Transforming GitLab Co-Create into an Exclusive Application-Based Program

Background

GitLab's Co-Create program currently operates on an outreach model where we identify and approach potential customers. However, the program delivers exceptional value that isn't being fully leveraged. Customer testimonials show that organizations who participate experience significant benefits, from deeper technical knowledge to direct product influence. By transitioning to an application-based model similar to our Open Source program, we can create exclusivity while scaling the program and strengthening our dual flywheels.

Goals

1. Transform from Outreach to Application: Shift Co-Create from GitLab-initiated outreach to a customer-initiated application process
2. Create Exclusivity: Position Co-Create as a premium partnership opportunity that companies actively seek to join
3. Strengthen Dual Flywheels: Enhance both our open core and development spend flywheels by converting customers to true partners

Webpage Changes Required

1. Application Section: Add a prominent application form or link similar to the Open Source program's "Apply Now" section
2. Qualification Requirements: Create a clear section outlining who qualifies for the program (without specifying exact ARR requirements)
3. Success Stories Restructuring: Reformat customer testimonials to highlight the exclusivity and value of being accepted into the program
4. Process Explanation: Add a section explaining the application review process and timeline
5. FAQ Section: Reuse existing FAQ from handbook
6. Benefits Highlighting: Restructure content to emphasize the partner relationship benefits rather than just technical collaboration
7. Call to Action: Replace the current "Contact us" CTA with a more compelling "Apply to Co-Create" button