Wicked Reports

How Scott Bootstrapped Wicked Reports to $3M ARR in Marketing Analytics

February 4th, 2025

Founded By

Scott Desgrosseilliers

Monthly Revenue

$250K

Founders

Employees

28 (est.)

Profitable

Yes

Year Started

2014

Customer

B2B

Founded By
Scott Desgrosseilliers: Monthly Revenue
$250K: Founders
1

Employees
28 (est.): Profitable
Yes: Year Started
2014

Customer
B2B

Who is Scott Desgrosseilliers?

Scott Desgrosseilliers, founder of Wicked Reports, is a data expert from Boston with a background in database management and architecture, having worked for companies like Motorola and Apartments.com before pursuing entrepreneurship. His passion for solving data puzzles led to developing Wicked Reports after helping a friend track advertising ROI for an online lobster business.

What problem does Wicked Reports solve?

Wicked Reports addresses the problem for small to medium-sized businesses of not knowing which marketing activities actually drive conversions and revenue. Many businesses waste money on digital advertising without understanding what's effective, because platforms like Facebook and Google only show a part of the journey. By providing clear insights and multi-touch attribution, they help customers spend smarter, avoid wasted ad spend, and significantly improve their marketing ROI, making it a crucial tool for businesses spending heavily on digital ad campaigns.

Wicked Reports Homepage

How did Scott come up with the idea for Wicked Reports?

Scott Desgrosseilliers, inspired by a friend's frustration with Facebook ads for his lobster business, saw a gap in the market for understanding marketing data in a more cohesive way. He realized that small businesses often couldn't accurately track the return on investment (ROI) of their marketing campaigns, which led to wasted money and missed opportunities. After spending time searching for existing solutions, Scott found none that adequately addressed these challenges, especially for smaller companies.

Scott's journey began when he pieced together an intricate process to analyze and present marketing data, which turned out to be a hit among his early clients. This success highlighted the demand for a tool that could effectively track and analyze the various customer touchpoints in a multi-channel marketing environment. With a strong background in data systems, he was well-equipped to transform these insights into a tangible product.

His initial work revolved around building spreadsheets, demonstrating the potential of his solution through data-driven outcomes. This provided the validation he needed to see that he was onto something significant. By continuously refining his tool based on user feedback and the technical challenges he encountered, Scott gradually developed Wicked Reports into a comprehensive platform that serves a critical need for small businesses to understand and optimize their marketing efforts.

How did Scott Desgrosseilliers build the initial version of Wicked Reports?

Wicked Reports was built with a focus on solving the problem of accurately tracking marketing attribution for small to medium-sized businesses. Initially, founder Scott Desgrosseilliers crafted a complex spreadsheet system to measure ROI from Facebook ads, which was inefficient, leading to the need for a better solution. The company's first product was essentially a more scalable version of this spreadsheet, coded into a database program leveraging SQL and other data tools Scott was familiar with.

In the early stages, to manage the front-end development, Scott collaborated with a CTO and a JavaScript specialist, committing to building an intuitive UI that improved over time. It took about six months to create and iron out issues with their first functioning product, enough to handle a live demonstration at the Infusionsoft ICON conference. This effort was an iterative process, as customer feedback from consulting and early trials fed directly back into the development cycle. The primary challenge was automating data integration between marketing platforms and sales data, which needed consistent refinement to improve accuracy and ease of use. By learning from these challenges, Scott and his team turned this initial MVP into a versatile SaaS platform over the years.

What were the initial startup costs for Wicked Reports?

Angel Funding: Scott raised some angel funding but the specific amount is not detailed.
SaaS Debt: Wicked Reports also utilized some SaaS debt in their early stages.

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

Word-of-Mouth and Influencer Endorsements

Wicked Reports significantly benefited from word-of-mouth marketing and endorsements from influencers in the industry. Early on, CEO Scott Desgrosseilliers showcased the software at industry events like Infusionsoft's ICON and connected with influential figures like Ryan Dice from Digital Marketer. These endorsements were pivotal in establishing credibility and spreading the word about Wicked Reports, leading to a substantial initial customer base without traditional marketing expenses.

Why it worked: Word-of-mouth is powerful, especially when it comes from trusted voices within the industry. By securing endorsements from known figures in digital marketing, Wicked Reports established immediate trust and visibility within its target market, accelerating its growth with minimal cost.

Strategic Event Participation

Attending industry events like the Traffic & Conversion Summit proved to be a strategic acquisition channel for Wicked Reports. At these events, they not only showcased their product but also offered compelling deals, such as offering attendees the choice of a discounted annual rate or a free MacBook Air with their subscription.

Why it worked: Strategic event participation allowed Wicked Reports to directly engage with its target audience, demonstrate the value of their product in person, and close deals with immediate offers. This direct approach was effective in converting high-quality leads and gaining traction among industry professionals.

Partnership with Facebook

Wicked Reports leveraged its partnership with Facebook to enhance its credibility and functionality. As a Facebook marketing partner, they could integrate more deeply with Facebook's ad platform, allowing for seamless tracking of advertising performance.

Why it worked: Aligning with a major platform like Facebook not only boosted Wicked Reports’ credibility but also improved its product offering through advanced integration. This partnership enabled them to offer unique features that directly addressed customer needs for accurate data tracking, making their product more attractive.

In-Depth Customer Engagement

Wicked Reports focused heavily on customer engagement to refine their product and ensure it met user needs. They provided personalized onboarding and used feedback to enhance their software, helping maintain high retention rates.

Why it worked: By engaging deeply with customers and responding to their feedback, Wicked Reports was able to continuously improve its product, ensuring it remained relevant and valuable. This approach not only helped in retaining customers but also fostered a community of users who felt heard and were likely to advocate for the brand.

What's the pricing strategy for Wicked Reports?

Wicked Reports employs a performance-based pricing strategy, starting at $199/month for SMBs generating up to $1 million in annual revenue, with additional fees of $49 for each subsequent million, offering unlimited users and tracking to align growth incentives with customers.

What were the biggest lessons learned from building Wicked Reports?

Prioritize Sustainable Growth: Wicked Reports learned the hard way that aggressive scaling funded by external investments can lead to pressure and potential downsizing if targets aren't hit. Maintaining a sustainable growth model, even if slower, proved more stable.
Adapt to Customer Needs: The company realized that their initial offering was too complex for some clients. By automating ad tracking and simplifying the user interface, they made their product more user-friendly, which improved customer retention and satisfaction.
Leverage Word-of-Mouth: The importance of word-of-mouth was highlighted as initial growth was driven by recommendations from influential customers. Building relationships with early adopters helped spread the word and brought in many new clients organically.
Be Resourceful with Funding: Scott Desgrosseilliers strategically used angel investments and SaaS debt instead of jumping into VC funding. This cautious approach allowed Wicked Reports to retain control and avoid unsustainable growth expectations.
Continuous Improvement and Learning: Despite initial success, the company continued to improve their product by investing in technology like AI and adapting to market changes such as data privacy laws and platform tracking limitations.

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