Teambox: Starting and Learning

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starting and learning

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github.com/jrom @jordiromero Jordi Romero

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

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2009 Pablo Villalba

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2011 18 full-timers Barcelona & San Francisco

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2009 ✈ 2011 Personal savings Business Angels Public Funds

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

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starting and learning

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starting and learning

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from challenges and mistakes

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hiring

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hiring is hard and you’ll make mistakes

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hiring is critical the business depends on it

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make sure they have the required skills

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

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look for the highest motivation, or create it INCEPTION

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skills culture fit motivation

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growing

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growing is good news shit’s going well

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growing is inevitable must be handled with care

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remote workers are good smaller office less distracting easier hiring

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TALKER GROUP CHAT

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

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CONTINUOUS INTEGRATION

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async processes are a must time-zone proof less interruptions

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TALKER GROUP CHAT

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TEAMBOX OF COURSE

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GITHUB PULL REQUESTS

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remote team agile processes async workflow

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

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some business models...

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licensing transactional lead generation subscription advertising

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licensing transactional lead generation subscription advertising

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

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pricing teambox.com/pricing

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

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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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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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virality acquisition activation retention revenue

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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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activation subscription rate A/B testing usability copywriting

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

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

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

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virality acquisition activation retention revenue €€€€€€€€€€€€ €€€€€€€€€€€€

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go get more

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metrics metrics

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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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forentrepreneurs.com/saas-metrics

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

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

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LTV lifetime value ARPU * Average Customer Lifetime

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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