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   🚀 SaaS Roundup: Understanding the Impact of Low-quality Trials in a PLG Company
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                   <span style="font-family:open sans,helvetica neue,helvetica,arial,sans-serif">
                    <strong>
                     SaaS Roundup
                    </strong>
                    <strong>
                     #312
                    </strong>
                   </span>
                  </h1>
                  <br/>
                  <br/>
                  Hi there,
                  <br/>
                  <br/>
                  Welcome to another edition of SaaS Roundup. This week, we share with you a how-to tutorial on separating good trials from bad ones.
                  <br/>
                  <br/>
                  Also in this roundup, a take on monthly vs annual contracts, a new approach to pricing, and why do startups move to the United States?
                  <br/>
                  <br/>
                  Have a great Easter weekend,
                  <br/>
                  <strong>
                   Sid @ ChartMogul
                  </strong>
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                     Best of ChartMogul.
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                  <br/>
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                    <span style="font-size:21px">
                     Understanding the Impact of Low-quality Trials in a PLG Company
                    </span>
                   </font>
                  </font>
                  <br/>
                  <span style="font-size:13px">
                   <span style="font-family:open sans,helvetica neue,helvetica,arial,sans-serif">
                    <font color="#999999">
                     Thomas Anastaselos
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                  </span>
                 </h3>
                 <div style="text-align: left;">
                  <br/>
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                   ChartMogul is a product-led company. Since our inception, we have focused on building a product that our customers love and helps them grow their recurring revenue faster.
                   <br/>
                   <br/>
                   We have a lot of trials every day. However, not all trials are the same. In this post, we dig deep into how we separate our good trials from the bad ones?
                  </font>
                  <br/>
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                 <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 our case, we have a long history of trials that were actually trying to find “chatmogul”, a product with a similar sounding name, but very different in every other regard. Especially in certain periods, the new trials from users that were actually searching for “chatmogul” were actually impactful in our numbers."
                   </span>
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                   Unicorn drain: Europe is still losing its most valuable startups to the US
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                    Why are startups still moving from Europe to the US? Is it just because of funding or is there something else as well? Read on to find out.
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                     "Having a US HQ helped the company raise money from US funds 'at a significantly better valuation' and attract more customers on both sides of the Atlantic."
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                   Monthly vs. Annual Contracts: Is It Time To Reconsider Your Annual Plan?
                  </a>
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                 <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;">
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                    Curt Townshend, OpenView Partners
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                   <span style="font-size:14px">
                    Should your business push customers to go for annual contracts or let them be on monthly? In this post, Curt Townsend unpacks the pros and cons of annual vs monthly plans.
                   </span>
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                     "In aggregate, companies that employ monthly contracts are actually better at retaining their revenue than companies using annual contracts. Even if we made the assumption that gross dollar retention was equal, the case for annual contracts is still flawed—because of the 20-30% discount, you need to see a big jump in retention to justify the markdown."
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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">
                   Iterate Pricing As Much As Product Development
                  </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">
                    David Wehrs, Chris Parker, Christine Deakers, Bessemer Venture Partners
                   </font>
                  </span>
                  <br/>
                  <br/>
                  <font face="open sans, helvetica neue, helvetica, arial, sans-serif">
                   <span style="font-size:14px">
                    In this post, Bessemer Venture Partners makes the case for continuous pricing iteration, just like product development. They also share a case study on how one public SaaS company does this.
                   </span>
                  </font>
                 </p>
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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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                     "It is important to keep revising your approach. Competition changes and the environment around you changes, so you need to monitor all of these signals. Just be sure to give customers lots of advance notice and make your announcement clearly and explicitly to avoid upsetting customers with changes."
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                  <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">
                     Chart of the week.
                    </span>
                   </strong>
                  </h1>
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                 <p style="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;">
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                   <span style="font-size:14px">
                    After 6 quarters of continuous growth, overall venture funding in Q1 '22 slowed down for the first time in almost 1.5 years. Albeit, it still remains at an elevated level vs history.
                   </span>
                  </font>
                 </p>
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                 <p style="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;">
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                    Chart Credit:
                    <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">
                     CB Insights State of Venture Q1’22 Report
                    </a>
                   </span>
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