Referral Rock

How One Founder Built Referral Rock to $70K/Month Revenue Without Funding

Monthly Revenue

$70K

Founders

Employees

12 (est.)

Monthly Traffic

241,593

Profitable

Yes

Days To Build

548

Year Started

2013

Customer

B2B & B2C

Revenue Per Visitor

$0.29

Founders

Employees

12 (est.)

Monthly Traffic

241,593

Profitable

Yes

Days To Build

548

Year Started

2013

Customer

B2B & B2C

Revenue Per Visitor

$0.29

Who is Joshua Ho?

Joshua Ho, based in Silver Spring, Maryland, is the founder and CEO of Referral Rock. He has a background in engineering and software architecture, previously co-founding UberNote, and has experience in sales, marketing, and customer support.

What problem does Referral Rock solve?

Referral Rock helps businesses grow by making it easy to implement and manage referral programs, which drives customer acquisition through word-of-mouth—a crucial and often under-utilized marketing channel. Their software saves businesses significant time and effort by automating the referral process, reducing the friction associated with tracking and rewarding customer referrals, which can otherwise be complex and time-consuming.

How did Joshua come up with the idea for Referral Rock?

Back in 2013, the founder was at a car dealership and overheard a conversation about a referral. He noticed the salesperson’s momentary confusion before switching to sales mode, which sparked curiosity about how traditional businesses manage referrals. This observation led to research, which confirmed that existing referral programs were primarily for e-commerce, unveiling an untapped market for non-e-commerce businesses.

Seeking validation, the founder surveyed small businesses they had connections with, such as real estate agents and local contractors. The feedback was lukewarm, but conversations with consumers participating in referral programs highlighted significant pain points, compelling the founder to move forward despite the initial skepticism. They constructed a minimal viable product (MVP) using simple tools, bypassing a full database to test the waters quickly and cost-effectively.

The founder's approach was hands-on and iterative. They continuously tweaked the product based on user feedback, even conducting manual updates from user inputs gathered through form tools. A pivotal moment was realizing, through direct customer interactions, that the product could indeed charge fees, which validated the business potential and guided strategic decisions thereafter. Despite early challenges, including the struggle to charge customers and manage product scope, the founder’s persistence, driven by customer insights and a pragmatic approach to development, proved crucial in refining the idea and setting Referral Rock on a path to success.

How did Joshua build the initial version of Referral Rock?

Josh Ho built Referral Rock by meticulously crafting an MVP with minimal code, utilizing aspx pages and resource files from old projects to avoid building a database initially. For the admin interface, he employed SurveyMonkey to collect user data and manually converted it to resource files, ensuring quick iterations without heavy coding. This process took around six months, during which time he managed development while maintaining his consulting work.

The initial prototype was developed part-time and was straightforward yet functional, allowing businesses to set up referral programs through simple forms and CSV files, a method that saved significant time. Challenges arose mainly from handling user interactions and refining the product based on customer needs. Ho experienced moments of doubt and frustration, especially regarding the self-service model's limitations, which led him to adopt inside sales strategies. This pivot occurred after realizing real-time conversations significantly boosted customer conversions.

What were the initial startup costs for Referral Rock?

Domain Registration: Referral Rock was officially registered in December 2013.
Side Consulting: The founder financially supported himself and his family through software consulting while working on Referral Rock part-time.
Initial MVP Approach: Used existing HTML templates, reusable code, and Survey Monkey as the initial admin UI, with no initial heavy investment into a sophisticated backend or database.
Beta Testing: Gathered around 200 contacts within the first half of 2014 during the beta period.
First Paid Version: Launched the first paid version in June 2015 at $59 per month.
Sales Conversion Efforts: The founder switched from chat support to phone calls and screen shares, which tripled the conversion rate.
Team Hiring: Hired the first team member by the end of 2015 and got outside technical assistance, reaching $3k in MRR with 50 customers.
Marketing and Content: Focused on inbound marketing, SEO, and active engagement on Twitter to attract users.
Customer Success Efforts: Introduced more support and customer success practices, including raising prices and adding premium plans.
Sales Team Expansion: Added a salesperson in 2016, struggled initially, and successfully scaled the team.
Revenue Milestones: Reached $5,000 in MRR by January 2016 and $70,000 in MRR by April 2019.
Full-Time Transition: The founder transitioned to working full-time on Referral Rock once the stability and customer base justified it.

How did Joshua launch Referral Rock and get initial traction?

Beta List and Listing Sites

Referral Rock got its initial word out by listing on Beta List and a few other startup listing sites. These platforms were relatively more effective back in 2014. Listing there helped create some initial buzz and interest in the product. Josh also reached out to his personal contacts, including an old user list from a previous venture, UberNote, to let them know about the new business.

Why it worked: These platforms provided immediate visibility to an audience already interested in new and innovative products. They are great for early-stage exposure even if the direct conversion to users can be relatively low.

Metrics:

Achieved around 200 sign-ups within the first few months from Beta List alone.
In total, during the beta period, over 500 businesses signed up.

Leveraging Personal Network

Josh’s initial outreach involved tapping into his personal and professional network. He contacted family, friends, and other small business owners he knew, asking them to participate in a survey and become early users of Referral Rock.

Why it worked: Personal network outreach created a sense of trust and provided honest feedback. Directly contacting known people made it easier to get those initial sign-ups and survey responses that helped refine the product.

Metrics:

Built a list of over 200 initial contacts within the first half of 2014.
By mid-2014, Referral Rock had some active users participating in the beta program.

Founder-Led Inside Sales

To combat the challenges of chat support and email inquiries, Josh started directly calling and screen-sharing with potential customers. Initially prompted by frustration with other communication methods, these personal interactions led to very high conversion rates.

Why it worked: Personalized interactions helped potential customers understand the product better and build trust in the company. The direct communication fostered a personal connection, making it easier for them to commit.

Metrics:

Conversion rate from trial to paid users quadrupled with more direct interactions.
First paying customer signed up within two days of enabling payments in June 2015.
By the end of the first month of charging, had four paying customers at $59 per month.

Offering Beta User Discounts

When transitioning to a paid model, Josh offered significant discounts to the most active beta testers as a token of appreciation and a strategic move to retain these users. Early adopters and active users were given lifetime discounts to encourage them to stay on as paying customers.

Why it worked: This helped to bridge the transition from free to paid without alienating the initial users. It established goodwill and retained some committed users willing to provide continuous feedback.

Metrics:

Secured initial paying customers, which helped to generate about $2,000 in monthly revenue within a few months.
Transition led to closing out the beta group while retaining key users.

Direct User Engagement

From continuous customer feedback to routine calls and emails, Josh continuously engaged with active and potential users to refine the product based on their needs. This engagement built loyalty and ensured that the product development stayed aligned with user requirements.

Why it worked: Active engagement provided direct insights into user needs, fostering stronger community support and product improvements directly aligned with customer expectations.

Metrics:

Active engagement maintained a growing customer base, contributing significantly to growth and retention.
By the end of 2015, had 50 customers, and the company was making roughly $3,000 in monthly revenue, supporting a small team expansion.

These early stage tactics combined to establish a stable foundation that allowed Referral Rock to build and expand gradually while maintaining close user relationships and iteratively improving the product.

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

Inside Sales

Early on, Josh discovered that taking the time to speak with potential customers directly through screenshares and calls resulted in a significant uptick in sales. The personalized approach involved explaining how the software could meet their unique needs, which built trust and made the product more compelling.

Why it worked: Direct interaction helped build relationships and established trust, making customers feel confident about their purchase. This method also tripled conversion rates as Josh could address concerns in real-time and offer immediate solutions.

Content Marketing and SEO

Referral Rock focused heavily on content marketing and SEO from an early stage. They produced detailed content on referral marketing-related terms, which significantly improved their organic search rankings. Josh also bought failed competitor domains on Flippa to redirect to Referral Rock, driving more relevant traffic.

Snapshot of ReferralRock Most Read Blogs

Why it worked: By creating valuable and targeted content, Referral Rock positioned itself as an industry expert, attracting businesses looking for referral solutions. The SEO and content marketing strategy enabled them to rank well for critical terms, driving consistent and high-quality traffic.

Personalized Demo Requests

An exit-intent pop-up was employed to guide visitors reading blog posts to a landing page offering more details and a demo request form. Visitors showed interest in learning more about unlocking more referrals, leading them to schedule a personalized demo.

Why it worked: The exit-intent strategy effectively captured leads who were already engaged with the content, converting them into demo requests. Personalized demos allowed Josh and his team to address specific customer needs, improving conversion rates.

Leveraging Customer Feedback

Referral Rock continuously refined their product and pricing based on direct feedback from customers during sales calls. This allowed them to understand the value customers derived from the product and set appropriate pricing levels. They even pivoted to a higher-priced plan with added features based on customer willingness to pay for additional benefits.

Why it worked: This approach ensured the product evolved to meet real customer needs, driving higher satisfaction and willingness to pay more. By actively listening, they could make informed decisions that aligned the product with market demand.

What's the pricing strategy for Referral Rock?

Referral Rock provides referral marketing software with pricing starting at $200/month, featuring free 14-day trials, and includes tiered plans to meet various business needs, such as custom domains and gift card fulfillment at higher pricing tiers.

What were the biggest lessons learned from building Referral Rock?

Talk to Customers Early and Often: Josh found that picking up the phone and talking to customers drastically improved conversions and provided valuable insights into what they actually needed.
Adapt and Pivot Based on Feedback: Referral Rock increased their pricing structure after realizing customers were willing to pay more for better features, such as custom domains and gift card fulfillment.
Don't Fear Charging for Your Product: Initially hesitant, Josh realized the importance of putting up a paywall to validate the business. Charging for the product was a crucial step towards building a sustainable business.
Build Slowly and Steadily: The incremental growth from a few sign-ups a week to a few a day showed that consistent, small efforts can accumulate into significant results over time.
Hire Thoughtfully: Mistakes in early hiring were costly. Josh emphasized the importance of understanding the role deeply before bringing someone on and ensuring there's a repeatable process in place.

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