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Gardner: Removing cheap subscription tiers increased revenue and reduced support burden

Oli Gardner · 661: How Unbounce Hit $12M/Year In Revenue, 14k Customers, Very Little $$ Raised with Co-Founder Oli Gardner · May 16, 2017 · at 7:42

Oli Gardner was not on this episode. A recording of them was played into it, so these are their words but not an appearance on Top Founders. It still counts as said, and it is kept out of every score on their page.

Oli Gardner, co-founder of Unbounce, explains why phasing out low-cost starter plans improved company unit economics and customer support quality.

0:00 / 0:26exact quote · 26.0s

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“And so we took that out, and then we eventually took the 25 dollar plan out as well. Our revenue went up, obviously, because things cost more. I mean, it's really scary doing that. You think, oh, no one's gonna sign up anymore, but they do. They pay for it. It's a great product, but also our support burden went way down, because now we have professional marketers who knew what they were doing on the phone, so they were asking marketing questions rather, or how to use the product, rather than how do I do marketing, or what do I do with this?”

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Opinion

Gardner: Bounce Exchange is the most advanced competitor in website overlays

“They would be the one I respect the most when it comes to the overlay world, because I know that they're doing a lot with machine learning and such, so they're pretty advanced.”

Oli Gardner May 16, 2017 ▶ 12:50 661: How Unbounce Hit $12M/Year In Revenue, 14k Customers, Very Little $$ Raised with Co-Founder Oli Gardner

Assertion Supported

Unbounce raised less than $1M CAD across family, angel, and seed rounds

“It was a friends and family around initially, so some of the people who had a little bit of money threw in, I think it was a total of 50 grand Canadian between the people that contributed, then a little bit after that we had some angel, a total of like one 80…”

Oli Gardner May 16, 2017 ▶ 3:27 661: How Unbounce Hit $12M/Year In Revenue, 14k Customers, Very Little $$ Raised with Co-Founder Oli Gardner

Assertion Not checkable as stated

Gardner: Unbounce ARPU is around $93 per month

“It is, ARPU is around 93 dollars a month.”

Oli Gardner May 16, 2017 ▶ 6:12 661: How Unbounce Hit $12M/Year In Revenue, 14k Customers, Very Little $$ Raised with Co-Founder Oli Gardner

Assertion Not checkable as stated

Unbounce has 14,000 active paying customers

“14,000 active.”

Oli Gardner May 16, 2017 ▶ 8:33 661: How Unbounce Hit $12M/Year In Revenue, 14k Customers, Very Little $$ Raised with Co-Founder Oli Gardner

Assertion Not checkable as stated

Gardner: Unbounce generates just under $1.4M in MRR

“It's 1.4, just under, I think.”

Oli Gardner May 16, 2017 ▶ 9:22 661: How Unbounce Hit $12M/Year In Revenue, 14k Customers, Very Little $$ Raised with Co-Founder Oli Gardner

Disclosure

Unbounce launched Convertibles to reduce seasonal customer churn

“That's the reason we launched this convertibles set of tools, because then we're on the website too. And you're getting tons of leads and being very successful there. So you're less likely to want to turn it off. So that was the strategy.”

Oli Gardner May 16, 2017 ▶ 10:15 661: How Unbounce Hit $12M/Year In Revenue, 14k Customers, Very Little $$ Raised with Co-Founder Oli Gardner

Gardner: Removing cheap subscription tiers increased revenue and reduced support burden

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