Sramana Mitra: What turn did the product take? Brandon Levey: From a positioning standpoint, we had evolved to a real SMB solution. We would now position it much more as a multi-channel inventory order management solution for SMBs. The way that I like to think of the solution at the lowest layer is the management layer.
Sramana Mitra: Specifically, what was that all about? What did you need to change in your style of operations? Henry Albrecht: Since our product is about bringing culture to life and helping every employee improve, it has to be adopted at a pretty high level within the company to be successful. We needed the Chief Human
Sramana Mitra: It was a monthly recurring revenue though, right? It was a SaaS product? Brandon Levey: Correct. It was the same model basically. In January of 2013, we hired Josh who used to consult small businesses. In March, we hired our first customer support rep who’s now a product manager at Stitch. That’s when
Sramana Mitra: So in 2010, you got a couple of mid-sized customers. What kind of revenue were you able to get to in 2010? How did that correlate with your burn rate? Henry Albrecht: We were still burning fast. We got past the million dollar mark in 2011. I think we went about a million
Sramana Mitra: You said that until 2013, things were really cash-strapped but it sounds like you were picking up customers and that you were getting validation for your thesis at some level. Brandon Levey: Correct. By the fall of 2011, we had about 60 customers. I think our total revenue was $500 a month. That
Sramana Mitra: How did you finance the alpha and beta phases? Henry Albrecht: The first funding came from my life savings of which I put in every dime. Next came friends, family, and mostly Seattle-based angel investors. In 2008 and 2009, we started to accumulate real customers. We started as a 30-person employer. Then, 100 on
Sramana Mitra: How many of these 300 that you talked to converted into actual customers? Brandon Levey: Maybe one or none. This was more than two years before building the initial product. I came back from Las Vegas completely dumbfounded that this is the way the world was working. I just needed to talk to
Sramana Mitra: One question on Nasty Gal and the scalability point, what are the issues? What are we trying to solve? Darren Hill: The issue is making sure the site is up. It works for all of your customers and they’re getting the environment that they’re expecting. For us, it’s really a technology play. Our