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11/07/2010

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Evangelos
Do your companies include the trial users that do not signup for the paid version as part of the churn on just the ones that are customers that do not renew? Also appreciate if would share ideas around some of the things your companies did to reduce the churn cost-effectively?

Our portfolio companies don't include in their churn calculations users that haven't paid for a subscription though I do know other SaaS companies that don't distinguish between paying customers and enterprises that are just testing the applications for free.

The two biggest contributors to churn reduction have been 1) monitoring the usage of each application and proactively approaching the customes whose usage falls below some internally established minimums and offer to help them through services and 2) using social media to network the customers of each company; the sense of community helps reduce churn and allows customers to help each with best practices around the application's use

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Evangelos Simoudis is a Senior Managing Director at Trident Capital where he focuses on investments in SaaS, Internet and Data.

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