Sample · Public data only · Not a client result
Sample audit: where the money is
A Slack-based desk-booking SaaS
Sample report. Built only from the company’s public website, its ads and its rivals’ public prices. The name and any identifying details are removed. The numbers are estimates, not client results.
The one thing holding them back
They let people who are deciding walk away.
Six pages compare the product to rivals. Not one asks for an email.
An empty desk costs a company far more each month than a whole team pays for the tool. What they sell saves real money — yet people comparing them leave without a trace.
Money left on the table
$159K
Middle estimate · per year
$86K
Careful estimate · per year
Middle estimate: about $159K a year. Careful estimate: about $86K a year. We only added ideas that do not overlap.
The 3 biggest money moves
01Catch the emails of people comparing them to rivals
$45Ka year
- What’s happening
- Six rival-comparison pages ask for no email. Two free tools give their full answer without asking for one.
- Why it loses money
- People who say “not today” leave, and the company can never reach them again.
What to do
- On each rival page, offer a free cost sheet for the visitor’s team size, sent by email.
- Let each free tool show its first answer, then ask for an email to send the rest.
- Ask for a work email only.
Our guess: A few thousand visits a month to rival pages and tools, and 1 in 20 leave an email.
02Make “Free Trial” a real 30-day trial
$41Ka year
- What’s happening
- The button says “Free Trial”, but it leads to a free plan for small teams that never ends. No card needed.
- Why it loses money
- A trial with no end date gives people no reason to pay.
What to do
- Give every new team 30 days of every feature.
- For larger teams, take a card at the start and bill on day 31, with a reminder the day before.
- After that, free teams keep the basics, but reports lock.
Our guess: 1 in 5 more new teams end up paying.
03Add a done-for-you top plan
$36Ka year
- What’s happening
- Two low-priced plans, then only an Enterprise plan through a sales call.
- Why it loses money
- Buyers who would pay more have nothing to buy.
What to do
- Add a top plan for larger teams, paid yearly.
- Include setup, a monthly report for finance and a named contact.
- Show it first, so the middle plan looks like the safe pick.
Our guess: 1 in 20 customers move up.
How to get more customers
$23Ka year
Emails that turn “not now” into “yes”
Buyers take weeks to decide, and there is no newsletter or follow-up. Send every new lead 6 short emails over 14 days. (Shares leads with the email capture, so counted once.)
$10Ka year
Give each ad its own page
Two ads land on a busy home page, and one comparison page shows different prices from the pricing page. One page per ad, the ad’s words as the headline, the same prices everywhere.
$7Ka year
A small ad test on rival searches
People searching for “alternative to” a rival are ready to switch, and the company is not there. Test with a capped budget for 60 days. Scale only if a new customer pays back the ads within 90 days.
Don’t do these yet
- ✕Don’t scale ads before the small test proves payback.
- ✕Don’t lead with “cheaper”. It makes buyers compare on price alone.
- ✕Don’t raise prices for current customers. Start with new ones.
The numbers behind each move (per year)
| Move | Careful | Middle |
|---|---|---|
| Catch emails on rival pages and free tools | $26K | $45K |
| Make “Free Trial” a real 30-day trial | $20K | $41K |
| Add a done-for-you top plan | $21K | $36K |
| Offer rooms and parking right after the desk sale | $12K | $19K |
| Give each ad its own page | $6K | $10K |
| Small ad test on rival searches, after ad costs | $1K | $7K |
| Total (ideas that don’t overlap) | $86K | $159K |
Follow-up emails ($13K careful / $23K middle) share leads with the email capture, so they are counted once. Price changes that hit the same customers as the top plan are left out. “Careful” sits halfway between our low and middle cases.
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