Case Study

I was impressed with the outbound traction that the JJ team was able to generate, and then realized how much fun I was having learning alongside JJELLYFISH on the calls

Togai is an end-to-end pricing platform built for SaaS companies to observe, measure, analyze & price their products better.

Togai’s founding team had previously built one of India’s largest payment gateways (“Hypto''), processing over $30 billion per year. But - they lost millions of dollars to revenue leakage and lack of tools to automate their pricing and billing operations. When they went to build the tools to solve these internal challenges for themselves, they realized that it could be a stand-alone product . And thus, Togai was born.

Within the first year of building out their new product, the Togai founders saw early indications that SaaS companies struggled to meter their usage and bill customers in an automated way. But, they struggled to understand  the optimal entry point to unlock a repeatable sales motion.

The JJELLYFISH team spent 90-days working alongside the Togai founders on a Customer Discovery sprint. During the engagement, we reduced the level of uncertainty and risk regarding the target customer profile and their related unmet needs. We developed and tested three core assumptions across 30 customer interviews (300% to SOW goal). The challenges that we uncovered (specifically, around iterating on pricing strategy, and operationalizing a usage based pricing strategy), will help Togai position their product in a way to quickly find traction in the market.  A few highlights of this engagement include:

• Sharpening the ICP: Understanding that we had a limited - but growing - ICP (SaaS companies that meter usage for billing), the JJ team tested various target roles and seniority levels to provide Togai with a map of the problem owners and end users of Togai within a prospective company.

• Efficient Prospecting: We began the engagement by manually identifying companies with a Usage Based Pricing model. While this was effective for finding accounts in the target market, the manual search was too laborious of a process to scale. Instead, the JJELLYFISH team applied the learnings from outbound (i.e., conversion rates) and customer interviews and identified alternative, more effecient methods to connect with prospective customers without solely relying on the manual scraping of websites.

• Optimizing Outbound: Having set a target goal of 10 CD Interviews, the JJ team was able to secure and hold 30 meetings (300% to goal) while only acting on 270 contacts in total. Additionally, 16 of these meetings moved forward to a second call and 6 are pipeline opportunities.

• 11% Interested Response rate via cold outbound

• 300% to goal of Discovery Calls held

• 16 Product Demos held with interested prospects (SQLs)