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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. 0 5 10 15 20 Q4 Q1 Q2 Q3 Q4

    Q1 Q2 Q3 Q4 Teambox full-timers 2010 2011 2009
  2. now we have our business model, can we know how

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

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

    keeps coming referral invites other users revenue converts into a customer AARRR
  5. acquisition cost of user acquisition SEO SEM marketing attending conferences

    this is a metric and this are ways of improving it
  6. retention returning user rate quality of the product value of

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

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

    limit the free offer added value BAM! WE GOT A CUSTOMER!
  9. customer metrics CAC cost of acquisition ARPU average revenue per

    user LTV lifetime value churn lost customers per month cohort evolution of churn
  10. 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