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Within the sphere of digital design, one name often rises to the forefront: Canva. This easy-to-use design tool has made graphic design accessible to millions, turning a once professional-dominated domain into a playground for everyday creativity. This installment of our "How Unicorns are Launched" series delves into the birth and growth of Canva, a company that started from a simple concept and evolved into a billion-dollar business.
Background
Canva was brought to life in 2012 by co-founders Melanie Perkins, Cliff Obrecht, and Cameron Adams. Melanie and Cliff, a couple at the time, had previously founded Fusion Books, an online design tool for school yearbooks. The trials they experienced with Fusion Books, coupled with the inherent complexity of mainstream design software, ignited the idea for Canva.
Founders
Canva's CEO and co-founder, Melanie Perkins, has become synonymous with tenacity and resilience. Her journey to secure funding for Canva involved three years and countless rejections before finally achieving success. Her co-founders, Cliff Obrecht (who is also her partner) and Cameron Adams, brought a rich mix of business acumen and design expertise to the table, complementing Melanie's vision.
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Inspiration
The inspiration for Canva was born out of Melanie's teaching experience at the University of Western Australia. She noticed that students were often more challenged by learning how to use design software than the design process itself. This sparked a belief in Melanie that a better, more intuitive approach to design was needed, planting the seed for Canva.
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MVP
Canva's MVP was a simplified version of its current product, focusing primarily on basic design tools and a user-friendly drag-and-drop interface. The goal was to test the market appetite for an intuitive design tool aimed at non-professionals.
Iterations
Before finding its product-market fit, Canva embarked on a series of iterations informed by user feedback and market observations.
Initially, they believed users would value having access to a variety of templates, as this could speed up the design process and offer design inspiration. The team added a collection of templates and closely monitored engagement levels, which indeed rose significantly, validating this hypothesis.
The team also considered that users might want seamless integration with other platforms to enhance their overall design experience. As a result, they introduced features enabling direct posting of designs to social media, and integration with stock image libraries for easy access to quality images.
Finally, the Canva team needed to identify a sustainable monetisation model. They hypothesised that users might be willing to pay for advanced features, leading to the introduction of Canva Pro - a subscription-based model offering additional functionalities. The positive reception of Canva Pro among users confirmed that a premium tier could be successfully integrated into their otherwise free tool.
Product Market Fit and Beyond
Canva found its product-market fit within a demographic that comprised non-professional designers seeking a user-friendly design tool. This was a pivotal realisation that defined Canva's direction moving forward.
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Today, Canva is a widely recognised entity within the design industry, with a valuation standing at a staggering $15 billion as of 2021. Its mission to democratise design continues, as it equips users across the globe with the tools to create stunning, professional-quality designs with simplicity and ease.
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1 - Prioritise new features / Address User Drop-Off
When you're running a SaaS company, deciding which features to roll out next can make or break your product's appeal. Additionally, understanding why users leave your SaaS platform can be as important as attracting them in the first place. By keeping an eye on KPIs like Churn Rate and Engagement Rate, you gain invaluable insights into what keeps users satisfied and what might be pushing them away. Let's look into some crucial KPIs which can guide you in making well-informed decisions about your next big feature update:
1. Feature Conversion Funnel:
This KPI measures how effectively users move from initial engagement to full use of a feature. It helps SaaS companies identify where users drop off, guiding improvements to enhance feature adoption and prioritising development efforts.
You can use the following formula to calculate this KPI:
2. User Engagement Rate:
For SaaS companies, engagement rate measures how actively users are interacting with the application. High engagement rates are often indicative of a valuable and sticky product, reducing the likelihood of user drop-off.
The calculation for this KPI can be done using this formula:
3. Customer Satisfaction:
This KPI measures how satisfied customers are with a product or feature, typically through surveys. High satisfaction rates correlate with lower churn and higher loyalty, making it essential for evaluating user experience and identifying areas for improvement in SaaS offerings.
The calculation for this KPI can be done using this formula:
2 - Accelerate User Growth
Growing a user base is one of the most exciting challenges in the SaaS world. It's not just about bringing in new sign-ups but ensuring they stick around and find real value in your product. We'll delve into effective SaaS KPIs like Monthly Active Users and the Growth Rate of New Signups that can help you craft strategies to not only attract more users but also engage them deeply:
1. Customer Acquisition Cost (CAC)
The CAC is a crucial KPI for SaaS companies, as it quantifies the cost involved in acquiring new customers. Understanding this metric is essential for evaluating the effectiveness of your marketing strategies and ensuring sustainable growth by maintaining a balance between expenditure and incoming revenue.
To find this KPI, use this formula:
2. Growth Rate of New Signups
This KPI tracks the percentage increase in user signups over a given period. It's particularly useful for SaaS businesses to monitor momentum in market penetration and user interest, helping to direct marketing efforts and product development.
This formula is used to calculate the KPI:
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3. Monthly Active Users (MAU)
In the SaaS world, the MAU KPI measures the number of unique users who interact with your software within a month. This metric is vital as it indicates the active reach of your product and helps gauge the overall stickiness and appeal of your platform.
The following formula can be used to calculate this KPI:
3 - Provide Product Metrics to Investors
Communicating effectively with investors is crucial for any SaaS business. Clear and precise metrics like Monthly Recurring Revenue (MRR) and Churn Rate not only showcase the financial health of your company but also reassure investors about the scalability and stability of your business model. Let's walk through the vital KPIs that paint a transparent picture of your SaaS company's performance for its stakeholders:
1. Monthly Recurring Revenue (MRR)
MRR is a key financial metric for any SaaS business, reflecting the total predictable revenue generated from customers every month. It's essential for investors as it provides a clear picture of the company’s financial health and growth potential.
Here’s the formula to calculate this KPI:
2. Churn Rate
Churn rate is an indispensable KPI for SaaS companies, indicating the percentage of customers who discontinue their subscriptions within a specific period. A lower churn rate suggests a higher customer satisfaction and product-market fit, which is critical for long-term success.
This is the formula for calculating the KPI:
3. Lifetime Value (LTV)
LTV measures the total revenue a SaaS company can expect from a single customer throughout their relationship. This KPI is crucial for understanding how much a company should invest in acquiring customers and for determining the profitability of long-term business strategies.
Use this formula to find the KPI:
4 - Optimise Revenue Generation / Monetisation
Turning your SaaS platform into a robust revenue-generating machine requires more than just great software; it needs a smart monetisation strategy. By focusing on KPIs like Average Revenue Per User (ARPU) and Conversion Rates from Free to Paid, you can really dial in on what makes your users upgrade and how to boost your overall profitability. Let’s break down these KPIs and explore how you can use them to fine-tune your monetisation efforts for maximum impact:
1. Average Revenue Per User (ARPU)
ARPU is a critical financial KPI for SaaS businesses, measuring the revenue generated per user. It helps in assessing the revenue impact of different operational strategies and in fine-tuning pricing models.
Here's the formula you need to calculate this KPI:
2. Conversion Rate from Free to Paid
This metric tracks the percentage of users converting from free trial versions to paid subscriptions. For SaaS companies, a higher conversion rate indicates effective monetisation strategies and a compelling value proposition.
The following formula can be used to calculate this KPI:
3. Revenue Growth Rate
The revenue growth rate is an essential KPI for SaaS businesses, showcasing the rate at which the company's revenue is expanding. This KPI is vital for investors and stakeholders to assess the overall business growth and scaling capacity.
You can find this KPI using this formula:
5 - Improve Business Resource Allocation and Strategy
Ensuring sustainable business growth and operational efficiency is paramount for any SaaS business. Key performance indicators (KPIs), such as the LTV:CAC ratio, provide a clear picture into the returns generated and optimal resource distribution. Let's dive into the KPIs that will help you strategically allocate resources, adjust marketing strategies, and effectively balance customer acquisition with retention:
1. Customer Lifetime Value to Customer Acquisition Cost Ratio (LTV:CAC)
The LTV:CAC ratio is a vital KPI in the SaaS industry, providing insight into the relationship between the lifetime value of a customer and the cost to acquire them. A healthy ratio indicates that a company is spending efficiently on customer acquisition while maximising revenue from each customer. The bigger the multiple, the more budget you can put into growing a team and customer growth.
To find the KPI, apply the following formula:
2. Customer Acquisition Cost Payback Period
The Customer Acquisition Cost (CAC) Payback Period is a critical metric for SaaS businesses. It measures how long it takes to recover the costs of acquiring new customers, helping companies evaluate the efficiency of their marketing and sales efforts. A shorter payback period means a quicker return on investment, guiding better financial and strategic decisions.
This formula will help you calculate the KPI:
3. Market Penetration Rate
The Market Penetration Rate is essential for understanding a SaaS company's market impact. It measures the percentage of the total addressable market that the company has captured. This metric helps assess competitive position and growth opportunities, indicating how well the product is adopted in the market.
Use this method to calculate the KPI:
