Elly Analytics Revenue, Valuation & Funding (2024)

Elly Analytics generated an estimated $1.7M in annual revenue in 2024.

Elly Analytics reported $600,000 in annualized recurring revenue as of April 2023, equivalent to approximately $50,000 per month. That figure represents 100% year-over-year growth from roughly $300,000 in ARR, or $25,000 per month, one year earlier.

Elly Analytics had approximately 30 paying customers as of April 2023. Ustinov confirmed the figure, noting that newer customers pay more in subscription fees but no longer pay a separate integration fee. The average contract value across the customer base is $20,000 per year.

Pricing is tiered by usage and client size. The current structure starts at $1,000 per month, scales to $3,000 per month for mid-tier clients, and reaches $6,000 per month for the largest accounts. The company's first customer, acquired in 2019 through Ustinov's personal network, paid a $10,000 setup fee plus $1,500 per month in subscription fees.

Ustinov told Latka: "So earlier, customers pay less, but now we have this structure. We start with 1 k per month that grow to 3 k per month, and the biggest clients pay 6 k per month."

Elly Analytics operates a subscription SaaS model targeting marketing teams that need omnichannel attribution. The company generates revenue through monthly recurring subscriptions, having phased out the separate integration fee that previously contributed roughly 40% of 2022 total revenue.

Gross logo retention stood at 90% as of April 2023. Ustinov described a high-touch onboarding model in which the company allocates up to 400 hours of team time per new client to build out attribution infrastructure. He told Latka: "My initial business model is that we spent around 30% to 50% of the first year revenue on the sales and 30 to 50% of the first year revenue on onboarding. And then clients stay with us for many years, and this is where we make money."

Net burn was $25,000 per month as of April 2023, with $150,000 in cash on hand, implying four to six months of runway. The company was cash-flow negative at approximately negative $25,000 per month. Profitability was not discussed beyond the burn figure. The first sales representative was structured at $80,000 base salary plus $80,000 in target commission, with a quota of 1.2 deals per month, or roughly 14 deals per year, which Ustinov projected would add $600,000 in new subscription ARR. New ARR from 14 deals per year at that pace equals $600,000, implying an average new contract value consistent with the stated $20,000 per year figure. The company spends approximately 30% to 50% of first-year revenue on sales and an equivalent share on onboarding, with the expectation that multi-year retention generates the margin.

Elly Analytics employed approximately 20 full-time staff as of April 2023. Of those, five write code on a monthly basis and eight are marketing data analysts or data engineers. The company had recently hired its first dedicated sales representative, though that person subsequently moved to part-time status.

Ustinov noted that managing a team of 20 felt comfortable relative to his experience running the agency at 100 employees. He told Latka: "Until any number below 30 people, it's very comfortable scale for me." When Elly Analytics was spun out in 2018, the initial team consisted of six to seven people.