Ninety

How Mark Abbott Bootstrapped Ninety to $30M in Revenue

February 22nd, 2025

Founded By

Mark Abbott

Monthly Revenue

$2.5M

Founders

Employees

25 (est.)

Profitable

Yes

Year Started

2017

Founded By
Mark Abbott: Monthly Revenue
$2.5M

Founders
1: Employees
25 (est.)

Profitable
Yes: Year Started
2017

Who is Mark Abbott?

Mark Abbott is an experienced entrepreneur and CEO with a background in startups, early-stage businesses, and venture capital, having generated over a billion dollars in gains for investors. He is passionate about leadership, building productive companies, and designing cloud-based tools to ease business operations.

What problem does Ninety solve?

Ninety.io solves the headache of managing multiple business tools by offering an all-in-one platform for seamless team collaboration, so companies can focus on growth instead of juggling software.

How did Mark come up with the idea for Ninety?

Mark Abbott, the founder of Ninety, identified a common issue faced by many businesses: the disarray and inefficiency caused by using disparate tools as a business operating system (BOS). This realization came from years of observing business coaches and organizations struggling with ad-hoc systems that didn't effectively address their operational needs. Through these insights, he envisioned a platform that would unify these functions into a single, cohesive system.

Driven by his experiences in the Entrepreneurial Operating System (EOS) community, Mark noticed the lack of software solutions that complemented their methodologies. This involvement gave him access to a fertile ground of potential users already familiar with the principles he wanted to incorporate into his products. Before fully committing to his idea, Mark ensured its relevance by working closely with early testers, refining the product based on real-world feedback.

A significant challenge in the ideation phase was deciding how to integrate various business functions into a seamless platform. Mark navigated this by focusing on creating a user-friendly, cloud-based solution that aligned with existing business frameworks people were already using. Through this journey, he learned the importance of tapping into established communities to identify needs and validate solutions, ultimately leading to the successful development of Ninety's comprehensive tools.

How did Mark Abbott build the initial version of Ninety?

Ninety.io built its product by initially developing a collection of cloud-based tools for organizations to focus, align, and thrive, using a tech stack that leverages cloud computing for scalability and accessibility. The platform's first prototype was likely a minimal version of its current comprehensive toolset, which included features for meeting management, goal setting, and process management. This initial phase likely involved rigorous testing and iteration cycles, focusing on user feedback to enhance functionality. The development team, comprising around 12 engineers, spent significant time mastering the integration of these tools, aligning them with the needs of small to mid-sized businesses. Overall, the development process was built around the idea of creating a robust SaaS platform with intuitive user experience, facing challenges typical of integrating diverse functionalities into a cohesive system without external funding.

What was the growth strategy for Ninety and how did they scale?

Community Engagement

Ninety.io leveraged the EOS (Entrepreneurial Operating System) community heavily as a key growth channel. About half of their early customers came from Mark Abbott's connections with other EOS coaches. This community was already familiar with the methodology that Ninety.io's product was designed to support, making it a natural fit.

Why it worked: By tapping into an established community that was already invested in the EOS framework, Ninety.io was able to quickly amass a user base without spending heavily on marketing. The trust and familiarity built through this community provided a strong foundation for organic growth.

Strategic Partnerships

Ninety formed strategic partnerships with organizations like Vistage and the Exit Planning Institute, which have vast networks of business mentors and coaches. These partnerships helped in spreading Ninety’s reach to a broader audience of potential customers who were highly relevant and likely to benefit from their services.

Why it worked: Strategic partnerships allowed Ninety to expand its customer base by leveraging the networks and credibility of these organizations, creating a mutually beneficial relationship. By sharing revenue with these partners, Ninety motivated them to actively promote the platform, enhancing its visibility and adoption.

Word of Mouth and Referrals

Much of Ninety.io’s growth came from word-of-mouth as customers shared their positive experiences with peers in similar roles or industries. By creating a product that filled a vital need for business-operating systems, they encouraged natural referrals.

Why it worked: Word-of-mouth is powerful because it is peer-driven and often considered more trustworthy than traditional advertising. Ninety.io’s focus on providing genuine value and improving business operations led to high customer satisfaction, which organically resulted in referrals that kept customer acquisition costs low and engagement high.

Thought Leadership and Content

Mark Abbott often engaged with audiences by sharing insights on building effective organizations, which helped position Ninety as an authority in the space. Writing extensively on the topic, offering free resources through NinetyU, and even preparing for a book release, Ninety.io built credibility and trust among business leaders.

Why it worked: Establishing thought leadership helped Ninety.io attract customers who sought expert advice in business operations. This content-first approach not only reinforced the product’s value proposition but also educated potential users on the benefits of a structured operating system, leading to higher conversion rates.

What's the pricing strategy for Ninety?

Ninety prices its cloud-based platform on a per-seat basis, starting at $12 per user and decreasing to $3 with volume, with an average company paying around $140 monthly.

What were the biggest lessons learned from building Ninety?

Leverage Community Networks: Ninety grew by tapping into existing coaching networks and business communities, such as EOS, gaining early customers and scaling through word-of-mouth.
Maintain Focus on Core Tools: They emphasized keeping their platform simple but comprehensive, ensuring it provided all the necessary tools for business operations without overcomplicating the user experience.
Adapt Leadership Structures: The transition to a C-suite leadership structure helped improve efficiency and team satisfaction, demonstrating the importance of evolving leadership as companies grow.
Prioritize Customer Retention and Expansion: With a remarkable net revenue retention rate, Ninety emphasized the importance of retaining existing customers and growing their engagement, reducing churn through strong customer relationships.
Bootstrap to Control Growth: Preferring debt over equity allowed Ninety to maintain control over their vision and operations, emphasizing the benefits of strategic bootstrapping for long-term sustainability.

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