Even in 2019, online forms are a powerful tool for building and engaging your audience. Despite the plethora of emerging channels, gathering emails and phone numbers remains a proven formula for success.
JotForm was developed in the mid-2000’s as the internet’s first drag-and-drop interface for web forms. Today, the company helps website owners create online forms the easy way, allowing them to generate leads, collect order payments, conduct customer surveys, find job applicants, register guests for events, and much more.
How much is JotForm doing in MRR?
JotForm is a pure-play SaaS business that charges its customers on a monthly subscription basis. The company features a free product, as well as three pricing tiers ranging from $19 to $99 monthly. The average customer pays JotForm around $25 per month today.
CMO Steve Hartert explained that JotForm now serves more than 3M users in 192 countries around the world. Hartert noted that the company is converting more than 6% of their free users to paid customers today, for a minimum customer count of 180k.
Hartert confirmed that the company is north of $4.5M in MRR right now and growing fast. Since his appointment to CMO two years ago, the company has grown their user base 50% and is up from approximately $2.9M in MRR twelve months ago.
What is JotForm’s churn?
As one might expect for a product at this price point, credit card expiration has been a big factor behind churn for JotForm. Going forward, Hartert said the company is deploying new strategies to reduce this payment failure, but overall is below 5% gross logo churn per month at present.
The company’s long-term emphasis on SEO and content marketing has paid off thus far, with a large majority of their customer acquisition coming through organic channels today. Overall, JotForm pays between $20 and $30 to land a new customer, receiving payback within 2 months. The company assumes a lifetime value of around $900 over the course of three years.
How much has JotForm raised?
Founded in 2006, JotForm has grown to scale without any outside venture capital. With a team of 75 full-time employees and $54M+ in ARR, JotForm boasts a revenue per employee of $720k, good enough for 17th place among the 1,000+ B2B SaaS companies analyzed in the April issue of The Latka Magazine.
JotForm is headquartered in San Francisco and has remote team members distributed throughout the world.