Krytter Case Study
Pipeline, Pricing, and Activation: From Cold Outreach to Repeatable Wins
Results At A Glance
Sales Engine
Expanded active customer base with a structured, repeatable sales motion; +30% demo‑to‑customer conversion lift via pipeline design and disciplined follow‑ups.
Pricing & Monetization
Shifted from a rigid subscription to a hybrid model (low‑friction subscription + transaction fees), introduced a free‑trial path, and reduced payment processing costs with alternative rails.
Operational Efficiency
Onboarding cut from a manual 10‑step sequence to a guided 3‑step setup; added self‑serve/AI resources and pre‑configured datasets -reducing support dependency and accelerating activation.
Investor Readiness
Instituted KPI tracking for MRR/CAC/LTV, articulated a breakeven roadmap, and prepared non‑dilutive options to reduce reliance on traditional VC.
Signal
The technology worked, but adoption lagged.
Outfitters were resistant to SaaS pricing and change, onboarding felt heavy, cold outbound under‑performed, and pricing/value were misaligned with smaller operators. Industry trust mattered as much as features.
Structure
We split the problem and rebuilt from first principles:
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Commercial model & pricing
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Designed a hybrid pricing structure to align with outfitter cash‑flow (small base + usage).
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Piloted tiers and introduced a low‑risk free‑trial path to defuse price objections.
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Optimized payment processing to trim fees and simplify settlement.
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Sales assets & motion
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Installed a stage‑gated pipeline with qualification criteria, CRM automation, and standard deal progression.
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Reframed messaging around business outcomes (time saved, fewer no‑shows, faster payments) instead of feature lists.
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Concentrated demand on warm channels - trade shows, association intros, and referrals - over cold outreach.
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Operational proof
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Collapsed onboarding from 10 steps to 3 with pre‑configured data and in‑app guidance.
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Launched self‑serve documentation, short video walkthroughs, and an AI‑assisted setup flow.
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Formalized a post‑demo follow‑up cadence to move trials to activation.
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Scale
With a clearer narrative and lighter lift for new customers:
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Generated 50+ qualified leads through Western Sportsman Expo and NLOA touchpoints, giving the team a prioritized follow‑up list and social proof.
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Improved demo‑to‑customer conversion by ~30% as onboarding friction dropped and follow‑ups became consistent.
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Reduced time‑to‑value from ~7 days to ~3 days on average.
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Established a metrics‑driven operating rhythm (MRR, CAC/LTV, activation, NRR) and a breakeven plan: positioning Krytter for targeted non‑dilutive capital and, later, category‑savvy equity.
