1.
Our retention story
David Apple | VP Customer Success

2.
Conversational data collection

3.
Framework
Context Churn drivers SegmentationBenchmark Forecast

4.
Quick history of our retention
Context Churn drivers SegmentationBenchmark Forecast

5.
Retention history
High churn

6.
Retention history
Quick resultsHigh churn

7.
Retention history
Quick results ??High churn

8.
How do we compare to others?
Context Churn drivers SegmentationBenchmark Forecast

9.
Our churn is high… but compared to what?

10.
SaaS benchmarks
From Tomasz Tunguz

11.
SaaS benchmarks
Acceptable customer churn range (3% to 7%)

12.
Many 1-off projects
…but Typeform is intrinsically different

13.
Many 1-off projects Customers don’t live in our product
…but Typeform is intrinsically different

14.
Many 1-off projects Customers don’t live in our product We don’t do Enterprise
…but Typeform is intrinsically different

15.
It turns out...

16.
It turns out...
Our retention rates are significantly better
200% better for monthly plans
30% better for yearly plans

17.
Why do customers churn?
Context Churn drivers SegmentationBenchmark Forecast

18.
Happy churners
Causes of churn

19.
Happy churners Finished project
Causes of churn

20.
Should this be considered churn?
No need after
event is over

21.
No travel booked
in August
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
Customer went
out of business

23.
How should we segment our customers?
Context Churn drivers SegmentationBenchmark Forecast

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

25.
The 4 ‘buckets’ of customer behaviours
3 12 24 36
67%
47%
44%
42%
32%
The 1-offs

26.
The 4 ‘buckets’ of customer behaviours
3 12 24
67%
47%
44%
42%
32% 20%
36
The casuals

27.
The 4 ‘buckets’ of customer behaviours
3 12 24
67%
47%
44%
42%
32% 20% 38%
36
The stickies

28.
The 4 ‘buckets’ of customer behaviours
3 12 24
67%
47%
44%
42%
32% 20% 38%
10%
36
The reactivators

29.
Segment contribution
In each new cohort we consistently attract a similar % of
one-offs, casuals, stickies, and reactivators
% of customers

30.
38%
60%
32%
8%
Segment contribution
% of customers % of revenue

31.
What’s the ROI of each bucket?
Segment ONE-OFF’s CASUALS REACTIVATORS STICKIES
Retention
curves

32.
What’s the ROI of each bucket?
Segment ONE-OFF’s CASUALS REACTIVATORS STICKIES
Retention
curves
Year 1 ROI Negative 3x 4x 7x

33.
We learned that
We love stickies!

34.
We learned that
We love stickies! One-offs are hurting us

35.
We need to figure out who is who?

36.
Personas analysis by company size
stickies reactivators one-offs casuals
1-10
11-50
51-250
251-1,000
1,000+

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.
Other segmentations
Location OtherDepartment Use case

40.
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

41.
Forecasting churn
Context Churn drivers SegmentationBenchmark Forecast

42.
What is the trend in churn?
MRR by cohort over time

43.
What is the trend in churn?
Retention assumption

44.
What is the trend in churn?
Net MRR Churn forecast end of 2017 end of 2018
Exponential growth Target +20% Target

45.
What is the trend in churn?
Growth assumption

46.
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%

47.
Take-aways

48.
Take-aways
Beware of benchmarks

49.
Data is the key
Take-aways
Beware of benchmarks

50.
Data is the key
Take-aways
Beware of benchmarks Retention curve > churn rate

51.
¡Gracias!
Questions? Suggestions? Hate mail?
david.apple@typeform.com
@davidcapple