RTBF Revenue Planning

A systematic approach to revenue planning that helped Teachable grow from $10k to $160k MRR in one year by focusing on specific revenue targets and innovative marketing strategies.

Core Revenue Planning Model ("Every Dollar Model")

• Set specific monthly revenue targets (RTBF - Revenue To Be Found)
• Break down exactly how each dollar of revenue will be generated
• Plan 1-2 months ahead with concrete strategies
• Forces innovation through necessity of hitting specific numbers

Revenue Generation Strategies by MRR Level

• Under $1,000 MRR
  • Direct sales
  • Personal email outreach
• Under $3,000 MRR
  • Monthly webinars to free users
  • Focused upgrade offers
• Under $5,000 MRR
  • Systematic weekly webinars
  • Multiple weekly events (Tuesdays and Thursdays)
• $10,000+ MRR
  • Partner promotions
  • Layered marketing approaches
  • Enterprise sales

Key Marketing Innovations Born from RTBF

• Price Change Campaign

  • Offered old pricing ($29) to existing users for 1 week
  • Generated $20,000 in new MRR
  • Strategy reused 3-4 times successfully

• Summit Strategy

  • Gathered 15-20 partners for massive joint event
  • First attempt: $25,000 new MRR (2015)
  • Scaled to $130,000 new MRR (recent)
  • 60,000 signups, 2,000 paying customers

Framework Benefits

• Creates accountability through specific targets
• Provides clear diagnosis when goals are missed
• Helps avoid "great idea trap" by requiring ROI analysis
• Forces marketing innovation through necessity
• Works effectively until ~$10M ARR ($800k MRR)
• Requires longer-term planning at larger scale (full year advance)

Success Metrics

• 70-80% of goals missed initially
• But provided clear data on why goals were missed
• Helped refine future models and predictions
• Created systematic approach to growth vs. random tactics
• Prevented pursuit of non-ROI positive projects early on