I lost 87% of my MRR

This is a hard post for me to write but I think it’s important that people learn from my mistakes.

A little introduction: I run roflow.co, an unlimited design and development agency. Now I know, you’ve seen all of this before so it shouldn’t be anything new to the IH space. Alongside that, I run rohan-malhotra.com. However, for this post, we will focus on RoFlow since that is where all of the MRR comes from.

What happened: During the months of March to July I was in my hay day, we were at the 5-figure MRR mark and the clients were all very pleased with the service we provided. However, it never expanded. Our outreach slowed down during this time which meant fewer eyeballs coming to RoFlow. In short, I got very comfortable and that is never a good thing.

• Companies leaving: RoFlow is fortunate that we don’t have only one client that gives us all of our revenue. Instead, multiple companies had plans with us so if one left it wouldn’t kill us. 1 of our clients left in April. That sucked but it wasn’t terrible. Then our second client left us a couple of weeks after that. By August, we had only one client on a monthly plan and low and behold they left too. These were all quite long-term clients (5 months+ )

• Getting too comfortable: When we reached a good chunk of MRR I took my foot off of the peddle and didn’t do any outreach and look for leads. I thought that this money would keep coming and everything would be smooth sailing from here on out.

The month of August: In August we launched an agency plan focused on providing weekly support for agencies looking to outsource. That is where our current little bit of revenue is coming from. With this pivot, I was able to help my connections in the Webflow space and this has been quite a good success so far. Currently, have one client and a couple of other agencies come on every now and then.

Finding the problem: I think that the main problem that I ran into was the fact that I was on cloud nine for a little too long. Not reaching out to potential clients and not being able to create demand was a killer and it is the killer for most companies.

The solution: I have a 3 step plan for RoFlow and how I’m going to get clients again:

1. Make the entire process of buying a plan much simpler but reduce what we offer: 

We currently offer design + Webflow. Design is something that we do in-house but it isn’t something that I enjoy doing and dealing with so instead, it is going to Webflow only plans from here on out. The more websites you want us to work on the more it will be. In turn, this should increase the value we provide to each one of our clients and create a more fluid experience.

2. Remake the RoFlow Company page:
   We have a lot of pages right now on roflow.co/company instead of all of these pages, just make it one page with everything like it is on the Agency page and create a flow that makes it even easier for users to sign up.

3. Marketing:
   Our marketing before was good and it worked very well. We used a lot of Linkedin and other professional network websites to get our leads and this is where I’ll hone in on. Creating new copies and generally emphasising the demand for RoFlow should help drive more clients to the company.

That’s all for now, going to see how all of this will pan out.