The B2B2C business model offers powerful features and advantages: faster distribution, higher rates of customer retention, and exponential network effects. But it comes at a cost - product complexity and communication sprawl.

A single update can impact five teams and three types of users. Without a system and central product communications hub, friction multiplies, communications breakdown, and confusion ensues.

In this edition of the LaunchNotes Newsletter, we’re breaking down how the best B2B2C product teams maintain clarity, move faster, and build trust across every layer of their stakeholder value chain.

The mechanics of B2B2C business model

Analyzing the real benefits for the middle businesses and end users

In B2B2C models, feature releases and product updates impact multiple layers of stakeholders: (1) the internal product team; (2) the “middle business” (the partners layer, such as implementers, integrators, and merchants), and (3) the end users. When product communication is structured with intention, each layer benefits in unique and meaningful ways.

Below, we unpack how Shopify, PostHog, and Procore each deliver layered communication - and how that clarity translates into tangible value for middle businesses and their customers.

1. Shopify

How Shopify delivers relevant updates to merchants and shoppers at scale

Shopify thrives at the crossroads of commerce and consumer trends and demands. They're building tools for merchants while shaping the shopper experience, and their communication reflects the two-sided market they serve.

Recent updates include:

• Google Pay in Checkout Kit – introduced to shoppers via dashboard messaging, while merchants received setup guidance via their Changelog.

• Admin and API improvements – including metafield and GraphQL updates, clearly documented for developer teams.

Updates are cleanly categorized (Analytics, Payments, Admin, etc.) and delivered through a searchable Changelog and in-dashboard messaging. Each audience receives the right fidelity of information in the right place.

For mid-layer business - Shopify merchants:
Merchants get clarity on changes that affect their workflows and improve their business opportunity, without wading through unrelated developer documentation. The developer community, in kind, is provided focused technical updates that help them in implementation.

For the end user – shoppers:
Shoppers benefit from better checkout experiences, faster fulfillment, and more intuitive storefront experiences.

The result: each audience only sees what matters most to them, in context, and on point.
This keeps Shopify’s complex ecosystem aligned and drives merchant adoption without overwhelming their users or partners.

Shopify changelog: https://changelog.shopify.com/

2. PostHog

How PostHog builds product momentum through transparent updates

PostHog takes an open, audience-aware approach to communication. They maintain a public roadmap, community voting on features, and a Changelog that categorizes updates by team, product area, and popularity.

Their update strategy includes:

• Public roadmap voting on features like the Chrome Sidecar

• Categorized Changelog with filters like “Popular,” “Team,” and “Latest”

• Visual Changelog cards and integrated social sharing for high-impact updates

For the mid-layer business, product, and engineering teams:
Teams using PostHog have full visibility into what's coming and why, helping them plan technical implementation and GTM readiness better and adopt faster.

For the end user - the customers of PostHog companies:
They benefit from product improvements driven by user feedback - faster delivery, fewer surprises, and a clearer, cleaner product experience.

The effect? Full transparency and engagement from devs to product teams to end users.
Transparency leads to higher trust, shorter feedback loops, and tighter alignment between PostHog and its user community.

Posthog changelog: https://posthog.com/changelog/2025

3. Procore

How Procore tailors updates to every role across construction teams

Procore supports construction firms from the executive suite to job sites - and their communication strategy reflects that operational spread. Their “What’s New” hub delivers updates by release date and topic, often accompanied by webinars and tutorials.

Recent examples:

• The coming soon feature of Clash Manager for Building Information Modeling (BIM) coordination promises measurable time savings for design and construction teams.

• Modernized meeting tools and login field updates streamline both field operations and IT management.

For the mid-layer business - construction firms and system integrators: Each team - execs, IT, ops - receives the right message for their role, leading to faster rollouts and smoother implementation.

For the end user - site crews and subcontractors:
They get field-tested enhancements with minimal learning curve, so existing processes improve without disruption.

The outcome? Updates land exactly where they’re needed - tailored, timely, and actionable.
This keeps Procore customers coordinated across departments while accelerating adoption across their entire audience ecosystem.

Procore's what’s new page: https://www.procore.com/whats-new

Great product communication is about sending the right information to the right people in the right format.

When done right:

The middle-layer business partners become more agile, confident, and self-sufficient, reducing customer support tickets, increasing feature usage, and improving retention rates

The end user enjoys smoother experiences and timely improvements

And the product team earns trust and reduces friction across the entire audience value chain

Clear, consistent, and segmented product communication transforms launches from chaotic to coordinated. It aligns teams, accelerates onboarding, and increases adoption at every layer.

The result: each audience only sees what matters, in context, and on point.
That’s the real unlock for businesses building in a B2B2C model: scalable growth through structured communication that deepens alignment without increasing overhead.

How LaunchNotes can help your B2B2C business model

If you’re operating in a B2B2C model, LaunchNotes is purpose-built to help your team and organization scale communication with confidence across every audience in your value chain.

With LaunchNotes, you can:

• Segment every announcement by audience (internal, partner, customer) so updates are always relevant, never noisy.

• Distribute updates across multiple channels—email, Slack, widgets, and public pages—ensuring updates reach the right people where they work.

• Provide a centralized, searchable hub for all product updates, roadmap, and customer and stakeholder feedback, reducing confusion and eliminating scattered tools.

• Track engagement to see which teams or partners are staying aligned and which need more support.

LaunchNotes transforms communication into a strategic advantage.

The result? Fewer support tickets, faster adoption, stronger partnerships, and a more informed customer base. Interested to learn more, let’s talk!

About LaunchNotes

LaunchNotes provides product teams with the tools to communicate their updates effectively, ensuring internal teams and customers understand, engage with, and benefit from every feature release. With a full suite of tools for targeted product release announcements, feedback collection, shareable product roadmaps, and more, LaunchNotes helps product teams keep their customers, colleagues, and other key stakeholders securely connected to the product development lifecycle. LaunchNotes is trusted by some of today’s leading technology companies, including Square, CoreLogic, Eightfold, Langchain, Drata, Calendly, Toast and many others.