This presentation is from the panel presented at SXSW 2007.

1. Web App
Autopsy
SXSW 2007

2. PHP
6 months to launch
Launched : July 2006
3 Employees

3. Ruby on Rails
3 months to launch
Launched : July 2005
6 Employees

4. Java
5 months to launch
Launched : February 2004
~30 Employees

5. regonline
.NET
3 years to launch
Launched : 1996
50 Employees

6. Code Line Counts
SXSW 2007

7. HTML HTML : 7,616
Server Side 17% CSS : 5,791
40% CSS
13% Server Side : 17,398
JavaScript : 12,719
JavaScript
29% Total : 43,524

8. JavaScript HTML : 14,650
HTML
13%
26% CSS : 5,767
Server Side : 28,031
CSS
Server Side 10% JavaScript : 7,183
50% Total : 55,631

9. CSS HTML : 55,000
Server Side 3% CSS : 6,000
70%
Server Side : 150,000
HTML
26% JavaScript : 1,800
Total : 212,800
JavaScript
1%

10. regonline
HTML / CSS : 137,327
Server Side
72% Server Side : 395,501
HTML / CSS
JavaScript : 16,479
25%
Total : 549,307
JavaScript
3%

11. Line Counts per
Business Process
SXSW 2007

12. Marketing Application : 35,380
Billing
5% Billing : 4,979
11%
Support Support : 903
2% Application
81% Marketing : 2,262
Total : 43,524

13. Support Application : 26,703
19%
Billing Billing : 17,245
31% Support : 10,570
Application Marketing : 1,113
48% Marketing Total : 55,631
2%

14. Application Application : 189,550
88% Billing : 3,500
Support : 8,000
Marketing Marketing : 11,750
Support 6% Total : 212,800
4%
Billing
2%

15. regonline
Marketing
3%
Billing
2%Support Application : 494,377
5% Billing : 10,986
Support : 27,465
Application Marketing : 16,479
90% Total : 549,307

16. Support Requests
SXSW 2007

17. 12 per day
8 per day
45 per day
regonline 234 per day

18. Freestyle!
SXSW 2007

20. 7,000 invitations sent
to potential Beta Testers.

21. 7,000 invitations sent
to potential Beta Testers.
Only 3,500 created an account.

22. 7,000 invitations sent
to potential Beta Testers.
Only 3,500 created an account.
Only 50 of them became customers
(and we o ered them half o ).

23. Ads on Con rmation Page:
10.5% clickthrough

24. 119,000 visitors to Particletree
3,600 click throughs (3%)
252 created accounts (7%)
2.5 customers (1%)

26. February 2004
FeedBurner Launch
157 feeds / 175 publishers
CUSTOMERS STATS
early adopter types
hits, item clicks
tech bloggers

27. June 2004
Calculating “Circulation”
3,096 feeds / 2,958 publishers
CUSTOMERS STATS
early adopter types
hits, item clicks
tech bloggers circulation

28. May 2005
Tracking Item Views (“PRO stats”)
56,149 feeds / 43,074 publishers
CUSTOMERS STATS
early adopter types
hits, item clicks
tech bloggers circulation
item views
podcasters
blog networks

29. February 2006
Feed Stats Redesign
219,276 feeds / 142,423 publishers
CUSTOMERS STATS
early adopter types
hits, item clicks
tech bloggers subscribers
item views
podcasters
reach, uncommon uses,
blog networks downloads
commercial publishers

30. January 2007
Site Stats (née Blogbeat)
552,273 feeds / 329,453 publishers
CUSTOMERS STATS
early adopter types
hits, item clicks
tech bloggers subscribers
item views
podcasters
reach, uncommon uses,
blog networks downloads
visitors, searches,
commercial publishers
referrers, pages, links
entertainment media
non-traditional publishers

31. March 2007
Headline Animator Stats
597,855 feeds / 360,864 publishers
CUSTOMERS STATS
early adopter types
hits, item clicks
tech bloggers subscribers
item views
podcasters
reach, uncommon uses,
blog networks downloads
visitors, searches,
commercial publishers
referrers, pages, links
entertainment media
Headline Animator views
non-traditional publishers

32. Feeds Feed Stats Headline
Publishers Site Stats Animator Stats
600,000
450,000
views
links
incoming
300,000 pages
visitors
downloads
uncommon uses
reach
150,000
views
subscribers
clicks
hits
0
early adopter types podcasters commercial publishers
tech bloggers blog networks entertainment media
(Anil Dash, Fred Wilson, (Ask A Ninja, non-traditional publishers
Je Veen, Merlin Mann) Diggnation, (USA Today, Reuters, Ge en,
Gawker, Marriott, Castrol)
Weblogs, Inc.)
Feb ‘04 June ‘04 May ‘05 Feb ‘06 Jan ‘07

33. regonline
Powered By Logo
339% increase in click through
Video Spokesperson
11% increase in registrations
Why Register Online?
6% increase in registrations

35. Conversions
SXSW 2007

36. Conversion per 100 Visits
Free Paid
7.00% 1.00%
11.00% 1.00%
8.00% N/A
regonline 1.52% 1.14%

37. Average Revenue
per Customer
SXSW 2007

38. $13.03/month
$12.25/month
regonline $131/month

39. Best and Worst Months
SXSW 2007

40. Best Worst
Feb Dec
Jan Dec
Jan/Feb Dec
regonline Sept Dec

41. Thanks!

42. Get Some @
http://particletree.com/sxsw/autopsy.zip