New to this series? Checkout the first report for background info on Postcard Panda.
tl;dr – Profit was almost double this month due to my supplier dropping the price of postcards to $1. The holiday season also brought a nice bump in revenue as compared to November. I’m still off of my July revenue high, but I’m starting to accept that postcards are seasonal and this might just be part of the sales cycle.
Overall Stats
| November 2016 | December 2016 | % Change | |
|---|---|---|---|
| Revenue | $264.05 | $296.85 | 12.42% |
| Total Expenses | $230.34 | $230.76 | 0.18% |
| Profit | $33.71 | $66.09 | 96.05% |
Expenses Breakdown
| November 2016 | December 2016 | % Change | |
|---|---|---|---|
| Kite.ly | $163.75 | $147.00 | -10.23% |
| Hosting (Heroku) | $14.00 | $24 | 71.43% |
| Advertising | 0 | 0 | N/A |
| Stripe | $47.23 | $53.01 | 12.24% |
| S3 + Cloudfront | $5.36 | $4.76 | -11.19% |
| Refunds | $0 | $1.99 | N/A |
USA App Store Stats
| November 2016 | December 2016 | % Change | |
|---|---|---|---|
| Guest Orders | 12 | 16 | 33.33% |
| Logged In Orders | 112 | 122 | 8.93% |
| Total Orders | 124 | 138 | 11.29% |
| Signups who placed an order | 34 | 13 | -61.76% |
| Downloads | 144 | 149 | 3.47% |
| Reviews | 3 | 0 | -100.00% |
UK App Store Stats
| November 2016 | December 2016 | % Change | |
|---|---|---|---|
| Guest Orders | 0 | 2 | N/A |
| Logged In Orders | 7 | 7 | 0.00% |
| Total Orders | 7 | 9 | 28.57% |
| Signups who placed an order | 0 | 0 | N/A |
| Downloads | 1 | 0 | -100.00% |
| Reviews | 0 | 0 | N/A |
Retention
What Went Right
- Kite.ly lowered their price for US based customers to $1 per postcard due to the pound losing value on the global market. This is good news for me at the moment, but this could eventually bite me if the market moves in the other direction. If the price moves to $1.50 my already tiny profit margin will disappear.
- The holidays saw a small resurgence in old users.
- I probably spent about ~1 hour on support this month, and did not put any dev time into the app.
- Postcard Panda has officially charged over $5k through Stripe across it’s lifetime.
What Went Wrong
- As I was going through my Heroku bill I realized that I had been miscalculating my hosting costs a little. I pay $24 a month, not $14; which is still quite cheap.
Next Month’s Goals
Although I have not publicly posted about the project I’ve been working on for the last two months, I will be launching it (finally) in January. Postcard Panda is officially on the back burner in terms of development time so I have no official goals for next month besides to keep it running smoothly.
Thanks for reading, and check back next month!
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