Rosterfy doubled to $1.2m ARR as of Dec 2019, up from $600k in ARR in 2018
The software streamlines the volunteer recruitment process
Rosterfy has 100 customers paying $1000 per month
Rosterfy is an event workforce management and scheduling software. It helps organizations like the NFL to recruit volunteers and manage their workforce. As of Dec 2019, they hit the $1.2m revenue mark in pure SaaS revenues.
Traditionally, organizations recruit, screen, and communicate to volunteers using spreadsheets and other complex processes. This undermines their effectiveness in several ways.
Rosterfy Provides an Alternative to Spreadsheet-based Volunteer Recruitment
At its core, Rosterfy acts as an intermediary between organizations and volunteers. The app not only allows organizations to place volunteer requests but also provides willing volunteers with the portal to sign up.
Once they have signed up, the software conducts the screening and delivers the most experienced and qualified volunteers to be contacted by the organization for the finalization of the terms of volunteering. This streamlines the process for organizations and offers volunteers a great experience, says CEO Shannon Gove. Great experiences increase the chances that the volunteers will wish to work with the organization again.
Rosterfy SaaS model
Instead of relying on the rudimentary and ineffective spreadsheets-based recruitment strategy, companies can adopt a hands-on approach using Rosterfy software to recruit the desired of volunteers quickly and manage them more effectively. Rosterfy offers its services based on two categories:
Soft Revenue: This category consists of mega and major events like Superbowl and Dubai Expo. “It is based on custom pricing depending on what they need,” said the CEO, “because they will be working with them for years and cannot work on SaaS-based pricing for enterprise deals.”
SaaS Recurring: Charities, Non-profits, city councils, universities, and so on pay to use the software for recruitment and management of volunteers across an extensive geographic area. Do you price based on the number of volunteers or something else? “It is based on three things, one is the amount administrators, so seats, two is the amount of workforce in the database, and third is the amount events and shifts that they have throughout the year. So, how much they are using the system,” says CEO Shannon.
Rosterfy Average Monthly Revenue Doubles From 2018 To 2019
In August 2018 monthly revenue hit $50,000. As of August 2019, they’ve doubled that to $100,000, CEO Shannon says. Gove expects to double the revenue year over year for the next three years.
The success is attributed to the extension of their services beyond the event-based model to include SaaS recurring model. Also, they have adopted a high flexibility model that allows organizations with different workforce management strategies to use the software. Even though they still serve mega and major events across the world like Dubai Expo, their focus since 2015 was mostly on adapting to the needs of smaller non-profits such as city councils where their software can effect change.
Shannon admits that the company’s increased focus on SaaS recurring model was driven purely by the number of opportunities in this market. The main shortfall of using SaaS for large enterprise gigs is ‘turn issues’ where companies turn on the system when they have events and turn it off when they don’t need volunteers.
Rosterfy Targets Mid-market Clients, 100 Customers Paying $1000 Per Month
Even though Rosterfy serves more than 100 event-based and SaaS recurring customers, about 90% of Rosterfy customers are small organizations under SaaS recurring plan. In 2019, they had approximately 100 small and medium organizations that pay between $10,000 and $30,000 per year, with an average of $1000 per month.
Have they increased their salespeople to land more small and medium clients? Not quite.
“We have only 20 employees total, seven engineers, two salespeople in the US, one salesperson in England, and 1 in Dubai,” the CEO says. “The rest are partners working with specific clients.”
Rosterfy Spends $3-$4k Each Month on Google Ads
In terms of the customer acquisition cost, Gove says most of the money is spend on Google ads. The rest of the company’s growth has been driven by word-of-mouth. They’re looking to exploit the benefits of SEO and social marketing in lead generation in the coming months.
Click here to see full company financial detail: https://getlatka.com/companies/rosterfy
5 Questions with Rosterfy CEO Shannon Gove
Shannon’s favorite business book? “Shoe Dog.”
Is there a CEO Fredrik is currently studying or following? “That is interesting, perhaps Gary V.”
A favorite online tool? LinkedIn
How many hours of sleep does Fredrik get every night? Married? Single? Kids? How old is Fredrik? 7 to 8 hours; married with a five-month-old; “I just turned 31.”
What does Fredrik wish his 20-year-old self knew? “Don’t ride the highs and lows so much. Roll up with the punches and appreciate and enjoy the situation you are in.”