Within 2 years, we will bootstrap MoltSets to $24m ARR with less than 5 full time employees. I recently sat down to sketch out the the math (see screenshot). Here's how we'll get there:
The TAM of B2B contact data is massive. Unlike RB2B, which is limited to US-only traffic and requires enough traffic to justify a $79/mo payment for de-anon, EVERYBODY does outreach.
With MoltSets, being API-only and having no UI for humans, we are excluding 95% of today’s buyers of contact data from buying our product. Our bet is that in 3-5 years, the API-only contact data use case will be 75% or more of the market.
Here’s how we get to $24m ARR:
1/ USER ACQUISITION:
LinkedIn will be our primary channel, with my thought leadership as foundation. I want to create a massive UGC program that helps agencies and creators as much as it helps us. But - we need a stable product first (and it’s coming). We will supplement with cold email, SEO, and YouTube.
2/ PRICING - PLG:
Our PLG pricing is intentionally unbelievably low for the quality that we will deliver. We believe that we have a mini-moat around extremely low-priced offers with thought leadership audience because a/ our CAC is $0, and b/ our data team is being paid for by three other profitable business lines. We believe we can price below the rest of the market’s CAC.
3/ PRICING - FLAT FILES:
Many sales tech, martech, and GTM platforms buy flat file datasets because they have databases within their products. We believe that when the market understands the quality of MoltSets data, we will see inbound for the flat files to power their applications. We have had four inquires this week, and just launched the beta Monday. This is a sales-led and starts at $60k, and RB2B OEM can be included, along with many other adtech/ABM and consumer datasets.
4/ SUPPORT/SUCCESS:
Support will be 99% AI, escalating 1% of tickets to humans. Robb Clarke will work the same magic with Intercom’s Fin that he did with RB2B. He’s brought on the highly talented Ebru to help him manage 100% of customer interaction for both products. Flat file customers will have humans to speak to.
5/ CHURN
I’m going to re-brand myself as Adam “Churn King” Robinson. I already know MoltSets churn will be epicly high. Why? We’re selling to a high-churn persona, and we’re selling a high-churn product. BUT - I think we’re going to experience what I believe BuiltWith experiences. Our company has purchased and cancelled BuiltWith no less than 25 times over the past decade. MoltSets will be the same. The headline number will make you vomit. But everybody will come back several times per year.
6/ TEAM
We’re going to try to do this with our existing team for the first 12mo.
FTE MoltSets/RB2B: Me, Robb (success), Tate (CTO), Ebru (Success)
Shared Internal Team: Tyler (Data), Nicola (Data), David (Data), Cecilia (UI/UX), Kayley (flat file sales)
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RB2B got to $9.5m ARR in 2.5yrs.
Early signs coming from MoltSets are that there is far more demand.
SO …
Will we hit $24m ARR in 24mo?
There’s only one way to find out …
Follow along.
Adam