Every founder should know this story!
In 2010 Twitch was going to die.
This is what they did to save the company and reach $1,000,000 MRR!
In early 2010 Twitch ran out of funding and was spending nearly $1,000,000 a month on engineer salaries and bandwidth.
So they sat down and brainstormed ideas in two columns:
β Everything they could do to make more money
β Everything they could do to spend less money
This is what they did to make money π
They started by adding ads to every place on the site. They did in fact invent the auto-playing video ad. Yes, you can blame them.
Ads were everywhere, even the *404* page
They were losing significantly more money outside the US and Europe, as advertisers pay less in those regions. They introduced a paywall for some users outside the US and Europe.
The paywall was initially implemented for viewers in countries that were most costly for the company and generated the least revenue from ads. In the first month, the paywall generated $10,000 in revenue.
Six months later, the paywall was generating $200,000 MRR. At this point, their total MRR was $300,000. This amount was not sufficient to cover all costs; they needed to at least double it.
They set a goal to reach $1,000,000 MRR. To achieve this, they focused on optimizing what was making them money and further reducing costs, directing all engineering efforts towards increasing revenue.
They renegotiated all advertising contracts, optimized the conversion funnel and A/B tested every part of the paywall.
6-7 months later they hit $1,000,000 MRR π₯