Bo Møller is the co-founder of EasyPractice, a SaaS company that has grown from 0 to over 7,000 therapists. He outlines EasyPractice's strategy of building a world-class product, doing great marketing, and focusing on high customer lifetime value through retaining customers longer and generating more revenue per customer. This allows for reinvesting in marketing, experimenting to lower customer acquisition costs, gaining more customers, and fueling continued growth through a self-sustaining cycle. Key aspects of EasyPractice's execution included validating the business through phone calls, experimenting by opening and closing countries, using Facebook for job postings and customer validation, and tracking metrics like customer lifetime value and

1. Bo Møller
Co-Founder at EasyPractice
bm@html24.dk // @BoMoellerDK
From 0 to + 7.000 therapists
Building a SaaS money machine

3. Recipe

6. The strategy
1) Find a big bucket and start pouring
2) Put something in the hole in your bathtub
3) Go to #1

7. The strategy
1) Find a big bucket and start pouring
2) Put something in the hole in your bathtub
3) Go to #1
Build a world class product.
Do great marketing.

8. Small hole in bathtub
= Customers stay longer
= more $$ for each customer
In other words → High Customer Lifetime Value

9. High customer lifetime value
= More money for marketing
= Experimenting for lower CAC
= more customers
In other words → Growth

10. High CLV
$$ for marketing
Budget for obtaining lower CAC
More $$ for acquiring customers
More customers
More money for product dev
Less churn
The magic money machine circle

11. NOTHING ELSE MATTERS

12. Execution

13. Clinics /
Therapists

14. Timeline
Call 20 clients and get them signed up
Build proof of concept as a part-time project
2013
Start experimenting with Facebook ads
2014
Establishing company - Mango Apps ApS
Increase budget on Facebook
2015
Dedicate Emil fulltime
DKK 1.000.000 loan
2016
Hire 1 community
manager and 1
senior developer
Increase budget on Facebook again
Hire marketing
manager
Hire team of growth hackers
DKK 1.000.000 loan again
2017
Open 10 countries
Open 3 more countries

15. Team churn

16. Key actionables for execution

17. Validate the business through phone.

18. Never send a receipt for payments.

19. Don’t be afraid to open countries and close again.
Experiment.

20. Use Google Translate for validation.

21. Having a great domain name is not vital.

22. Make job postings on Facebook. It works.

23. Don’t hide your signup form.

24. Ask your customers for favors. Personally.

25. Track progress and CLV + CAC.

27. Ad examples

34. Thanks!
Bo Møller
@BoMoellerDK // bm@html24.dk
www.easypractice.net
That’s my co-founder, Emil Højbjerg.
That’s me, Bo Møller.