New to this series? Checkout the first report for background info on Postcard Panda.
tl;dr – Summer travel season is starting to happen, which resulted in a big uptick last year. The same trend is starting to happen this year, with May 2017 being higher than April 2017 and May of 2016.
Overall Stats
| April 2017 | May 2017 | % Change | |
|---|---|---|---|
| Revenue | $537.71 | $639.68 | 18.96% |
| Total Expenses | $497.62 | $517.76 | 4.05% |
| Profit | $40.09 | $121.92 | 204.12% |
Expenses Breakdown
| April 2017 | May 2017 | % Change | |
|---|---|---|---|
| Kite.ly | $269.00 | $320.00 | 18.96% |
| Hosting (Heroku) | $24.00 | $24.00 | 0.00% |
| Advertising | $102.54 | $53.18 | 48.14% |
| Stripe | $96.89 | $115.26 | 18.96% |
| S3 + Cloudfront | $5.19 | $5.32 | 2.50% |
| Refunds | 0 | 0 | N/A |
USA App Store Stats
| April 2017 | May 2017 | % Change | |
|---|---|---|---|
| Guest Orders | 31 | 9 | -70.97% |
| Logged In Orders | 233 | 305 | 30.90% |
| Total Orders | 264 | 314 | 18.94% |
| Signups who placed an order | 48 | 25 | -47.92% |
| Downloads | 318 | 122 | -61.64% |
| Reviews | 1 | 2 | 100.00% |
UK App Store Stats
| April 2017 | May 2017 | % Change | |
|---|---|---|---|
| Guest Orders | 0 | 1 | N/A |
| Logged In Orders | 5 | 6 | 20.00% |
| Total Orders | 5 | 6 | 20.00% |
| Signups who placed an order | 1 | 4 | 300.00% |
| Downloads | 18 | 46 | 155.56% |
| Reviews | 0 | 0 | N/A |
Retention
What Went Right
Revenue went up, and compared to May of 2016 is up by close to 100 dollars. I also eased off of advertising and increased the profit again. I’ve also decided to keep running search ads in the UK which is costing me about two dollars a week in an attempt to kickstart anything in that country.
Another bright spot is the two good reviews I received in the month.
What Went Wrong
I forgot to turn off ads for the first few days of the month, so the $45 in the advertising column is from that slip up. Delivery times seemed a little long this past month which resulted in some customer support emails, but nothing crazy.
Next Month’s Goals
I’ve started kicking around the idea of a referral program which I may start next month. I’ve got a few things to polish up, and I’m hoping that WWDC reveals some goodies to consider implementing. I also want to implement some more automated drip emails, specifically for people who sign up for an account but then don’t order a card in several weeks. My main focus is still on WrestlingIQ so I’m not going to spend a ton of time on Postcard Panda, but I think it’s time to dust things off a bit.
Thanks for reading, and check back next month!
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