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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