2018 was in many ways was a hard year for TidyHQ, maybe it was our terrible teens period, maybe it was a combination of things but some areas were getting hard. Our platform had grown sideways, we had continued to build out functionality and improve various areas of the platform but it wasn’t focused enough. Perhaps consequently our revenue had not matched our development efforts, and just to add an extra workload I had my own health issues, being diagnosed with Auto-immune disease and bedridden for the first half of the year with arthritis and then in September, it made me go blind. All in all, it was very much a grind.
It caused us, as a team, to ask some very tough questions, was the platform finally getting the better of me, did we actually know the value we were providing our customers, did we have the right revenue model? I had to make some changes or face some very serious consequences, both personally and for the business.
The platform was still growing, our customers have been fantastic in both spreading the word, understanding how hard it was to build things while also providing some constructive feedback, but we had to focus in on an area. While we had customers all over the world using the platform in all sorts of ways, we struggled with every aspect of onboarding new customers (because there were too many features) and were unsure what features customers were most willing to pay for. We needed focus, and after looking at the data we realised that the clear majority of our customers use us for Memberships first.
We did a lengthy 8-week review with the assistance of the EmAdvisory group and we came out wanting to focus on two things;
We spent that time getting into the detail of memberships and especially complex memberships, we knew for some of our larger customers their needs were not fully being met and we could do better.
Maybe it was serendipity, but as we wrapped up this review Cycling Australiareached out with a very complex Membership environment (over 10,000 membership level variations splitting information and payments to over 250 connected organisations. They had been using a very large solution that could ‘do everything’ but wasn’t quite hitting the mark for them, and while they had looked at building their own solution in Microsoft Dynamics or Salesforce the reality was it was going to be far too expensive and have too many risks to execute, so in we came.
As a result of this rollout we made some fairly dramatic changes to memberships and the platform more broadly(many of these changes aren’t quite in the hands of our non-enterprise customers yet), we also decided to restrict parts of the platform to help with the on-boarding (we’re also yet to release these back to them just yet) but as a result we saw it was much, much easier to onboard people.
So we have decided to make some changes to the platform, they are:
In summary, we hope that existing customers won’t feel much of a disruption, and our future customers will have a far better experience when they sign up to the platform and get set up.