Today I'll be taking everybody through an example subscriber journey for a fictional SaaS company called SaaS Mail Co.
SaaS Mail Co. automates the sending of emails. SaaS Mail Co started as a product-led growth company, and as they grew and scaled their business, they added a sales-led go-to-market motion.
This is SaaS Mail Co's pricing page. As you can see, they have two PLG, or self-signup, plans here in the first and second columns. In the third column, they have an opportunity for customers to reach out if they desire to send more than 10,000 emails per month to negotiate with the sales rep.
We've gone ahead and created SaaS Mail Co's product catalog within Advanced Billing. There are three products corresponding to each one of their plans, and four components: 24/7 support, custom domain names, emails, and users.
Before we jump into the example subscriber journey, I just want to talk about some of the different ways you can create subscriptions within Advanced Billing.
API calls and self-signup pages
Historically, our two most common ways that our customers create subscriptions, via API or self-signup page. API is most common for that click-through signup you have within your application.
Then your application is making an API call to Advanced Billing to sign up the subscription. The self signup page is when you actually have a URL for a page that we host. You give that URL to a prospect or customer, and they can sign up a subscription themselves.
We also have a lot of customers who have historically used our CRM integrations, and now we've enhanced those CRM integrations to better handle Term.
The fourth way to create a subscription is via the Maxio's UI, and this is going to be a lot more common with Term when you have billing managers needing to go into the UI to create the subscription. This is the subscription methods that will demo here in the upcoming demo.
Let's jump into a plan configuration for this example customer.
We're going to configure a plan that bills quarterly for $1,500 per quarter and includes 250,000 emails per month. So, we've created a product that bills every 3 months for $1,500. That product has an expiration of 12 months, and that's what makes the subscription a Term Subscription. Our usage component of emails is set to monthly.
This means if the customer does not go over the 250,000 emails every month, they'll get just that quarterly invoice. And if they go over 250,000, they'll get an in-between invoice to cover the overage.
From here, let's bounce over to Maxio Platform. You can see in Maxio Platform, we have a transaction that's created for $6,000, which is your $1,500 per quarter times four quarters.
There's four invoices. The first of the four invoices is paid because it's been issued out of Advanced Billing. And the next three are what we call "future draft invoices."
These are invoices we intend to issue unless something changes with the subscription, and we'll show you after this what a subscription change actually looks like and how that impacts your transactions and your future draft invoices.
Before we continue on the example subscriber journey, I want to talk a little bit about the reporting suite that we have within Maxio Platform.
The reporting suite and Maxio Platform is all triggered off of the transactions and the future draft invoices. So when we have a subscription that's Term, we actually can go ahead and create those transactions and future draft invoices up front, which gives us a lot more insight into our reporting.
Advanced Subscription Momentum
This is an example of the Advanced Subscription Momentum. There's some different customers in this report for SaaS Mail Co, so it's hard to pick out exactly where that example subscriber is, but we can filter this report down and see just their movement of $6,000 coming in in September and then the $6,000 being there throughout.
Deferred Revenue Waterfall
This is a view of the Deferred Revenue Waterfall, which is another really powerful report that brings more insight via Term Subscriptions. You can see with the subscription that's invoicing every quarter, how we have the highest deferred revenue in the first month, and then it steps down in the second month.
Then the lowest in the third month before replenishing again in that fourth month.
Advanced Revenue Summary
Another super powerful report within Maxio Platform is the Advanced Revenue Summary, where you have your invoices per period, the recognizable revenue per period, and the deferred revenue.
We have another product that we want to highlight here that you may or may not have heard about. It's called Embeddable UI Components. Embeddable UI Components are delivered via an SDK. So what you're seeing here is an example of SaaS Mail Co's portal where their customers can login to manage their subscriptions.
For our example subscriber, they're logging in right now and upgrading 24/7 support. When they confirm the change here, it draws up an invoice for the prorated amount of $50, which in this case is $49.50 and this is all being delivered via our Embeddable UI Components.
When we flip over to Advanced Billing, you can see how that invoice comes across in Advanced Billing. Then also within Maxio Platform, there it is. $49.50 is the first transaction, and then you get $1,550 for the next three periods. And our future draft invoices are also updated from $1,500 per invoice to $1,550 to now account for that 24/7 support.
That brings us to the conclusion of our customer journey. We just have one more step to do.
We're going to fast forward in time a little bit. Imagine that you've made it to the end of your contract. The contract terms still apply, and that customer's now going month to month.
What we're simulating here is a changing of the subscription from Term to Evergreen. That just puts the subscription in a month-to-month state where the transactions will now generate like an Evergreen transaction already does. Every time a the subscription processes, a new transaction will be created from that point forward within Maxio Platform.
I hope you've enjoyed this demo showing the full customer lifecycle from subscription creation through self-service upgrades all the way through month-to-month at the very end. And highlighting some of our new features that we've added: Custom Pricing, Embeddable UI Components, and Multi-Frequency Line Items.