Small ImprovementsDecember 2013

Mission

• To build the best Employee Feedback system for SMB

• Starting in Tech and modern industries

• Become the standard solution across all industries over time

About us

• Prototyping since 2010

• Founded in March 2011

• 12 People in 4 time zones

• Development HQ in Berlin

• Customer success in Sydney, SF, NYC

• More about us online

230 customers so far

Pricing structure

• $4 to $6 per employee per month

• 90% of clients use “pay 10 months, get 12”

• No contract, quit anytime, get money back

• ~10% “customer count churn” per year

• negative revenue churn: Many of our clients grow 20% to 50% per year anyway.

Crowded market!

• Large players: Oracle, ADP, SuccessFactors

• Work.com (ex Rypple, now Salesforce)

• Cornerstone On Demand (ex Sonar6)

• 7Geese

• Dozens of smaller competitors

Our approach

• Strong focus on usability and design

• Do “the right thing” in customer service

• Very strict hiring process

• Focus on a few core problems to solve

• Listen carefully, and iterate quickly

• Internal transparency and communication

Numbers

Customers vs Revenue

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Quarter Q3 ‘11 Q4 ‘11 Q1 ’12 Q2 ’12 Q3 ’12 Q4 ’12 Q1 ‘13 Q2 ’13 Q3’13 Q4’13

Revenue collected 7k 8k 22k 65k 40k 72k 140k 193k 257k 283k

Active paying customers 2 7 19 32 50 73 111 145 195 230

~90% of our customers pay for one year upfront We only track revenue that actually showed up in our bank account

Monthly Recurring Revenue

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Total!paying!customers! MRR!!

Average monthly revenue per customer

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ARPU" Total"paying"customers"

500-1000 147.000 $

199-499 178.000 $

100-199 220.000 $

50-99 160.000 $

25-49 108.000 $

10-24 60.000 $

2013 Revenue by company size

Expenses 2013

Careful, this is in Euro! Bump in December due to late freelancer invoices for Q4 2013

In total we made roughly $875k and spent roughly $650k

The Future

Midterm roadmap

• Ratings in 360s

• Multiple reviewers in PRs

• OKRs and cascading objectives

• Skills tagging like LinkedIn

• The best staff directory in the world

• Overhaul messaging feature

Midterm roadmap 2

• Integrations with Yammer, Workday, Salesforce, etc to include work results into reviews easily

• User provisioning with Okta, CA, OneLogin, Centrify, AppGuru, etc

• Browser-plugin, mobile version (stickyness), Single-Page App + REST

• Make product even more configurable and user friendly

Never say never, but..

• We’re after the mass market, not after few big corporates

• No plans to add ATS, Payroll, Onboarding or Survey features.

• We integrate with market leaders rather than build “me-too features”

Revenue forecast

Assumptions:

• negative revenue churn

• “network effect” and more testimonials

• much better product in general

• more features that evaluators were missing

• improved pre-sales, post-sales and marketing

Forecast 2014-2016

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600.000

1.200.000

1.800.000

2.400.000

3.000.000

Q1 2013 Q3 2013 Q1 2014 Q3 2014 Q1 2015 Q3 2015 Q1 2016 Q3 2016

2013 $870k

2014 $2.16m

2015 $4.32m

2016 $7.34m

Self-funded growth plan!Assuming annual growth factor of 2.5 in 2014, 2.0 in 2015 and 1.75 in 2016

(growth factor in 2013 was 4!)

Recruiting roadmap

Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014

Front-end Dev 3,5 4 5 5 6

Back-end Dev 3 4 4 5 6

Marketing 1 1 2 2 2

Customer Success 2,5 3 3 3 3

Inside Sales 1 1 2

Office Manager 0,5 0,5 1 1 1

Total 10,5 12,5 16 17 20

All targets end of quarter. Development in Berlin, everyone else in US & Australia

Self-funded growth plan!