Should Auth0 prioritize expanding its single sign-on capabilities or focus on enhancing its multi-factor authentication offerings?

Introduction

The trade-off between expanding Auth0's single sign-on (SSO) capabilities and enhancing its multi-factor authentication (MFA) offerings presents a critical strategic decision. Both options have significant implications for Auth0's market position, user experience, and security offerings. I'll analyze this trade-off by examining the product context, potential impacts, and key metrics, then design an experiment to inform our decision-making process.

Step 1

Clarifying Questions (3 minutes)

• Based on recent market trends, I'm thinking SSO might be seeing increased demand. Could you share any data on customer requests or competitor movements in the SSO space?

Why it matters: Helps gauge market demand and competitive pressure Expected answer: Increasing requests for advanced SSO features Impact on approach: Would prioritize SSO if market demand is high

• Considering our current revenue model, I'm curious about the monetization potential of each option. How do SSO and MFA features currently contribute to our revenue streams?

Why it matters: Aligns decision with financial impact Expected answer: MFA as a premium feature, SSO included in higher-tier plans Impact on approach: Would favor option with higher revenue potential

• Looking at our user base, I'm wondering about the adoption rates of SSO vs. MFA. Can you provide insights into which feature set is more widely used by our customers?

Why it matters: Identifies which option might have a broader impact Expected answer: Higher adoption of SSO, but growing interest in MFA Impact on approach: Would consider balancing immediate impact (SSO) with future potential (MFA)

• From a technical standpoint, I'm considering the development effort required for each option. What's our current assessment of the engineering complexity for expanding SSO vs. enhancing MFA?

Why it matters: Helps evaluate feasibility and resource allocation Expected answer: SSO expansion more complex due to integrations Impact on approach: Might lean towards MFA if it's quicker to implement

• Thinking about our product roadmap, I'm curious about how this decision aligns with our long-term strategy. Are there any upcoming partnerships or integrations that would be particularly impacted by either choice?

Why it matters: Ensures alignment with broader company goals Expected answer: Potential cloud provider partnership favoring SSO Impact on approach: Would prioritize SSO if it supports strategic partnerships