Within two years, he’d grown a team of up to 10 people who helped build and launch the Todoist mobile app. This might be due to the growth he achieved without ever raising the price of Todoist’s subscription from $5 per month for premium customers and $6 per month for businesses.īefore Salihefendić hired his first employee in 2011, he alone managed customer support, marketing, design, product development and more. Instead, he approaches the SaaS with a “zen-like philosophy” that includes very little metric-tracking. “I know the churn is bad compared to the benchmark,” he says about the company’s estimated churn rate of 70%, “but, honestly, I don’t really care that much.” It started with 200 customers by the end of its first year, 10,000 by 2012 and 100,000 by 2015.Īlthough customers only have a lifetime value of $100, the CEO shares Doist receives “a lot of volume.” Because of a brutal market, he says the average conversion rate from free to paid isn’t noteworthy. In a November 2020 interview with Latka, Salihefendić said Doist supports more than 200,000 customers on its freemium model. Its core productivity tools include Twist, a newly launched team communication app, and the popular task management app Todoist. Since then, it’s become a profitable bootstrapped software company that employs 93 fully remote people around the world.
Doist started as a side project that earned a couple thousand dollars per month in its first year.
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