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   💸 SaaS Roundup: ChartMogul's Pricing Migration Story
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   ChartMogul lost a large number of legacy customers when migrating them to a new pricing model.
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                   <span style="font-family:open sans,helvetica neue,helvetica,arial,sans-serif">
                    <strong>
                     SaaS Roundup
                    </strong>
                    <strong>
                     #330
                    </strong>
                   </span>
                  </h1>
                  <br/>
                  <br/>
                  Hi there,
                  <br/>
                  <br/>
                  ChartMogul lost a large number of legacy customers when migrating them to a new pricing model. However, the highly engaged `good fit` customers enabled our continued growth. Check out our featured
                  <a style="mso-line-height-rule: exactly;-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;color: #007C89;font-weight: normal;text-decoration: underline;" target="_blank">
                   pricing migration story
                  </a>
                  .
                  <br/>
                  <br/>
                  Another week is coming to an end and we're sharing the top news and insights from the SaaS industry: how to design a referral program, how to build a board of directors, an example of the rule of 40, and an analysis of the companies that appeared on Shark Tank.
                  <br/>
                  <br/>
                  Happy Friday,
                  <br/>
                  <strong>
                   Bianca @ ChartMogul
                  </strong>
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                                      Tweet
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                                      Forward
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                   <strong>
                    <span style="font-family:open sans,helvetica neue,helvetica,arial,sans-serif; font-size:26px">
                     Best of ChartMogul.
                    </span>
                   </strong>
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                 <h3 style="font-weight: 400;line-height: 28px;display: block;margin: 0;padding: 0;color: #202020;font-family: Helvetica;font-size: 20px;font-style: normal;letter-spacing: normal;text-align: left;">
                  <br/>
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                   <font face="open sans, helvetica neue, helvetica, arial, sans-serif">
                    <span style="font-size:21px">
                     How a Pricing Migration Enabled ChartMogul To Retain the Right Type of Customers
                    </span>
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                  <br/>
                  <span style="font-size:13px">
                   <span style="font-family:open sans,helvetica neue,helvetica,arial,sans-serif">
                    <font color="#999999">
                     Ingmar Zahorsky
                    </font>
                   </span>
                  </span>
                 </h3>
                 <div style="text-align: left;">
                  <br/>
                  <font color="#000000" face="open sans, helvetica neue, helvetica, arial, sans-serif">
                   Our VP of Customer Success shares his
                  </font>
                  <font color="#000000" face="open sans, helvetica neue, helvetica, arial, sans-serif">
                   takeaways from the pricing migration that started in 2018. ChartMogul lost a large number of legacy customers when migrating them to a new pricing model, however, the highly engaged `good fit` customers enabled ChartMogul’s continued growth.
                  </font>
                  <br/>
                  <br/>
                 </div>
                 <blockquote style="border: 0px;padding: 20px;margin: 0px;background: #EBEAEC;font-style: italic;color: black;text-size-adjust: 100%;text-align: left;mso-line-height-rule: exactly;-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;">
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                     "In that customer segment, we lost 178 accounts. From 322 subscribers in September 2018, we went to 144 in February 2020. Account retention was 44.7%.
                     <br/>
                     <br/>
                     However, looking at MRR in that same segment tells a different story. We went from $57,640 to $85,838 and attained almost 148.9% MRR retention.
                    </span>
                   </font>
                  </span>
                  <span style="font-size:13px">
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                    <span style="font-family:open sans,helvetica neue,helvetica,arial,sans-serif">
                     "
                    </span>
                   </font>
                  </span>
                 </blockquote>
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                  <br/>
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                     Read More
                    </a>
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                   <strong>
                    <span style="font-family:open sans,helvetica neue,helvetica,arial,sans-serif; font-size:26px">
                     Our top SaaS reads.
                    </span>
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                  Growth
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                 <h4 class="null" style="display: block;margin: 0;padding: 0;color: #202020;font-family: Helvetica;font-size: 18px;font-style: normal;font-weight: bold;line-height: 125%;letter-spacing: normal;text-align: left;">
                  <a style="color: #1c79ed;font-family: open sans,helvetica neue,helvetica,arial,sans-serif;font-weight: 400;text-decoration: none;mso-line-height-rule: exactly;-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;" target="_blank">
                   How To Design a Referral Program
                  </a>
                 </h4>
                 <p style="padding-bottom: 5px;margin: 10px 0;padding: 0;mso-line-height-rule: exactly;-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;color: #202020;font-family: Helvetica;font-size: 16px;line-height: 150%;text-align: left;">
                  <span style="font-size:13px">
                   <span style="font-family:open sans,helvetica neue,helvetica,arial,sans-serif">
                    <font color="#999999">
                     Andrew Chen
                    </font>
                   </span>
                  </span>
                  <br/>
                  <br/>
                  <font face="open sans, helvetica neue, helvetica, arial, sans-serif">
                   <span style="font-size:14px">
                    Referral programs offer certain advantages over paid marketing channels. For example, instead of spending money on Google ads, you give it to your users to help market your product. It's a win-win; your users are rewarded for helping you get new customers. Andrew Chen explores how to structure your referral program using examples of Airbnb and Dropbox.
                   </span>
                  </font>
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                     "After all, if the lifetime value of these users exceeds the cost of acquiring them, shouldn’t you just go full steam ahead? Well, maybe. What if you can get much cheaper acquisition via another channel, like TikTok ads. Then any dollars that go to this might be better spent on ads. Or what if improving a referral program takes engineering team away from critical features? So yes, of course look at the CAC/LTV of your referral initiative, but think about how you might compare the tradeoffs against everything else."
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                  Mangement
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                 <h4 class="null" style="display: block;margin: 0;padding: 0;color: #202020;font-family: Helvetica;font-size: 18px;font-style: normal;font-weight: bold;line-height: 125%;letter-spacing: normal;text-align: left;">
                  <a style="color: #1c79ed;font-family: open sans,helvetica neue,helvetica,arial,sans-serif;font-weight: 400;text-decoration: none;mso-line-height-rule: exactly;-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;" target="_blank">
                   The Strategic Approach to Building a Board
                  </a>
                 </h4>
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                  <span style="font-size:13px">
                   <span style="font-family:open sans,helvetica neue,helvetica,arial,sans-serif">
                    <font color="#999999">
                     Jeff Stump and Shannon Barbour
                    </font>
                   </span>
                  </span>
                  <br/>
                  <br/>
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                   <span style="font-size:14px">
                    Building a board of directors is a strategic lever a CEO has to consider when operating at scale. Conventionally, CEOs start building out their board 6–12 months in advance of an IPO. However,
                    <em>
                     "building your board forward from product-market fit—instead of backward from an IPO date—helps you clarify the most critical challenges facing your company and find the right people to advise you."
                    </em>
                   </span>
                  </font>
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                     "As complex problems emerge, you might find you’re bringing on board members with skill sets that cut across different personas or rearranging your board to better address a new phase of growth. Shifting your focus away from reacting to regulatory requirements to proactively addressing emerging business problems turns the board-building process into a strategic operation instead of a tactical exercise, and articulating the challenges you’re facing in terms of the personas we’ve listed can help you see those challenges more clearly."
                    </td>
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              </tbody>
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             <!--[if gte mso 9]>
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                  Industry
                 </a>
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            </td>
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              <tbody>
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                <td class="mcnTextContent" style="padding-top: 0;padding-right: 18px;padding-bottom: 9px;padding-left: 18px;mso-line-height-rule: exactly;-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;word-break: break-word;color: #202020;font-family: Helvetica;font-size: 16px;line-height: 150%;text-align: left;" valign="top">
                 <h4 class="null" style="display: block;margin: 0;padding: 0;color: #202020;font-family: Helvetica;font-size: 18px;font-style: normal;font-weight: bold;line-height: 125%;letter-spacing: normal;text-align: left;">
                  <a style="color: #1c79ed;font-family: open sans,helvetica neue,helvetica,arial,sans-serif;font-weight: 400;text-decoration: none;mso-line-height-rule: exactly;-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;" target="_blank">
                   Shark Tank: stats from +1,000 companies we looked at
                  </a>
                 </h4>
                 <p style="padding-bottom: 5px;margin: 10px 0;padding: 0;mso-line-height-rule: exactly;-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;color: #202020;font-family: Helvetica;font-size: 16px;line-height: 150%;text-align: left;">
                  <span style="font-family:open sans,helvetica neue,helvetica,arial,sans-serif; font-size:13px">
                   <font color="#999999">
                    Slidebean
                   </font>
                  </span>
                  <br/>
                  <br/>
                  <font face="open sans, helvetica neue, helvetica, arial, sans-serif">
                   <span style="font-size:14px">
                    Does this show really work? Does Shark Tank make a difference for all the companies desperate to participate?
                    <br/>
                    <br/>
                    Slidebean analyzed 1187 companies that appeared on Shark Tank and what happened to each of the $207 million that the Sharks have invested.
                   </span>
                  </font>
                 </p>
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				<td align="center" valign="top" ">
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                 <table border="0" cellspacing="0" class="mcnTextContentContainer" style="min-width: 100% !important;background-color: #EBEAEC;border-collapse: collapse;mso-table-lspace: 0pt;mso-table-rspace: 0pt;-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;" width="100%">
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                     "With each company, we checked how they did after going through the show, and how they’ve done after the years. So much happens when you turn off the TV and what we found is fascinating. Throughout its first years, this show was the epitome of a dog-eat-dog world. The production company charged companies for just being on the show. And, one would think that having a yes from the Sharks is all you need, but no. In fact, landing a deal on the air often means nothing."
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                 <div style="padding-top: 20px; padding-bottom: 20px; font-family:open sans,helvetica neue,helvetica,arial,sans-serif;">
                  <h1 class="null" style="font-weight: 400;text-align: center;display: block;margin: 0;padding: 0;color: #202020;font-family: Helvetica;font-size: 26px;font-style: normal;line-height: 125%;letter-spacing: normal;">
                   <strong>
                    <span style="font-family:open sans,helvetica neue,helvetica,arial,sans-serif; font-size:26px">
                     Insight of the week.
                    </span>
                   </strong>
                  </h1>
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                   The rule of 40 says that a healthy SaaS business has a total profit margin and growth rate of at least 40%. Userpilot shares an example of DocuSign. The table below measures the rule of 40 for DocuSign’s quarterly report (CQ4) in 2019.
                  </span>
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