In 2007, Laura Roeder started selling online courses on how to market through social media. Her courses gained popularity, resulting in Roeder growing an email list of around 70,000 people. Inspired to further serve her customers, she decided to create social media scheduling software.
It was one of the first social media planning tools that allowed you to schedule your social media content. Piggy backing off the list she had built from her online course business, the company hit $1 million in recurring revenue in only 11 months.
But the early success began to slow, and the business hit a plateau.
Growing tired of the day-to-day and uninspired to grow her business, Roeder decided it was time to sell. She sent out a cold email advertising her company to twenty potential acquirers. Her outreach garnered a lot of attention, ultimately resulting in MeetEdgar being acquired by Sureswift Capital in 2021 for a seven-figure sum. In this episode, you’ll learn how to:
Churn: Churn is a measurement of the percentage of accounts that cancel or choose not to renew their subscriptions. A high churn rate can negatively impact Monthly Recurring Revenue (MRR) and can also indicate dissatisfaction with a product or service.
Churn is the measure of how many customers stop using a product. This can be measured based on actual usage or failure to renew (when the product is sold using a subscription model). Often evaluated for a specific period of time, there can be a monthly, quarterly, or annual churn rate.
Confidential Information Memorandum (CIM): A confidential information memorandum is a document prepared by a company in an effort to solicit indications of interest from potential buyers. The CIM is prepared early on in the sell-side process in conjunction with the seller’s investment banker to provide potential buyers with an overview of the company for pursuing an acquisition. The CIM is designed to put the selling company in the best possible light and provide buyers with a framework for performing preliminary due diligence.
Letter of Intent (LOI): A letter of intent (LOI) is a document declaring the preliminary commitment of one party to do business with another. The letter outlines the chief terms of a prospective deal. Commonly used in major business transactions, LOIs are similar in content to term sheets. One major difference between the two, though, is that LOIs are presented in letter formats, while term sheets are listicle in nature.
BATNA: BATNA is an acronym that stands for Best Alternative To a Negotiated Agreement. It is defined as the most advantageous alternative that a negotiating party can take if negotiations fail and an agreement cannot be made. In other words, a party’s BATNA is what a party’s alternative is if negotiations are unsuccessful.
Laura Roeder is a serial entrepreneur who started her first business at 22. Laura was named one of the top 100 entrepreneurs under 30 in 2011, 2013, and 2014 and Spoke at the White House on entrepreneurship in 2011.
Laura is the founder of MeetEdgar a social media scheduling software and Paperbell, a platform that helps coaches manage their practice.