From Startup to IPO Lessons from the pricing trenches @BradfordCoffey
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From Startup to IPOLessons from the pricing trenches
@BradfordCoffey
Brad CoffeyChief Strategy Officer @HubSpot
… started as HubSpot’s first intern
Yes, I dated my wife in high school
3
Safe Harbor
This presentation includes certain “forward-looking statements" within the meaning of the Private Securities Litigation Reform Act of 1995, including statements concerning our cash flow and margin improvement expectations, our position to execute on our growth strategy in the mid-market, and our ability to expand our leadership position and market opportunity for our inbound platform. These forward-looking statements include, but are not limited to, plans, objectives, expectations and intentions and other statements contained in this press release that are not historical facts and statements identified by words such as "expects," "anticipates," "intends," "plans," "believes," "seeks," "estimates" or words of similar meaning. These forward-looking statements reflect our current views about our plans, intentions, expectations, strategies and prospects, which are based on the information currently available to us and on assumptions we have made. Although we believe that our plans, intentions, expectations, strategies and prospects as reflected in or suggested by those forward-looking statements are reasonable, we can give no assurance that the plans, intentions, expectations or strategies will be attained or achieved. Furthermore, actual results may differ materially from those described in the forward-looking statements and will be affected by a variety of risks and factors that are beyond our control including, without limitation, our history of losses, our ability to retain existing customers and add new customers, the continued growth of the market for an inbound platform; our ability to differentiate our platform from competing products and technologies; our ability to manage our growth effectively to maintain our high level of service; our ability to maintain and expand relationships with our marketing agency partners; our ability to successfully recruit and retain highly-qualified personnel; the price volatility of our common stock, and other risks set forth under the caption "Risk Factors" in our Quarterly Report on Form 10-Q filed on November 2, 2016 and our other SEC filings. We assume no obligation to update any forward-looking statements contained in this document as a result of new information, future events or otherwise.
HubSpot’s journey
Product Market FitWell, we need to charge something, right?
HubSpot’s journey
Product Market FitWell, we need to charge something, right?
Math to WorkCan we even spell LTV:CAC?
HubSpot’s journey
10 seconds on CAC & LTV
PROSPECTS
LEADS
DEMO
CUSTOMER
CACCost to Acquire a Customer
LTVLifetime Total Value
10 Seconds on CAC & LTV
$
For illustrative purposes
BEFORE
Customer Retention 65%
Revenue Retention 70%
CAC $10k
LTV $25k
LTV:CAC 2.5
Reps x
As reported in HubSpot S1
Who are our best (and worst) customers?
What is our stickiest (and least stick) apps?
Looking at retention
PROBLEM
Marketing to (some) non-sticky users
Selling non-sticky features
Onboarding poorly to sticky features
No upsell for successful customers
Driving retention through pricing
PROBLEM PRICING SOLUTION
Marketing to (some) non-sticky users Add requirements to buyMinimum of 5 pages on existing websiteNo website redesign currently in flight
Selling non-sticky features Adjusted sales compensationPersonal retention goals for promotion, Bonus on personal install base growth
Onboarding poorly to sticky features Required paid services fee on new salesAnnual payment (moving us up market),Required 8 hours of paid training
No upsell for successful customers Created contact tier pricingUpgrade based on size of contact list, not just edition
Contacts in HubSpot
BEFORE AFTER
Customer Retention 65% ~82%
Revenue Retention 70% ~100%
CAC $10k $11k
LTV $25k $52k
LTV:CAC 2.5x 4.7x
Reps x ~10x
As reported in HubSpot S1
Advice on how to change prices
1. It’s easier to raise prices than lower them
2. Be generous with your existing customers -- plan to grandfather them in to favorable pricing
3. Focus on creating great new cohorts of customers
Product Market FitWell, we need to charge something, right?
Math to WorkCan we even spell LTV:CAC?
Scale the MathHow do we keep going?
HubSpot’s journey
One Customer
$
For illustrative purposes
One Customer
$
For illustrative purposes
One Sales Rep
$
For illustrative purposes
MRR
NEW
CHURN
MRR
Y1 Y2
Dependent on Sales Team size
Dependent on Install Base size
MRR
UPGRADE
NEW
CHURN
MRR
Y1 Y2
Dependent on Install Base size
Dependent on Sales Team size
HubSpot in 2014 ONE
PlatformONE
ExperienceONE
Target
Marketing Yes Yes Yes
HubSpot in 2015ONE
PlatformONE
ExperienceONE
Target
Marketing Yes Yes Yes
CRM [new] Yes ehh kinda No (Ollie)
Sidekick [new] No No No-ish (Anyone)
Leadin [new] No No No (Solopreneur)
HubSpot in 2016+ONE
PlatformONE
ExperienceONE
Target
Marketing Yes Yes Yes
CRM Yes Yes Yes
Sales (Sidekick) Yes Yes Yes
Mkt Free (Leadin) Yes Yes Yes
100% FREE Starts at $0 Starts at $0
Thanks.
@BradfordCoffey
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