Time Doctor

How Rob Rawson Bootstrapped Time Doctor to $22M ARR in 14 Years

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About
Business

Rob Rawson

Founder, Time Doctor

$1.83M

revenue/mo

Founders

Employees

Time Doctor

timedoctor.com

from

started January 2010

$1,833,333

revenue/mo

Founders

Employees

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Monthly Revenue

$1.83M

Founders

Employees

82 (est.)

Monthly Traffic

1,445,792

Profitable

Yes

Year Started

2010

Customer

B2B & B2C

Revenue Per Visitor

$1.27

Founders

Employees

82 (est.)

Monthly Traffic

1,445,792

Profitable

Yes

Year Started

2010

Customer

B2B & B2C

Revenue Per Visitor

$1.27

Who is Rob Rawson?

Liam Martin is a Canadian entrepreneur who studied sociology and started as a remote tutor before co-founding Time Doctor with Rob Rawson, whom he met at SXSW. He's been a strong advocate for remote work and has grown Time Doctor into a successful bootstrapped SaaS business.

What problem does Time Doctor solve?

Time Doctor alleviates the inefficiencies and distractions that reduce productivity in remote teams by providing precise time tracking and activity monitoring, crucial for maximizing performance and accountability.

How did Rob come up with the idea for Time Doctor?

Liam Martin and his co-founder Rob Rawson conceived the idea for Time Doctor from a blend of personal frustrations and serendipitous encounters. Liam, who was struggling with managing remote tutors for his previous business, constantly faced disputes over billed hours and actual work done. His personal stress even led to serious health issues. Around this time, at South by Southwest, Liam met Rob, who had an early version of Time Doctor, developed for his internal team.

Intrigued by the potential of this tool to solve his own business issues, Liam saw a broader application for remote work management. Encouraged by their mutual experiences and a timely burst of entrepreneurial itch, they decided to refine the product together. They validated their concept by launching a beta version and eventually moved to a paid model, which revealed true user commitment and provided critical feedback. Throughout the ideation phase, they faced the challenge of balancing product development with market readiness and learned early the importance of charging for their tool to drive real user engagement and valuable insights.

How did Rob build the initial version of Time Doctor?

Liam Martin and Rob Rawson built the initial version of Time Doctor using a hands-on, iterative development process. The first version took roughly a year to a year and a half to develop. It began with a basic, internally used application that Rob initially created for his own team. The founders faced several challenges, including deciding when the product was ready for a broader audience and how to handle free versus paid users. They used PHP and JavaScript for development, deploying the app on cloud infrastructure. As they iterated, early testing with free users provided limited feedback until they began monetizing, at which point they received valuable, actionable feedback that allowed them to improve quickly. This initial alpha phase was crucial in refining Time Doctor to the point where it could be brought to market effectively.

How did Rob launch Time Doctor and get initial traction?

South by Southwest Networking

Time Doctor was born from a chance encounter at the South by Southwest (SXSW) festival. Liam Martin and Rob Rawson met through a mutual friend and quickly saw the potential in combining their skills. To spread the word initially, they relied on personal networks and direct outreach. They communicated with potential users about the need for their app, which helped them get feedback and early interest.

Beta Users & Feedback

The early version of Time Doctor was made available for free to a select group of beta users. This helped them collect invaluable feedback to refine the product. Though the product wasn't monetized initially, gathering a user base and iterating the app based on real-world use proved essential. They transitioned from free beta to a paid beta model after about a year.

SEO and Content Marketing

To attract their first paying customers, Time Doctor focused on SEO and content marketing. They strategically created content that addressed problems their software could solve and optimized their website to rank well on search engines. Their efforts in SEO led to a 202% return on investment, significantly driving early traffic and conversions.

Initial Revenue and Metrics

In their first month of monetization, they achieved low five-figure monthly recurring revenue. Approximately 10% of their free users converted to paying customers, and even though only 1 in 10 free users converted, the ones who did paid off significantly. This allowed them to generate actionable data and improve their services quickly.

By relying heavily on personal networks, offering a free beta to refine the product, and leveraging SEO and content marketing, Time Doctor efficiently transitioned from an idea to a revenue-generating tool. Their initial tactics focused on building a solid product and connecting directly with their audience, leading to sustainable early growth.

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

SEO

Time Doctor invested significantly in search engine optimization (SEO). By focusing on high return-on-investment (ROI) channels, particularly SEO, they experienced a 202% return. This long-term approach involved creating quality content tailored to their target audience, optimizing for relevant keywords, and building backlinks. The consistency and quality of their SEO efforts brought in a steady stream of qualified leads, which proved to be a highly efficient way to acquire customers.

Paid Ads

Another crucial channel for Time Doctor was paid advertising. They strategically allocated their budget to platforms like Facebook, focusing on campaigns that yielded measurable results. They avoided spreading their budget too thin and optimized their ads to make the most of every dollar spent. This approach helped them generate significant traffic and conversions, contributing to their overall growth.

Email Marketing

Email marketing was another high-ROI channel for Time Doctor. They effectively nurtured leads and maintained engagement with existing customers through regular newsletters and targeted email campaigns. The focus was on sharing valuable content, product updates, and personalized offers that kept their audience engaged and informed, ultimately leading to higher retention and conversion rates.

Product-Led Growth

Initially, Time Doctor relied heavily on a product-led growth strategy. The product itself was designed to address clear needs for remote work and productivity, making it easy to attract and retain customers through the product’s inherent value. During the COVID-19 pandemic, this approach paid off as businesses urgently sought remote work solutions, leading to rapid growth. Once their product had proven its value, they began integrating a sales team to target high-value deals, optimizing their resources effectively.

What's the pricing strategy for Time Doctor?

Time Doctor offers plans starting at $7/month per user, scaling up to $20/month for feature-rich versions, with a free 14-day trial to attract new users.

What were the biggest lessons learned from building Time Doctor?

Measure Everything: At Time Doctor, every employee has a measurable goal, fostering continuous improvement and accountability. This quantifiable focus allowed them to identify areas for enhancement and make data-driven decisions that boosted productivity and growth.
Resourcefulness is Key: The philosophy of "Camels, Not Unicorns" highlights the importance of resource efficiency. Being bootstrapped, Time Doctor thrived under constraints by focusing on their core strengths. This mindset fostered sustainable growth and resilience, ensuring every dollar was spent wisely.
Embrace Remote Work: Leveraging remote work from the beginning allowed Time Doctor to reduce overhead costs, attract a global talent pool, and boost productivity. Remote work is not only cost-effective but also helps in retaining employees by offering a better work-life balance.
Focus on a Few Key Channels: Instead of spreading their marketing efforts thin, Time Doctor focused on a few high-ROI channels like SEO, paid ads, and email marketing. This targeted approach ensured maximum impact and efficient resource allocation.
Iterate and Improve: Initially, Time Doctor operated in a free beta mode, but they quickly realized that paying users provided better feedback. By charging for their product, they received more valuable insights that allowed them to iterate faster and enhance their offerings.