Our PM Veronica talks about building a meaningful business on Slack!

Fueling Growbot

Our path to revenue and best practices for bot builders

Justin Vandehey
Dec 13, 2016 · 8 min read
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How Growbot works in Slack

Growth Mindset

Growth can mean a lot of things to many businesses. For Growbot, growth meant our ability to get Growbot invited into more Slack channels, and do so in a way that didn’t bug the bah-jeezus out of our champion (the person that installed Growbot) or their peers.

When we first launched Growbot, we knew very little about who would actually be willing to pay for our service.

We launched Growbot with two product tiers: Growbot Basic and Growbot Premium. Our assumption was that teams would immediately grasp the value of our Premium tier and convert through our landing page. For larger teams (>1,500 users) we’d walk them through an enterprise sales process.

  1. If their teammates didn’t accept or use Growbot, there wasn’t a reason to purchase advanced insights without any real data to measure.
  1. Price for team size, not per active seat: Companies using Growbot asked for a flat, fixed amount to pay for premium rather than paying per active user per month. Growbot is a cultural solution, and our customers’ goal is to maximize employee engagement through our bot — they didn’t want to be “penalized” for the behavior they wanted to encourage. A “per active seat” model would leave a sour taste in our customers’ mouths.
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Current pricing model
  1. Slow and steady: We alluded to this in our previous post on Slackbot Onboarding, but this lesson applies to the entire customer lifecycle. Spamming your customers is neither a great way to establish trust nor encourage long term usage, which ultimately leads to upsell.

Data Driven

Every entrepreneur knows how critical data can be to reflect on performance. For Growbot, our data literally defined when it made sense to charge our customers.

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We found that if we could encourage an employee to engage with Growbot four times in the first month of install, that same employee would continue to engage with Growbot eight months later.

All of our feature development and prioritization has been centered on helping customers achieve that atomic use case while encouraging more of their peers to do the same. Without a systematic way to measure healthy engagement cohorts and our atomic use case, we’d have very little visibility into how to acquire fuel (aka revenue) for Growbot.

Build the engine

Once we identified how to successfully grow within teams and how to use that data to uncover prospects for our premium product, we could focus our product development, support, and monetization efforts accordingly.

Discovering Premium

When an account hit our engagement threshold, the Growbot champion at that company received both an email and a DM from Growbot with additional info about our premium features.

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Assigning Premium Plans

When we first launched our premium product, we implemented a “white glove” approach to assign plans to understand our optimal price point and how to optimize the conversion funnel.

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Customer Upgrades

We built an entirely self-service model for customers to manage their account settings with us. All of our account management features can be accessed through the Growbot dashboard (and soon from within Slack).

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Customer Downgrades

Our hope is that a paying customer stays with us forever. However, if a customer isn’t happy with their premium experience, we make it just as easy for them to cancel or downgrade from within the Growbot dashboard.

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So, what’s next?

We have a much clearer understanding of “what comes next” now that we’ve had some time to reflect on our own values, identify what healthy growth looks like, and to understand how to use our data to repeat that pattern of employee engagement.

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Slack Platform Blog

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