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SaaStock 2019 - nathan latka (25/10)

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@NathanLatka GetLatka.com SaaS Data Who will be bought, who’s raising, who will IPO?
Worldwide Public Cloud Services Revenue 2GetLatka.com $355B This Year https://www.gartner.com/newsroom/id/3871416
$10 Billion Market Cap Club Sept 7, 2019 3GetLatka.com Who is next Salesforce? https://www.bvp.com/strategy/cloud-computing/index
To Increase Valuation, Prove These 8 Steps 4GetLatka.com TIME VALUE Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no-touch funnel work? (No Founder Selling) Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Year 1 Year 2 Year 3-6 Year 7+ David Skok: Matrix 100 Forum Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
5 Launch An Agency. Discover. Kill it. 2018 ARR $30M CUSTOMERS 500 FUNDING $80k TEAM SIZE 180 Use agency clients to hunt for problems you can codify GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Dominic Edmunds, SaleCycle CEO on The Top Entrepreneurs Podcast, Feb 12th, 2018 5
2. What Problem Do You Solve? 6GetLatka.com These are the de-risking steps Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no-touch funnel work? (No Founder Selling) Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Year 1 Year 2 Year 3-6 Year 7+ Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? David Skok: Matrix 100 Forum TIME VALUE
7 Create Account Video Source Video Size Video Design Preview GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? 7Source: lumen5.com Eliminate Paradox of Choice in Onboarding Lumen5 helps you create “CNN” style videos from blog posts
8GetLatka.com Create Account Video Source Video Size Video Design Preview Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? 8Source: lumen5.com Question Based Onboarding Lumen5 helps you create “CNN” style videos from blog posts
9GetLatka.com Create Account Video Source Video Size Video Design Preview Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? 9Source: lumen5.com Ask User For 1 Decision Per Step Lumen5 helps you create “CNN” style videos from blog posts
10GetLatka.com Create Account Video Source Video Size Video Design Preview Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? 10Source: lumen5.com Load Template To Make Choice Easier Lumen5 helps you create “CNN” style videos from blog posts
11GetLatka.com Create Account Video Source Video Size Video Design Preview Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? 11Source: lumen5.com Get To “Preview” As Fast As Possible Lumen5 helps you create “CNN” style videos from blog posts
12GetLatka.com Create Account Video Source Video Size Video Design Preview Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? 12Source: lumen5.com Sign Up To Value in <30 Seconds Lumen5 helps you create “CNN” style videos from blog posts
13 Where the hell do I start? Don’t do this. Too many options. GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? 13
3. Does it work? 14GetLatka.com These are the de-risking steps Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no-touch funnel work? (No Founder Selling) Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Year 1 Year 2 Year 3-6 Year 7+ Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? David Skok: Matrix 100 Forum TIME VALUE
15 50% 55% 60% 65% 70% 75% 80% 85% 90% 95% 100% 0 1 2 3 4 5 6 7 8 9 10 11 12 GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Newer Customers Shouldn’t Churn As Much 15 OLDEST CUSTOMERS Cohort Age in Months CustomersStillPaying(Retained)
16 50% 55% 60% 65% 70% 75% 80% 85% 90% 95% 100% 0 1 2 3 4 5 6 7 8 9 10 11 12 GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? 16 OLDEST CUSTOMERS Cohort Age in Months CustomersStillPaying(Retained) NEWER CUSTOMERS Newer Customers Shouldn’t Churn As Much
17 50% 55% 60% 65% 70% 75% 80% 85% 90% 95% 100% 0 1 2 3 4 5 6 7 8 9 10 11 12 GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? 17 OLDEST CUSTOMERS Cohort Age in Months CustomersStillPaying(Retained) NEWER CUSTOMERS SIGNUPS LAST MONTH Newer Customers Shouldn’t Churn As Much
18 50% 55% 60% 65% 70% 75% 80% 85% 90% 95% 100% 0 1 2 3 4 5 6 7 8 9 10 11 12 GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? 18 65% RETAINED OLDEST CUSTOMERS 75% RETAINED NEWER CUSTOMERS Cohort Age in Months CustomersStillPaying(Retained) Newer Customers Shouldn’t Churn As Much
19 50% 55% 60% 65% 70% 75% 80% 85% 90% 95% 100% 0 1 2 3 4 5 6 7 8 9 10 11 12 GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? 19 65% RETAINED OLDEST CUSTOMERS 75% RETAINED NEWER CUSTOMERS Cohort Age in Months CustomersStillPaying(Retained) When newer customers hit 8 months, 10% more continue to pay due to onboarding and activation improvements Newer Customers Shouldn’t Churn As Much
20 50% 55% 60% 65% 70% 75% 80% 85% 90% 95% 100% 0 1 2 3 4 5 6 7 8 9 10 11 12 GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? You Can’t Hit 100%+ New Retention Without Upsells 20 Churn Trough When you learn how to upsell, net revenue retention mo/mo goes above 100%+ Cohort Age in Months CustomersStillPaying(Retained)
21GetLatka.com Price Against The Right Activation/Usage Metric Source: The Top Entrepreneurs Podcast, Aaron Newman CEO CloudCheckr May 8th, 2018 Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? SEATS FEATURES USAGE, % CLOUD SPEND Basic Pro Enterprise More Spend More Spend
Worldclass Net Revenue Retention is 130%+ 22GetLatka.comSource: GetLatka.com SaaS Database
Worldclass Net Revenue Retention is 130%+ 23GetLatka.comSource: GetLatka.com SaaS Database
GetLatka.com2017 Looker CEO Frank Bien Joins Nathan Latka
GetLatka.comAaron Newman CEO CloudCheckr, Jun 2018 on The Top Entrepreneurs Podcast
4. Can You Get Lots of People To Pay? 26GetLatka.com These are the de-risking steps Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no-touch funnel work? (No Founder Selling) Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Year 1 Year 2 Year 3-6 Year 7+ Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? David Skok: Matrix 100 Forum TIME VALUE
Product Marketing Isn’t Fluffy Duffy Magic, Its Engineering! 27GetLatka.com Art of invites, conversions, and K>1 { K = i x conv% } Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
Do You Have a Predictable Viral Co-Efficient ? 28GetLatka.com Art of invites, conversions, and K>1 { K = i x conv% } I = number of invitations each user sends out in one cycle of the loop Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
Do You Have a Predictable Viral Co-Efficient ? 29GetLatka.com Art of invites, conversions, and K>1 { K = i x conv% } conv% = rate at which invitations convert into new users Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? I = number of invitations each user sends out in one cycle of the loop
Do You Have a Predictable Viral Co-Efficient ? 30GetLatka.com Art of invites, conversions, and K>1 { K = i x conv% } conv% = rate at which invitations convert into new users Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? K = for each user you have how many new ones they create I = number of invitations each user sends out in one cycle of the loop
Do You Have a Predictable Viral Co-Efficient ? 31GetLatka.com Art of invites, conversions, and K>1 { K = 10 x K = for each user you have how many new ones they create conv% = rate at which invitations convert into new users Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? I = number of invitations each user sends out in one cycle of the loop
Do You Have a Predictable Viral Co-Efficient ? 32GetLatka.com Art of invites, conversions, and K>1 { K = 10 x 20% } K = for each user you have how many new ones they create I = number of invitations each user sends out in one cycle of the loop conv% = rate at which invitations convert into new users Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
Do You Have a Predictable Viral Co-Efficient ? 33GetLatka.com Art of invites, conversions, and K>1 { 2 = 10 x 20% } K = for each user you have how many new ones they create I = number of invitations each user sends out in one cycle of the loop conv% = rate at which invitations convert into new users Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
Single Customer Cash Flow 34GetLatka.com Spend $1200 in month 1 to acquire $100/mo paying customer -$1,200 -$900 -$600 -$300 $0 $300 M onth 1M onth 2M onth 3M onth 4M onth 5M onth 6M onth 7M onth 8M onth 9M onth 10M onth 11M onth 12M onth 13 Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
Single Customer Cumulative Cash Flow 35GetLatka.com $1200 spent to acquire $100/mo gets recovered in 12 months -$1,200 -$900 -$600 -$300 $0 $300 M onth 1 M onth 2 M onth 3 M onth 4 M onth 5 M onth 6 M onth 7 M onth 8 M onth 9 M onth 10 M onth 11 M onth 12 M onth 13 M onth 14 M onth 15 Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Negative cashflow 13 month payback
If Virality Works, Cuts Payback in Half 36GetLatka.com Pay $1200 for one customer who brings in +1 for free, you get $$ back faster -$1,200 -$900 -$600 -$300 $0 $300 M onth 1 M onth 2 M onth 3 M onth 4 M onth 5 M onth 6 M onth 7 M onth 8 M onth 9M onth 10M onth 11M onth 12 Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Ff Extra cashflow from second customer signup
Single Customer Cumulative Cash Flow w/ Viral 37GetLatka.com $1200 spent to acquire gets recovered in 12 months -$1,200 -$800 -$400 $0 $400 $800 $1,200 $1,600 M onth 1M onth 2M onth 3M onth 4M onth 5M onth 6M onth 7M onth 8M onth 9M onth 10M onth 11M onth 12M onth 13M onth 14M onth 15 Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Negative cashflow 8 month payback
5. Can You Close Sales Without Founder Closing? 38GetLatka.com These are the de-risking steps Time Value Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no-touch funnel work? (No Founder Selling) Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Year 1 Year 2 Year 3-6 Year 7+ Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? David Skok: Matrix 100 Forum
39GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: Chris Janz, Point Nine Capital Chris Janz, Point Nine: 5 Ways to $100M # Customers AverageAnnualContractValue(ACV) Hunting Elephants: $100k ACV Hunting Deer: $10k ACV Hunting Rabbits: $1k ACV Hunting Mice: $100 ACV Hunting Flies: $10 ACV
40GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database Average ACV vs. Customer Count # Customers AverageAnnualContractValue(ACV) GETLATKA.COM
41GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) $100m Companies Average ACV vs. Customer Count GETLATKA.COM
42GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) $100m Companies 10,000 customers paying $10k each year is a winning combination. Average ACV vs. Customer Count GETLATKA.COM
43GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) $100m Companies $10m Average ACV vs. Customer Count GETLATKA.COM
44GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) $1m Average ACV vs. Customer Count GETLATKA.COM $100m Companies $10m
45GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) $1m Average ACV vs. Customer Count GETLATKA.COM $100m Companies $10m < $100k These guys are in trouble. Either increase price, or Find new customers - fast!
46GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) $1m Average ACV vs. Customer Count GETLATKA.COM $100m Companies $10m
$1m $100m Companies $10m 47GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) ACV vs. Customer Count INFOSCOUT $160k ACV, 184 Cust GETLATKA.COM
$100m Companies $10m 48GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) ACV vs. Customer Count INFOSCOUT $160k ACV, 184 Cust QUALTRICS $27k ACV, 9k Cust GETLATKA.COM$1m
$100m Companies $10m 49GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) ACV vs. Customer Count INFOSCOUT $160k ACV, 184 Cust QUALTRICS $27k ACV, 9k Cust HUBSPOT $10k ACV, 57k Cust GETLATKA.COM$1m
$100m Companies $10m 50GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) ACV vs. Customer Count INFOSCOUT $160k ACV, 184 Cust QUALTRICS $27k ACV, 9k Cust HUBSPOT $10k ACV, 57k Cust SWIFTPAGE $1k ACV, 84k Cust GETLATKA.COM$1m
$100m Companies $10m 51GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) ACV vs. Customer Count INFOSCOUT $160k ACV, 184 Cust QUALTRICS $27k ACV, 9k Cust HUBSPOT $10k ACV, 57k Cust JOTFORM $300 ACV, 180k Cust SWIFTPAGE $1k ACV, 84k Cust GETLATKA.COM$1m
$100m Companies $10m 52GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) Price vs. Customer Count INFOSCOUT $160k ACV, 184 Cust QUALTRICS $27k ACV, 9k Cust HUBSPOT $10k ACV, 57k Cust JOTFORM $300 ACV, 180k Cust HOOTSUITE $9 ACV, 16M Cust SWIFTPAGE $1k ACV, 84k Cust GETLATKA.COM$1m These guys are in trouble. Either increase price, or Find new customers - fast!
$100m Companies $10m 53GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) ACV vs. Customer Count INFOSCOUT $160k ACV, 184 Cust QUALTRICS $27k ACV, 9k Cust HUBSPOT $10k ACV, 57k Cust JOTFORM $300 ACV, 180k Cust HOOTSUITE $9 ACV, 16M Cust SWIFTPAGE $1k ACV, 84k Cust GETLATKA.COM$1m ARR: $550m+ ACV: $10k Customers: 57k Funding: IPO
54GetLatka.comSource: The Top Podcast Interview with Hubspot CEO, Brian Halligan September 2018 ARR: $550m+ ACV: $10k Customers: 57k Funding: IPO
$100m Companies $10m 55GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) How Hubspot Hits $1b in ARR HUBSPOT $10k ACV, 57k Cust GETLATKA.COM$1m Decrease ACV, Then trust Upsell Process
$100m Companies $10m 56GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) ACV vs. Customer Count INFOSCOUT $160k ACV, 184 Cust QUALTRICS $27k ACV, 9k Cust HUBSPOT $10k ACV, 57k Cust JOTFORM $300 ACV, 180k Cust HOOTSUITE $9 ACV, 16M Cust SWIFTPAGE $1k ACV, 84k Cust GETLATKA.COM$1m Field Sales
$100m Companies $10m 57GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) ACV vs. Customer Count INFOSCOUT $160k ACV, 184 Cust QUALTRICS $27k ACV, 9k Cust HUBSPOT $10k ACV, 57k Cust JOTFORM $300 ACV, 180k Cust HOOTSUITE $9 ACV, 16M Cust SWIFTPAGE $1k ACV, 84k Cust GETLATKA.COM$1m Field Sales Inside Sales
$100m Companies $10m 58GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) ACV vs. Customer Count INFOSCOUT $160k ACV, 184 Cust QUALTRICS $27k ACV, 9k Cust HUBSPOT $10k ACV, 57k Cust JOTFORM $300 ACV, 180k Cust HOOTSUITE $9 ACV, 16M Cust SWIFTPAGE $1k ACV, 84k Cust GETLATKA.COM$1m Field Sales Inside Sales Inside, Low Touch
$100m Companies $10m 59GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) ACV vs. Customer Count INFOSCOUT $160k ACV, 184 Cust QUALTRICS $27k ACV, 9k Cust HUBSPOT $10k ACV, 57k Cust JOTFORM $300 ACV, 180k Cust HOOTSUITE $9 ACV, 16M Cust SWIFTPAGE $1k ACV, 84k Cust GETLATKA.COM$1m Field Sales Inside Sales Low Touch Inside, Low Touch
$100m Companies $10m 60GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) Price vs. Customer Count INFOSCOUT $160k ACV, 184 Cust QUALTRICS $27k ACV, 9k Cust HUBSPOT $10k ACV, 57k Cust JOTFORM $300 ACV, 180k Cust HOOTSUITE $9 ACV, 16M Cust SWIFTPAGE $1k ACV, 84k Cust GETLATKA.COM$1m Field Sales Inside Sales No Touch Low Touch Inside, Low Touch < $100k These guys are in trouble. Either increase price, or Find new customers - fast!
61GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: Chris Janz, Point Nine Capital For best shot at $100m company, what kind of customers should you target?
Annual Contract Value (ACV) vs. Company Size in ARR 62GetLatka.com Company Size in Annual Recurring Revenue (ARR) GETLATKA.COM %ofCompaniesSellingatDifferentACV’s Rabbits, Mice: <$10k ACV Deer: $10k ACV Elephants: $100k ACV Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
Annual Contract Value (ACV) vs. Company Size in ARR 63GetLatka.com Company Size in Annual Recurring Revenue (ARR) GETLATKA.COM %ofCompaniesSellingatDifferentACV’s Rabbits, Mice: <$10k ACV Deer: $10k ACV Elephants: $100k ACV Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
Annual Contract Value (ACV) vs. Company Size in ARR 64GetLatka.com Company Size in Annual Recurring Revenue (ARR) GETLATKA.COM %ofCompaniesSellingatDifferentACV’s Rabbits, Mice: <$10k ACV Deer: $10k ACV Elephants: $100k ACV Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
Annual Contract Value (ACV) vs. Company Size in ARR 65GetLatka.com Company Size in Annual Recurring Revenue (ARR) GETLATKA.COM %ofCompaniesSellingatDifferentACV’s Rabbits, Mice: <$10k ACV Deer: $10k ACV Elephants: $100k ACV Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Flies: <$100 ACV
Annual Contract Value (ACV) vs. Company Size in ARR 66GetLatka.com Company Size in Annual Recurring Revenue (ARR) %ofCompaniesSellingatDifferentACV’s 40% of companies that hit $1m in ARR have systems for ACV expansion GETLATKA.COM Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
Annual Contract Value (ACV) vs. Company Size in ARR 67GetLatka.com Company Size in Annual Recurring Revenue (ARR) %ofCompaniesSellingatDifferentACV’s 55% of $50m+ ARR companies have ACV’s greater than $10k GETLATKA.COM Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
6. Can You Add Customers From Different Sources? 68GetLatka.com These are the de-risking steps Time Value Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no-touch funnel work? (No Founder Selling) Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Year 1 Year 2 Year 3-6 Year 7+ Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? David Skok: Matrix 100 Forum
Funding Raised vs. Annual Recurring Revenue 69GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database Annual Recurring Revenue (ARR) FundingRaised
70GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database Annual Recurring Revenue (ARR) FundingRaised GOOD: MORE ARR THAN FUNDING Funding Raised vs. Annual Recurring Revenue
71GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database Annual Recurring Revenue (ARR) FundingRaised $50M ARR $10M RAISED GOOD: MORE ARR THAN FUNDING Funding Raised vs. Annual Recurring Revenue
72GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database Annual Recurring Revenue (ARR) FundingRaised WORSE: LESS ARR THAN FUNDING 1:1 LINE (ARR:FUNDING) Funding Raised vs. Annual Recurring Revenue
73GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database Annual Recurring Revenue (ARR) FundingRaised WORSE: LESS ARR THAN FUNDING 1:1 LINE (ARR:FUNDING) Funding Raised vs. Annual Recurring Revenue ARR: $50m RAISED: $140M SALESLOFT
74GetLatka.comSource: The Top Podcast Interview with Hubspot CEO, Brian Halligan September 2018John Corrigan CEO Zoom, Jan 2019 on The Top Entrepreneurs PodcastKyler Porter CEO Salesloft, Aug 2019 on The Top Entrepreneurs Podcast ARR: $50m RAISED: $140M SALESLOFT
75GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database Annual Recurring Revenue (ARR) FundingRaised WORST: WAY LESS ARR THAN FUNDING Funding Raised vs. Annual Recurring Revenue
76GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database Annual Recurring Revenue (ARR) FundingRaised $5M ARR $55M RAISED WORST: WAY LESS ARR THAN FUNDING Funding Raised vs. Annual Recurring Revenue
A Techcrunch Headline Is Not Worth Getting Diluted Over 77GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database Annual Recurring Revenue (ARR) FundingRaised CEO’S avoid down rounds and dilution by keeping their ARR more than total Funding raised WORSE: LESS ARR THAN FUNDING 1:1 LINE (ARR:FUNDING) $5M ARR $55M RAISED WORST: WAY LESS ARR THAN FUNDING
7. Can We Scale Without Crazy Churn? 78GetLatka.com These are the de-risking steps Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no-touch funnel work? (No Founder Selling) Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Year 1 Year 2 Year 3-6 Year 7+ Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? David Skok: Matrix 100 Forum Time Value
The Magic Cancel Button 79GetLatka.com clickfunnels.com churn funnel Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: clickfunnels.com
Top of the “Churn Funnel” 80GetLatka.com Identify objections Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: clickfunnels.com
“Cancel me, too expensive, can’t afford” 81GetLatka.com Ok, can we give it to your for free? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: clickfunnels.com
Its free! 82GetLatka.com …after you pay us $997 (or about 1 year ACV) Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: clickfunnels.com
83GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: clickfunnels.com Its free! …after you pay us $997 (or about 1 year ACV)
Still Want to Cancel? Look What You Lose! 84GetLatka.com Humans hate losing something they already have. Sell that fear. Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: clickfunnels.com
Still Want to Cancel? Look What You Lose! 85GetLatka.com Humans hate losing something they already have. Sell that fear. Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: clickfunnels.com
GetLatka.comAndre Durand CEO Ping Identity on The Top Entrepreneurs Podcast ARR: $60m+ Customers: 54k Funding: $0 Todd and Russell Co-Founders Clickfunnels on The Top Entrepreneurs Podcast
ClickFunnels Will Sell for $700m-$1.2b In Next 12 Months 87GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: clickfunnels.com
1% Improvements Make Huge Difference 88GetLatka.com Flatline vs. Exponential Exponential Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Flatline Source: ForEntrepreneurs.com
Is Your Churn High Because of Price Point? 89GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: ForEntrepreneurs.com Gross Revenue Churn Annually AverageAnnualContractValue(ACV)
90 Create Account Set up Team Inbox Invite for Expansion GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: FrontApp.com Getting expansion on Day 1 How Does Front App Drive Expansion? 90
Year 1 Pricing Page (2015) No Touch, land and expand. GetLatka.comhttps://frontapp.com/blog/2017/02/13/how-we-de-risked-our-saas-pricing-strategy/ 91 Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
Remove Free, Add “Catch a Big Fish” Option Touch/Demo option added GetLatka.comhttps://frontapp.com/blog/2017/02/13/how-we-de-risked-our-saas-pricing-strategy/ 92 Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
Year 3+ Automated Price Testing New test every 3 weeks with cohort analysis GetLatka.com 93https://frontapp.com/blog/2017/02/13/how-we-de-risked-our-saas-pricing-strategy/ Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
Automated Price Testing: Keep What Works Current Winner GetLatka.com 94https://frontapp.com/blog/2017/02/13/how-we-de-risked-our-saas-pricing-strategy/ Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
Pricing Axis Critical For Expansion, Upselling 95GetLatka.com Test timing of introduction Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? SEATS FEATURES USAGE Basic Pro Enterprise 100 Contacts 10K API Calls
Pricing Axis Critical For Expansion, Upselling 96GetLatka.com Test timing of introduction Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? SEATS FEATURES USAGE Basic Pro Enterprise 100 Contacts 10K API Calls
FrontApp.com ARPU Growth 97GetLatka.com ARPU CUSTOMERS ARR $ CHURN $200 1210 $3M -3% $412 1700 $8.4M -10% $500+* 2500 $18M+* -10%* Cash Burn was $100k per month, $200k/mo on headcount, Growing MRR 10% 8/9/2016 6/1/2017 1/1/2018 $8m cash in bank, Cash Burn was $250k per month, net negative revenue churn of -10% monthly Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Results of testing and addition of upsell options *Estimates based off 2500 customer count and historical data Source: The Top Entrepreneurs Podcast, Mathilde Collin CEO FrontApp June 1, 2017
98 2017 ARR $8.4M+ CUSTOMERS 1700 CASH IN BANK $8M CASH BURN ($250K) GetLatka.comSource: The Top Entrepreneurs Podcast, Mathilde Collin CEO FrontApp June 1, 2017 98 Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? FrontApp.com ARPU Growth Results of testing and addition of upsell options
8. Can We Scale And Make Money? 99GetLatka.com These are the de-risking steps Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no-touch funnel work? (No Founder Selling) Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Year 1 Year 2 Year 3-6 Year 7+ Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? David Skok: Matrix 100 Forum Time Value
Largest expense at scale? Headcount. 100GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
Annual Recurring Revenue (ARR) Per Employee 101GetLatka.com Annual Recurring Revenue Per Full Time Employee (FTE) Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM$10-100m Raised $1-10m Raised <$1m Raised Bootstrapped 1-10 Employees 11-100 Employees 101-300 Employees 301+ Employees GETLATKA.COM
Annual Recurring Revenue (ARR) Per Employee 102GetLatka.com Annual Recurring Revenue Per Full Time Employee (FTE) Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM$10-100m Raised $1-10m Raised <$1m Raised Bootstrapped 1-10 Employees 11-100 Employees 101-300 Employees 301+ Employees GETLATKA.COM
Annual Recurring Revenue (ARR) Per Employee 103GetLatka.com Annual Recurring Revenue Per Full Time Employee (FTE) Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM$10-100m Raised $1-10m Raised <$1m Raised Bootstrapped 1-10 Employees 11-100 Employees 101-300 Employees 301+ Employees GETLATKA.COM
Annual Recurring Revenue (ARR) Per Employee 104GetLatka.com Annual Recurring Revenue Per Full Time Employee (FTE) Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM$10-100m Raised $1-10m Raised <$1m Raised Bootstrapped 1-10 Employees 11-100 Employees 101-300 Employees 301+ Employees
Annual Recurring Revenue (ARR) Per Employee 105GetLatka.com Annual Recurring Revenue Per Full Time Employee (FTE) Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM$10-100m Raised $1-10m Raised <$1m Raised Bootstrapped 1-10 Employees 11-100 Employees 101-300 Employees 301+ Employees
Annual Recurring Revenue (ARR) Per Employee 106GetLatka.com Annual Recurring Revenue Per Full Time Employee (FTE) Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM$10-100m Raised $1-10m Raised <$1m Raised Bootstrapped 1-10 Employees 11-100 Employees 101-300 Employees 301+ Employees More than $150k In ARR per employee? Hire faster.
Annual Recurring Revenue (ARR) Per Employee 107GetLatka.com Annual Recurring Revenue Per Full Time Employee (FTE) Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM$10-100m Raised $1-10m Raised <$1m Raised Bootstrapped 1-10 Employees 11-100 Employees 101-300 Employees 301+ Employees Less than $150k In ARR per employee? Slow down hiring.
Annual Recurring Revenue (ARR) Per Employee 108GetLatka.com Annual Recurring Revenue Per Full Time Employee (FTE) Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM$10-100m Raised $1-10m Raised <$1m Raised Bootstrapped 1-10 Employees 11-100 Employees 101-300 Employees 301+ Employees Best in class CEO’s Generate $150k+ in ARR per employee
GetLatka.comNick Mehta Gainsight CEO on Latka Podcast
Second biggest expense at scale? Marketing. 110GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
Annual Recurring Revenue (ARR) vs. Dollar Based CAC (DBC) 111GetLatka.com Annual Recurring Revenue Categories Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM DBC(DollarsSpentfor$1NewARR)
Annual Recurring Revenue (ARR) vs. Dollar Based CAC (DBC) 112GetLatka.com Annual Recurring Revenue Categories Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM DBC(DollarsSpentfor$1NewARR) $100m+ Raised $10-100m Raised $1-10m Raised <$1m Raised Bootstrapped
Annual Recurring Revenue (ARR) vs. Dollar Based CAC (DBC) 113GetLatka.com Annual Recurring Revenue Categories Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM DBC(DollarsSpentfor$1NewARR) $100m+ Raised $10-100m Raised $1-10m Raised <$1m Raised Bootstrapped
Annual Recurring Revenue (ARR) vs. Dollar Based CAC (DBC) 114GetLatka.com Annual Recurring Revenue Categories Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM DBC(DollarsSpentfor$1NewARR) $100m+ Raised $10-100m Raised $1-10m Raised <$1m Raised Bootstrapped
Annual Recurring Revenue (ARR) vs. Dollar Based CAC (DBC) 115GetLatka.com Annual Recurring Revenue Categories Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM DBC(DollarsSpentfor$1NewARR) $100m+ Raised $10-100m Raised $1-10m Raised <$1m Raised Bootstrapped Companies that have raised $10m-$100m with more than $10m in ARR spend $1.03 on average for $1 new dollar of ARR
116GetLatka.com Annual Recurring Revenue (ARR) DBC(DollarsSpentfor$1NewARR) Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM Annual Recurring Revenue (ARR) vs. Dollar Based CAC (DBC) Your ability to pay more for new customers is critical for driving to a $10m+ ARR run rate $10-100m Raised $1-10m Raised <$1m Raised Bootstrapped
117GetLatka.com Annual Recurring Revenue (ARR) DBC(DollarsSpentfor$1NewARR) Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM Annual Recurring Revenue (ARR) vs. Dollar Based CAC (DBC) ARR: $130m+ DBC: $1.20 Customers:1500 Funding: PE Ping Identity
GetLatka.com ARR: $130m+ DBC: $1.20 Customers:1500 Funding: PE Andre Durand CEO Ping Identity on The Top Entrepreneurs Podcast
GetLatka.com
120GetLatka.com Free Cash Flow 2018 ARRGrowthRate2018 Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM E40; 2018 ARR Growth Rate vs. Free Cash Flow
121GetLatka.com Free Cash Flow 2018 ARRGrowthRate2018 Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM E40; 2018 ARR Growth Rate vs. Free Cash Flow % ARR GROWTH + % FREE CASH FLOW = E40%
122GetLatka.com Free Cash Flow 2018 ARRGrowthRate2018 Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM E40; 2018 ARR Growth Rate vs. Free Cash Flow % ARR GROWTH + % FREE CASH FLOW = E40%
123GetLatka.com Free Cash Flow 2018 ARRGrowthRate2018 Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM E40; 2018 ARR Growth Rate vs. Free Cash Flow % ARR GROWTH + % FREE CASH FLOW = E40% 140% + 18% = E158%
SaaStock 2019 - nathan latka (25/10)
SaaStock 2019 - nathan latka (25/10)
SaaStock 2019 - nathan latka (25/10)
SaaStock 2019 - nathan latka (25/10)
SaaStock 2019 - nathan latka (25/10)
SaaStock 2019 - nathan latka (25/10)
SaaStock 2019 - nathan latka (25/10)
SaaStock 2019 - nathan latka (25/10)
SaaStock 2019 - nathan latka (25/10)
SaaStock 2019 - nathan latka (25/10)
SaaStock 2019 - nathan latka (25/10)
SaaStock 2019 - nathan latka (25/10)
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SaaStock 2019 - nathan latka (25/10)

  • 1. @NathanLatka GetLatka.com SaaS Data Who will be bought, who’s raising, who will IPO?
  • 2. Worldwide Public Cloud Services Revenue 2GetLatka.com $355B This Year https://www.gartner.com/newsroom/id/3871416
  • 3. $10 Billion Market Cap Club Sept 7, 2019 3GetLatka.com Who is next Salesforce? https://www.bvp.com/strategy/cloud-computing/index
  • 4. To Increase Valuation, Prove These 8 Steps 4GetLatka.com TIME VALUE Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no-touch funnel work? (No Founder Selling) Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Year 1 Year 2 Year 3-6 Year 7+ David Skok: Matrix 100 Forum Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
  • 5. 5 Launch An Agency. Discover. Kill it. 2018 ARR $30M CUSTOMERS 500 FUNDING $80k TEAM SIZE 180 Use agency clients to hunt for problems you can codify GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Dominic Edmunds, SaleCycle CEO on The Top Entrepreneurs Podcast, Feb 12th, 2018 5
  • 6. 2. What Problem Do You Solve? 6GetLatka.com These are the de-risking steps Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no-touch funnel work? (No Founder Selling) Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Year 1 Year 2 Year 3-6 Year 7+ Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? David Skok: Matrix 100 Forum TIME VALUE
  • 7. 7 Create Account Video Source Video Size Video Design Preview GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? 7Source: lumen5.com Eliminate Paradox of Choice in Onboarding Lumen5 helps you create “CNN” style videos from blog posts
  • 8. 8GetLatka.com Create Account Video Source Video Size Video Design Preview Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? 8Source: lumen5.com Question Based Onboarding Lumen5 helps you create “CNN” style videos from blog posts
  • 9. 9GetLatka.com Create Account Video Source Video Size Video Design Preview Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? 9Source: lumen5.com Ask User For 1 Decision Per Step Lumen5 helps you create “CNN” style videos from blog posts
  • 10. 10GetLatka.com Create Account Video Source Video Size Video Design Preview Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? 10Source: lumen5.com Load Template To Make Choice Easier Lumen5 helps you create “CNN” style videos from blog posts
  • 11. 11GetLatka.com Create Account Video Source Video Size Video Design Preview Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? 11Source: lumen5.com Get To “Preview” As Fast As Possible Lumen5 helps you create “CNN” style videos from blog posts
  • 12. 12GetLatka.com Create Account Video Source Video Size Video Design Preview Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? 12Source: lumen5.com Sign Up To Value in <30 Seconds Lumen5 helps you create “CNN” style videos from blog posts
  • 13. 13 Where the hell do I start? Don’t do this. Too many options. GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? 13
  • 14. 3. Does it work? 14GetLatka.com These are the de-risking steps Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no-touch funnel work? (No Founder Selling) Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Year 1 Year 2 Year 3-6 Year 7+ Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? David Skok: Matrix 100 Forum TIME VALUE
  • 15. 15 50% 55% 60% 65% 70% 75% 80% 85% 90% 95% 100% 0 1 2 3 4 5 6 7 8 9 10 11 12 GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Newer Customers Shouldn’t Churn As Much 15 OLDEST CUSTOMERS Cohort Age in Months CustomersStillPaying(Retained)
  • 16. 16 50% 55% 60% 65% 70% 75% 80% 85% 90% 95% 100% 0 1 2 3 4 5 6 7 8 9 10 11 12 GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? 16 OLDEST CUSTOMERS Cohort Age in Months CustomersStillPaying(Retained) NEWER CUSTOMERS Newer Customers Shouldn’t Churn As Much
  • 17. 17 50% 55% 60% 65% 70% 75% 80% 85% 90% 95% 100% 0 1 2 3 4 5 6 7 8 9 10 11 12 GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? 17 OLDEST CUSTOMERS Cohort Age in Months CustomersStillPaying(Retained) NEWER CUSTOMERS SIGNUPS LAST MONTH Newer Customers Shouldn’t Churn As Much
  • 18. 18 50% 55% 60% 65% 70% 75% 80% 85% 90% 95% 100% 0 1 2 3 4 5 6 7 8 9 10 11 12 GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? 18 65% RETAINED OLDEST CUSTOMERS 75% RETAINED NEWER CUSTOMERS Cohort Age in Months CustomersStillPaying(Retained) Newer Customers Shouldn’t Churn As Much
  • 19. 19 50% 55% 60% 65% 70% 75% 80% 85% 90% 95% 100% 0 1 2 3 4 5 6 7 8 9 10 11 12 GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? 19 65% RETAINED OLDEST CUSTOMERS 75% RETAINED NEWER CUSTOMERS Cohort Age in Months CustomersStillPaying(Retained) When newer customers hit 8 months, 10% more continue to pay due to onboarding and activation improvements Newer Customers Shouldn’t Churn As Much
  • 20. 20 50% 55% 60% 65% 70% 75% 80% 85% 90% 95% 100% 0 1 2 3 4 5 6 7 8 9 10 11 12 GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? You Can’t Hit 100%+ New Retention Without Upsells 20 Churn Trough When you learn how to upsell, net revenue retention mo/mo goes above 100%+ Cohort Age in Months CustomersStillPaying(Retained)
  • 21. 21GetLatka.com Price Against The Right Activation/Usage Metric Source: The Top Entrepreneurs Podcast, Aaron Newman CEO CloudCheckr May 8th, 2018 Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? SEATS FEATURES USAGE, % CLOUD SPEND Basic Pro Enterprise More Spend More Spend
  • 22. Worldclass Net Revenue Retention is 130%+ 22GetLatka.comSource: GetLatka.com SaaS Database
  • 23. Worldclass Net Revenue Retention is 130%+ 23GetLatka.comSource: GetLatka.com SaaS Database
  • 24. GetLatka.com2017 Looker CEO Frank Bien Joins Nathan Latka
  • 25. GetLatka.comAaron Newman CEO CloudCheckr, Jun 2018 on The Top Entrepreneurs Podcast
  • 26. 4. Can You Get Lots of People To Pay? 26GetLatka.com These are the de-risking steps Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no-touch funnel work? (No Founder Selling) Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Year 1 Year 2 Year 3-6 Year 7+ Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? David Skok: Matrix 100 Forum TIME VALUE
  • 27. Product Marketing Isn’t Fluffy Duffy Magic, Its Engineering! 27GetLatka.com Art of invites, conversions, and K>1 { K = i x conv% } Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
  • 28. Do You Have a Predictable Viral Co-Efficient ? 28GetLatka.com Art of invites, conversions, and K>1 { K = i x conv% } I = number of invitations each user sends out in one cycle of the loop Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
  • 29. Do You Have a Predictable Viral Co-Efficient ? 29GetLatka.com Art of invites, conversions, and K>1 { K = i x conv% } conv% = rate at which invitations convert into new users Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? I = number of invitations each user sends out in one cycle of the loop
  • 30. Do You Have a Predictable Viral Co-Efficient ? 30GetLatka.com Art of invites, conversions, and K>1 { K = i x conv% } conv% = rate at which invitations convert into new users Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? K = for each user you have how many new ones they create I = number of invitations each user sends out in one cycle of the loop
  • 31. Do You Have a Predictable Viral Co-Efficient ? 31GetLatka.com Art of invites, conversions, and K>1 { K = 10 x K = for each user you have how many new ones they create conv% = rate at which invitations convert into new users Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? I = number of invitations each user sends out in one cycle of the loop
  • 32. Do You Have a Predictable Viral Co-Efficient ? 32GetLatka.com Art of invites, conversions, and K>1 { K = 10 x 20% } K = for each user you have how many new ones they create I = number of invitations each user sends out in one cycle of the loop conv% = rate at which invitations convert into new users Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
  • 33. Do You Have a Predictable Viral Co-Efficient ? 33GetLatka.com Art of invites, conversions, and K>1 { 2 = 10 x 20% } K = for each user you have how many new ones they create I = number of invitations each user sends out in one cycle of the loop conv% = rate at which invitations convert into new users Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
  • 34. Single Customer Cash Flow 34GetLatka.com Spend $1200 in month 1 to acquire $100/mo paying customer -$1,200 -$900 -$600 -$300 $0 $300 M onth 1M onth 2M onth 3M onth 4M onth 5M onth 6M onth 7M onth 8M onth 9M onth 10M onth 11M onth 12M onth 13 Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
  • 35. Single Customer Cumulative Cash Flow 35GetLatka.com $1200 spent to acquire $100/mo gets recovered in 12 months -$1,200 -$900 -$600 -$300 $0 $300 M onth 1 M onth 2 M onth 3 M onth 4 M onth 5 M onth 6 M onth 7 M onth 8 M onth 9 M onth 10 M onth 11 M onth 12 M onth 13 M onth 14 M onth 15 Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Negative cashflow 13 month payback
  • 36. If Virality Works, Cuts Payback in Half 36GetLatka.com Pay $1200 for one customer who brings in +1 for free, you get $$ back faster -$1,200 -$900 -$600 -$300 $0 $300 M onth 1 M onth 2 M onth 3 M onth 4 M onth 5 M onth 6 M onth 7 M onth 8 M onth 9M onth 10M onth 11M onth 12 Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Ff Extra cashflow from second customer signup
  • 37. Single Customer Cumulative Cash Flow w/ Viral 37GetLatka.com $1200 spent to acquire gets recovered in 12 months -$1,200 -$800 -$400 $0 $400 $800 $1,200 $1,600 M onth 1M onth 2M onth 3M onth 4M onth 5M onth 6M onth 7M onth 8M onth 9M onth 10M onth 11M onth 12M onth 13M onth 14M onth 15 Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Negative cashflow 8 month payback
  • 38. 5. Can You Close Sales Without Founder Closing? 38GetLatka.com These are the de-risking steps Time Value Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no-touch funnel work? (No Founder Selling) Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Year 1 Year 2 Year 3-6 Year 7+ Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? David Skok: Matrix 100 Forum
  • 39. 39GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: Chris Janz, Point Nine Capital Chris Janz, Point Nine: 5 Ways to $100M # Customers AverageAnnualContractValue(ACV) Hunting Elephants: $100k ACV Hunting Deer: $10k ACV Hunting Rabbits: $1k ACV Hunting Mice: $100 ACV Hunting Flies: $10 ACV
  • 40. 40GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database Average ACV vs. Customer Count # Customers AverageAnnualContractValue(ACV) GETLATKA.COM
  • 41. 41GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) $100m Companies Average ACV vs. Customer Count GETLATKA.COM
  • 42. 42GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) $100m Companies 10,000 customers paying $10k each year is a winning combination. Average ACV vs. Customer Count GETLATKA.COM
  • 43. 43GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) $100m Companies $10m Average ACV vs. Customer Count GETLATKA.COM
  • 44. 44GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) $1m Average ACV vs. Customer Count GETLATKA.COM $100m Companies $10m
  • 45. 45GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) $1m Average ACV vs. Customer Count GETLATKA.COM $100m Companies $10m < $100k These guys are in trouble. Either increase price, or Find new customers - fast!
  • 46. 46GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) $1m Average ACV vs. Customer Count GETLATKA.COM $100m Companies $10m
  • 47. $1m $100m Companies $10m 47GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) ACV vs. Customer Count INFOSCOUT $160k ACV, 184 Cust GETLATKA.COM
  • 48. $100m Companies $10m 48GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) ACV vs. Customer Count INFOSCOUT $160k ACV, 184 Cust QUALTRICS $27k ACV, 9k Cust GETLATKA.COM$1m
  • 49. $100m Companies $10m 49GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) ACV vs. Customer Count INFOSCOUT $160k ACV, 184 Cust QUALTRICS $27k ACV, 9k Cust HUBSPOT $10k ACV, 57k Cust GETLATKA.COM$1m
  • 50. $100m Companies $10m 50GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) ACV vs. Customer Count INFOSCOUT $160k ACV, 184 Cust QUALTRICS $27k ACV, 9k Cust HUBSPOT $10k ACV, 57k Cust SWIFTPAGE $1k ACV, 84k Cust GETLATKA.COM$1m
  • 51. $100m Companies $10m 51GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) ACV vs. Customer Count INFOSCOUT $160k ACV, 184 Cust QUALTRICS $27k ACV, 9k Cust HUBSPOT $10k ACV, 57k Cust JOTFORM $300 ACV, 180k Cust SWIFTPAGE $1k ACV, 84k Cust GETLATKA.COM$1m
  • 52. $100m Companies $10m 52GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) Price vs. Customer Count INFOSCOUT $160k ACV, 184 Cust QUALTRICS $27k ACV, 9k Cust HUBSPOT $10k ACV, 57k Cust JOTFORM $300 ACV, 180k Cust HOOTSUITE $9 ACV, 16M Cust SWIFTPAGE $1k ACV, 84k Cust GETLATKA.COM$1m These guys are in trouble. Either increase price, or Find new customers - fast!
  • 53. $100m Companies $10m 53GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) ACV vs. Customer Count INFOSCOUT $160k ACV, 184 Cust QUALTRICS $27k ACV, 9k Cust HUBSPOT $10k ACV, 57k Cust JOTFORM $300 ACV, 180k Cust HOOTSUITE $9 ACV, 16M Cust SWIFTPAGE $1k ACV, 84k Cust GETLATKA.COM$1m ARR: $550m+ ACV: $10k Customers: 57k Funding: IPO
  • 54. 54GetLatka.comSource: The Top Podcast Interview with Hubspot CEO, Brian Halligan September 2018 ARR: $550m+ ACV: $10k Customers: 57k Funding: IPO
  • 55. $100m Companies $10m 55GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) How Hubspot Hits $1b in ARR HUBSPOT $10k ACV, 57k Cust GETLATKA.COM$1m Decrease ACV, Then trust Upsell Process
  • 56. $100m Companies $10m 56GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) ACV vs. Customer Count INFOSCOUT $160k ACV, 184 Cust QUALTRICS $27k ACV, 9k Cust HUBSPOT $10k ACV, 57k Cust JOTFORM $300 ACV, 180k Cust HOOTSUITE $9 ACV, 16M Cust SWIFTPAGE $1k ACV, 84k Cust GETLATKA.COM$1m Field Sales
  • 57. $100m Companies $10m 57GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) ACV vs. Customer Count INFOSCOUT $160k ACV, 184 Cust QUALTRICS $27k ACV, 9k Cust HUBSPOT $10k ACV, 57k Cust JOTFORM $300 ACV, 180k Cust HOOTSUITE $9 ACV, 16M Cust SWIFTPAGE $1k ACV, 84k Cust GETLATKA.COM$1m Field Sales Inside Sales
  • 58. $100m Companies $10m 58GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) ACV vs. Customer Count INFOSCOUT $160k ACV, 184 Cust QUALTRICS $27k ACV, 9k Cust HUBSPOT $10k ACV, 57k Cust JOTFORM $300 ACV, 180k Cust HOOTSUITE $9 ACV, 16M Cust SWIFTPAGE $1k ACV, 84k Cust GETLATKA.COM$1m Field Sales Inside Sales Inside, Low Touch
  • 59. $100m Companies $10m 59GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) ACV vs. Customer Count INFOSCOUT $160k ACV, 184 Cust QUALTRICS $27k ACV, 9k Cust HUBSPOT $10k ACV, 57k Cust JOTFORM $300 ACV, 180k Cust HOOTSUITE $9 ACV, 16M Cust SWIFTPAGE $1k ACV, 84k Cust GETLATKA.COM$1m Field Sales Inside Sales Low Touch Inside, Low Touch
  • 60. $100m Companies $10m 60GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database # Customers AverageAnnualContractValue(ACV) Price vs. Customer Count INFOSCOUT $160k ACV, 184 Cust QUALTRICS $27k ACV, 9k Cust HUBSPOT $10k ACV, 57k Cust JOTFORM $300 ACV, 180k Cust HOOTSUITE $9 ACV, 16M Cust SWIFTPAGE $1k ACV, 84k Cust GETLATKA.COM$1m Field Sales Inside Sales No Touch Low Touch Inside, Low Touch < $100k These guys are in trouble. Either increase price, or Find new customers - fast!
  • 61. 61GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: Chris Janz, Point Nine Capital For best shot at $100m company, what kind of customers should you target?
  • 62. Annual Contract Value (ACV) vs. Company Size in ARR 62GetLatka.com Company Size in Annual Recurring Revenue (ARR) GETLATKA.COM %ofCompaniesSellingatDifferentACV’s Rabbits, Mice: <$10k ACV Deer: $10k ACV Elephants: $100k ACV Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
  • 63. Annual Contract Value (ACV) vs. Company Size in ARR 63GetLatka.com Company Size in Annual Recurring Revenue (ARR) GETLATKA.COM %ofCompaniesSellingatDifferentACV’s Rabbits, Mice: <$10k ACV Deer: $10k ACV Elephants: $100k ACV Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
  • 64. Annual Contract Value (ACV) vs. Company Size in ARR 64GetLatka.com Company Size in Annual Recurring Revenue (ARR) GETLATKA.COM %ofCompaniesSellingatDifferentACV’s Rabbits, Mice: <$10k ACV Deer: $10k ACV Elephants: $100k ACV Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
  • 65. Annual Contract Value (ACV) vs. Company Size in ARR 65GetLatka.com Company Size in Annual Recurring Revenue (ARR) GETLATKA.COM %ofCompaniesSellingatDifferentACV’s Rabbits, Mice: <$10k ACV Deer: $10k ACV Elephants: $100k ACV Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Flies: <$100 ACV
  • 66. Annual Contract Value (ACV) vs. Company Size in ARR 66GetLatka.com Company Size in Annual Recurring Revenue (ARR) %ofCompaniesSellingatDifferentACV’s 40% of companies that hit $1m in ARR have systems for ACV expansion GETLATKA.COM Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
  • 67. Annual Contract Value (ACV) vs. Company Size in ARR 67GetLatka.com Company Size in Annual Recurring Revenue (ARR) %ofCompaniesSellingatDifferentACV’s 55% of $50m+ ARR companies have ACV’s greater than $10k GETLATKA.COM Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
  • 68. 6. Can You Add Customers From Different Sources? 68GetLatka.com These are the de-risking steps Time Value Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no-touch funnel work? (No Founder Selling) Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Year 1 Year 2 Year 3-6 Year 7+ Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? David Skok: Matrix 100 Forum
  • 69. Funding Raised vs. Annual Recurring Revenue 69GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database Annual Recurring Revenue (ARR) FundingRaised
  • 70. 70GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database Annual Recurring Revenue (ARR) FundingRaised GOOD: MORE ARR THAN FUNDING Funding Raised vs. Annual Recurring Revenue
  • 71. 71GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database Annual Recurring Revenue (ARR) FundingRaised $50M ARR $10M RAISED GOOD: MORE ARR THAN FUNDING Funding Raised vs. Annual Recurring Revenue
  • 72. 72GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database Annual Recurring Revenue (ARR) FundingRaised WORSE: LESS ARR THAN FUNDING 1:1 LINE (ARR:FUNDING) Funding Raised vs. Annual Recurring Revenue
  • 73. 73GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database Annual Recurring Revenue (ARR) FundingRaised WORSE: LESS ARR THAN FUNDING 1:1 LINE (ARR:FUNDING) Funding Raised vs. Annual Recurring Revenue ARR: $50m RAISED: $140M SALESLOFT
  • 74. 74GetLatka.comSource: The Top Podcast Interview with Hubspot CEO, Brian Halligan September 2018John Corrigan CEO Zoom, Jan 2019 on The Top Entrepreneurs PodcastKyler Porter CEO Salesloft, Aug 2019 on The Top Entrepreneurs Podcast ARR: $50m RAISED: $140M SALESLOFT
  • 75. 75GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database Annual Recurring Revenue (ARR) FundingRaised WORST: WAY LESS ARR THAN FUNDING Funding Raised vs. Annual Recurring Revenue
  • 76. 76GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database Annual Recurring Revenue (ARR) FundingRaised $5M ARR $55M RAISED WORST: WAY LESS ARR THAN FUNDING Funding Raised vs. Annual Recurring Revenue
  • 77. A Techcrunch Headline Is Not Worth Getting Diluted Over 77GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: GetLatka.com SaaS Database Annual Recurring Revenue (ARR) FundingRaised CEO’S avoid down rounds and dilution by keeping their ARR more than total Funding raised WORSE: LESS ARR THAN FUNDING 1:1 LINE (ARR:FUNDING) $5M ARR $55M RAISED WORST: WAY LESS ARR THAN FUNDING
  • 78. 7. Can We Scale Without Crazy Churn? 78GetLatka.com These are the de-risking steps Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no-touch funnel work? (No Founder Selling) Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Year 1 Year 2 Year 3-6 Year 7+ Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? David Skok: Matrix 100 Forum Time Value
  • 79. The Magic Cancel Button 79GetLatka.com clickfunnels.com churn funnel Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: clickfunnels.com
  • 80. Top of the “Churn Funnel” 80GetLatka.com Identify objections Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: clickfunnels.com
  • 81. “Cancel me, too expensive, can’t afford” 81GetLatka.com Ok, can we give it to your for free? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: clickfunnels.com
  • 82. Its free! 82GetLatka.com …after you pay us $997 (or about 1 year ACV) Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: clickfunnels.com
  • 83. 83GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: clickfunnels.com Its free! …after you pay us $997 (or about 1 year ACV)
  • 84. Still Want to Cancel? Look What You Lose! 84GetLatka.com Humans hate losing something they already have. Sell that fear. Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: clickfunnels.com
  • 85. Still Want to Cancel? Look What You Lose! 85GetLatka.com Humans hate losing something they already have. Sell that fear. Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: clickfunnels.com
  • 86. GetLatka.comAndre Durand CEO Ping Identity on The Top Entrepreneurs Podcast ARR: $60m+ Customers: 54k Funding: $0 Todd and Russell Co-Founders Clickfunnels on The Top Entrepreneurs Podcast
  • 87. ClickFunnels Will Sell for $700m-$1.2b In Next 12 Months 87GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: clickfunnels.com
  • 88. 1% Improvements Make Huge Difference 88GetLatka.com Flatline vs. Exponential Exponential Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Flatline Source: ForEntrepreneurs.com
  • 89. Is Your Churn High Because of Price Point? 89GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: ForEntrepreneurs.com Gross Revenue Churn Annually AverageAnnualContractValue(ACV)
  • 90. 90 Create Account Set up Team Inbox Invite for Expansion GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Source: FrontApp.com Getting expansion on Day 1 How Does Front App Drive Expansion? 90
  • 91. Year 1 Pricing Page (2015) No Touch, land and expand. GetLatka.comhttps://frontapp.com/blog/2017/02/13/how-we-de-risked-our-saas-pricing-strategy/ 91 Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
  • 92. Remove Free, Add “Catch a Big Fish” Option Touch/Demo option added GetLatka.comhttps://frontapp.com/blog/2017/02/13/how-we-de-risked-our-saas-pricing-strategy/ 92 Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
  • 93. Year 3+ Automated Price Testing New test every 3 weeks with cohort analysis GetLatka.com 93https://frontapp.com/blog/2017/02/13/how-we-de-risked-our-saas-pricing-strategy/ Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
  • 94. Automated Price Testing: Keep What Works Current Winner GetLatka.com 94https://frontapp.com/blog/2017/02/13/how-we-de-risked-our-saas-pricing-strategy/ Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
  • 95. Pricing Axis Critical For Expansion, Upselling 95GetLatka.com Test timing of introduction Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? SEATS FEATURES USAGE Basic Pro Enterprise 100 Contacts 10K API Calls
  • 96. Pricing Axis Critical For Expansion, Upselling 96GetLatka.com Test timing of introduction Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? SEATS FEATURES USAGE Basic Pro Enterprise 100 Contacts 10K API Calls
  • 97. FrontApp.com ARPU Growth 97GetLatka.com ARPU CUSTOMERS ARR $ CHURN $200 1210 $3M -3% $412 1700 $8.4M -10% $500+* 2500 $18M+* -10%* Cash Burn was $100k per month, $200k/mo on headcount, Growing MRR 10% 8/9/2016 6/1/2017 1/1/2018 $8m cash in bank, Cash Burn was $250k per month, net negative revenue churn of -10% monthly Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Results of testing and addition of upsell options *Estimates based off 2500 customer count and historical data Source: The Top Entrepreneurs Podcast, Mathilde Collin CEO FrontApp June 1, 2017
  • 98. 98 2017 ARR $8.4M+ CUSTOMERS 1700 CASH IN BANK $8M CASH BURN ($250K) GetLatka.comSource: The Top Entrepreneurs Podcast, Mathilde Collin CEO FrontApp June 1, 2017 98 Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? FrontApp.com ARPU Growth Results of testing and addition of upsell options
  • 99. 8. Can We Scale And Make Money? 99GetLatka.com These are the de-risking steps Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no-touch funnel work? (No Founder Selling) Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Year 1 Year 2 Year 3-6 Year 7+ Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? David Skok: Matrix 100 Forum Time Value
  • 100. Largest expense at scale? Headcount. 100GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
  • 101. Annual Recurring Revenue (ARR) Per Employee 101GetLatka.com Annual Recurring Revenue Per Full Time Employee (FTE) Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM$10-100m Raised $1-10m Raised <$1m Raised Bootstrapped 1-10 Employees 11-100 Employees 101-300 Employees 301+ Employees GETLATKA.COM
  • 102. Annual Recurring Revenue (ARR) Per Employee 102GetLatka.com Annual Recurring Revenue Per Full Time Employee (FTE) Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM$10-100m Raised $1-10m Raised <$1m Raised Bootstrapped 1-10 Employees 11-100 Employees 101-300 Employees 301+ Employees GETLATKA.COM
  • 103. Annual Recurring Revenue (ARR) Per Employee 103GetLatka.com Annual Recurring Revenue Per Full Time Employee (FTE) Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM$10-100m Raised $1-10m Raised <$1m Raised Bootstrapped 1-10 Employees 11-100 Employees 101-300 Employees 301+ Employees GETLATKA.COM
  • 104. Annual Recurring Revenue (ARR) Per Employee 104GetLatka.com Annual Recurring Revenue Per Full Time Employee (FTE) Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM$10-100m Raised $1-10m Raised <$1m Raised Bootstrapped 1-10 Employees 11-100 Employees 101-300 Employees 301+ Employees
  • 105. Annual Recurring Revenue (ARR) Per Employee 105GetLatka.com Annual Recurring Revenue Per Full Time Employee (FTE) Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM$10-100m Raised $1-10m Raised <$1m Raised Bootstrapped 1-10 Employees 11-100 Employees 101-300 Employees 301+ Employees
  • 106. Annual Recurring Revenue (ARR) Per Employee 106GetLatka.com Annual Recurring Revenue Per Full Time Employee (FTE) Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM$10-100m Raised $1-10m Raised <$1m Raised Bootstrapped 1-10 Employees 11-100 Employees 101-300 Employees 301+ Employees More than $150k In ARR per employee? Hire faster.
  • 107. Annual Recurring Revenue (ARR) Per Employee 107GetLatka.com Annual Recurring Revenue Per Full Time Employee (FTE) Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM$10-100m Raised $1-10m Raised <$1m Raised Bootstrapped 1-10 Employees 11-100 Employees 101-300 Employees 301+ Employees Less than $150k In ARR per employee? Slow down hiring.
  • 108. Annual Recurring Revenue (ARR) Per Employee 108GetLatka.com Annual Recurring Revenue Per Full Time Employee (FTE) Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM$10-100m Raised $1-10m Raised <$1m Raised Bootstrapped 1-10 Employees 11-100 Employees 101-300 Employees 301+ Employees Best in class CEO’s Generate $150k+ in ARR per employee
  • 109. GetLatka.comNick Mehta Gainsight CEO on Latka Podcast
  • 110. Second biggest expense at scale? Marketing. 110GetLatka.com Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
  • 111. Annual Recurring Revenue (ARR) vs. Dollar Based CAC (DBC) 111GetLatka.com Annual Recurring Revenue Categories Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM DBC(DollarsSpentfor$1NewARR)
  • 112. Annual Recurring Revenue (ARR) vs. Dollar Based CAC (DBC) 112GetLatka.com Annual Recurring Revenue Categories Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM DBC(DollarsSpentfor$1NewARR) $100m+ Raised $10-100m Raised $1-10m Raised <$1m Raised Bootstrapped
  • 113. Annual Recurring Revenue (ARR) vs. Dollar Based CAC (DBC) 113GetLatka.com Annual Recurring Revenue Categories Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM DBC(DollarsSpentfor$1NewARR) $100m+ Raised $10-100m Raised $1-10m Raised <$1m Raised Bootstrapped
  • 114. Annual Recurring Revenue (ARR) vs. Dollar Based CAC (DBC) 114GetLatka.com Annual Recurring Revenue Categories Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM DBC(DollarsSpentfor$1NewARR) $100m+ Raised $10-100m Raised $1-10m Raised <$1m Raised Bootstrapped
  • 115. Annual Recurring Revenue (ARR) vs. Dollar Based CAC (DBC) 115GetLatka.com Annual Recurring Revenue Categories Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM DBC(DollarsSpentfor$1NewARR) $100m+ Raised $10-100m Raised $1-10m Raised <$1m Raised Bootstrapped Companies that have raised $10m-$100m with more than $10m in ARR spend $1.03 on average for $1 new dollar of ARR
  • 116. 116GetLatka.com Annual Recurring Revenue (ARR) DBC(DollarsSpentfor$1NewARR) Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM Annual Recurring Revenue (ARR) vs. Dollar Based CAC (DBC) Your ability to pay more for new customers is critical for driving to a $10m+ ARR run rate $10-100m Raised $1-10m Raised <$1m Raised Bootstrapped
  • 117. 117GetLatka.com Annual Recurring Revenue (ARR) DBC(DollarsSpentfor$1NewARR) Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM Annual Recurring Revenue (ARR) vs. Dollar Based CAC (DBC) ARR: $130m+ DBC: $1.20 Customers:1500 Funding: PE Ping Identity
  • 118. GetLatka.com ARR: $130m+ DBC: $1.20 Customers:1500 Funding: PE Andre Durand CEO Ping Identity on The Top Entrepreneurs Podcast
  • 120. 120GetLatka.com Free Cash Flow 2018 ARRGrowthRate2018 Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM E40; 2018 ARR Growth Rate vs. Free Cash Flow
  • 121. 121GetLatka.com Free Cash Flow 2018 ARRGrowthRate2018 Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM E40; 2018 ARR Growth Rate vs. Free Cash Flow % ARR GROWTH + % FREE CASH FLOW = E40%
  • 122. 122GetLatka.com Free Cash Flow 2018 ARRGrowthRate2018 Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM E40; 2018 ARR Growth Rate vs. Free Cash Flow % ARR GROWTH + % FREE CASH FLOW = E40%
  • 123. 123GetLatka.com Free Cash Flow 2018 ARRGrowthRate2018 Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? GETLATKA.COM E40; 2018 ARR Growth Rate vs. Free Cash Flow % ARR GROWTH + % FREE CASH FLOW = E40% 140% + 18% = E158%