Postcard Panda January 2017 Income Report

New to this series? Checkout the first report for background info on Postcard Panda.

tl;dr – January saw a slump compared to December’s holiday rush. I also had a lot of refunds due to one unhappy customer, which cut deeply into profits.

Overall Stats

 December 2016January 2017% Change
Revenue$296.85$198.93-32.99%
Total Expenses$230.76$189.33-17.95%
Profit$66.09$9.60-85.47%

Expenses Breakdown

 December 2016January 2017% Change
Kite.ly$147.00$99.00-32.65%
Hosting (Heroku)$24.00$24.000.00%
Advertising00N/A
Stripe$53.01$35.68-32.69%
S3 + Cloudfront$4.76$4.780.42%
Refunds$1.99$25.871200.00%

USA App Store Stats

 December 2016January 2017% Change
Guest Orders168-50.00%
Logged In Orders12287-28.69%
Total Orders13895-31.16%
Signups who placed an order1311-15.38%
Downloads14973-51.01%
Reviews01N/A

UK App Store Stats

 December 2016January 2017% Change
Guest Orders20-100.00%
Logged In Orders74-42.86%
Total Orders94-55.56%
Signups who placed an order01N/A
Downloads00N/A
Reviews00N/A

Retention

March 2016 to January 2017 retention

What Went Right

Nothing broke, and I had less than an hour of support time.

What Went Wrong

Refunds were high at 13 postcards, 12 of which belonged to one customer. The customer in question was unhappy with the delivery times, as they were intended as Christmas cards. I ended up refunding her for all of her cards, as I would rather have a chance that she comes back to the app (with realistic expectations) than scrooging her out of twenty bucks.

One of my biggest sources of frustration, and the biggest complaint I get, is that delivery takes too long. The reality is that it’s called snail mail because, you know, it has to be literally flown/driven/sorted for thousands of miles. I could potentially mitigate this by using a different printing partner that is based in the USA, but I intentionally switched over from Lob to Kite.ly about a year ago. Lob’s postcards were cheap and low quality (plus I had a bad experience with their developer relations) which is why I pay double for cards and shipping takes a few extra days. End rant.

Next Month’s Goals

Last month in this section I said a project I was working on was launching, but I’ve decided to push back that launch until April. I was burning myself out working too much and have found a balance now. You’ll hear about it in April!

Thanks for reading, and check back next month!

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