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Simplebookletinto 2025 and beyond. Message
What’s OurGoalAchieve 3 million in ARR by the end of 2027.01Currently on pace for 2 million ARR by end of 2027.Will end 2024 at 1.1 million ARR.02Simplebooklet
40%How do we bridge this gap over the next 3 years?
RisksLow Risk - Canva and Adobe build out all the presentation andtracking capabilities in Simplebooklet - Important to highlightwhere we exceed these options.Low Risk - PDF viewers start supporting more display formats.High Risk - Canva removes us from the contextual placement inthe share menu of their UI (which represents 65% of our signupsper month).
2025Reduce Churn (nurturing and farming)01Improve Conversion Rates (onboarding)Expand into Enterprise via partnerships0203SimplebookletStarting in
2025Increasing Leads (we have plenty coming in)01New feature development that doesn’t serve current payingpersonas.Expand into Enterprise through direct sales0203SimplebookletNot Starting in
Current StrategiesReducing the friction we have on ourexisting tools so users are faster toreach their outcome. Business cardHotspotsLead gateReportsNotificationsCollectionsVideo ExportImprove UX/UI on priorityfeaturesSimplebookletWith 65% of new signups coming fromCanva, being contextual in ourcommunications with them over thefirst 6 months and at renewal periodsis critical. Integrating the connect apiand pdf history for converting otherformats is key to this unique canvaworkflow story. Continue to work foropportunities with Canva like “premiumapps program”Canva User Onboarding andNurturingEnterprise pitch for customer valuegrowth via our Canva and Expressmarketplaces - Biz plan, feature upsellselection (Okta) and landing pages withEnterprise specific features (securityaudit - pentest, multi-tenantprovisioning, reporting acrossaccounts).Enterprise OfferingReduce Churn increase Conversionincrease Conversion
Current StrategiesAdobe Express, InDesign, WiX,Shopify - I think we should prioritize therewrite of WIX, then look at addingcanva app layouts to Express andIndesign. Shopify is for their newembed objects API which is really howwe’re being used by Shopifycustomers and is lower value, but it isan opportunity since we’re alreadythere. I don’t think there are any otherapp marketplaces worth pursuing atthis time.App MarketsSimplebookletRobust knowledge center and socialmedia presence to educate our users.Heavy use of videos as tutorials anduse cases.Lots more use case and feature basedlanding pages for more SEO contentfor discovery.Content MarketingCreate a contextual based onboardingand farming flow that segments ournew and existing users and providesguidance and upgrade opportunitiesbased on their unique characteristics(.edu emails should get edu contentand education discounts, canva usersshould get tutorials on using the twoplatforms together).Contextual Onboarding withoutreachincrease Conversion increase Conversionincrease Conversion
Plan UpdatesSimplebooklet.comWe have high churn on our basic annual and monthly plans, and our pro monthly plans.Usual cancel reasons are:Not enough booklets for the cost1.Limited in features I want 2.Want to download it as a page flipping PDF3.Don’t want an ongoing subscription4.Too expensive (which is saying they didn’t see the value - the price isn’t the problem)5.Basic and Pro Current Issuesincrease Conversion and improve retention
Plan UpdatesSimplebooklet.comThis means we don’t get enough time to show off our features and results (open notifications,reports, call to action engagement) to get them to see us as an invaluable part of theircommunications and engagement strategy with their audience.I think with a few adjustments, some better onboarding and farming strategies, and the creation ofa new plan, we could help reduce our churn and nurture these subscribers more effectively.Plan Changes
Basic and Pro PlanSimplebooklet.comKeep the same price.1.Adjust the included booklets (basic startswith 3, pro 20).2.Everything else stays the same.3.Plan ChangesI don’t think the adjustment for total number of booklets should mean wehave to get rid of the current plans. We just add that quantity to all existingbasic and pro plans, and leave them with their additionally purchasedbooklets. And we set the default for these plans to this new value in ourconstants and make a big hoopla about this generous giveaway.I think it’s okay not to worry too much about our path to additional revenuevia purchasing additional booklets. It hasn’t actually generated us verymuch revenue growth, and it’s probably worth moving people to businessif they really want unlimited. That doesn’t mean I think we should eliminatethat option since we have it built.I think we also run aggressive campaigns to get monthlies to switch.Make the firstmonthfree option moreobvious.1.Hide the basic monthly plan.2.Make free one year max.3.Possible Changes
For Early 2025Simplebooklet.com
New One Booklet PlanSimplebooklet.comThis is a new plan that addresses reason 4 and 5 and those customers who just want 1 booklet.It would contain the following:Access to all pro features (so can use that same feature logic).1.Only one booklet available.2.It’s a one time purchase that makes the booklet good for one year, no renewals orsubscriptions.3.It costs $60 for the year.4.A one year subscription that doesn’t auto renew
New One Booklet PlanSimplebooklet.comThis has the following benefits:It really satisfies those who want just one booklet but need the additional features of pro and don’twant to pay month to month forever.1.It gives us time to show them the value of their account.2.As we get closer to the expiry date, we can send them a “renew for another year” or even “switchto a subscription to unlock more booklets”. 3.It sets me up for my pitches to Canva and Vistaprint for placement in their print ordering flow.4.I think we have to make a bit of adjustments to the UX on the dashboard for this account type, sincethey won’t be able to upload at the top. Just replace. And probably hide a bunch of the left nav barssince they won’t need collections and some of the other features there.
A/B TestSimplebooklet.comOr, what if everyone get’s a PRO plan when they sign up then at the end of 10 days, they pick betweenfree, basic, pro or business.This has a lot of risks around reducing our signups and abuse of the pro plan by people who are onlyever going to be free users.
Pricing PageSimplebooklet.comhttps://www.coglode.com/nuggets/anchoring