Aye Moah

check it out right now at getlatka.com i go by my last name mo is a burmese name and there's a whole different story on why we don't have a paternal last name system um i'm going to talk about well before we talk about what we're going to talk about i'll tell you what boomerang is we're the og of the email productivity category

We invented the snooze button you now see in Gmail, Outlook, Superhuman, even Slack.

It's a freemium-sets product that allows you to manage your inbox, follow-ups, and meeting scheduling.

And we've been doing the PLG route before it even had a name.

And at the beginning of this year, we decided that 2024 is going to be the year of experiments.

So far this year, we have executed 44 experiments, about one experiment a week, about that pace, a little bit more.

They range from marketing, product improvement, product virality, billing practices, and a few more.

And these experiments resulted in about 500K of ARR, 6% of our total revenue.

And over the next 20 minutes, I'm going to talk about

The three most interesting tests that we run are a journey to bootstrapping to 8 million and what's the benefit of choosing to run the company that way.

So the first one that I pick was because it's the highest impact in terms of revenue.

We are a freemium SaaS, so as a freemium company, many of our trials will convert to free basic user at the end of their trial.

And this is just part of the funnel that we initially didn't spend too much time optimizing because our free to pay conversion was pretty good compared to the benchmark, so we kind of neglected it over the year.

And when we were kind of looking at what experiments do start, it seems like a very good high impact with low effort ratio to start.

And over the four experiments, so it was, you know, four iterative experiments, we got about 250K worth of Astra new subscriber from free users converting to pay.

And it's really kind of stupid simple.

We have this blue link.

We're asking them to buy a subscription.

We just switch it to the red button.

And at some point, our team was joking that, should we rename the year of experiment to the year of big red buttons?