Teambox: Starting and Learning

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

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Jordi Romero

November 17, 2011
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Transcript

  1. starting and learning

  2. None
  3. github.com/jrom @jordiromero Jordi Romero

  4. we’ll learn how Teambox started and did hiring growing software

    as a service tracking the business
  5. None
  6. 2009 Pablo Villalba

  7. 2011 18 full-timers Barcelona & San Francisco

  8. 2009 ✈ 2011 Personal savings Business Angels Public Funds

  9. 0 5 10 15 20 Q4 Q1 Q2 Q3 Q4

    Q1 Q2 Q3 Q4 Teambox full-timers 2010 2011 2009
  10. None
  11. starting and learning

  12. starting and learning

  13. from challenges and mistakes

  14. hiring

  15. hiring is hard and you’ll make mistakes

  16. hiring is critical the business depends on it

  17. make sure they have the required skills

  18. have a lot of informal chat to guarantee culture fit

    flickr @stage88
  19. look for the highest motivation, or create it INCEPTION

  20. skills culture fit motivation

  21. growing

  22. growing is good news shit’s going well

  23. growing is inevitable must be handled with care

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

  25. TALKER GROUP CHAT

  26. agile processes speed things up startups are fast act fast

    see results fast more on that later
  27. CONTINUOUS INTEGRATION

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

  29. TALKER GROUP CHAT

  30. TEAMBOX OF COURSE

  31. GITHUB PULL REQUESTS

  32. remote team agile processes async workflow

  33. None
  34. so we started, hired and grew what’s this software as

    a service thing?
  35. some business models...

  36. licensing transactional lead generation subscription advertising

  37. licensing transactional lead generation subscription advertising

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

  39. pricing teambox.com/pricing

  40. now we have our business model, can we know how

    much we can spend finding customers?
  41. history of a customer acquisition first visit activation signup retention

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

    keeps coming referral invites other users revenue converts into a customer AARRR
  43. virality acquisition activation retention revenue

  44. acquisition cost of user acquisition SEO SEM marketing attending conferences

    this is a metric and this are ways of improving it
  45. activation subscription rate A/B testing usability copywriting

  46. retention returning user rate quality of the product value of

    the offer email reminders auto-responders
  47. referral / virality sent invitations per user give the user

    a reason the app needs it intrinsic virality offer a reward extrinsic virality
  48. revenue / conversion paid user rate, average sale per customer

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

    limit the free offer added value BAM! WE GOT A CUSTOMER!
  50. virality acquisition activation retention revenue €€€€€€€€€€€€ €€€€€€€€€€€€

  51. go get more

  52. None
  53. metrics metrics

  54. customer metrics CAC cost of acquisition ARPU average revenue per

    user LTV lifetime value churn lost customers per month cohort evolution of churn
  55. forentrepreneurs.com/saas-metrics

  56. CAC cost of acquiring a customer marketing & sales costs

    / closed deals
  57. ARPU / ARPC average revenue per user (customer) total recurring

    revenue / # subscriptions
  58. LTV lifetime value ARPU * Average Customer Lifetime

  59. 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
  60. cohort evolution of the churn

  61. None
  62. adjust your pricing make your customers loyal optimize your sales

    and marketing
  63. None
  64. thank you

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

  66. signup at teambox.com

  67. Jordi Romero follow @jordiromero follow @teambox_app