Lemlist CEO Guillaume Moubeche: Gives Employees this bonus when 5x revenue growth target hit

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Lemlist CEO Guillaume Moubeche, making the coolest sales automation platform on the planet... Visit them: lemlist.com

See more Lemlist data: https://getlatka.com/companies/lemlist

Key Dates & Milestones:
00:16 Company is less than 2.5 years old (as of the interview date, implied mid-2020).
05:33 December 2019: ARR was slightly less than $1M, estimated around $600k.
05:51 March 2019: ARR was around $250k (Interviewer mistakenly says MRR, but context suggests ARR).
04:24 Q2 2020 (ended June 2020): Broke the $2M ARR run rate.
01:54 Mid-2020 (at time of interview): Team size was 12 people when hitting $2M ARR.
01:58 September 2020 (Planned): Team size expected to be 19 people.
04:38 December 2020 (Goal): Target is ~5x the ARR from Dec 2019 (implying ~$3M ARR goal).
16:35 Long-term Horizon: Planning to stay and grow the company for at least 3-5 more years before considering an exit.

Financial Figures:
00:08 ARR: Recently broke $2M (as of mid-2020).
00:16 Customer Count (Total): 8,000+ (This includes lifetime deal customers).
09:05 Customer Count (Recurring): 3,000+ paying companies.
09:11 Customer Count (Total Updated): 10,000+ (including lifetime deal customers).
09:59 Average Revenue Per Customer (ARPC) per month: ~$60.
02:01 Funding: $0 raised, completely bootstrapped.
08:40 AppSumo LTD Revenue: Generated significant initial cash ($170k in first 2 weeks, another $200k+ later, netting ~$150k total after AppSumo fees).
10:43 AppSumo Lifetime Deal (LTD) Price: $49.
18:29 Churn (Net MRR): Negative churn for their target customer segment (Sales teams 5-50 people), around -5% to -6%.
18:47 Churn (Net MRR Overall): Around 3-4% (higher gross churn from smaller startups/seasonal users, offset by expansion).
19:00 Churn (Gross - Startups/SMBs): ~10% (often seasonal, many return).
19:45 Customer Acquisition Cost (CAC): Difficult to calculate precisely as they spend $0 on ads. Primarily based on team time/salaries. Rough estimate based on SDR bringing in ~50 seats/month ($~3k MRR) implies a very low, content/community-driven CAC (estimated around $40 per seat based on SDR cost).
13:00 Profitability: Profitable, generating $100k+/month in profit (as of mid-2020).
13:12 Costs: Very low fixed costs, primarily servers and contractor/employee salaries. No paid ad spend.
14:46 Valuation (Founder's Estimate): Low end 3-4x ARR ($6M-$8M), High end 5x ARR ($10M). Would reject a $7M all-cash offer.
03:02 Team Incentives: Entire team incentivized based on hitting quarterly MRR growth goals.
06:53 Bonus Structure: Potential bonus of ~25% of monthly salary per quarter if team hits goals (equating to roughly an extra month's salary or ~8-10%+ annual bonus).

Strategy:
00:11 Core Product: Platform helping sales teams book more meetings and close deals via outreach automation.
12:13 Product Evolution (Lemlist 3.0): Expanding from just cold email to multi-channel outreach (Email, LinkedIn, Calls via Tasks) and sales automation. Currently rolling out to ~200 beta companies.
12:51 Target Market Shift: Moving slightly upmarket from initial SMB/startup focus.
18:29 Ideal Customer Profile (ICP): Sales teams with 5-50 members show very high retention (negative net churn).
00:50 Core Philosophy: Deep focus on user success and relationship building. Saying no to distractions.
00:23 Community Building: Heavy investment in their large Facebook community ("Sales Automation Family") as a core pillar.
20:59 Community Strategy: Focus on providing consistent value, spending time with users, understanding needs. Not strictly measuring ROI but believing in long-term value and word-of-mouth generation. Consistency is key, even when engagement is initially low.
22:35 Community Onboarding: Invite users to the Facebook group via the 2nd onboarding email (Day 2). ~10% click-through rate.
23:03 Platform Choice (Community): Prefers Facebook over LinkedIn (poor reach) or Slack (lacks social proof, less natural for casual engagement). Facebook Live streams are a key feature.
02:01 Bootstrapped Growth: Intentional decision to grow via profit and reinvestment rather than VC funding.
17:08 Product Differentiation: Focus on relationship building and humanizing outreach (e.g., dynamic personalized images/videos in emails) rather than just "autopilot" automation.
17:31 Future Product Direction: Incorporating gamification into sales tasks within Lemlist.
14:01 Use of Profits: 1) Ensure founder comfort (leads to better decisions), 2) Pay dividends for personal investments (e.g., real estate), 3) Reinvest heavily in hiring and growth.
15:32 Long-Term Vision: Believes the sales automation space needs significant change, moving away from "bullshit" tactics (like ABC) towards value-driven, relationship-focused selling (Always Be Helping). Sees a 3-5 year opportunity to continue growing and impacting the market before considering an exit.