Hiro Analytics · B2B · reporting software for email agencies
Sell your tool to agencies, not brands, so one sale covers 10-30 brands
$1M+ ARR in 19 months, adding ~$10K MRR a month with very low churn
Workedpositioning-nichemarket-selectionpricing
What they did
Instead of selling an e-commerce analytics tool brand by brand like competitors, Hiro sells only to email/SMS marketing agencies (running Klaviyo etc. for Shopify brands). Each agency brings 10-30+ brands onto the platform at once, plus seats: e.g. 10 strategists at $10/month each, and agencies can give seats to their 20 clients (another $200/month). Because every agency uses the same platforms, they share the same problems, so ~99% of shipped features are relevant to every user. Zac suggests copying it by finding the 'agency layer' in an industry you know (e.g. agencies running DoorDash/Uber Eats ads for restaurants).
What happened
Over $1M ARR ~19 months after launch; ~$96.2K MRR, adding ~$10K MRR per month, churn described as extremely low
- Stage
- Launch (From launch (Oct 2024))
“With agencies, each of the agencies have 10, 20, 30 brands as customers. And so, in effect, I'm getting 30 brands onto the platform by going through one agency.”
“Restaurants have agencies who are managing their DoorDash and Uber Eats ads, and they have to report to the client on how that's performing.”
Related topics
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More from this episode
- Hiro Analytics: Find customers in Shopify's and Klaviyo's agency partner directoriesFounder says agencies are easy to find this way; no numbers
- Hiro Analytics: Charge agencies by how many clients they manage, after a 30-day free trialAbout $500/month at 10 clients, $600 at 20, a few thousand at 200
- Hiro Analytics: Build the tool you needed while running your own 30-client agencyKnew the platforms and buyers; sold into the same agencies they used to be
- Hiro Analytics: Pitch agency owners on taking more clients without hiring, and on time savedFounder says it gets agency owners to take the demo seriously; no numbers
- Hiro Analytics: Connect to Klaviyo's rivals too, so the platform can't easily copy youFounder says Klaviyo is unlikely to show data from rival tools; no numbers