New to this series? Checkout the first report for background info on Postcard Panda.
tl;dr – February was slightly up over January, but user growth slowed.
Overall Stats
| January 2017 | February 2017 | % Change | |
|---|---|---|---|
| Revenue | $198.93 | $224.32 | 12.76% |
| Total Expenses | $189.33 | $183.19 | -3.24% |
| Profit | $9.60 | $41.13 | 328.44% |
Expenses Breakdown
| January 2017 | February 2017 | % Change | |
|---|---|---|---|
| Kite.ly | $99.00 | $112.00 | 13.13% |
| Hosting (Heroku) | $24.00 | $24.00 | 0.00% |
| Advertising | 0 | 0 | N/A |
| Stripe | $35.68 | $40.35 | N/A |
| S3 + Cloudfront | $4.78 | $4.85 | 1.46% |
| Refunds | $25.87 | $1.99 | -92.31% |
USA App Store Stats
| January 2017 | February 2017 | % Change | |
|---|---|---|---|
| Guest Orders | 8 | 9 | 12.50% |
| Logged In Orders | 87 | 100 | 14.94% |
| Total Orders | 95 | 109 | 14.74$ |
| Signups who placed an order | 11 | 5 | -54.55% |
| Downloads | 73 | 31 | -54.55% |
| Reviews | 1 | 1 | 0.00% |
UK App Store Stats
| January 2017 | February 2017 | % Change | |
|---|---|---|---|
| Guest Orders | 0 | 2 | N/A |
| Logged In Orders | 4 | 1 | -75.00% |
| Total Orders | 4 | 3 | -25.00% |
| Signups who placed an order | 1 | 0 | -100.00% |
| Downloads | 0 | 1 | N/A |
| Reviews | 0 | 0 | 0.00% |
Retention
What Went Right
Nothing broke, and things chugged along smoothly. I also had a normal amount of refunds instead of the crazy amount I had in January due to the one unhappy customer. $40 a month in profit isn’t the biggest chunk in the world, but I’ll take it!
What Went Wrong
Signups are down, and I don’t have a good handle on why.
Next Month’s Goals
Stay mostly in maintenance mode. The only feature I’m considering adding is a drip email sent to people who sign up for an account but do not place an order within the first x days. I might spend one or two hours experimenting with new channels for picking up users as well. Mixpanel’s “Revenue” feature tells me that I receive an average of $7.25 per “paying customer”, which if you assume I receive about twenty cents on the dollar works out to $1.45 in profit. I’m not yet sure how many “non paying” customers I have to bring that number down to reality though. In any case, it might be worth it to figure out a paid advertising channel that works for me; much like this excellent article by another indie iOS developer.
Thanks for reading, and check back next month!
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