Team,
2022 flew by and here we are in 2023. We accomplished so much in 2022, and you’ll see many of those accomplishments in these pages. Looking ahead, I want to share our 5 primary goals for the first quarter of 2023. The first of our primary goals is to get 150 new contracts each month–and that’s for members who are not just trialing, but actually contracted for at least 12 months. We have been averaging around 130 over the last 3-6 months, and we want that ramp up this year to 150-180. Our second goal is to lower churn, and we are really on our way to doing that. We have been hovering around 4% over the last 3-6 months, but we feel that with the wonderful team we have, we can reduce that even lower. We are aiming for lower than 3%. Goal number three for Q1 is to improve our member onboarding experience. We will continue to enhance our software, and, operationally, we really want to improve the experience. Studies are showing that almost 60% of SAS members will leave in the first two weeks of a trial and never come back again. So the member experience really matters. Whether from emails, the CSR, and so on– everything should feel like a top-flight experience for our members. Our fourth goal is lead engagement. We had a fantastic month converting leads in December. I think we can do an even better job of engaging with those leads at every different stage of contact, including before they even become a customer, to increase our lead-to-sales conversion. Finally, our fifth goal is a direct-to-sales process. We feel that our product is good enough to sell upfront instead of going into a trial. We’ve had a few attempts at this process and we think we can refine it through marketing and direct sales in Q1. If you look at the pie chart showing our 2022 sales breakdown, you’ll see that nearly 60% of our sales came from an AFY trial in the first 30 days. And then another 16% came from trials within 30-90 days. Taking those two together, this means that about 75% of sales are coming from a trial within the first 90 days. This shows me that we can do a better job broadening the scope so we can get more business from our leads.
As you head into Q1, please join me in keeping these 5 goals in mind.
TJ Carrender President
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