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GrowthX Capstone: Hotjar Case Study

 
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Why this product?
Hotjar launched in 2014, is a product experience insight tool that helps organisations with analytics and user data. It has claimed to have 52 percent year over year revenue growth, something that’s not super high for SaaS. Hotjar is not looking to scale and grow at a much faster rate.
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Where is this product right now?
Content square, HotJar’s parent company raised $600 million in series F round in august, 2022. Their current total revenue is $20M and 35% of the business comes from India.
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What is the growth goal?
In the next 12 months go from ARR $6M to $12M in India
Caveat: 70% of the revenue attribution to come from SMBs, MSMEs and long-tail; 30% from enterprises.
 
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📋  Setting the Context

 
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Hotjar: Key Things to Know
  • Started in 2014 as a User Analytics tool, now focused on Product Experience Insights and Analytics
  • Annual global revenue of $25M worldwide, with 21,000 paying users, in 2023
  • Got acquired by Contentsquare in 2021 which raised Series F funding of $600M in 2022, bringing their valuation to $5.6bn
  • Hotjar acquired PingPong in 2022, to strengthen its user research. PingPong merged into Hotjar and is now called Hotjar Engage
  • Hotjar has always had a product-led growth
  • Focused on building for the users with transparency, keeping its team at its core
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Elevator Pitch
What if you could sit beside your user when they browse your site, to see where they click, ask what they think, and learn why they drop off? Sounds weird, right?
What if we told you that there is an easy solution? Meet Hotjar: Behavior Analytics Tool
Hotjar is a tool that helps website owners understand how people use their websites. It shows you where people click, what they scroll through, and what they ignore. With this information, you can make changes to your website to make it easier to use and more enjoyable for your visitors. Think of it like a virtual map of your website, showing you how people navigate and interact with it, so you can make it better for them ✨
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Growth Problem we are solving
  • Hotjar’s India revenue has to grow from ARR $2.336M to $4.672M in 1 year
  • Caveat: 70% Revenue from SMB, MSMEs and long tail, 30% from Enterprises
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Levers to optimize
  1. Primary Lever: Acquisition
      2. Contribution: 79%
  1. Secondary Lever: Monetization
      2. Contribution: 15%
  1. Tertiary Lever: Onboarding
      2. Contribution: 6%
 
 
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