaborative product design",
   "category": "go_to_market",
   "dimension": "Seed financing",
   "statement": "Index Ventures put $1.8 million into the 2013 seed round, and the founders told investors they would stay in stealth for more than two years.",
   "event_date": "2013",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "FG27"
   ]
  },
  {
   "id": "figma-g02",
   "business": "Collaborative product design",
   "category": "go_to_market",
   "dimension": "Stealth demos",
   "statement": "During stealth the team showed the product to designers instead of running problem interviews, and discussed customer feedback at daily lunches.",
   "event_date": "2015",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "FG17"
   ]
  },
  {
   "id": "figma-g03",
   "business": "Collaborative product design",
   "category": "go_to_market",
   "dimension": "First business hire",
   "statement": "Claire Butler joined as the first business hire about six months before the launch.",
   "event_date": "2015",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "FG17"
   ]
  },
  {
   "id": "figma-g04",
   "business": "Collaborative product design",
   "category": "go_to_market",
   "dimension": "Launch test",
   "statement": "The launch test was one team using Figma full time; Coda agreed, and Figma launched as a closed beta.",
   "event_date": "2015-12",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "FG17"
   ]
  },
  {
   "id": "figma-g05",
   "business": "Collaborative product design",
   "category": "go_to_market",
   "dimension": "Twitter launch",
   "statement": "Field wrote a script mapping design Twitter by who followed whom and each person's influence, and the team messaged those designers asking for feedback.",
   "event_date": "2015-12",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "FG18"
   ]
  },
  {
   "id": "figma-g06",
   "business": "Collaborative product design",
   "category": "go_to_market",
   "dimension": "Series A",
   "statement": "Greylock led the Series A and John Lilly joined the board.",
   "event_date": "2015-12-02",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "FG16"
   ]
  },
  {
   "id": "figma-p02",
   "business": "Collaborative product design",
   "category": "product",
   "dimension": "Architecture",
   "statement": "The editor was written in C++ and cross-compiled to JavaScript (asm.js) with emscripten, and drew everything with its own tile-based WebGL renderer instead of the browser's HTML, SVG or 2D canvas.",
   "event_date": "2015-12-03",
   "date_precision": "day",
   "evidence_kind": "participant_account",
   "sources": [
    "FG19"
   ]
  },
  {
   "id": "figma-p03",
   "business": "Collaborative product design",
   "category": "product",
   "dimension": "Preview",
   "statement": "The preview put an editable design behind a link with sharing and contextual feedback; simultaneous editing was stated as a plan for 2016.",
   "event_date": "2015-12-03",
   "date_precision": "day",
   "evidence_kind": "company_described_offering",
   "sources": [
    "FG1"
   ]
  },
  {
   "id": "figma-g07",
   "business": "Collaborative product design",
   "category": "go_to_market",
   "dimension": "First design advocate",
   "statement": "The first design advocate came from about ten beta users who answered an invitation to pizza at the office, and ran live design contests.",
   "event_date": "2016",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "FG17"
   ]
  },
  {
   "id": "figma-g08",
   "business": "Collaborative product design",
   "category": "go_to_market",
   "dimension": "Content",
   "statement": "About ten deep technical blog posts in the first six months were aimed at Hacker News and Designer News.",
   "event_date": "2016",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "FG18"
   ]
  },
  {
   "id": "figma-p04",
   "business": "Collaborative product design",
   "category": "product",
   "dimension": "Multiplayer",
   "statement": "The public release let several people edit the same file at once.",
   "event_date": "2016-09-28",
   "date_precision": "day",
   "evidence_kind": "company_described_offering",
   "sources": [
    "FG2"
   ]
  },
  {
   "id": "figma-p05",
   "business": "Collaborative product design",
   "category": "product",
   "dimension": "Review features",
   "statement": "The release included commenting with Slack integration, mobile viewing, constraints and vector networks.",
   "event_date": "2016-09-28",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "FG23"
   ]
  },
  {
   "id": "figma-g09",
   "business": "Collaborative product design",
   "category": "go_to_market",
   "dimension": "Launch pricing",
   "statement": "The product was free through January 2017 and permanently free for students.",
   "event_date": "2016-09-28",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "FG23"
   ]
  },
  {
   "id": "figma-g10",
   "business": "Collaborative product design",
   "category": "go_to_market",
   "dimension": "Board push to charge",
   "statement": "The board urged the company to charge after an enterprise customer said it could not scale Figma internally because no one believed Figma would be around in a year.",
   "event_date": "2017",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "FG26"
   ]
  },
  {
   "id": "figma-g11",
   "business": "Collaborative product design",
   "category": "go_to_market",
   "dimension": "Collaborator gate reversed",
   "statement": "The first free tier allowed unlimited files but only two or three collaborators; it was reversed to a few files with unlimited collaborators.",
   "event_date": "2017",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "FG18"
   ]
  },
  {
   "id": "figma-p06",
   "business": "Collaborative product design",
   "category": "product",
   "dimension": "Load time",
   "statement": "The engine moved from asm.js to WebAssembly, cutting load time by more than three times.",
   "event_date": "2017-06-08",
   "date_precision": "day",
   "evidence_kind": "participant_account",
   "sources": [
    "FG20"
   ]
  },
  {
   "id": "figma-g13",
   "business": "Collaborative product design",
   "category": "go_to_market",
   "dimension": "Organization plan",
   "statement": "Based on customer feedback, Figma introduced the Organization plan in 2018 with unlimited teams, shared libraries and central administration.",
   "event_date": "2018",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "FG7"
   ]
  },
  {
   "id": "figma-g14",
   "business": "Collaborative product design",
   "category": "go_to_market",
   "dimension": "Sales and advocates",
   "statement": "After about three years of self-serve revenue only, the first salesperson and the first designer advocate started on the same day.",
   "event_date": "2018",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "FG18"
   ]
  },
  {
   "id": "figma-g15",
   "business": "Collaborative product design",
   "category": "go_to_market",
   "dimension": "Microsoft",
   "statement": "Use inside Microsoft began with the Xamarin team and spread through separate pockets before Microsoft asked for an enterprise product that met its requirements.",
   "event_date": "2018",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "FG18"
   ]
  },
  {
   "id": "figma-p07",
   "business": "Collaborative product design",
   "category": "product",
   "dimension": "Sketch import",
   "statement": "Figma imported Sketch files, and a customer reported importing several without a problem.",
   "event_date": "2018-06-11",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "FG3"
   ]
  },
  {
   "id": "figma-p08",
   "business": "Collaborative product design",
   "category": "product",
   "dimension": "Export",
   "statement": "Editable vector export was limited to SVG with outlined text, so editable relationships did not carry to another tool.",
   "event_date": "2018-06-11",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "FG3"
   ]
  },
  {
   "id": "figma-p09",
   "business": "Collaborative product design",
   "category": "product",
   "dimension": "Organization",
   "statement": "Organization added unlimited browsable teams, organization-wide shared libraries, and security and admin controls, built with beta partners including Square, Uber, Rakuten and Volvo.",
   "event_date": "2019-01-29",
   "date_precision": "day",
   "evidence_kind": "company_described_offering",
   "sources": [
    "FG5"
   ]
  },
  {
   "id": "figma-p10",
   "business": "Collaborative product design",
   "category": "product",
   "dimension": "Plugins",
   "statement": "A public plugin system launched with discovery inside the product and private plugins for organizations.",
   "event_date": "2019-08-01",
   "date_precision": "day",
   "evidence_kind": "company_described_offering",
   "sources": [
    "FG9"
   ]
  },
  {
   "id": "figma-p11",
   "business": "Collaborative product design",
   "category": "product",
   "dimension": "Multiplayer engine",
   "statement": "The multiplayer server used a simpler design inspired by CRDTs rather than the operational transforms behind Google Docs.",
   "event_date": "2019-10-16",
   "date_precision": "day",
   "evidence_kind": "participant_account",
   "sources": [
    "FG21"
   ]
  },
  {
   "id": "figma-p12",
   "business": "Collaborative product design",
   "category": "product",
   "dimension": "FigJam",
   "statement": "FigJam, a separate whiteboard, launched after the team saw people brainstorming in design files.",
   "event_date": "2021-04-21",
   "date_precision": "day",
   "evidence_kind": "company_described_offering",
   "sources": [
    "FG11"
   ]
  },
  {
   "id": "figma-p13",
   "business": "Collaborative product design",
   "category": "product",
   "dimension": "Non-designer features",
   "statement": "Commenting and presentation mode supported designers working with other stakeholders.",
   "event_date": "2022-09-01",
   "date_precision": "day",
   "evidence_kind": "participant_account",
   "sources": [
    "FG17"
   ]
  },
  {
   "id": "figma-p14",
   "business": "Collaborative product design",
   "category": "product",
   "dimension": "Dev Mode",
   "statement": "Dev Mode gave developers working from design files their own workspace.",
   "event_date": "2023-11-22",
   "date_precision": "day",
   "evidence_kind": "company_described_offering",
   "sources": [
    "FG13"
   ]
  },
  {
   "id": "figma-p15",
   "business": "Collaborative product design",
   "category": "product",
   "dimension": "Multiple products",
   "statement": "76% of customers used two or more products in the three months ended March 31, 2025.",
   "event_date": "2025-03",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "FG7"
   ]
  },
  {
   "id": "figma-g17",
   "business": "Collaborative product design",
   "category": "go_to_market",
   "dimension": "Path to managed plans",
   "statement": "About 70% of new Organization and Enterprise customers in 2024 and the first quarter of 2025 included someone previously on a Professional plan.",
   "event_date": "2025-03",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "FG7"
   ]
  },
  {
   "id": "figma-g16",
   "business": "Collaborative product design",
   "category": "go_to_market",
   "dimension": "Sales structure",
   "statement": "Sales works with solutions consultants and designer and developer advocates.",
   "event_date": "2025-07-01",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "FG7"
   ]
  },
  {
   "id": "figma-g12",
   "business": "Collaborative product design",
   "category": "go_to_market",
   "dimension": "Editor and viewer pricing",
   "statement": "Editors paid and viewers and commenters used Figma free, while incumbents charged for viewer seats.",
   "event_date": null,
   "date_precision": "unknown",
   "evidence_kind": "participant_account",
   "sources": [
    "FG6"
   ]
  }
 ]
}