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Noah Conference, London 2013
PlanetSoho, Basic Facts
• Founded: 2010
• Head count: 26 people
• Location: Tel Aviv and San Francisco
• We serve today over 1,100,000 businesses
• 60% in The US, 10% in The UK.


All of them took the leap and turned their passion into their business.
The truth about being the first in your market
The only curve that goes like this from
the beginning is usually
The Learning Curve
We have learned SOHO are every where!
Being your own boss is the
second most common dream 
among the world's adults population.
A huge immediate market: 
25M business owners in the
immediate US market
A super huge potential market:
160M wannabe business
owners in the US market
A gigantic global market: 
2B SOHO and wannabe
business owners worldwide
We found and optimized our users' pulse
Their immediate pain is invoicing and tracking, but they stay for the toolkit
In the last 2 years PlanetSoho:
Created a great product with over 1,100,000
registered users


Became a familiar and trusted brand with
clear market positioning, covered by many
top tier media outlets


We have also developed a proven 
acquisition model and gained insight
enabling us to scale at the right moment
It is simple, beautiful, engaging and useful
We automate their marketing, sales, management & payment

Business contacts, Inventory, Time Tracking, Work
Estimates, Work Performed, Reporting, Legal and
Financial Toolkit and more.

Email Marketing, Web Presence, Facebook
Distribution, StoreFront, Marketplaces
Integrations and more

Invoices and collections both online and offline
Our engagement matrices started to look like this
wonderful J curve
Registered users and active users
1,100,000
990,000
880,000
770,000
660,000
550,000
440,000
330,000
220,000
110,000
0
12.2010

12.2011

Registered users

12.2012
Active users

6.13
Our multiple tests made it clear

The SOHO segment won't generate a
positive unit economics on a free
platform with premium services model
The solution?

Either to turn our users into a product
We don't like this idea at all!

Or
Charge them for using the service
Our Trial-to-Subscription model is working
•

14 days trial with Pre- entered payment information

•

$9.95/month or $99.50/year

•

New users blended CAC ~$80

•

25-30% are buying annual bundles
Positive unit economics
All New users' conversion metrics are on a positive trend, above plan

Among other similar SaaS companies (in our comparative analysis and
others) a 2% 'registered-to-pay' conversion rate is considered to be high.
In some areas opposite J curve is great :)
All New users' conversion metrics are on a positive trend, above plan
And it creates a surprising new market for us:
Banks use us to increase SOHO segment loyalty

•

Customer growth.

•

Customer satisfaction.

•

Customer retention and loyalty.

•

Cross sale of other bank services
The future

We still have 500,000,000 SOHOs to help be
successful


They all need a trusted companion
Thank you,
The PlanetSoho Team

Learn More: www.PlanetSoho.com /
ron@planetsoho.com or Matt.weeks@planetsoho.com

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PlanetSoho - NOAH13 London

  • 2. PlanetSoho, Basic Facts • Founded: 2010 • Head count: 26 people • Location: Tel Aviv and San Francisco • We serve today over 1,100,000 businesses • 60% in The US, 10% in The UK. All of them took the leap and turned their passion into their business.
  • 3. The truth about being the first in your market
  • 4. The only curve that goes like this from the beginning is usually The Learning Curve
  • 5. We have learned SOHO are every where! Being your own boss is the second most common dream among the world's adults population. A huge immediate market: 25M business owners in the immediate US market A super huge potential market: 160M wannabe business owners in the US market A gigantic global market: 2B SOHO and wannabe business owners worldwide
  • 6. We found and optimized our users' pulse Their immediate pain is invoicing and tracking, but they stay for the toolkit
  • 7. In the last 2 years PlanetSoho: Created a great product with over 1,100,000 registered users Became a familiar and trusted brand with clear market positioning, covered by many top tier media outlets We have also developed a proven acquisition model and gained insight enabling us to scale at the right moment
  • 8. It is simple, beautiful, engaging and useful We automate their marketing, sales, management & payment Business contacts, Inventory, Time Tracking, Work Estimates, Work Performed, Reporting, Legal and Financial Toolkit and more. Email Marketing, Web Presence, Facebook Distribution, StoreFront, Marketplaces Integrations and more Invoices and collections both online and offline
  • 9. Our engagement matrices started to look like this wonderful J curve Registered users and active users 1,100,000 990,000 880,000 770,000 660,000 550,000 440,000 330,000 220,000 110,000 0 12.2010 12.2011 Registered users 12.2012 Active users 6.13
  • 10. Our multiple tests made it clear The SOHO segment won't generate a positive unit economics on a free platform with premium services model
  • 11. The solution? Either to turn our users into a product We don't like this idea at all! Or Charge them for using the service
  • 12. Our Trial-to-Subscription model is working • 14 days trial with Pre- entered payment information • $9.95/month or $99.50/year • New users blended CAC ~$80 • 25-30% are buying annual bundles
  • 13. Positive unit economics All New users' conversion metrics are on a positive trend, above plan Among other similar SaaS companies (in our comparative analysis and others) a 2% 'registered-to-pay' conversion rate is considered to be high.
  • 14. In some areas opposite J curve is great :) All New users' conversion metrics are on a positive trend, above plan
  • 15. And it creates a surprising new market for us: Banks use us to increase SOHO segment loyalty • Customer growth. • Customer satisfaction. • Customer retention and loyalty. • Cross sale of other bank services
  • 16. The future We still have 500,000,000 SOHOs to help be successful They all need a trusted companion
  • 17. Thank you, The PlanetSoho Team Learn More: www.PlanetSoho.com / ron@planetsoho.com or Matt.weeks@planetsoho.com