Simple CRM for
small businesses and sales
In 65+ countries
growth last year
Eat your own dog food
Best products tend to come from startups that build to satisfy their
Easier to get businesses to pay. Capsule 90% vs Spotify 10%
Time to market vs reward
Lots of free todo list managers. Simple project management takes
more effort, but customers are prepared to pay.
Doesn’t have to be a new idea
Around 5 small business CRM’s launched in the same month as
Capsule. The other 4 never got traction. Success is dependant on
From idea to revenue
Development Beta Launch
Break even with pay
Global vs Local
UK is just 25%. Can you afford to ignore US and other markets?
Localization less important to Europe than Asia
Capsule customers by
Our approach to customer
No sales guys, so the website
has to convince the customer
= Low quality lead, low conversion rates, expensive
= Fail for us, but might be worthwhile for niche products
Ads on other sites
= high click through, low conversion, still expensive
20% revenue share, so acquisition cost can never exceed LTV
Dependant on quality of affiliates – we’ve been lucky. 25% conversion rate.
Use a service such as zferral to track and manage
Integration as a marketing
= High quality lead
+ SaaS convert
+ right market
+ buying software
Reach 30 million users. Cost is 20% revenue share.
Largest source of new customers for Capsule.
Java or Scala developers