Friendly Turns Two, +0.4% Revenue and Some Lead Scoring Advice
Open Startup Report February 2022

We celebrated our two-year anniversary, our revenue increased for the sixth month in a row, and we published a guide to lead scoring: welcome to our Open Startup Report for February 2022.

February at Friendly in the Numbers

  • 💵 MRR: CHF 11,752 | ~$12,574 (+0.4%)
  • 💸 Costs: CHF 13,774 | ~$14,739 (+5%)
  • 🧾 Profit and Loss: CHF -2,022 | ~ -$2,165 (+42%)
  • 👩 Active customers: 79 (-)
  • 💔 Monthly customer churn: 1% (-66%)
  • 👋 New Trials: 2 (-33%)
  • 🔎 Website Visits: 2,731 (+1%)
  • 📮 Emails sent (Automate): 401,114 (-14%)
  • 📈 Pageviews tracked (Analytics): 853,231 (+3%)

This is what moved us in February:

Friendly celebrated its second anniversary!

In February 2020, I founded Friendly. Two years later, we are one of the largest Swiss providers of software in the areas of marketing automation and web analytics, with almost 80 customers.

All this makes me proud and grateful. Grateful for our team, which gives its best every day. Grateful for our partners, some of whom have supported us from the very beginning. Grateful for our customers who have placed their trust in us despite initial setbacks. And grateful for the support from my network.

I don’t see the journey with Friendly as a sprint, but as a marathon. We have an exist strategy, not an exit strategy. We’ll see whether we’re successful after 10 years. Not before. And I have a great desire to go down this path. If possible, much longer than 10 years.

Revenue up again

Our monthly recurring revenue (MRR) increased slightly in February by +0.4% to CHF 11,752 (~$12,574) This marks Friendly’s sixth consecutive month of growth.

Our costs increased by +5% to CHF 13’774 (~$14,739) The main reason was that we increased the salary of our engineer Brady to $1’000 as announced. We also had more expenses for freelancers. As a result, our loss increased by +42% to CHF -2,022 (~ -$2,165).

Once again for February we are sharing all of our costs including salaries. Here they are:

Lead scoring for beginners

Lead scoring is an important way to get feedback on the rising or falling interest of your contacts and respond to it.

In February, our Customer Happiness Manager Kathrin Schmid wrote a valuable guide to lead scoring – for users of Friendly Automate and any other marketing automation software:

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