Más contenido relacionado La actualidad más candente (20) Similar a David apple typeform retention story - saa stock (1) (20) David apple typeform retention story - saa stock (1)5. Quick history of our retention
Context Churn drivers SegmentationBenchmark Forecast
9. How do we compare to others?
Context Churn drivers SegmentationBenchmark Forecast
14. Many 1-off projects Customers don’t live in our product
…but Typeform is intrinsically different
15. Many 1-off projects Customers don’t live in our product We don’t do Enterprise
…but Typeform is intrinsically different
17. It turns out...
Our retention rates are significantly better
200% better for monthly plans
30% better for yearly plans
18. Why do customers churn?
Context Churn drivers SegmentationBenchmark Forecast
23. No travel booked
in August
Should this be considered churn?
No need after
event is over
Customer went
out of business
24. How should we segment our customers?
Context Churn drivers SegmentationBenchmark Forecast
26. The 4 ‘buckets’ of customer behaviours
3 12 24 36
67%
47%
44%
42%
32%
The 1-offs
27. The 4 ‘buckets’ of customer behaviours
3 12 24
67%
47%
44%
42%
32% 20%
36
The casuals
28. The 4 ‘buckets’ of customer behaviours
3 12 24
67%
47%
44%
42%
32% 20% 38%
36
The stickies
29. The 4 ‘buckets’ of customer behaviours
3 12 24
67%
47%
44%
42%
32% 20% 38%
10%
36
The reactivators
30. Segment contribution
In each new cohort we consistently attract a similar % of
one-offs, casuals, stickies, and reactivators
% of customers
32. What’s the ROI of each bucket?
Segment ONE-OFF’s CASUALS REACTIVATORS STICKIES
Retention
curves
33. What’s the ROI of each bucket?
Segment ONE-OFF’s CASUALS REACTIVATORS STICKIES
Retention
curves
Year 1 ROI Negative 3x 4x 7x
37. Personas analysis by company size
stickies reactivators one-offs casuals
1-10
11-50
51-250
251-1,000
1,000+
38. Personas analysis by company size
stickies reactivators one-offs casuals
1-10
11-50
51-250
251-1,000
1,000+
39. Personas analysis by company size
stickies reactivators one-offs casuals
1-10
11-50
51-250
251-1,000
1,000+
41. State of
Name Waldo
DOB 22 July 1981
Location Ireland
Industry SaaS
Role Founder, CEO
Company size 11 to 250 employees
Use case Customer feedback
DRIVER’S LICENSE
Ideal customer profiles
43. What is the trend in churn?
MRR by cohort over time
45. What is the trend in churn?
Net MRR Churn forecast end of 2017 end of 2018
Exponential growth Target +20% Target
47. What is the trend in churn?
Net MRR Churn forecast end of 2017 end of 2018
Exponential growth Target +20% Target
Flat growth Target Target -20%
51. Data is the key
Take-aways
Beware of benchmarks Retention curve > churn rate