May 20, 2024

From tech start-up to SaaS success: the journey of Abby

Vincent Gouedard
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With a strong and diverse background spanning finance, technology, and entrepreneurship, Nicolas Lespinasse is a determined innovator with a visionary mind. CEO and co-founder of Abby, an application that accompanies independent entrepreneurs in managing their activities, Nicolas is driven by a passion for data-based insights to grow his business efficiently.


From its inception, Abby has been guided by Nicolas's commitment to leveraging data as a strategic asset. His journey from conceptualization to execution exemplifies the challenges and triumphs linked to the start-up journey, showcasing the importance of adaptability and visionary leadership.


In this article, we analyze and draw insights from Abby’s growth trajectory, offering valuable insights and actionable strategies for aspiring entrepreneurs and seasoned business leaders. Nicolas’s experience allows us to emphasize the critical role of flexibility in navigating data analysis tools alongside the pivotal financial metrics and growth strategies that have propelled his start-up to new heights.


Founding and early growth

Early vision and product development


In 2021, Abby's journey began with a clear vision: to develop a 100% free product tailored to the needs of entrepreneurs. Focusing on effectiveness and rapid delivery, the team swiftly rolled out essential modules like billing, accounting, and productivity, aiming to establish a strong foothold in the market.


This early phase was not just about product development; it was about deeply understanding the challenges faced by the target users and identifying opportunities to serve them better. 


As a CEO, Nicolas gave himself three missions. The first was to make his business bankable. The second was to recruit highly competent people to work on the most crucial business subjects. Finally, the third was to work with teams and partners to create a strategic and clear vision of how they could reach their goals together in the best conditions. 


Committed to understanding its customers' needs, Abby prioritized user feedback and data analysis to create a product that would evolve in line with its users' requirements. 


Free model and monetization problems


While the free model seemed promising, after a year and a half of rapid growth and enthusiastic user adoption, Abby struggled with the realities of scalability, complexity, and user retention and eventually faced monetization problems.


Despite gathering a considerable customer base and receiving enthusiastic feedback from adopters, the free business model proved unsustainable, and the start-up struggled to convert its traction into sustainable revenue streams. This is a common problem for young businesses: users, attracted by the free offering, fail to convert into paying customers.


Therefore, after extensive experimentation, Nicolas had to prioritize user experience over feature expansion. This highlights a critical lesson for founders: the importance of aligning business models with product design from the outset.


Growing your business with traction

Pivoting to achieve traction


Acknowledging the need for a pivot, Nicolas transitioned to a more traditional recurring revenue model, offering different paid subscription plans alongside the existing free version.


Soon, Abby experienced explosive growth in subscriptions and user engagement, marking a turn in the company’s journey. This validated the revised approach and paved the way for strategic expansion.




Additionally, in Nicolas's experience, securing substantial funding helped provide the fuel needed to accelerate growth in product development and marketing efforts, ultimately increasing customer acquisition. It was beneficial to pivot from one model to another, addressing the challenge of converting users into paying customers. 


Today, with over 80,000 entrepreneurs onboard and a robust infrastructure, Abby holds a leadership position in freelance management platforms. This strategic shift shows that understanding your target market and aligning your business model with your product vision will help you grow your business sustainably. 


Nicolas also highlights the need for a revenue model enabling long-term growth and viability. By leveraging funding to pivot towards a recurring revenue model, Abby was able to capitalize on its user base and achieve traction in the market.


Key financial metrics


Nicolas emphasizes the importance of understanding and focusing on the right financial metrics to improve your business's development. Knowing how to leverage your data will help you make strategic and informed decisions for your start-up.


Focus on increasing growth


For Abby, the focus was to increase growth by prioritizing revenue generation and profitability


Nicolas focuses on Monthly and Annual Recurring Revenue (MRR/ARR), indicating the stability and predictability of income streams. Understanding customer retention rate became paramount, reflecting the ability to keep users engaged over time, particularly with a product without long-term commitments.


Crucial metrics also include the following:

  • Average Basket Size indicates the average amount customers spend on monthly or annual subscriptions. 
  • Customer Acquisition Cost (CAC), plays a vital role in assessing the efficiency of marketing and sales efforts.
  • Churn Rate, or the rate customers discontinue their subscriptions, offers insights into customer satisfaction and product-market fit.
  • Cost of Goods Sold (COGS) measures the direct costs of delivering the product or service. 
  • Customer Lifetime Value (CLV) estimates the total revenue a customer is expected to generate over their lifetime as a subscriber.


As a founder, you should focus on optimizing these metrics to drive sustainable growth. Strategies such as improving customer retention through enhanced user experiences, reducing CAC by refining target audience segmentation, and increasing CLV through upselling or cross-selling can contribute to long-term success.


Essential metrics in your journey


According to Nicolas, the idea should be to focus on your start-up’s problems and then look at the crucial metrics to solve them. If you don’t know what you are looking at, then you will get lost in your data.


For him, overcoming monetization struggles by implementing a more stable and scalable business model was accompanied by a shift in focus regarding financial metrics. Initially centered around one-shot consumption, Nicolas emphasized recurring revenue and customer retention.


This shift reflects a deeper understanding of his business's financial dynamics and the importance of aligning metrics with long-term growth objectives. By tracking these, Nicolas was able to optimize his business model and demonstrate profitability to investors and stakeholders.


Therefore, establishing clear financial metrics early on and continuously tracking them to gauge progress can help you identify areas for improvement and provide valuable insights into the effectiveness of your strategies to guide your decisions.


Importance of product-market fit


Insights Nicolas gained from user activation and retention metrics underscore the importance of achieving a solid product-market fit. He advises that focusing on product development and enhancing user experiences can drive engagement and long-term retention. Moreover, understanding your customer’s needs and preferences will be essential for refining your products or services and meeting market demands effectively.


From Abby’s journey, you should remember to gather customer feedback, analyze user behavior, and iterate on your products. Prioritizing user satisfaction and addressing pain points can enhance product-market fit and contribute to growth and success.


How do we achieve effective marketing? 


Good marketing for your products and services should also be at the core of your strategies to achieve better and faster growth. 


Initial acquisition strategies


At the outset, Abby's acquisition strategy was heavily influenced by insights from discussions with other entrepreneurs and observations of successful companies. Nicolas strongly emphasized advertising as the primary driver of user acquisition. 


However, he highlights a critical oversight in prioritizing brand notoriety. Building brand recognition, especially in B2B, was a challenge, although the team recognized the importance of establishing their brand as trustworthy and reputable. A pivotal learning from their early efforts was the realization that credibility and brand perception are essential to successful acquisition strategies.


One misstep was the reliance on contests – with prizes like iPhones – to gain users and attract subscribers. This approach backfired due to credibility issues associated with a still-unknown brand offering such prizes.


Nicolas thus emphasizes the importance of authenticity in building brand recognition by prioritizing sustainable and reputable acquisition methods.


Measuring and optimizing marketing efforts


While paid advertising and performance-based metrics offer quantifiable insights, assessing brand recognition requires a more nuanced approach. 


Abby tracks paid advertising and performance metrics on a granular level, analyzing daily or weekly to optimize marketing efforts. Additionally, qualitative factors such as brand perception and reputation will give you a broader perspective. 


According to Nicolas, flexibility in data analysis tools is essential to accurately measuring brand notoriety. He continues to refine Abby’s marketing mix to strike the right balance between paid advertising, brand-building activities, and budget allocation.


Although Abby’s CEO agrees that measuring brand notoriety remains challenging, he recommends continuously optimizing your marketing efforts to enhance your start-up’s brand recognition and market presence.




From his start-up journey, Nicolas Lespinasse emphasized the importance of prioritizing revenue, understanding your business model, and focusing on product-led growth. According to him, constant learning and iteration can drive profitability. 


Indeed, adaptability and continuous improvement helped Nicolas overcome challenges and seize growth opportunities for Abby. Therefore, when facing struggles, audacity and calculated risks can help you adapt your strategies and decisions.


Abby’s development demonstrates that success in start-up growth hinges on a delicate balance of strategic decision-making and dedication to creating value for customers. By embracing these principles and leveraging data-driven insights, you can push your business towards sustainable growth and long-term viability.