Our total revenue generated since Friendly started is CHF 1 019 528. Welcome to our Open Startup Report for February 2025.
Contents
February at Friendly in Numbers
- 🤖 Software revenue: 23 305 CHF (+3%)
- 🧠 Consulting revenue: 9 375 CHF (-1%)
- 💰 Total revenue: 32 680 CHF (+2%)
- 💸 Costs: 29 758 CHF (+2%)
- 🧾 Profit: 2 922 CHF (-1%)
- 🍰 Profit margin: 8.9% (-3%)
- 👩 Active customers: 163 (+4%)
- 💔 Churn Rate (lost customers): 1.3% (n/a)*
- 👋 New trials: 16 (+23%)
- 🔎 Website visits: 2 503 (-23%)
* A growth comparison of the churn rate is not possible this month, as the churn rate in the previous month was 0%.
These were the key developments in February:
Revenues: We reach CHF 1 million in total revenue
Our monthly recurring revenue (MRR) from software subscriptions rose by a good 3% to CHF 23 305 in February. The upward trend is solid.
We achieved a revenue of CHF 9 375 from consulting projects in February, slightly below the previous month’s level.
This month, we provided Automate support for several customers in the insurance industry, designed emails for a construction machinery manufacturer and provided training on analytics and data protection.
We also acquired 8 new customers in February, with a good churn rate of 1.3%. This means we currently have 163 active customers.
Our total revenue in February amounted to CHF 32 680 – which means that Friendly’s total revenue since the start of the company has exceeded CHF 1 million!
A nice number and a nice moment for us, which coincides exactly with Friendly’s fifth company anniversary.
| …* | 2022 | 2023 | 2024 | 2025 until February | Total | |
|---|---|---|---|---|---|---|
| TRR | … | 156 327 CHF | 188 691 CHF | 234 589 CHF | 46 006 CHF | 769 827 CHF |
| Consulting | … | 18 385 CHF | 90 313 CHF | 122 191 CHF | 20 813 CHF | 251 701 CHF |
| Total Revenue | … | 174 712 CHF | 279 004 CHF | 356 780 CHF | 64 819 CHF | 🎉 1 019 528 CHF |
Costs: Higher costs for product and events, slight decrease in salaries
Our salary costs fell slightly in February. This is due to the fluctuating order volume for our permanent analytics freelancer Peter Boehlke, whose compensation we bill on the basis of the consulting hours actually incurred.
Our expenses for marketing, administration and donations remained constant.
We recorded higher costs for our products. On the one hand, the first preparations for our planned own servers were underway, and on the other, Luke and Joey redesigned the Friendly Automate user interface with the support of Michael Auer from Miandla Media – more on this below.
Additional costs were incurred for a networking event with the German digital agency Leuchtfeuer. Luke and Joey traveled to Hanover for a weekend in February to exchange experiences and knowledge about Mautic with our partner agency.
Our costs therefore rose slightly by +2% to CHF 29 758.
Here are all our costs including salaries for February 2025 in detail:
Friendly Automate with a new design
Mautic, the software behind Friendly Automate, has received a major upgrade. It brings powerful new features for even better marketing automation.
In the background, the entire code has been revised, there are some new features and the user interface has become clearer, leaner and more modern.
Over the past few months, we have intensively tested the new version.
At the same time, we have made the design even more user-friendly for our customers, so you can look forward to an even more beautiful version of Mautic.
To ensure a smooth transition, we carry out the upgrades in consultation with each individual customer.
Find out more about all the exciting new features in Mautic 5.
Conclusion
Our key figures in February remained very close to those of the previous month. At CHF 2 922, we also achieved a very similar profit to January, and another “profitable”* month.
Our profit margin fell slightly to 8.9% and is therefore below the average of the last 12 months (10.1%). In the long term, we want to achieve a healthy profit margin. Our target for 2025 is a stable profit margin of 12%.
For the time being, however, there are also important investments to be made – we will be strengthening our customer support team from March, and we are working on our own server infrastructure.
This will initially reduce the margin again, but these are necessary steps towards long-term profitability, and that is our focus.
* “Profitable” is put in quotation marks because Stefan has not yet paid himself a full salary for his work and, as the sole founder without investors, still has to make up for the loss so far.
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