Opinion
Kellogg: SMB software point solutions are falling behind all-in-one platforms
“Point solutions are sort of a dying game now. And all those point solutions are You know, they're falling behind because there's more and more platforms that do everything.”
Insight
Kellogg: Small businesses prefer buying services over pure software
“What we're selling to the SMB feels like services because an SMB wants to buy services. But on the back end, we're using technology to increase scale and profitability.”
Insight
Kellogg: SMB software requires a 'do-it-for-me' managed service layer
“Even if we had the greatest, you know, small business platform in the whole world for small business, there wouldn't be a lot of utilization without the service piece. We literally need to do the work for them. So we put together kind of the do it for me model…”
Assertion Not checkable as stated
Kellogg: Madwire cohorts hit negative churn after 18 months
“It actually after 18 months turns to a negative churn, which means essentially people are upgrading at a higher rate than we are seeing in loss. So the book is actually growing month over month.”
Insight
Kellogg: Sales reps maximize closing ratios at exactly 60 inbound leads
“We try to give our sales team about 60 leads per person. They have the highest closing ratio if you supply that many. If you give them less, they have too much time on their hands. If you give them too much, they close not as many because they don't have enoug…”
Prediction Not checkable as stated
Kellogg: Madwire is targeting an IPO within two to three years
“We have talked about dividends in the future and that sort of a thing, but for us, honestly, I think our vision is all that we're on a good roadway here, and if it's IPO that's kind of where we're targeting over the next two to three years, and we figure that …”
Assertion Not checkable as stated
Kellogg: 50% to 60% of Madwire Customers Churn in Year One
“So a good percentage do churn in the first year. It's not nine out of 10, but it is about, you know, probably close to 60%, 50, 60%. We'll churn, but we capture, recapture our marketing costs.”
Prediction Not checkable as stated
Kellogg: Madwire payments GMV growth will settle around 20% monthly
“It's been growing a lot, but we think it'll flatten out probably be like 20% monthly growth here over the next couple of years.”
What-if
Kellogg: Madwire Would Be at $120M-$130M ARR Without COVID-19
“If last year didn't happen, we'd probably be in the one 20, the 30 range right now.”
Disclosure
Madwire provides in-house marketing services rather than using third-party partners
“And then one thing that makes us different than really any company in the SaaS industry is we also have the talent component. So if you want to build essentially an outsourced marketing team through the platform with us, you can actually do that too. We don't …”
Assertion Not checkable as stated
Kellogg: Madwire's 50 accounts per employee beats HubSpot and Sprout Social
“Our account per person ratio now is about 50 accounts per person, which is better than HubSpot and Sprout Social.”
Prediction Not checkable as stated
Kellogg: Madwire expects core churn to improve to 1.5% within 24 months
“And we expect that to improve to about 1.5% over the next 24 months with payments and some other business management tools that we've built into the platform.”
Assertion Not checkable as stated
Kellogg: Madwire's service gross margins range between 60% and 80%
“With our service based businesses or services the margins right in that. 60 to 80% range.”
Assertion Not checkable as stated
Kellogg: Madwire is pacing at a $105M annual revenue run rate
“Right, right on pace for that about right now in terms of the run rate.”
Disclosure
Kellogg: Madwire raised $7.5M in 2014 and has never spent it
“In 2014, we did bring on some partners two small partners at that point, and we raised about 7.5 million at that juncture. We really haven't used any of that capital. We really just felt like we needed it. It's still there. It's literally still there.”
Assertion Not checkable as stated
Kellogg: Madwire sees roughly 50% customer churn in their first year
“The churn in the new account bucket is usually about 50%. So of the accounts that we open, about half of them will move into the core customer. SPEAKER_01: That's annually. Nathan Latka: That's over the first year. JB Kellogg: That's over the first year.”
Assertion Not checkable as stated
Kellogg: Madwire reaches CAC payback in month three with six-month agreements
“Now our CAC's around 3000. It's a little bit more than that. And so when you look at our average account size coming in the door, which is right around 1500, usually in month three is when we start to become profitable on that account. We have a six month agre…”
Disclosure
Kellogg: Madwire reserves 10% option pool for leadership
“There is a small pool that we've set aside for leaders. And so we give them stock options when you move into leadership. And so that it's about 10% is what the pool is.”
Disclosure
Kellogg: Madwire distributes monthly revenue sharing to every single employee
“Yeah, we do do a revenue share every month and that's to the entire company, even without stock options.”
Insight
Kellogg: Tolerate weak employee performance only if attitude and effort remain high
“The way that we rate employees now, which is attitude, effort, performance. If the attitude and effort are good, we'll be very long suffering on performance. If either one of those is very short leash, so it's kind of a short leash, long leash look at it.”
Disclosure
Madwire raised $7.5M in its initial outside funding round
“Seven million. Yeah. Seven and a half. Yeah.”
Disclosure
Kellogg recalls Madwire's 2014-2015 valuation around $40M
“I think it was in like the forty million range, right in that area.”
Disclosure
Kellogg estimates Madwire had $15M-$20M ARR during 2014-2015 raise
“Revenue at that time was, I feel like our recurring was like fifteen million a year or something like that, maybe 20, right in that range.”
Assertion Not checkable as stated
Kellogg: Madwire's New SMB Accounts Average $1,800 Monthly ARPU
“So in addition to our platform, which is 395 dollars a month, You can add on additional subscriptions for the marketing component. And so that pushes, you know, our new accounts coming in the door today are averaging about 1800 dollars a month, right in that a…”
