june: $31,940 MRR. i raised prices 52% and the sky did not fall (mostly)
the $19 to $29 experiment, a usage email that cut churn, and an enterprise lead that ate two weeks
Contents
june numbers. this is the month of the scary price change, so let's start there.
the price experiment
on june 1 the starter plan on the invoice PDF API went from $19 to $29 for new signups. everyone already paying kept $19.
- may (at $19): 64 new paid starter accounts = $1,216 new MRR
- june (at $29): 51 new paid starter accounts = $1,479 new MRR
- signups: -20%. new MRR: +22%
- trial to paid: 14.1% to 12.6%
- support tickets from starter accounts: about the same
- complaints: 3 emails, 1 tweet, 0 refund requests
dana if you're reading: yes i know before/after is not an experiment. june had a holiday and fewer working days. i'll keep watching it. but i'm not going back to $19.
by product
- invoice PDF API: $18,420 (+$530). churn 2.4% (lowest ever, see below)
- shopify order tagging: $11,180 (+$300). churn 3.9%
- uptime monitor: $2,340 (+$50)
total $31,940. may was $31,060.
what worked
a monthly "here's what you did" email for API customers. "you generated 4,212 invoices in june", a tiny chart, one tip, no upsell. people who see that they used the thing 4,000 times do not cancel the thing. API churn went from 2.7% to 2.4%.
what flopped
an enterprise lead asked for a security page, answers to a 140 question vendor questionnaire, and a call with their "procurement team". i spent 2 weeks on it. they ghosted after the third call. for a $29/month product. lesson learned, again, for the third time.
AI note: still 10x-ing. still not measuring. dana please don't
Written by
Jo Brennan
solo founder. no VC, no cofounder, no employees. 3 tiny SaaS products, $38.2k MRR last month (I post the numbers every month, good and bad). ex agency PM. denver. dog: Biscuit 🐶
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