+30% Revenue, on the Way To Profitability
Open Startup Report October 2020

Our monthly recurring revenue increased by +30% to $5,006 in October, while the monthly loss fell by -44%. This brings us a big step closer to our goal of early profitability. We have also made the email sending in Friendly Automate faster, our Joey spoke in Mauticast and we are happy to share a testimonial from JOOP!: welcome to our Open Startup Report for October.

October at Friendly in Numbers

  • 💵 MRR (Monthly Recurring Revenue): $5,006 (+30%)
  • 🤝 New Customers: 10 (-9%)
  • 🤩 Upgrades: 0 (-100%)
  • 💔 Churn (cancellations): 2 (-33%)
  • 👩 Active Subscriptions: 46 (+31%)
  • 👋 New Trials: 15 (-21%)
  • 🔎 Website Visits: 2,990 (-5%)
  • 📮 Emails Sent (Friendly Automate): 303,208 (+227% ! )
  • 📈 Pageviews Tracked (Friendly Analytics): 1,367,697 (+14%)
  • 💸 Costs: $8,372 (-15%)
  • 🧾 Profit and Loss: -$3,366 (-44%)

This is what moved us in October:

Monthly Recurring Revenue Increases by +30% To $5,006

Our MRR climbed to $5,006, thanks to 10 new customers in October. Two customers have cancelled their subscription. That is a third less than in the previous month.

Costs Reduced, on the Way To Profitability

Our costs decreased by -15 % to $8,372. The main reason is lower investment in online advertising.

Because our revenue increased at the same time, our monthly loss fell by -44% to “only” -$3,366. If this development continues, we could reach the black zero by the end of the year.

30% Faster Email Sending With Friendly Automate

In October we improved our infrastructure to increase the speed of email sending in Friendly Automate. This is particularly noticeable when sending large volumes of tens of thousands of emails or more.

Thanks to the optimization we now send emails 30% faster than before. In addition, we now update segments (filters) and workflows every 30 seconds instead of every minute as before.

By the way, we also sent significantly more emails for our customers in October than ever before: 303,208 emails sent corresponds to an increase of 227% compared to the previous month!

Our Joey Keller Spoke in the Mauticast, the Most Important Podcast on Mautic

Friendly Automate is based on the open source software Mautic. The Mauticast is the most important podcast on Mautic.

In episode 18, our Joey Keller shares his extensive knowledge of e-mail marketing. The episode is worthwhile for anyone who wants to learn more about how good e-mail campaigns should be designed.

Listen to podcast episode with Joey now

JOOP! uses Friendly Analytics

The fashion company JOOP! uses Friendly Analytics for their official website Joop.com.

We were very happy about this feedback from them last week:

We use Friendly Analytics as a privacy friendly alternative in our analytics setup. For our brand JOOP! we could already gain valuable insights with the tool to optimize our pages and content for our customers and make them even more attractive.

Kevin Bogatzky, Head of E-Sales & Communication, HOLY FASHION GROUP (Strellson | JOOP! | windsor.)


In November, we continue to work on our long-term project of our own e-mail sending infrastructure in Switzerland and the EU.

For some time now, we have been investigating ways to improve the email editor in Friendly Automate. For this purpose we will launch an initiative in the open source community of Mautic on which Friendly Automate is based.

Then there are three exciting dates which we would like to point out:

Mauticon on November 17, 2020

The Mauticon is the official conference of the open source software Mautic, on which Friendly Automate is based. This year it takes place on November 17th as an online event.

Our Joey will be there with two talks and our Friendly partner René Petry from Sichtbar with another one.

If you want to learn more about good email marketing and best practices in marketing automation, sign up now:

Register now for Mauticon (tickets starting at $5)

Martech in the Focus on November 18th, 2020

On Wed November 18 at 16:30 yours truly is a guest in the Webinar series “MARTECH in the focus” (German only) by Swiss agency and Friendly partner iundf marketing Technology. It is about “new possibilities, advantages and applications of marketing automation”:

Click here for free registration (event will be in German only)

B2B Digital Day on December 10, 2020

On December 10 from 13.30 – 18.00 o’clock the #b2bdigitalday of the agency and Friendly partner eMinded takes place as on-line format. The motto is “B2B Digital Sales 2021”.I will contribute to this event by giving a talk titled “Germany’s Next Marketing Automation Campaigns”. The first 100 participants will receive a surprise package to get through the event stronger.

Here you can find the other speakers and register for free (event will be in German only)

Friendly in your inbox? Sign up for our newsletter.