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Teambox: Starting and Learning

Jordi Romero
November 17, 2011

Teambox: Starting and Learning

Brief description of the Teambox story, the challenges and mistakes we did and how to track a SaaS business with the key metrics. Go grab a beer and enjoy the presentation :)

http://jrom.net/starting-and-learning

Jordi Romero

November 17, 2011
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  1. starting
    and
    learning

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  2. github.com/jrom
    @jordiromero
    Jordi Romero

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  3. we’ll learn
    how Teambox started and did
    hiring
    growing
    software as a service
    tracking the business

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  4. 2009
    Pablo Villalba

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  5. 2011
    18 full-timers
    Barcelona & San Francisco

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  6. 2009 ✈ 2011
    Personal savings
    Business Angels
    Public Funds

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  7. 0
    5
    10
    15
    20
    Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
    Teambox full-timers
    2010 2011
    2009

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  8. starting
    and
    learning

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  9. starting
    and
    learning

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  10. from challenges
    and mistakes

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  11. hiring
    is hard
    and you’ll make mistakes

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  12. hiring
    is critical
    the business depends on it

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  13. make sure they have
    the required skills

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  14. have a lot of informal chat
    to guarantee culture fit
    flickr @stage88

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  15. look for the highest
    motivation, or create it
    INCEPTION

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  16. skills
    culture fit
    motivation

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  17. growing
    is good news
    shit’s going well

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  18. growing
    is inevitable
    must be handled with care

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  19. remote workers
    are good
    smaller office
    less distracting
    easier hiring

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  20. TALKER
    GROUP CHAT

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  21. agile processes
    speed things up
    startups are fast
    act fast
    see results fast more on that later

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  22. CONTINUOUS
    INTEGRATION

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  23. async processes
    are a must
    time-zone proof
    less interruptions

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  24. TALKER
    GROUP CHAT

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  25. TEAMBOX
    OF COURSE

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  26. GITHUB PULL
    REQUESTS

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  27. remote team
    agile processes
    async workflow

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  28. so we started, hired and grew
    what’s this software as a
    service thing?

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  29. some
    business
    models...

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  30. licensing
    transactional
    lead generation
    subscription
    advertising

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  31. licensing
    transactional
    lead generation
    subscription
    advertising

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  32. define the offer
    limit users?
    limit features?
    be creative
    adapt

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  33. pricing
    teambox.com/pricing

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  34. now we have our
    business model, can we
    know how much we can
    spend finding customers?

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  35. history of a customer
    acquisition first visit
    activation signup
    retention keeps coming
    referral invites other users
    revenue converts into a customer

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  36. history of a customer
    acquisition first visit
    activation signup
    retention keeps coming
    referral invites other users
    revenue converts into a customer
    AARRR

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  37. virality
    acquisition
    activation
    retention
    revenue

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  38. acquisition
    cost of user acquisition
    SEO
    SEM
    marketing
    attending conferences
    this is a metric
    and this are ways
    of improving it

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  39. activation
    subscription rate
    A/B testing
    usability
    copywriting

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  40. retention
    returning user rate
    quality of the product
    value of the offer
    email reminders
    auto-responders

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  41. referral / virality
    sent invitations per user
    give the user a reason
    the app needs it intrinsic virality
    offer a reward extrinsic virality

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  42. revenue / conversion
    paid user rate, average sale per customer
    limit the free offer
    added value

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  43. revenue / conversion
    paid user rate, average sale per customer
    limit the free offer
    added value
    BAM!
    WE GOT A CUSTOMER!

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  44. virality
    acquisition
    activation
    retention
    revenue
    €€€€€€€€€€€€
    €€€€€€€€€€€€

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  45. metrics
    metrics

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  46. customer metrics
    CAC cost of acquisition
    ARPU average revenue per user
    LTV lifetime value
    churn lost customers per month
    cohort evolution of churn

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  47. forentrepreneurs.com/saas-metrics

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  48. CAC
    cost of acquiring a customer
    marketing & sales costs / closed deals

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  49. ARPU / ARPC
    average revenue per user (customer)
    total recurring revenue / # subscriptions

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  50. LTV
    lifetime value
    ARPU * Average Customer Lifetime

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  51. churn
    lost customers per month
    monthly cancelations / # customers
    1 / Average Customer Lifetime
    churn of 0.20 means ACL of 5 months
    churn of 0.04 means ACL of 2 years

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  52. cohort
    evolution of the churn

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  53. adjust your pricing
    make your customers loyal
    optimize your sales
    and marketing

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  54. slides available at
    jrom.net/starting-and-learning

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  55. signup at
    teambox.com

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  56. Jordi Romero
    follow @jordiromero
    follow @teambox_app

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