"11% activation rate: only 770 of 7,000 monthly signups ship a parcel"
"89% drop-off = 109k/month unrealized revenue (1.31M annually)"
SOURCE: Sendcloud-and-ProductLed (3).pdf, slide "Opportunity 1: Activation Gap"
Root Cause (ProductLed Analysis)
"90% waste: Users signing up for support or pricing checks (not shipping)"
ProductLed claims 90% of signups are not there to ship - they signed up for support tickets or to check pricing. The onboarding assumes everyone wants to ship immediately.
SOURCE: Sendcloud-and-ProductLed (3).pdf, slide "Opportunity 1: Activation Gap" under "Root Causes"
The ProductLed Claim
"Small merchants = 50% of signups (3,500/month) but 6% activation vs 11% overall"
"Yet they have best unit economics: 4.5-month CAC payback (vs 18-month company avg)"
"Lost opportunity: 3,290 merchants/month neglected due to 'not scalable' bias"
SOURCE: Sendcloud-and-ProductLed (3).pdf, slide "Opportunity 2: Small Merchant Segment"
IMPORTANT: Verify This
The 4.5-month CAC payback claim comes from ProductLed, not SendCloud's internal data.
You mentioned SendCloud does not know how to calculate CAC. This is ProductLed's estimate - ask them how they calculated it and whether it matches SendCloud's understanding.
Question to ask: "ProductLed claims small merchants have 4.5-month CAC payback vs 18-month average. How did they calculate this? Does this match your internal view?"
From Segmentation Analysis (Internal Data)
"~80% of new inbound leads in <50 shipping onboarding volume"
"70% of leads in this category typically never ship a parcel"
"7% will become Active Merchants or Active Subscription Merchants"
SOURCE: Segmentation Analysis - copy for PL.pptx.pdf, slide "Key Takeaways"
Survey Details
Who: Thomas van de Werft
When: June 20 - July 23, 2024
Target: Small merchants (0-400 parcels) who registered 5-30 days ago but have not shipped
Responses: 110 responses (17% response rate from ~650 users reached)
SOURCE: "Onboarding - Why new users don't ship with us (yet) - copy for PL.pptx.pdf"
Survey Results
20%
Technical issue - stuck connecting webshop or carrier
20%
"My webshop is not ready yet"
12%
"I have no orders yet"
SOURCE: Same file, slides "What's the result?" and "Can you elaborate?"
The 84% Claim - Context
"84% of all reasons for not shipping something is because they don't have a real order yet to fulfil."
How they got 84%: Combined "need more time" + "webshop not ready" + "still configuring" + "no orders yet" = users who do not have a real order to fulfill yet.
SOURCE: Same file, slide "Idea: Test shipment"
Test Shipment Idea
Thomas proposed: "What if we encourage new users to send a test shipment (maybe a letter)?"
Status unclear - ask if this was ever implemented.
SOURCE: Same file, slide "Idea: Test shipment"
Survey Details
Who: Maud Jacobs
When: June 6 - August 6, 2025 (~8 weeks)
Target: Users deactivating Lite, Growth, or Premium plans
Responses: 711 responses (from 967 total, excluding Trial)
SOURCE: "Offboarding Survey Analysis.pptx.pdf", slides "Data Collected" and "Lite, Growth and Premium"
Primary Churn Reasons
28%
"I no longer need my Sendcloud account" (198 users)
26%
"Sendcloud is too expensive" (182 users)
23%
"Another Reason" (161 users)
SOURCE: Same file, slide "77% of all responses is captured within the top three Primary Churn Reasons"
The 37% Core ICP Churning Claim
"In the 100-1000 volume segment (core ICP) at least 37% mentions going to another solution (compared to the overall average of 20%)"
What this means: Of users in the 100-1000 parcel/month segment who churned, 37% said they are moving to another shipping software/provider. This is higher than the 20% average across all segments.
SOURCE: Same file, slide "Executive summary: Granular insights"
Pause Functionality Request
"36 users (19%) explicitly mention a (temporary) pause - could indicate that Sendcloud should support temporary subscription pauses."
This is 19% of the 191 users who said their churn reason was "out of Sendcloud's control" (closed business, low volumes, test account).
SOURCE: Same file, slide "Executive summary: High-over insights"
The Problem
"The total margin loss of these 236 merchants is estimated to be around 300k in the 4 months after they churned"
Calculation: 300k / 4 months = 75k/month = 900k/year (as stated in ProductLed deck)
What happens: Merchants grow on SendCloud using transactional rates, then switch to direct carrier contracts (cheaper). They keep using SendCloud features but margin collapses.
SOURCE: "Transactional Churn.pptx.pdf" by Javier Julve, Maud Jacobs, Tijmen van Zutphen, Thomas van den Hurk (December 2024)
ProductLed's Monetization Proposal
"Retention: Feature incentives to stay on TRX - Free/cheap premium features on transactional rates, Paid features on direct contracts"
"Monetization: Capture value from churners - Tracey (tracking notifications), Support Automation, Claim Audit/Parcel Radar, WhatsApp integration - 30-35/month feature ARPU"
SOURCE: Sendcloud-and-ProductLed (3).pdf, slide "Opportunity 3: Transactional Churn"
From the PNG Screenshot
Peijke Jansdaal documented usability issues. These are visible in the image file:
- 404 error on "how to connect" CTA for Shopify
- Users get stuck in onboarding wizard and cannot leave
- Mandatory KvK number blocks startup/prosumer users
- No "other" country option - causes bad data
- Scary billing messaging instead of reassuring (step 7)
- Pre-activated carriers not obvious for Dutch signups
- Contradicting/confusing copy in onboarding wizard (step 3)
- Trial page not reachable when stuck in OB wizard
SOURCE: "Usability review by Peijke.png" - screenshot of his documented findings
The 5 Parallel Tests
"5 Parallel Tests (Pick Winners in W5-6):"
- Show pricing upfront vs. hide behind signup (campaign A/B test)
- "Express onboarding" with smart defaults (product test)
- Qualify at signup: "Do you have parcels to ship today?"
- Progressive disclosure: show essential steps only
- Segment-specific flows: <50 parcels gets simplified path
SOURCE: Sendcloud-and-ProductLed (3).pdf, slide "Activation Gap: Our Q1 Approach"
Financial Target
"Three Growth Opportunities Worth 2.56M in Year 1"
"1.25M 6-Month (Realistic) Q1-Q2 combined impact"
"Target: Move activation from 11% to 13% in Q1, on track to 18% by Q2"
SOURCE: Sendcloud-and-ProductLed (3).pdf, title slide and "Common Goal" slide
Maud Recognition in Deck
"Data-driven decisions - Maud's work actually gets used to drive action"
ProductLed specifically calls out Maud's work under "Core Capabilities" in their operating principles.
SOURCE: Sendcloud-and-ProductLed (3).pdf, slide "Operating principles"
Your main contact. She brought you in after the previous consultant failed (charged 10K, only gave recommendations, no implementation).
What we know from files: She is mentioned in the ProductLed deck as part of the stakeholder group. Beyond that, verify her background and priorities in person.
Her work is explicitly called out in the ProductLed deck: "Maud's work actually gets used to drive action."
Her documented work:
- Offboarding Survey Analysis (711 data points, August 2025)
- Co-author on Transactional Churn analysis (December 2024)
SOURCE: File authorship in Offboarding Survey Analysis.pptx.pdf and Transactional Churn.pptx.pdf
Has his own consultancy (Sterkon). Will evaluate you critically.
His documented work: Usability Review with 15+ specific UX bugs.
SOURCE: Usability review by Peijke.png
Owns UX. Contract shortened from 3 to 1 month after his interview - he may have raised concerns. Onboarding UX is his territory.
No work directly attributed in files. Acknowledge his expertise. Ask for his input before suggesting design changes.
PLG could threaten his pipeline - if SMBs go self-serve, his team loses those deals.
Mentioned in: Call transcript "Closed Won - Glasleveren" - Krishian says "Sander is bij ons teamlead geworden" (Sander has become our team lead).
SOURCE: Closed Won - Glasleveren NL 500 a month-call-transcript
Your onboarding work directly supports her enablement goals.
No work directly attributed in files. Verify her actual role and responsibilities.
"Thomas's survey showed 84% of non-shippers combined don't have a real order yet. He proposed a test shipment idea - did that ever get implemented?"
References: Onboarding - Why new users don't ship with us (yet).pdf
"ProductLed claims small merchants have 4.5-month CAC payback vs 18-month company average. How did they calculate this?"
References: ProductLed deck - tests if you should trust their numbers
"Peijke documented a 404 on the Shopify connect CTA. Is that still broken?"
References: Usability review by Peijke.png
"Maud's offboarding survey found 37% of the 100-1000 volume segment mentions moving to another solution vs 20% average. What's driving that?"
References: Offboarding Survey Analysis.pptx.pdf
"The ProductLed deck lists 5 parallel tests for Q1. Which ones are live? What have you learned so far?"
References: Sendcloud-and-ProductLed (3).pdf
"19% of churners in the 'out of control' category mentioned wanting a temporary pause. Is that on the roadmap?"
References: Offboarding Survey Analysis.pptx.pdf
ProductLed (External Consultants)
They wrote "Sendcloud-and-ProductLed (3).pdf" dated November 2025. It proposes 3 opportunities worth 2.56M Year 1. You are executing on THEIR strategy.
Previous Consultant
Charged 10K. Only gave recommendations. No implementation. Your differentiator: Execution over slides.
The Stakes
1 month to prove value. Target from ProductLed: Move activation from 11% to 13% in Q1.
Remember
Every number you cite should have a source. If someone asks "where did you get that?" you should be able to point to a specific file and slide.