Redbrickrevenue

Financial Metrics (Redbrick Overall)

• Revenue (2010): ~$200,000
• Revenue (Fiscal Year ending 2015, reported 2016): ~$10 million to $20 million (based on Profit 500 ranking data)
• Current Monthly Paid Acquisition Spend (primarily Facebook): ~$30,000
• Paid Acquisition Spend Commitment/Goal: $1 million per quarter

Financial Metrics (Shift Product - as of ~Q1 2017)

• Pricing Model: SaaS
• Price: $20 per year
• Installs: ~20,000
• Weekly Active Users: ~10,000
• Free to Paid Conversion Rate (Initial): 4% to 5%
• Paying Customers (Calculated): ~800 (based on 20k installs * 4%)
• Annualized Revenue from Paying Customers (Calculated): ~$16,000 (based on 800 customers * $20/year)
• Free to Paid Conversion Rate (Goal): 10%

Financial Metrics (Deskmetrics Product)

• Average Revenue Per User (ARPPU): ~$500 per month
• Previous Pricing Model: Based on number of users (no limit on events)
• New Pricing Model: Combination of users and events

Key Growth Points

• Overall Company Growth: Ranked as the second fastest-growing software company in Canada (based on 2010-2015 revenue growth).
• Distribution Capability: 800 million downloads tracked (across various products/distribution channels).
• Deskmetrics Adoption: 500,000 active users (monthly, defined as at least one event).
• Shift Initial Traction: Rapid user acquisition (~15,000 users shortly after December launch).

Other Strategic Data

• Company: Redbrick
• CEO: Tobyn Sowden
• Business Segments:
  • App Distribution (original business)
  • Deskmetrics (analytics platform)
  • Own & Operated Software (Shift being an example)
• Shift Value Proposition: Easy switching between multiple Google accounts (Gmail, Calendar, Drive) within a single desktop application.
• Shift Technology: Built using the Electron framework (reason for desktop app form factor).
• Deskmetrics Functionality: Desktop software analytics platform with SDKs for Windows, Linux, Mac, and JavaScript (Electron, extensions). Provides attribution from web to desktop activity.
• Team Size: ~37
• Headquarters: Victoria, British Columbia, Canada
• Remote Teams: Small teams in Poland and Brazil.
• Paid Acquisition Focus (for Shift): Primarily Facebook (due to platform's ad platform quality and attribution capabilities).

Timeline of Key Events

• ~2010: Redbrick founded with ~$200k revenue.
• ~2012/2013 - Early 2016: Deskmetrics technology built and used internally for the app distribution business.
• Fiscal Year Ending 2015: Redbrick achieved ~$10-20M in revenue.
• 2016 (Announcement): Redbrick ranked the 2nd fastest-growing software company in Canada (based on 2010-2015 revenue growth).
• March/April 2016: Deskmetrics officially launched.
• September 2016: Shift product released in a preview version.
• December 20th, 2016: Shift product officially launched.
• ~Feb/March 2017 (Date of Interview):
  • Shift has ~20,000 installs and ~10,000 weekly active users.
  • Shift has an initial 4-5% free-to-paid conversion rate.
  • Redbrick overall team size is ~37.
  • Redbrick is spending ~$30k/month on paid acquisition for Shift, with a goal to scale to $1M/quarter.