Keynote by David Apple, VP Customer Success at Typeform, from #SaaStock17, Wednesday 20th September 2017 RDS, Dublin, Ireland

1. Our retention story
David Apple | VP Customer Success

3. Conversational data collection

4. Framework
Context Churn drivers SegmentationBenchmark Forecast

5. Quick history of our retention
Context Churn drivers SegmentationBenchmark Forecast

6. Retention history
High churn

7. Retention history
Quick resultsHigh churn

8. Retention history
Quick results ??High churn

9. How do we compare to others?
Context Churn drivers SegmentationBenchmark Forecast

10. Our churn is high… but compared to what?

11. SaaS benchmarks
From Tomasz Tunguz

12. SaaS benchmarks
Acceptable customer churn range (3% to 7%)

13. Many 1-off projects
…but Typeform is intrinsically different

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

16. It turns out...

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

19. Happy churners
Causes of churn

20. Happy churners Finished project
Causes of churn

21. Should this be considered churn?
No need after
event is over

22. No travel booked
in August
Should this be considered churn?
No need after
event is over

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

25. The 4 ‘buckets’ of customer behaviours
3 12 24 36
67%
47%
44%
42%

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

31. 38%
60%
32%
8%
Segment contribution
% of customers % of revenue

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

34. We learned that
We love stickies!

35. We learned that
We love stickies! One-offs are hurting us

36. We need to figure out who is who?

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+

40. Other segmentations
Location OtherDepartment Use case

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

42. Forecasting churn
Context Churn drivers SegmentationBenchmark Forecast

43. What is the trend in churn?
MRR by cohort over time

44. What is the trend in churn?
Retention assumption

45. What is the trend in churn?
Net MRR Churn forecast end of 2017 end of 2018
Exponential growth Target +20% Target

46. What is the trend in churn?
Growth assumption

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%

48. Take-aways

49. Take-aways
Beware of benchmarks

50. Data is the key
Take-aways
Beware of benchmarks

51. Data is the key
Take-aways
Beware of benchmarks Retention curve > churn rate

52. ¡Gracias!
Questions? Suggestions? Hate mail?
david.apple@typeform.com
@davidcapple