SaaS: How Exponea CEO Plans to Raise $7m on $50m Valuation This Month

Peter Irikovsky

In Episode #851, Nathan interviews Peter Irikovsky. He’s the CEO and founder of a marketing cloud company, Exponea. He’s a tech entrepreneur with a strong background in ecommerce. A frequent keynote speaker and an investor, his prior experiences included Mckinsey, Groupon, Slevomat and KPMG. He’s also involved with nonprofits including The Duke of Edinburgh’s International Award in Slovakia amongst many others.

Famous Five:

  • Favorite Book? – Great People Decisions
  • What CEO do you follow? – Bill Campbell
  • Favorite online tool? — Vaze
  • How many hours of sleep do you get?— 7
  • If you could let your 20-year old self, know one thing, what would it be? – Peter would have told himself to be more cautious with the people he works with

Time Stamped Show Notes:

  • 01:38 – Nathan introduces Peter to the show
  • 02:13 – Exponea helps ecommerce companies grow significantly faster through automation
  • 02:38 – “We’re empowering smart people to execute and evaluate their ideas significantly faster”
  • 03:07 – Duke & Dexter uses Exponea by personalizing their mail and doing tests for conversions
  • 04:03 – Exponea is a SaaS business
  • 04:22 – Exponea has money-back guarantee
  • 04:49 – 12% of MRR is from the consulting service
  • 05:06 – ACV is €50K per year for the SaaS side
  • 05:33 – Exponea still has monthly plans
  • 05:48 – Exponea has raised €3M and will raise €7M soon
  • 06:03 – Peter joined Exponea two years ago
  • 06:25 – Slevomat, Peter’s previous company, was just sold for €100M
  • 06:47 – Czech Republic has the most competitive ecommerce market in the world
  • 07:23 – Peter and his co-founder spun out the idea of Exponea from another company they partnered with
  • 08:18 – Peter and his cofounder has 10% equity each
  • 08:44 – Team size is 106
  • 09:38 – Peter just spent a year in UK studying the market
  • 10:10 – Exponea is boosting significantly for expansion
  • 10:31 – The valuation on the funds raised is over 50
  • 11:10 – Exponea grows 2x every other year
  • 11:32 – December 2015 revenue was €18K
    • 11:45 – December 2016 is €94K
    • 11:54 – Target for December 2017 is close to €400K
  • 12:06 – Gross churn
  • 12:53 – Net retention is 140%
  • 13:44 – Exponea doesn’t push their upsell
  • 14:10 – CAC is quite high
  • 14:46 – Payback period is 12-18 months
  • 14:55 – Exponea didn’t spend on paid marketing and most of the CAC goes to workforce
  • 15:30 – Last year, they didn’t spend anything on sales people
  • 16:00 – The development team is based in Slovakia and the rest are spread out globally
  • 16:27 – In September, they opened 3 offices in the UK
  • 17:40 – The Famous Five

3 Key Points:

  1. Ecommerce has been growing significantly around the world.
  2. Before entering a certain market, become an expert by doing extensive research on it.
  3. Money can be the root of all that is good and bad.

Resources Mentioned:

  • Simplero – The easiest way to launch your own membership course like the big influencers do but at 1/10th the cost.
  • The Top Inbox – The site Nathan uses to schedule emails to be sent later, set reminders in inbox, track opens, and follow-up with email sequences
  • GetLatka – Database of all B2B SaaS companies who have been on my show including their revenue, CAC, churn, ARPU and more
  • Klipfolio – Track your business performance across all departments for FREE
  • Hotjar – Nathan uses Hotjar to track what you’re doing on this site. He gets a video of each user visit like where they clicked and scrolled to make the site a better experience
  • Acuity Scheduling – Nathan uses Acuity to schedule his podcast interviews and appointments
  • Host Gator– The site Nathan uses to buy his domain names and hosting for the cheapest price possible
  • Audible– Nathan uses Audible when he’s driving from Austin to San Antonio (1.5-hour drive) to listen to audio books
  • Show Notes provided by Mallard Creatives