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SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka

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SaaStock East Coast 2019 Nathan Latka, Founder, GetLatka State of SaaS: Tangible Insights from 10,000+ ARR, Valuation and Growth Data Points

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@NathanLatka STATE OF SAAS 2019 Who will be bought, who’s raising, who will IPO?
GetLatka.com Worldwide Public Cloud Services Revenue 2GetLatka.com $355B This Year https://www.gartner.com/newsroom/id/3871416
GetLatka.com $1bn Market Cap Club October 14th 2018 3GetLatka.com Who is next Salesforce? https://www.bvp.com/strategy/cloud-computing/index
GetLatka.com 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?
GetLatka.com 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
GetLatka.com 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
GetLatka.com 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
GetLatka.com 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
GetLatka.com 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
GetLatka.com 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
GetLatka.com 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
GetLatka.com 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
GetLatka.com 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
GetLatka.com Activation Metrics Compared to Churn 14GetLatka.com What one thing do you want users to do? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch 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, The Top Entrepreneurs Podcast Show 3 good and 3 bad?
GetLatka.com Does it work? 15GetLatka.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
GetLatka.com 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? Newer Customers Shouldn’t Churn As Much 16 OLDEST CUSTOMERS Cohort Age in Months CustomersStillPaying(Retained)
GetLatka.com 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 Newer Customers Shouldn’t Churn As Much
GetLatka.com 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 OLDEST CUSTOMERS Cohort Age in Months CustomersStillPaying(Retained) NEWER CUSTOMERS SIGNUPS LAST MONTH Newer Customers Shouldn’t Churn As Much
GetLatka.com 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) Newer Customers Shouldn’t Churn As Much
GetLatka.com 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? 20 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
GetLatka.com 21 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 21 Churn Trough When you learn how to upsell, net revenue retention mo/mo goes above 100%+ Cohort Age in Months CustomersStillPaying(Retained)
GetLatka.com Worldclass Net Revenue Retention is 130%+ 22GetLatka.comSource: GetLatka.com SaaS Database
GetLatka.com Worldclass Net Revenue Retention is 130%+ 23GetLatka.comSource: GetLatka.com SaaS Database
GetLatka.com 24GetLatka.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
GetLatka.comGetLatka.comAaron Newman CEO CloudCheckr, Jun 2018 on The Top Entrepreneurs Podcast
GetLatka.com 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
GetLatka.com 27 Using Virality To Drive Growth No Touch, land, land, land, land 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? 27Source: GetAccept.com
GetLatka.com 28GetLatka.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? Using Virality To Drive Growth No Touch, land, land, land, land 28
GetLatka.com This Isn’t Fluffy Duffy Magic, Its Engineering! 29GetLatka.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?
GetLatka.com Do You Have a Predictable Viral Co-Efficient ? 30GetLatka.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?
GetLatka.com Do You Have a Predictable Viral Co-Efficient ? 31GetLatka.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
GetLatka.com Do You Have a Predictable Viral Co-Efficient ? 32GetLatka.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
GetLatka.com Do You Have a Predictable Viral Co-Efficient ? 33GetLatka.com Art of invites, conversions, and K>1 { K = 10 x conv% } 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
GetLatka.com Do You Have a Predictable Viral Co-Efficient ? 34GetLatka.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?
GetLatka.com Do You Have a Predictable Viral Co-Efficient ? 35GetLatka.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?
GetLatka.com Single Customer Cash Flow 36GetLatka.com Spend $1200 in month 1 to acquire $100/mo paying customer -$1,500 -$1,125 -$750 -$375 $0 $375 Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch 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 Single Customer Cumulative Cash Flow 37GetLatka.com $1200 spent to acquire $100/mo gets recovered in 12 months -$1,500 -$1,125 -$750 -$375 $0 $375 Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch 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
GetLatka.com If Virality Works, Cuts Payback in Half 38GetLatka.com Pay $1200 for one customer who brings in +1 for free, you get $$ back faster -$1,500 -$1,125 -$750 -$375 $0 $375 Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch 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
GetLatka.com Single Customer Cumulative Cash Flow w/ Viral 39GetLatka.com $1200 spent to acquire gets recovered in 12 months -$1,400 -$700 $0 $700 $1,400 $2,100 Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch 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
GetLatka.com Can You Close Sales Without Founder Closing? 40GetLatka.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
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: 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
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 Average ACV vs. Customer Count # Customers AverageAnnualContractValue(ACV) GETLATKA.CO M
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) Average ACV vs. Customer Count GETLATKA.CO M
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) 10,000 customers paying $10k each year is a winning combination. Average ACV vs. Customer Count GETLATKA.CO M
GetLatka.com 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) Average ACV vs. Customer Count GETLATKA.CO M
GetLatka.com 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) Average ACV vs. Customer Count GETLATKA.CO M
GetLatka.com 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) Average ACV vs. Customer Count GETLATKA.CO M These guys are in trouble. Either increase price, or Find new customers - fast!
GetLatka.com 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) Average ACV vs. Customer Count GETLATKA.CO M
GetLatka.com 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 GETLATKA.CO M
GetLatka.com 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 GETLATKA.CO M
GetLatka.com 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 GETLATKA.CO M
GetLatka.com 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) 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.CO M
GetLatka.com 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 SWIFTPAGE $1k ACV, 84k Cust GETLATKA.CO M
GetLatka.com 54GetLatka.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.CO M
GetLatka.com 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) 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.CO M ARR: $550m+ ACV: $10k Customers: 57k Funding: IPO
GetLatka.com 56GetLatka.comSource: The Top Podcast Interview with Hubspot CEO, Brian Halligan September 2018 ARR: $550m+ ACV: $10k Customers: 57k Funding: IPO
GetLatka.com 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) How Hubspot Hits $1b in ARR HUBSPOT $10k ACV, 57k Cust GETLATKA.CO M Decrease ACV, Then trust Upsell Process
GetLatka.com 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.CO M Field Sales
GetLatka.com 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.CO M Field Sales Inside Sales
GetLatka.com 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) 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.CO M Field Sales Inside Sales Inside, Low Touch
GetLatka.com 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: 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.CO M Field Sales Inside Sales Low Touch Inside, Low Touch
GetLatka.com 62GetLatka.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.CO M Field Sales Inside Sales No Touch Low Touch Inside, Low Touch
GetLatka.com 63GetLatka.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?
GetLatka.com Annual Contract Value (ACV) vs. Company Size in ARR 64GetLatka.com Company Size in Annual Recurring Revenue (ARR) GETLATKA.CO M %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?
GetLatka.com Annual Contract Value (ACV) vs. Company Size in ARR 65GetLatka.com Company Size in Annual Recurring Revenue (ARR) GETLATKA.CO M %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?
GetLatka.com Annual Contract Value (ACV) vs. Company Size in ARR 66GetLatka.com Company Size in Annual Recurring Revenue (ARR) GETLATKA.CO M %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?
GetLatka.com Annual Contract Value (ACV) vs. Company Size in ARR 67GetLatka.com Company Size in Annual Recurring Revenue (ARR) GETLATKA.CO M %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
GetLatka.com Annual Contract Value (ACV) vs. Company Size in ARR 68GetLatka.com Company Size in Annual Recurring Revenue (ARR) %ofCompaniesSellingatDifferentACV’s 40% of companies that hit $1m in ARR have systems for ACV expansion GETLATKA.CO M Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch 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 Contract Value (ACV) vs. Company Size in ARR 69GetLatka.com Company Size in Annual Recurring Revenue (ARR) %ofCompaniesSellingatDifferentACV’s 55% of $50m+ ARR companies have ACV’s greater than $10k GETLATKA.CO M Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch 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 Can You Add Customers From Different Sources? 70GetLatka.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
GetLatka.com 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
GetLatka.com 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 GOOD: MORE ARR THAN FUNDING Funding Raised vs. Annual Recurring Revenue
GetLatka.com 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 $50M ARR $10M RAISED GOOD: MORE ARR THAN FUNDING Funding Raised vs. Annual Recurring Revenue
GetLatka.com 74GetLatka.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
GetLatka.com 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
GetLatka.com 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
GetLatka.com 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
GetLatka.com A Techcrunch Headline Is Not Worth Getting Diluted Over 78GetLatka.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 ARR: $30m RAISED: $5M SUMMITSYNC
GetLatka.com 79GetLatka.comSource: The Top Podcast Interview with Hubspot CEO, Brian Halligan September 2018John Corrigan CEO Zoom, Jan 2019 on The Top Entrepreneurs PodcastJohn Corrigan CEO SummitSync, Jan 2019 on The Top Entrepreneurs Podcast ARR: $30m RAISED: $5M SUMMITSYNC
GetLatka.com 80GetLatka.comSource: The Top Podcast Interview with Hubspot CEO, Brian Halligan September 2018 ARR: $300m+ PreIPO Funding: $160M Eric Yuan CEO Zoom, Dec 2017 on The Top Entrepreneurs Podcast
GetLatka.com How Much ARR Should You Have At Funding Levels? 81GetLatka.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 Funding Raised AnnualRecurringRevenue(ARR) If you’ve raised less than $1m Focus on using that to hit $2m in ARR before next round. Companies with $100m+ raised Are on IPO path and should be Working towards 1:1 ARR:Funding Ratio for a successful IPO If you’ve committed to $10m+ raised, you have no choice but To be on venture “exit” track. Min 70% yoy growth. Focus on growing valuation So when $1m convertible notes Convert in first priced equity round, you take least dilution.
GetLatka.com If Bootstrapped, doing more than $1.3m in ARR, be proud! 82GetLatka.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 Funding Raised AnnualRecurringRevenue(ARR) If you’ve raised less than $1m Focus on using that to hit $2m in ARR before next round. Companies with $100m+ raised Are on IPO path and should be Working towards 1:1 ARR:Funding Ratio for a successful IPO If you’ve committed to $10m+ raised, you have no choice but To be on venture “exit” track. Min 70% yoy growth. Focus on growing valuation So when $1m convertible notes Convert in first priced equity round, you take least dilution.
GetLatka.com Less Than $1m Raised? Hit $2m in ARR Before Next Round 83GetLatka.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 Funding Raised AnnualRecurringRevenue(ARR) Companies with $100m+ raised Are on IPO path and should be Working towards 1:1 ARR:Funding Ratio for a successful IPO If you’ve committed to $10m+ raised, you have no choice but To be on venture “exit” track. Min 70% yoy growth. Focus on growing valuation So when $1m convertible notes Convert in first priced equity round, you take least dilution.
GetLatka.com First Priced Round, Grow Valuation So Notes Less Dilutive 84GetLatka.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 Funding Raised AnnualRecurringRevenue(ARR) Companies with $100m+ raised Are on IPO path and should be Working towards 1:1 ARR:Funding Ratio for a successful IPO If you’ve committed to $10m+ raised, you have no choice but To be on venture “exit” track. Min 70% yoy growth.
GetLatka.com You’re On Venture Track. Must 70%+ YoY Growth 85GetLatka.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 Funding Raised AnnualRecurringRevenue(ARR) Companies with $100m+ raised Are on IPO path and should be Working towards 1:1 ARR:Funding Ratio for a successful IPO
GetLatka.com Work Towards 1:1 ARR:Funding Ratio for Successful IPO 86GetLatka.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 Funding Raised AnnualRecurringRevenue(ARR)
GetLatka.com 87GetLatka.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 Funding Raised AnnualRecurringRevenue(ARR) If you’ve raised less than $1m Focus on using that to hit $2m in ARR before next round. Companies with $100m+ raised Are on IPO path and should be Working towards 1:1 ARR:Funding Ratio for a successful IPO If you’ve committed to $10m+ raised, you have no choice but To be on venture “exit” track. Min 70% yoy growth. Focus on growing valuation So when $1m convertible notes Convert in first priced equity round, you take least dilution. How Much ARR Should You Have At Funding Levels? If you’re bootstrapped doing more than $1.3m in ARR, be proud.
GetLatka.com Can We Scale Without Crazy Churn? 88GetLatka.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
GetLatka.com The Magic Cancel Button 89GetLatka.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
GetLatka.com Top of the “Churn Funnel” 90GetLatka.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
GetLatka.com “Cancel me, too expensive, can’t afford” 91GetLatka.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
GetLatka.com Its free! 92GetLatka.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
GetLatka.com 93GetLatka.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)
GetLatka.com Still Want to Cancel? Look What You Lose! 94GetLatka.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.com Still Want to Cancel? Look What You Lose! 95GetLatka.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.comGetLatka.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
GetLatka.com 1% Improvements Make Huge Difference 97GetLatka.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
GetLatka.com QUICK RATIO HERE? 98GetLatka.com Or expansion 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
GetLatka.com 99 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? 99
GetLatka.com 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/ 100 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 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/ 101 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 Year 3+ Automated Price Testing New test every 3 weeks with cohort analysis GetLatka.com 102https://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?
GetLatka.com Automated Price Testing: Keep What Works Current Winner GetLatka.com 103https://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?
GetLatka.com Pricing Axis Critical For Expansion, Upselling 104GetLatka.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
GetLatka.com Pricing Axis Critical For Expansion, Upselling 105GetLatka.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
GetLatka.com 106GetLatka.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? Need Expansion Ideas? Set Up Public Trello FrontApp lets users vote on what they want most https://trello.com/b/kZsVVrc8/front-product-roadmap
GetLatka.com 107GetLatka.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? Need Expansion Ideas? Set Up Public Trello FrontApp lets users vote on what they want most https://trello.com/b/kZsVVrc8/front-product-roadmap
GetLatka.com FrontApp.com ARPU Growth 108GetLatka.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
GetLatka.com 109 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 109 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
GetLatka.com Can We Scale And Make Money? 110GetLatka.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
GetLatka.com Largest expense at scale? Headcount. 111GetLatka.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?
GetLatka.com Annual Recurring Revenue (ARR) Per Employee 112GetLatka.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.CO M $10-100m Raised $1-10m Raised <$1m Raised Bootstrapped 1-10 Employees 11-100 Employees 101-300 Employees 301+ Employees GETLATKA.CO M
GetLatka.com Annual Recurring Revenue (ARR) Per Employee 113GetLatka.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.CO M $10-100m Raised $1-10m Raised <$1m Raised Bootstrapped 1-10 Employees 11-100 Employees 101-300 Employees 301+ Employees GETLATKA.CO M
GetLatka.com Annual Recurring Revenue (ARR) Per Employee 114GetLatka.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.CO M $10-100m Raised $1-10m Raised <$1m Raised Bootstrapped 1-10 Employees 11-100 Employees 101-300 Employees 301+ Employees GETLATKA.CO M
GetLatka.com Annual Recurring Revenue (ARR) Per Employee 115GetLatka.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.CO M $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 116GetLatka.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.CO M $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 117GetLatka.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.CO M $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.
GetLatka.com Annual Recurring Revenue (ARR) Per Employee 118GetLatka.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.CO M $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.
GetLatka.com Annual Recurring Revenue (ARR) Per Employee 119GetLatka.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.CO M $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.com Second biggest expense at scale? Marketing. 120GetLatka.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?
GetLatka.com Annual Recurring Revenue (ARR) vs. Dollar Based CAC (DBC) 121GetLatka.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.CO M DBC(DollarsSpentfor$1NewARR)
GetLatka.com Annual Recurring Revenue (ARR) vs. Dollar Based CAC (DBC) 122GetLatka.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.CO M DBC(DollarsSpentfor$1NewARR) $100m+ Raised $10-100m Raised $1-10m Raised <$1m Raised Bootstrapped
GetLatka.com Annual Recurring Revenue (ARR) vs. Dollar Based CAC (DBC) 123GetLatka.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.CO M DBC(DollarsSpentfor$1NewARR) $100m+ Raised $10-100m Raised $1-10m Raised <$1m Raised Bootstrapped
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka
SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka

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SaaStock East Coast 2019 - Nathan Latka, Founder, GetLatka

  • 1. @NathanLatka STATE OF SAAS 2019 Who will be bought, who’s raising, who will IPO?
  • 2. GetLatka.com Worldwide Public Cloud Services Revenue 2GetLatka.com $355B This Year https://www.gartner.com/newsroom/id/3871416
  • 3. GetLatka.com $1bn Market Cap Club October 14th 2018 3GetLatka.com Who is next Salesforce? https://www.bvp.com/strategy/cloud-computing/index
  • 4. GetLatka.com 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. GetLatka.com 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. GetLatka.com 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. GetLatka.com 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. GetLatka.com 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. GetLatka.com 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. GetLatka.com 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. GetLatka.com 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. GetLatka.com 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. GetLatka.com 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. GetLatka.com Activation Metrics Compared to Churn 14GetLatka.com What one thing do you want users to do? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch 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, The Top Entrepreneurs Podcast Show 3 good and 3 bad?
  • 15. GetLatka.com Does it work? 15GetLatka.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
  • 16. GetLatka.com 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? Newer Customers Shouldn’t Churn As Much 16 OLDEST CUSTOMERS Cohort Age in Months CustomersStillPaying(Retained)
  • 17. GetLatka.com 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 Newer Customers Shouldn’t Churn As Much
  • 18. GetLatka.com 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 OLDEST CUSTOMERS Cohort Age in Months CustomersStillPaying(Retained) NEWER CUSTOMERS SIGNUPS LAST MONTH Newer Customers Shouldn’t Churn As Much
  • 19. GetLatka.com 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) Newer Customers Shouldn’t Churn As Much
  • 20. GetLatka.com 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? 20 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
  • 21. GetLatka.com 21 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 21 Churn Trough When you learn how to upsell, net revenue retention mo/mo goes above 100%+ Cohort Age in Months CustomersStillPaying(Retained)
  • 22. GetLatka.com Worldclass Net Revenue Retention is 130%+ 22GetLatka.comSource: GetLatka.com SaaS Database
  • 23. GetLatka.com Worldclass Net Revenue Retention is 130%+ 23GetLatka.comSource: GetLatka.com SaaS Database
  • 24. GetLatka.com 24GetLatka.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
  • 25. GetLatka.comGetLatka.comAaron Newman CEO CloudCheckr, Jun 2018 on The Top Entrepreneurs Podcast
  • 26. GetLatka.com 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. GetLatka.com 27 Using Virality To Drive Growth No Touch, land, land, land, land 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? 27Source: GetAccept.com
  • 28. GetLatka.com 28GetLatka.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? Using Virality To Drive Growth No Touch, land, land, land, land 28
  • 29. GetLatka.com This Isn’t Fluffy Duffy Magic, Its Engineering! 29GetLatka.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?
  • 30. GetLatka.com Do You Have a Predictable Viral Co-Efficient ? 30GetLatka.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?
  • 31. GetLatka.com Do You Have a Predictable Viral Co-Efficient ? 31GetLatka.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
  • 32. GetLatka.com Do You Have a Predictable Viral Co-Efficient ? 32GetLatka.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
  • 33. GetLatka.com Do You Have a Predictable Viral Co-Efficient ? 33GetLatka.com Art of invites, conversions, and K>1 { K = 10 x conv% } 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
  • 34. GetLatka.com Do You Have a Predictable Viral Co-Efficient ? 34GetLatka.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?
  • 35. GetLatka.com Do You Have a Predictable Viral Co-Efficient ? 35GetLatka.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?
  • 36. GetLatka.com Single Customer Cash Flow 36GetLatka.com Spend $1200 in month 1 to acquire $100/mo paying customer -$1,500 -$1,125 -$750 -$375 $0 $375 Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
  • 37. GetLatka.com Single Customer Cumulative Cash Flow 37GetLatka.com $1200 spent to acquire $100/mo gets recovered in 12 months -$1,500 -$1,125 -$750 -$375 $0 $375 Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch 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
  • 38. GetLatka.com If Virality Works, Cuts Payback in Half 38GetLatka.com Pay $1200 for one customer who brings in +1 for free, you get $$ back faster -$1,500 -$1,125 -$750 -$375 $0 $375 Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch 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
  • 39. GetLatka.com Single Customer Cumulative Cash Flow w/ Viral 39GetLatka.com $1200 spent to acquire gets recovered in 12 months -$1,400 -$700 $0 $700 $1,400 $2,100 Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch 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
  • 40. GetLatka.com Can You Close Sales Without Founder Closing? 40GetLatka.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
  • 41. 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: 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
  • 42. 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 Average ACV vs. Customer Count # Customers AverageAnnualContractValue(ACV) GETLATKA.CO M
  • 43. 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) Average ACV vs. Customer Count GETLATKA.CO M
  • 44. 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) 10,000 customers paying $10k each year is a winning combination. Average ACV vs. Customer Count GETLATKA.CO M
  • 45. GetLatka.com 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) Average ACV vs. Customer Count GETLATKA.CO M
  • 46. GetLatka.com 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) Average ACV vs. Customer Count GETLATKA.CO M
  • 47. GetLatka.com 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) Average ACV vs. Customer Count GETLATKA.CO M These guys are in trouble. Either increase price, or Find new customers - fast!
  • 48. GetLatka.com 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) Average ACV vs. Customer Count GETLATKA.CO M
  • 49. GetLatka.com 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 GETLATKA.CO M
  • 50. GetLatka.com 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 GETLATKA.CO M
  • 51. GetLatka.com 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 GETLATKA.CO M
  • 52. GetLatka.com 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) 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.CO M
  • 53. GetLatka.com 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 SWIFTPAGE $1k ACV, 84k Cust GETLATKA.CO M
  • 54. GetLatka.com 54GetLatka.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.CO M
  • 55. GetLatka.com 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) 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.CO M ARR: $550m+ ACV: $10k Customers: 57k Funding: IPO
  • 56. GetLatka.com 56GetLatka.comSource: The Top Podcast Interview with Hubspot CEO, Brian Halligan September 2018 ARR: $550m+ ACV: $10k Customers: 57k Funding: IPO
  • 57. GetLatka.com 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) How Hubspot Hits $1b in ARR HUBSPOT $10k ACV, 57k Cust GETLATKA.CO M Decrease ACV, Then trust Upsell Process
  • 58. GetLatka.com 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.CO M Field Sales
  • 59. GetLatka.com 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.CO M Field Sales Inside Sales
  • 60. GetLatka.com 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) 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.CO M Field Sales Inside Sales Inside, Low Touch
  • 61. GetLatka.com 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: 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.CO M Field Sales Inside Sales Low Touch Inside, Low Touch
  • 62. GetLatka.com 62GetLatka.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.CO M Field Sales Inside Sales No Touch Low Touch Inside, Low Touch
  • 63. GetLatka.com 63GetLatka.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?
  • 64. GetLatka.com Annual Contract Value (ACV) vs. Company Size in ARR 64GetLatka.com Company Size in Annual Recurring Revenue (ARR) GETLATKA.CO M %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. GetLatka.com Annual Contract Value (ACV) vs. Company Size in ARR 65GetLatka.com Company Size in Annual Recurring Revenue (ARR) GETLATKA.CO M %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?
  • 66. GetLatka.com Annual Contract Value (ACV) vs. Company Size in ARR 66GetLatka.com Company Size in Annual Recurring Revenue (ARR) GETLATKA.CO M %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?
  • 67. GetLatka.com Annual Contract Value (ACV) vs. Company Size in ARR 67GetLatka.com Company Size in Annual Recurring Revenue (ARR) GETLATKA.CO M %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
  • 68. GetLatka.com Annual Contract Value (ACV) vs. Company Size in ARR 68GetLatka.com Company Size in Annual Recurring Revenue (ARR) %ofCompaniesSellingatDifferentACV’s 40% of companies that hit $1m in ARR have systems for ACV expansion GETLATKA.CO M Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
  • 69. GetLatka.com Annual Contract Value (ACV) vs. Company Size in ARR 69GetLatka.com Company Size in Annual Recurring Revenue (ARR) %ofCompaniesSellingatDifferentACV’s 55% of $50m+ ARR companies have ACV’s greater than $10k GETLATKA.CO M Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money? Timeline Who will we sell to? What problem do we solve? Does it work? Will many people pay? Does no touch funnel work? ( No Founder Selling Can we add customers from different sources? Can we scale without crazy churn? Can we scale and make money?
  • 70. GetLatka.com Can You Add Customers From Different Sources? 70GetLatka.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
  • 71. GetLatka.com 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
  • 72. GetLatka.com 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 GOOD: MORE ARR THAN FUNDING Funding Raised vs. Annual Recurring Revenue
  • 73. GetLatka.com 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 $50M ARR $10M RAISED GOOD: MORE ARR THAN FUNDING Funding Raised vs. Annual Recurring Revenue
  • 74. GetLatka.com 74GetLatka.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
  • 75. GetLatka.com 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. GetLatka.com 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. GetLatka.com 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
  • 78. GetLatka.com A Techcrunch Headline Is Not Worth Getting Diluted Over 78GetLatka.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 ARR: $30m RAISED: $5M SUMMITSYNC
  • 79. GetLatka.com 79GetLatka.comSource: The Top Podcast Interview with Hubspot CEO, Brian Halligan September 2018John Corrigan CEO Zoom, Jan 2019 on The Top Entrepreneurs PodcastJohn Corrigan CEO SummitSync, Jan 2019 on The Top Entrepreneurs Podcast ARR: $30m RAISED: $5M SUMMITSYNC
  • 80. GetLatka.com 80GetLatka.comSource: The Top Podcast Interview with Hubspot CEO, Brian Halligan September 2018 ARR: $300m+ PreIPO Funding: $160M Eric Yuan CEO Zoom, Dec 2017 on The Top Entrepreneurs Podcast
  • 81. GetLatka.com How Much ARR Should You Have At Funding Levels? 81GetLatka.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 Funding Raised AnnualRecurringRevenue(ARR) If you’ve raised less than $1m Focus on using that to hit $2m in ARR before next round. Companies with $100m+ raised Are on IPO path and should be Working towards 1:1 ARR:Funding Ratio for a successful IPO If you’ve committed to $10m+ raised, you have no choice but To be on venture “exit” track. Min 70% yoy growth. Focus on growing valuation So when $1m convertible notes Convert in first priced equity round, you take least dilution.
  • 82. GetLatka.com If Bootstrapped, doing more than $1.3m in ARR, be proud! 82GetLatka.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 Funding Raised AnnualRecurringRevenue(ARR) If you’ve raised less than $1m Focus on using that to hit $2m in ARR before next round. Companies with $100m+ raised Are on IPO path and should be Working towards 1:1 ARR:Funding Ratio for a successful IPO If you’ve committed to $10m+ raised, you have no choice but To be on venture “exit” track. Min 70% yoy growth. Focus on growing valuation So when $1m convertible notes Convert in first priced equity round, you take least dilution.
  • 83. GetLatka.com Less Than $1m Raised? Hit $2m in ARR Before Next Round 83GetLatka.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 Funding Raised AnnualRecurringRevenue(ARR) Companies with $100m+ raised Are on IPO path and should be Working towards 1:1 ARR:Funding Ratio for a successful IPO If you’ve committed to $10m+ raised, you have no choice but To be on venture “exit” track. Min 70% yoy growth. Focus on growing valuation So when $1m convertible notes Convert in first priced equity round, you take least dilution.
  • 84. GetLatka.com First Priced Round, Grow Valuation So Notes Less Dilutive 84GetLatka.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 Funding Raised AnnualRecurringRevenue(ARR) Companies with $100m+ raised Are on IPO path and should be Working towards 1:1 ARR:Funding Ratio for a successful IPO If you’ve committed to $10m+ raised, you have no choice but To be on venture “exit” track. Min 70% yoy growth.
  • 85. GetLatka.com You’re On Venture Track. Must 70%+ YoY Growth 85GetLatka.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 Funding Raised AnnualRecurringRevenue(ARR) Companies with $100m+ raised Are on IPO path and should be Working towards 1:1 ARR:Funding Ratio for a successful IPO
  • 86. GetLatka.com Work Towards 1:1 ARR:Funding Ratio for Successful IPO 86GetLatka.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 Funding Raised AnnualRecurringRevenue(ARR)
  • 87. GetLatka.com 87GetLatka.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 Funding Raised AnnualRecurringRevenue(ARR) If you’ve raised less than $1m Focus on using that to hit $2m in ARR before next round. Companies with $100m+ raised Are on IPO path and should be Working towards 1:1 ARR:Funding Ratio for a successful IPO If you’ve committed to $10m+ raised, you have no choice but To be on venture “exit” track. Min 70% yoy growth. Focus on growing valuation So when $1m convertible notes Convert in first priced equity round, you take least dilution. How Much ARR Should You Have At Funding Levels? If you’re bootstrapped doing more than $1.3m in ARR, be proud.
  • 88. GetLatka.com Can We Scale Without Crazy Churn? 88GetLatka.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
  • 89. GetLatka.com The Magic Cancel Button 89GetLatka.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
  • 90. GetLatka.com Top of the “Churn Funnel” 90GetLatka.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
  • 91. GetLatka.com “Cancel me, too expensive, can’t afford” 91GetLatka.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
  • 92. GetLatka.com Its free! 92GetLatka.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
  • 93. GetLatka.com 93GetLatka.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)
  • 94. GetLatka.com Still Want to Cancel? Look What You Lose! 94GetLatka.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
  • 95. GetLatka.com Still Want to Cancel? Look What You Lose! 95GetLatka.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
  • 96. GetLatka.comGetLatka.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
  • 97. GetLatka.com 1% Improvements Make Huge Difference 97GetLatka.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
  • 98. GetLatka.com QUICK RATIO HERE? 98GetLatka.com Or expansion 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
  • 99. GetLatka.com 99 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? 99
  • 100. GetLatka.com 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/ 100 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. GetLatka.com 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/ 101 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?
  • 102. GetLatka.com Year 3+ Automated Price Testing New test every 3 weeks with cohort analysis GetLatka.com 102https://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?
  • 103. GetLatka.com Automated Price Testing: Keep What Works Current Winner GetLatka.com 103https://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?
  • 104. GetLatka.com Pricing Axis Critical For Expansion, Upselling 104GetLatka.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
  • 105. GetLatka.com Pricing Axis Critical For Expansion, Upselling 105GetLatka.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
  • 106. GetLatka.com 106GetLatka.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? Need Expansion Ideas? Set Up Public Trello FrontApp lets users vote on what they want most https://trello.com/b/kZsVVrc8/front-product-roadmap
  • 107. GetLatka.com 107GetLatka.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? Need Expansion Ideas? Set Up Public Trello FrontApp lets users vote on what they want most https://trello.com/b/kZsVVrc8/front-product-roadmap
  • 108. GetLatka.com FrontApp.com ARPU Growth 108GetLatka.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
  • 109. GetLatka.com 109 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 109 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
  • 110. GetLatka.com Can We Scale And Make Money? 110GetLatka.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
  • 111. GetLatka.com Largest expense at scale? Headcount. 111GetLatka.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?
  • 112. GetLatka.com Annual Recurring Revenue (ARR) Per Employee 112GetLatka.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.CO M $10-100m Raised $1-10m Raised <$1m Raised Bootstrapped 1-10 Employees 11-100 Employees 101-300 Employees 301+ Employees GETLATKA.CO M
  • 113. GetLatka.com Annual Recurring Revenue (ARR) Per Employee 113GetLatka.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.CO M $10-100m Raised $1-10m Raised <$1m Raised Bootstrapped 1-10 Employees 11-100 Employees 101-300 Employees 301+ Employees GETLATKA.CO M
  • 114. GetLatka.com Annual Recurring Revenue (ARR) Per Employee 114GetLatka.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.CO M $10-100m Raised $1-10m Raised <$1m Raised Bootstrapped 1-10 Employees 11-100 Employees 101-300 Employees 301+ Employees GETLATKA.CO M
  • 115. GetLatka.com Annual Recurring Revenue (ARR) Per Employee 115GetLatka.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.CO M $10-100m Raised $1-10m Raised <$1m Raised Bootstrapped 1-10 Employees 11-100 Employees 101-300 Employees 301+ Employees
  • 116. GetLatka.com Annual Recurring Revenue (ARR) Per Employee 116GetLatka.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.CO M $10-100m Raised $1-10m Raised <$1m Raised Bootstrapped 1-10 Employees 11-100 Employees 101-300 Employees 301+ Employees
  • 117. GetLatka.com Annual Recurring Revenue (ARR) Per Employee 117GetLatka.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.CO M $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.
  • 118. GetLatka.com Annual Recurring Revenue (ARR) Per Employee 118GetLatka.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.CO M $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.
  • 119. GetLatka.com Annual Recurring Revenue (ARR) Per Employee 119GetLatka.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.CO M $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
  • 120. GetLatka.com Second biggest expense at scale? Marketing. 120GetLatka.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?
  • 121. GetLatka.com Annual Recurring Revenue (ARR) vs. Dollar Based CAC (DBC) 121GetLatka.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.CO M DBC(DollarsSpentfor$1NewARR)
  • 122. GetLatka.com Annual Recurring Revenue (ARR) vs. Dollar Based CAC (DBC) 122GetLatka.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.CO M DBC(DollarsSpentfor$1NewARR) $100m+ Raised $10-100m Raised $1-10m Raised <$1m Raised Bootstrapped
  • 123. GetLatka.com Annual Recurring Revenue (ARR) vs. Dollar Based CAC (DBC) 123GetLatka.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.CO M DBC(DollarsSpentfor$1NewARR) $100m+ Raised $10-100m Raised $1-10m Raised <$1m Raised Bootstrapped