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SaaS Interviews with CEOs, Startups, Founders

What if you knew data behind the fastest growing SaaS companies today? Each morning join Nathan Latka as he spends 15 minutes interviewing SaaS founders. You'll learn how SaaS CEO's launched their startup and grew it into a business. SaaS Founders range from bootstrapped to funded, MVP to 10,000 customers, pre revenue to pre IPO.
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Now displaying: Page 1
Oct 20, 2016

George Revutsky, CMO for Soothe – the world’s largest on-demand massage service. He’s also the CEO of ROIworks – a growth agency that runs growth and build growth agency teams for funded startup and Fortune 1000 companies like Headspace, TriNet and Original Stitch just to name a few. Listen as George talks about how he generated double digit revenue for Soothe in straight 11 months.

Famous Five:

  • Favorite Book? – Don’t Make Me Think
  • What CEO do you follow? – Aaron Levie
  • Favorite online tool? — Optimizely and Hotjar
  • Do you get 8 hours of sleep?— No
  • If you could let your 20 year old self know one thing, what would it be? – “Knew the value of moderated user testing and customer development when founding companies or evaluating product”

 

Time Stamped Show Notes:

  • 01:10 – Nathan introduces George to the show
  • 01:48 – ROIworks started as an agency 10 years ago
    • 02:12 – Used digital tools such as aid acquisition, A/B testing etc. for a series of experiment
  • 02:40 – Typically, they would make some kind of retainer
  • 03:15 – They used to have 3-6 months contract
    • 03:40 – Shifted to monthly
  • 03:51 – Average pay per customer
    • 04:00 - $ 240,000 per customer
  • 04:05 – Number of total unique customers
    • 04:25 – Worked for hundreds for the last 15 years
  • 04:45 – First year revenue
  • 05:05 – ROIworks is making roughly around $ 2 million a year
  • 05:15 – 12 people in the team
  • 05:30 – ROIworks changed their model
    • 05:43 – Used to have smaller retainers
    • 06:16 – Now they’re getting larger retainers and less clients
      • 06:25 – They’re getting deeper with these Series A and B clients
  • 06:30 – Monthly head count expenses
  • 06:50 – Agencies should retain a 25% percent after all the expenses
  • 07:20 – What George does with the cash flow as the CEO
    • 07:40 – “We like to be conservative and be safe for our team members”
    • 07:50 – Keeping some cash in the bank
    • 08:04 – Give bonuses to team that is coming from the cash flow
  • 08:54 – How Soothe works with ROIworks
    • 09:00 – The founder of Soothe invested in one of George’s startup
    • 09:15 – George takes a leave from 6-12 months
      • 09:27 – George co-founded SplendidLabs during his leave
      • 09:50 – It is a machine-learning based personal shopping assistance
      • 10:08 – Sold it because they can’t find a particular market fit
    • 11:13 – Became friends with the owner of Merlin of Soothe
      • 11:40 – George started providing ROIworks’ discounted marketing services to  Soothe to help the beta testing
      • 12:21 – Soothe grew steadily and Merlin got Angel funding
      • 12:33 – Soothe got Series A for $ 10.6 million
      • 13:00 – Merlin asked Gerry if he can worked with Soothe in Hollywood
      • 13:35 – They got 3 months of dramatic revenue bills
      • 13:51 – Merlin hired George directly as the contract CMO
      • 14:30 – Able to put together 11 straight months of double digit growth
      • 14:45 – The growth led to their Series B which is for $ 35 million
      • 14:55 – ZEO is their biggest competitor
  • 15:10 – Created a playbook to acquire customer
    • 15:30 – Doing Facebook advertising, AdWords, re-marketing and a lot of paid ads
    • 16:00 – Paid acquisition is foolproof
    • 16:17 – Soothe was in the Ellen show for Mother’s Day
    • 16:59 – Who to approach with the Ellen team
  • 17:45 – Connect with George through george@roiworks.com and ROIworks.com
  • 19:00 - The Famous Five

 

3 Key Points:

  • Make your team members happy – it will boost their confidence and will reflect to their work.
  • Be happy on being a part of one’s success.
  • There are tons of ways to acquire customer – you just have to find what works best.

 

Resources Mentioned:

  • Toptal – Nathan found his development team using Toptal  for his new business Send Later. He was able to keep 100% equity and didn’t have to hire a co-founder due to quality of Toptal  developers.
  • Host Gator – The site Nathan uses to buy his domain names and hosting for cheapest price possible.
  • Freshbooks – The site Nathan uses to manage his invoices and accounts.
  • Leadpages  – The drag and drop tool Nathan uses to quickly create his webinar landing pages which convert at 35%+
  • Audible – Nathan uses Audible when he’s driving from Austin to San Antonio (1.5 hour drive) to listen to audio books.
  • ROIworks.com – George’s business website
  • george@roiworks.com – George’s email address
  • Show Notes provided by Mallard Creatives
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