Case Context
You are the PM for a B2B collaboration product.
Recent facts:
<ul>
<li>signups are growing</li>
<li>only 22% of new workspaces become activated</li>
<li>most drop-off happens before users invite a teammate</li>
<li>retained customers almost always invite at least one teammate in week one</li>
</ul>
The team wants to know what to do next.

What is the best first PM question in this situation?

Because signups are growing, the activation problem can wait.

More Evidence Arrives
Analytics shows many users stop right after creating their first workspace.
Interviews reveal a pattern:
<ul>
<li>users want to set things up privately before inviting others</li>
<li>they are unsure what teammates will see</li>
<li>the value of collaboration is not obvious early enough</li>
</ul>
This points to a specific adoption barrier, not just a “bad onboarding” complaint.

Which hypothesis is best supported by this evidence?

The right next move is automatically a full onboarding rewrite because the problem touches activation.

Possible Next Steps
The team is considering:
<ul>
<li>a clearer invite-value message and revised sequence in a prototype</li>
<li>a manual concierge onboarding for 10 new accounts</li>
<li>a major permissions-system rewrite</li>
<li>a broader collaboration-feature expansion</li>
</ul>
When uncertainty is still high, smaller tests often create better learning per week of effort.

When uncertainty is high and implementation cost is large, a smaller experiment is often better than a full build.