Slide 1 of 8

Q3 Self-Serve Delivered $965K New MRR — Up 43% QoQ.
We're Requesting $1.28M in Q4 to Sustain the Compounding Curve.

Self-serve onboarding, lifecycle email, and in-product upgrade prompts drove three consecutive months of accelerating conversion. Q4 budget unlocks growth engineering, paid search, and partner referrals to maintain trajectory.

Q3 New MRR
$965K
+43% vs Q2
New Paid Customers
1,561
+52% vs Q2
Churn Rate (Sep)
3.4%
↓ from 3.9% in Jun
Blended CAC (Sep)
$311
↓ from $341 in Jun
Decision needed today: approve Q4 growth package to preserve January pipeline compounding.
Slide 2 of 8

Q3 Beat Plan Across Every Self-Serve Metric

Metric Q2 Exit (Jun) Q3 Exit (Sep) Δ Signal
Website Visitors 129,800 153,200 +18% On Track
Signups 4,790 6,240 +30% Above Plan
Activated Users 1,955 2,868 +47% Above Plan
New Paid Customers 367 581 +58% Above Plan
New MRR $239K $356K +49% Above Plan
Churn Rate 3.9% 3.4% −0.5pp Improving
Blended CAC $341 $311 −$30 Improving
Three-month consistency across all metrics signals durable, compounding growth — not a one-off spike.
Slide 3 of 8

New MRR, Signups, and Activation Accelerated Every Month in Q3

Source: Self-serve product analytics, Apr–Sep 2026 actuals. Annotations mark key launches.

Slide 4 of 8

Funnel Conversion Improved at Every Stage from Q2 to Q3

Stage-by-Stage Lift

  • Visitor → Signup: 3.69% → 4.07% (+10%)
  • Signup → Activated: 40.8% → 46.0% (+13%)
  • Activated → Paid: 18.8% → 20.3% (+8%)
Compounding conversion gains mean each incremental visitor is worth 34% more revenue than in Q2.
Slide 5 of 8

Three Durable Growth Levers Drove Q3 Outperformance

Durable

Self-Serve Onboarding v2

Shipped Jul 1. Activation rate jumped from 40.8% to 46.0%. Guided setup wizard reduced time-to-value from 14 days to 6 days.

Durable

Lifecycle Email Orchestration

Expanded Aug. Reactivation and upgrade sequences lifted paid conversion by 8%. Automated, so marginal cost near zero.

Durable

In-Product Upgrade Prompts

Scaled Sep. Contextual prompts at usage limits drove 22% of new paid conversions in the month. Retention-positive — no churn increase.

All three levers are structural improvements, not campaigns. They compound as traffic grows — making Q4 investment high-leverage.
Slide 6 of 8

Q4 Strategy: Layer Three New Growth Channels onto a Proven Self-Serve Engine

Workstream Launch Investment Expected Impact Owner
Growth Engineering Pod Oct $480K +15% activation via experimentation velocity VP Engineering
Paid Search Expansion Nov $520K +25% top-of-funnel visitors at ≤$305 CAC Growth Marketing
Partner Referral Program Dec $280K 10% of new paid from referral channel by Q1 Partnerships
Dependency: Growth engineering pod requires two senior hires by mid-Oct. Recruiting pipeline is warm — three candidates in final stage.

Operating cadence: weekly growth review, monthly board metric snapshot, quarterly strategy recalibration.

Slide 7 of 8

$1.28M Q4 Investment Projects $1.28M New MRR — Payback in Under 12 Months

Total Q4 Ask: $1.28M incremental
Expected Q4 New MRR: $1.28M ($389K + $426K + $462K)
Annualized ARR Run-Rate: $5.5M by Dec exit
Payback Window: <12 months on blended basis

Allocation Breakdown

  • Growth Engineering: $480K (38%)
  • Paid Search: $520K (40%)
  • Partner Referrals: $280K (22%)
Guardrail: If blended CAC exceeds $320 for two consecutive weeks, paid search spend pauses and reallocates to higher-efficiency channels. Growth Marketing owns the trigger.
Slide 8 of 8

Approve Q4 Growth Package This Week to Preserve January Pipeline Compounding

Decision Requested: Approve $1.28M Q4 self-serve growth investment at today's exec review.
October

Growth engineering pod staffed and running first experiment sprint. Target: 655 new paid customers, $389K new MRR.

November

Paid search campaigns live across 3 new keyword clusters. Target: 721 new paid customers, $426K new MRR.

December

Partner referral program launched with 5+ integration partners. Target: 782 new paid customers, $462K new MRR.

If approved: Q4 plan executes on schedule. Jan ARR run-rate reaches $5.5M. Compounding self-serve engine enters 2027 with structural momentum.
If deferred: Growth engineering hiring window closes. Paid search seasonal rates rise 15–20% in Jan. Impact pushes by at least one full planning cycle.

Success thresholds reviewed monthly. First signal checkpoint: Nov 15. Escalation path: Growth → CFO → Board async update.