Suzy
Matt Britton had already tasted major success, selling his agency for $50 million in 2010. But rather than retire, he immediately launched Suzy in 2011 with an ambitious vision: democratize product testing through mobile crowdsourcing. The original product, Crowdtap, let everyday consumers test enterprise products like candy bars and detergents in exchange for rewards.
The consumer-facing model sounded good in theory—get real feedback from real people on real products. But in practice, Crowdtap struggled. The unit economics didn't work, and competing on consumer engagement proved brutal.
Rather than abandon the space entirely, Britton and his team flipped the business model 180 degrees. Instead of selling to consumers, they went upmarket and sold to enterprises directly. Suzy became a B2B software platform where large companies could run user research studies themselves. This pivot worked. By 2018, the company had hit $10M in revenue. The trajectory accelerated: last year (2023), Suzy did $65M in revenue, though the company burned $12M in cash. Britton is confident in the unit economics, projecting $82M in revenue this year with plans to burn just $9M—a significant efficiency gain.
With that trajectory, Britton is mapping a clear path: "We'll hit $82m revenue this year and plan to burn $9m with a track to $100m ARR by mid 2025." For a company that nearly died as a consumer app, becoming a $100M+ ARR enterprise software business would be a remarkable redemption arc.
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