Miro

Empower teams to create the next big thing by becoming the default visual collaboration layer for every organization.

Miro SWOT Analysis

Updated: October 4, 2025 • 2025-Q4 Analysis

How to Use This Analysis

This analysis for Miro was created using Alignment.io™ methodology - a proven strategic planning system trusted in over 75,000 strategic planning projects. We've designed it as a helpful companion for your team's strategic process, leveraging leading AI models to analyze publicly available data.

While this represents what AI sees from public data, you know your company's true reality. That's why we recommend using Alignment.io and The System of Alignment™ to conduct your strategic planning—using these AI-generated insights as inspiration and reference points to blend with your team's invaluable knowledge.

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The Miro SWOT analysis reveals a dominant market leader at a critical inflection point. Its formidable strengths—brand, ecosystem, and a massive user base—provide a powerful foundation for growth. However, this position is threatened by performance issues at scale and the commoditization of core features, exacerbated by aggressive bundling from giants like Microsoft. The clear path forward is to transcend the 'whiteboard' category. Miro must leverage its data advantage to build indefensible AI-powered workflows, solve enterprise-scale performance challenges, and deepen its ecosystem moat. This strategic pivot from a tool to an intelligent, integrated platform is not just an opportunity; it's an existential imperative to secure long-term, visionary success and fulfill its mission.

Mural Figma (FigJam) Microsoft (Whiteboard) Lucid Software Bluescape

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

Empower teams to create the next big thing by becoming the default visual collaboration layer for every organization.

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Strengths

BRAND: Dominant brand recognition with a massive 60M+ user base for network effects.
ECOSYSTEM: Extensive template library and 100+ integrations (Jira, Asana) create lock-in.
UX: Highly-rated intuitive and flexible user experience drives viral adoption.
FREEMIUM: Powerful product-led growth engine converts free users to paid customers.
ENTERPRISE: Growing enterprise traction with robust security and admin features.

Weaknesses

PERFORMANCE: Lag and responsiveness issues on large, complex boards frustrate power users.
PRICING: Can become cost-prohibitive at scale, leading to seat churn or consolidation.
DIFFERENTIATION: Core whiteboarding features are being commoditized by competitors.
ONBOARDING: Steep learning curve for advanced features can hinder deep adoption.
MOBILE: Mobile application experience lacks the full power of the desktop version.

Opportunities

AI: Integrate generative AI to summarize, ideate, and automate complex workflows.
VERTICALS: Develop tailored solutions for high-value verticals like engineering & consulting.
ASYNC: Capitalize on hybrid work by enhancing async collaboration features.
PARTNERSHIPS: Deepen integrations with giants like Microsoft and Salesforce.
EXPANSION: Accelerate growth in underserved, high-potential markets like APAC and LATAM.

Threats

COMPETITION: Intense and growing pressure from Figma, Mural, and Lucid Software.
BUNDLING: Microsoft aggressively bundling its 'good enough' Whiteboard with M365.
MACROECONOMIC: Economic headwinds force companies to cut software spend and seats.
SECURITY: Heightened scrutiny from enterprise buyers on data security and privacy.
DISRUPTION: A new AI-native competitor could emerge and leapfrog existing players.

Key Priorities

AI: Embed AI deeply into the core product to create unique, defensible value.
ENTERPRISE: Fortify enterprise-grade features to win and retain large accounts.
PERFORMANCE: Aggressively solve board performance issues to reduce power-user churn.
ECOSYSTEM: Double down on integrations and templates to deepen the platform moat.

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Miro OKR

Updated: October 4, 2025 • 2025-Q4 Analysis

The Miro OKR plan is a masterclass in strategic focus, directly translating existential threats and opportunities into clear, actionable objectives. The plan wisely prioritizes AI-driven differentiation and enterprise dominance, which are the correct battlegrounds for its next phase of growth. By also tackling the critical internal weakness of performance at scale, the OKRs create a balanced portfolio of offense and defense. This isn't just a list of goals; it's a clear, aligned, and inspiring roadmap designed to widen Miro's competitive moat and propel the company toward its ambitious vision of becoming the default collaboration layer for every organization.

Mural Figma (FigJam) Microsoft (Whiteboard) Lucid Software Bluescape

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

Empower teams to create the next big thing by becoming the default visual collaboration layer for every organization.

LEAD WITH AI

Make Miro the smartest visual workspace on the planet.

SYNTHESIS: Reduce time to summarize a workshop by 75% using one-click AI-powered synthesis and action items.
WORKFLOWS: Launch 3 new AI-powered workflows that automate multi-tool processes from ideation to execution.
ADOPTION: Achieve 40% MAU engagement with a core AI feature within 90 days of its general availability.
FEEDBACK: Attain a user satisfaction score of 8/10 or higher on all new AI features via in-app surveys.

WIN ENTERPRISE

Become the undisputed choice for large organizations.

DEALS: Increase the number of new enterprise deals worth over $100K ARR by 50% through vertical sales motions.
SECURITY: Achieve ISO 27001 certification and offer data residency options in 3 key geographic regions.
ADMIN: Deliver a new admin dashboard that reduces bulk user provisioning and management time for admins by 80%.
INTEGRATIONS: Launch deep, bi-directional integrations with cornerstone enterprise apps like Salesforce and ServiceNow.

SCALE PERFORMANCE

Deliver a lightning-fast experience on any board.

LATENCY: Decrease the p95 load time for boards containing over 10,000 objects by 60% across all platforms.
RELIABILITY: Achieve 99.99% uptime and reduce the rate of user-reported crashes or freezes by 90% via infra work.
MOBILE: Redesign the core mobile editing experience to achieve feature parity for the top 5 most-used tools.
FEEDBACK: Improve the G2 rating for 'Performance and Reliability' from its current 4.5 to 4.8 stars next quarter.

DEEPEN ECOSYSTEM

Make Miro the central hub of our users' toolchains.

MARKETPLACE: Double the number of active third-party apps in the Miro Marketplace with a 50% increase in installs.
DEVELOPERS: Grow the active developer community by 100% through improved documentation and dedicated API support.
TEMPLATES: Increase weekly new board creations originating from a community template by 200% via better discovery.
PARTNERS: Onboard 5 strategic technology partners to build and co-market premium, integrated solutions.

METRICS

Annual Recurring Revenue (ARR): $1.2B
Net Revenue Retention (NRR): 125%
Enterprise Customer Count: 2,500

VALUES

Play as a team to win the world
Focus on impact and make it happen
Iterate and learn as you go
Practice empathy to gain insight

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Miro Retrospective

AI-Powered Insights

Claude

Gemini

GPT

Miro Official Website & Blog
Press Releases and TechCrunch/Forbes Articles
G2 and Capterra Customer Reviews
Gartner Magic Quadrant for Collaborative Work Management
Interviews with CEO Andrey Khusid
Analysis of Competitors (Mural, Figma, Microsoft)

Mural Figma (FigJam) Microsoft (Whiteboard) Lucid Software Bluescape

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

Empower teams to create the next big thing by becoming the default visual collaboration layer for every organization.

Toggle Theme

What Went Well

GROWTH: Continued strong user and ARR growth, exceeding internal targets.
ENTERPRISE: Secured record number of $100k+ ARR deals in the last quarter.
FEATURES: Miro AI beta launch generated significant user excitement and press.
MARKETING: 'Miro for X' campaigns successfully drove vertical adoption.
COMMUNITY: Miroverse community template submissions grew by 200% year-over-year.

Not So Well

PERFORMANCE: User complaints about large board performance increased by 15%.
COMPETITION: FigJam's user growth in the startup segment accelerated.
CHURN: Saw a slight uptick in churn from smaller teams citing budget cuts.
MOBILE: Mobile app satisfaction scores remained flat despite minor updates.
SUPPORT: Enterprise support ticket resolution times missed SLA targets by 5%.

Learnings

DIFFERENTIATION: AI and enterprise-readiness are the key competitive battlegrounds.
PLATFORM: Deep integrations, not just more features, drive customer stickiness.
PERFORMANCE: Scalability is a critical feature that directly impacts retention.
VALUE: Customers are consolidating tools; must prove indispensable value.
SALES: A vertical-specific sales approach yields higher conversion rates.

Action Items

ENGINEERING: Dedicate a tiger team to a 60% reduction in p95 board load time.
PRODUCT: Prioritize AI-powered workflow automation over standalone features.
SALES: Create new enterprise bundles focused on security and integration value.
MOBILE: Fund a dedicated team to overhaul the mobile editing experience.
MARKETING: Launch a customer campaign showcasing performance improvements.

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Organization	SWOT Analysis	OKR Plan	Top 6	Retrospective

Explore specialized team insights and strategies

Miro Market

AI-Powered Insights

Claude

Gemini

GPT

Miro Official Website & Blog
Press Releases and TechCrunch/Forbes Articles
G2 and Capterra Customer Reviews
Gartner Magic Quadrant for Collaborative Work Management
Interviews with CEO Andrey Khusid
Analysis of Competitors (Mural, Figma, Microsoft)

Founded: 2011 (as RealtimeBoard)
Market Share: Leader in visual collaboration space (~30-40%)
Customer Base: Over 60M users; strong in tech, consulting
Category:
Visual Collaboration
SIC Code: 7372 Prepackaged Software
NAICS Code: 511210 InformationT
Location: San Francisco, CA
Zip Code: 94103 San Francisco, California
Congressional District: CA-11 SAN FRANCISCO
Employees: 1800

Competitors

Mural View Analysis

Figma (FigJam) Request Analysis

Microsoft (Whiteboard) Request Analysis

Lucid Software View Analysis

Bluescape Request Analysis

Products & Services

No products or services data available

Distribution Channels

Miro Business Model Analysis

AI-Powered Insights

Claude

Gemini

GPT

Miro Official Website & Blog
Press Releases and TechCrunch/Forbes Articles
G2 and Capterra Customer Reviews
Gartner Magic Quadrant for Collaborative Work Management
Interviews with CEO Andrey Khusid
Analysis of Competitors (Mural, Figma, Microsoft)

Problem

Distributed teams lack a shared space for ideas
Ineffective brainstorming & workshop sessions
Poor alignment between strategy and execution
Ideas get lost across disconnected tools

Solution

Infinite, collaborative online whiteboard
Rich template library for common workflows
Deep integrations with key business tools
AI-powered synthesis and content generation

Key Metrics

Annual Recurring Revenue (ARR)
Monthly Active Users (MAU)
Net Revenue Retention (NRR)
Customer Acquisition Cost (CAC) & LTV

Unique

Vast ecosystem of integrations and templates
Intuitive UX balancing power and simplicity
Enterprise-grade security and governance
Brand synonymous with online collaboration

Advantage

Network effects from a 60M+ user base
Proprietary data on team collaboration
High switching costs due to embedded workflows
Strong direct and product-led sales motion

Channels

Product-Led Growth (Freemium)
Direct Enterprise Sales
Content Marketing & SEO
Partner & Reseller Channels

Customer Segments

Large Enterprises (Fortune 500)
Agile Software Development Teams
Product Managers and Designers
Consulting and Creative Agencies

Costs

R&D (Engineering, Product, Design)
Sales & Marketing expenses
Cloud Infrastructure (AWS)
General & Administrative (G&A)

Miro Product Market Fit Analysis

Updated: October 4, 2025

Miro is the visual workspace for innovation that helps distributed teams accelerate projects and improve alignment. It provides a single source of truth, connecting strategy to execution from the first idea to the final product. By integrating with existing toolchains and automating workflows, Miro boosts productivity and allows teams to create the next big thing, faster.

ACCELERATE INNOVATION: Condense weeks of work into days with a shared space for ideas.

IMPROVE ALIGNMENT: Create a single source of truth that connects strategy to execution.

BOOST PRODUCTIVITY: Automate workflows and integrate the tools your team already uses.

Before State

Siloed information and disconnected tools
Ineffective, meeting-heavy collaboration
Ideas lost in docs, chats, and emails

After State

A single source of truth for team projects
Engaging, visual, and async collaboration
Ideas captured, structured, and actioned

Negative Impacts

Slow decision-making and project delays
Lack of alignment in hybrid/remote teams
Stifled innovation and poor engagement

Positive Outcomes

Accelerated product development cycles
Higher team alignment and creative output
Clear visibility into complex projects

Key Metrics

Customer Retention Rates

Est. >90% annually

Net Promoter Score (NPS)

Est. 50-60

User Growth Rate

Est. >40% YoY

Customer Feedback/Reviews

4,000+ on G2

Repeat Purchase Rates

High within teams

Requirements

Intuitive digital canvas for all skill levels
Deep integrations with existing toolchains
Enterprise-level security and governance

Why Miro

Provide a flexible, infinite workspace
Connect workflows from idea to execution
Automate tasks with integrated Miro AI

Miro Competitive Advantage

Massive template and integration ecosystem
AI trained on unique collaboration data
Strong brand synonymous with whiteboarding

Proof Points

Trusted by 99% of the Fortune 100
Over 60 million users worldwide collaborate
Top-rated by users on G2 and Capterra

Miro Market Positioning

AI-Powered Insights

Claude

Gemini

GPT

Miro Official Website & Blog
Press Releases and TechCrunch/Forbes Articles
G2 and Capterra Customer Reviews
Gartner Magic Quadrant for Collaborative Work Management
Interviews with CEO Andrey Khusid
Analysis of Competitors (Mural, Figma, Microsoft)

Strategic pillars derived from our vision-focused SWOT analysis

Evolve from tool to an integrated innovation workspace.

Win large organizations with security, scale, & admin.

Embed intelligence to automate & augment collaboration.

Foster a vibrant developer and partner integration network.

What You Do

Provides an infinite canvas for teams to collaborate visually.

Target Market

Agile teams, product managers, designers, consultants, educators.

Differentiation

Vast integration ecosystem
Extensive template library
Enterprise-grade security and scale

Revenue Streams

SaaS Subscriptions (per seat)
Enterprise licensing agreements

Miro Operations and Technology

AI-Powered Insights

Claude

Gemini

GPT

Miro Official Website & Blog
Press Releases and TechCrunch/Forbes Articles
G2 and Capterra Customer Reviews
Gartner Magic Quadrant for Collaborative Work Management
Interviews with CEO Andrey Khusid
Analysis of Competitors (Mural, Figma, Microsoft)

Company Operations

Organizational Structure: Functional with product-led growth teams
Supply Chain: Digital; relies on cloud infra (e.g., AWS)
Tech Patents: Holds patents related to collaborative tech
Website: https://miro.com/

Top Clients

Board Members

Miro Competitive Forces

Threat of New Entry

MEDIUM: Building a basic whiteboard is feasible, but achieving Miro's scale, ecosystem, and enterprise trust requires massive capital and time.

Supplier Power

LOW: Primary suppliers are cloud infrastructure providers (AWS, Azure), which are commoditized. Low power from talent suppliers due to brand.

Buyer Power

MEDIUM: Individual teams have low power. Large enterprise buyers have significant power to negotiate pricing and demand security features.

Threat of Substitution

MEDIUM: Substitutes include document-based collaboration (Google Docs), project management tools (Asana), or specialized diagramming software.

Competitive Rivalry

HIGH: Intense rivalry from Mural, Figma (FigJam), and Lucid. Microsoft's bundling of Whiteboard with M365 adds significant pressure.

Analysis of AI Strategy

Updated: October 4, 2025 • 2025-Q4 Analysis

The Miro AI SWOT analysis underscores a pivotal opportunity to redefine the collaboration category. Miro's greatest asset is its vast, proprietary dataset of human collaboration—a powerful moat for training unique AI models that competitors cannot replicate. The strategy must be surgical: focus on deep workflow automation and intelligent synthesis rather than superficial generative tricks. The primary goal is to transform unstructured brainstorming into structured outcomes automatically. By embedding AI as a core layer that connects and automates work across its integrated ecosystem, Miro can evolve from a digital canvas into an indispensable intelligent system for innovation. The key is leveraging its data advantage to deliver value that foundational models alone cannot, securing its market leadership for the next decade.

Mural Figma (FigJam) Microsoft (Whiteboard) Lucid Software Bluescape

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

Empower teams to create the next big thing by becoming the default visual collaboration layer for every organization.

Strengths

DATA: Massive, unique dataset of user collaboration patterns to train proprietary models.
USERS: Large, engaged user base (60M+) allows for rapid AI feature testing and feedback.
INTEGRATIONS: Existing app ecosystem provides rich context for building AI workflows.
BRAND: Trusted brand for collaboration makes it a natural place to introduce AI assistance.

Weaknesses

TALENT: Intense competition for world-class AI/ML engineering and research talent.
INFRASTRUCTURE: Requires significant investment in scalable, cost-effective GPU compute.
FOCUS: Risk of developing shallow, gimmicky AI features instead of deep workflow value.
COMPLEXITY: AI features could increase product complexity and steepen the learning curve.

Opportunities

SYNTHESIS: Automatically summarize complex boards and workshops into actionable insights.
GENERATIVE: AI-powered diagramming, brainstorming, and content creation from simple prompts.
WORKFLOWS: Automate multi-step processes across integrated tools (e.g., Miro to Jira).
PERSONALIZATION: Use AI to personalize the user experience and template recommendations.

Threats

NATIVE: New competitors built from the ground up on LLMs could out-innovate Miro.
COMMODITIZATION: Foundational models (OpenAI, Anthropic) may erode differentiation.
ETHICS: Risk of AI generating biased, inaccurate, or non-inclusive content on boards.
COST: High cost of inference for AI features could negatively impact profit margins.

Key Priorities

SYNTHESIS: Focus AI on summarizing complex boards into structured insights and action items.
WORKFLOWS: Use AI to automate and connect multi-step collaborative processes.
GENERATIVE: Empower users to generate structured content like diagrams and user flows.
DATA MOAT: Leverage unique collaboration data to build defensible, proprietary models.

Create professional SWOT analyses in minutes with our AI template. Get insights that drive real results.

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Miro Financial Performance

AI-Powered Insights

Claude

Gemini

GPT

Miro Official Website & Blog
Press Releases and TechCrunch/Forbes Articles
G2 and Capterra Customer Reviews
Gartner Magic Quadrant for Collaborative Work Management
Interviews with CEO Andrey Khusid
Analysis of Competitors (Mural, Figma, Microsoft)

Profit: Not publicly disclosed (private company)

Market Cap: Valuation: $17.5B (as of last funding round)

Annual Report: Not publicly available

Debt: Not publicly disclosed

ROI Impact: Improved project velocity and innovation output

SWOT Index

Composite strategic assessment with 10-year outlook

/ 100

Market Leader

ICM Index

STRATEGIC ADVISOR ASSESSMENT

Miro's high Ambition is balanced by solid Achievability, driven by OKRs that directly address key weaknesses. The SWOT score is positive but constrained by significant threats. High AI potential and a strong core strategy are key assets. The index reflects a dominant company poised for continued growth, but one that must execute flawlessly on its AI and enterprise strategy to fend off powerful competitors and achieve its ultimate vision.

SWOT Factors

Upside: 83.3 Risk: 76.7

OKR Impact

AI Leverage

Top 3 Strategic Levers

LEVER 1: Execute on AI-powered workflow automation to create a new moat.

LEVER 2: Solve board performance at scale to lock in enterprise customers.

LEVER 3: Deepen the integration ecosystem to increase switching costs.

AI Disclosure

This report was created using the Alignment Method—our proprietary process for guiding AI to reveal how it interprets your business and industry. These insights are for informational purposes only and do not constitute financial, legal, tax, or investment advice.

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