The Ledger
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Hendrickx: Workflowy failed to scale well with team size
“Initially we were using Workflowy but that didn't scale very well in terms of team size and was a bit too complex for some for some use cases.”
Hendrickx: Creating bookmarks is the core metric driving user retention at HQ.app
“The more they make, the more likely they are retained, both free and pro, so we don't lose people after they connect a certain amount of content.”
Hendrickx: HQ.app has lost about 45 of 450 Pro users
“I think of all the users, we have, what did I say, 450 people who upgraded to pro, I think we've lost 45 or something.”
Hendrickx: HQ.app converts about 1 in 6 users to paid
“Currently we've upgraded about one in six users.”
Hendrickx: Most HQ.app paying users upgrade directly to annual plans
“Most of our users currently have upgraded to a year plan directly”
Hendrickx: HQ.app has raised about 400,000 from angel and government sources
“We have about 400,000 raised right now. So from all, all kinds of small investors and a bit from the government here in in Flanders.”
Hendrickx: HQ.app gets around 60 free user signups daily
“Currently we have about 60 new free users that sign up”
Hendrickx: HQ.app ranks poorly on Google and publishes content only monthly
“Currently, yeah, we rank very badly in terms of search in, in Google. And we have absolutely, well, I think we post one thing organically every month or something.”
Hendrickx: HQ.app faces diminishing returns on Facebook video ads
“Currently I'm already seeing diminishing returns on it. But I think it's partly because, yeah, we're not optimizing our targeting well enough, especially on Facebook.”
Hendrickx: HQ.app spends approximately €1 per free user signup
“Currently we're at I don't know, I think we're about a euro customer acquisition cost.”
Hendrickx: Half of HQ.app's spend goes to ads and content
“And so most, I think half of our spend actually goes to advertising and content creation with external firms.”
Hendrickx: HQ.app centralizes search and organization across third-party work apps
“Basically the idea is to replace the way people currently organize, like, bookmarks and files in their typical places. So you connect your apps Google Drive, Dropbox, Slack, Gmail, et cetera and you get this central search engine you type, you find stuff, and …”
Hendrickx: HQ.app launched in 2017 serving consulting firms directly
“In 2017, actually we stayed a long time, like, secretly working without actually having autonomous signups so directly with companies who wanted to work with us, mainly small consulting businesses of 20, 30 20, 30 people who were looking for a solution like th…”