HockeyStack Revenue (2024)

HockeyStack reported monthly recurring revenue of approximately $900 per month at the time of the June 2021 interview, reached in under two months after the team began concentrating on monthly subscriptions following its AppSumo campaigns. With 16 paying monthly customers at $50 per month each, that figure implies roughly $800 in MRR from the monthly base, consistent with Atli's characterization of the figure as approximately $900.

HockeyStack had 16 paying monthly customers as of the June 2021 interview, each paying $50 per month, for an average revenue per user of $50 per month. The company reported zero churn among those monthly customers, though Atli noted the monthly revenue focus had only been underway for approximately one to two months at the time.

In addition to the 16 monthly customers, the company had a base of slightly more than 1,000 lifetime deal customers acquired through AppSumo, representing 3,000 codes sold in total. Of those lifetime users, approximately 900 logged into the HockeyStack dashboard at least once per month and approximately 400 logged in at least once per week. Atli noted the company was not building the product primarily for lifetime deal customers, as they would not convert to monthly plans, but credited their feedback as the primary source of product development inspiration since the AppSumo launch.

Pricing at the time of the interview had recently shifted to a domain-based model, charging based on the number of domains and page views. A new free plan had also been added. The prior structure was tiered by number of domains: one, three, ten, and unlimited. New customers coming to the platform directly were charged $50 per month, while existing lifetime deal customers continued to receive new features at no additional cost.

HockeyStack generates revenue through monthly software subscriptions priced at $50 per month per customer under its domain-based pricing model. The company also conducted two AppSumo campaigns that produced one-time lifetime deal revenue: $90,000 retained from the marketplace phase on approximately $150,000 in gross sales, and $40,000 retained from the AppSumo Select phase, where the company kept 30 percent of sales. Those campaigns are now concluded and the company is focused solely on monthly recurring revenue.

Gross churn among monthly customers was zero percent as of the interview, though Atli acknowledged the monthly revenue motion had only been active for one to two months. The company had not yet offered lifetime deal customers the option to upgrade to a monthly plan, with plans to test that conversion the week following the interview alongside two new features: a revenue dashboard and automatic funnels.

Profitability was not discussed in the interview. The company is bootstrapped, implying no external burn, but operating costs and margins were not disclosed. CAC, LTV, gross margin, burn rate, and runway were not discussed. The company was actively testing cold outbound via Apollo as a paid acquisition channel alongside organic SEO, with each of two co-founders booking five to ten meetings per week after three weeks of testing. A free survey tool with HockeyStack branding was also planned for a Product Hunt launch the week following the interview, intended to generate backlinks and brand awareness. Targeted landing pages for e-commerce and CMS platforms were being published to capture high-intent organic search traffic.

Team size was not explicitly stated in the interview beyond the three co-founders. Atli confirmed the company has three co-founders, including himself as CEO, one co-founder aged 17, and a full-stack developer aged 15. At the time of the interview, Atli and one co-founder were each working full time on sales and SEO. Whether the company had any additional employees or contractors beyond the three co-founders was not discussed.