A breakdown of EveryMove technology costs in 2014
It’s very hard to predict how much it will cost to run a startup or all the services we’ll need to use. When we get started, we make very basic assumptions of the R&D and operational services we’ll use, but we lack comparables to know if we are off. Even if this is not your first startup, so many new and better services come to exist. I thought it would be useful for many entrepreneurs out there to share what year 4 of EveryMove was like so others can use as a reference. Each startup is distinctly unique. I haven’t seen this level of breakdown, and I’m sticking my neck out there writing this post.
First and foremost, I’m not doing this from an accounting perspective, meaning that I’m not helping CFOs as much as I’m helping CTOs. And by sharing this information I also hope to learn and improve on how we develop and operate EveryMove.
The tables have information on how much we paid in 2014, how many months we have used the service and what was the monthly average cost of the subscription (if it’s a Saas product). They also have a short description of what we are using it for, and what are the plans for 2015 (Y = continue to use).
Some services have a setup or other one-time costs that doesn’t necessarily reflect the real monthly subscription cost. For example, our subscription for The Resumator is $159 a month, but we bought Job Listings directly from the service. Other products we’ve made a one-time purchase (like PRTG) or we are using a free tier (like App Annie).
Day-to-day
Company/Product
TOTAL
Category
Months
Avg. Monthly
What for
Continue in 2015?
Atlassian
$8,699
D2D
12
$725
Jira, Confluence, Gliffy
Y
Dropbox
$2,439
D2D
12
$203
File sharing
Y
Google Services
$1,950
D2D
12
$163
Google Apps (email, calendar, docs, etc.)
Y
HipChat
$522
D2D
12
$44
Internal IM service
Probably replacing with Slack
Microsoft
$3,016
D2D
12
$251
Office 365 subscriptions, Azure & software licenses
Y
HR
Company/Product
TOTAL
Category
Months
Avg. Monthly
What for
Continue in 2015?
The Resumator
$4,354
HR
9
$484
Job applicant track system
Y
TheMuse
$1,494
HR
6
$249
Company page for job applicants
Maybe (we cancelled our subscription, but if we have 3–4 openings for
devs I would do it again)
TinyPulse
$1,038
HR
12
$87
Company culture feedback tool
Y
Marketing
Company/Product
TOTAL
Category
Months
Avg. Monthly
What for
Continue in 2015?
App Annie
$0
Marketing
12
Mobile ranking, competitive marketing & API
Y (probably moving into the paid plan)
Hubspot
$1,280
Marketing
3
$427
Landing page, conversion & messaging testing
Y
Mailchimp
$725
Marketing
12
$60
Marketing emails
Y
SurveyMonkey
$240
Marketing
12
$20
Y
Vimeo
$109
Marketing
12
$9
Video hosting
Y
Operations
Company/Product
TOTAL
Category
Months
Avg. Monthly
What for
Continue in 2015?
Amazon Web Services
$780
Ops
12
$65
S3 & other services
Y
Bitly
$0
Ops
URL shortening service
N (we replaced with in-house solution)
DataDog
$1,731
Ops
12
$144
Code Performance diagnostic
Probably retiring and using NewRelic only.
Desk.com
$1,157
Ops
12
$96
Customer support management tool
Y
DNSimple
$322
Ops
12
$27
Domains management
Maybe (considering Google Domains)
Eligible API
$30
Ops
12
$2
Health Insurance APIs
Y
Full Contact
$397
Ops
12
$33
Help identify a person authority over a company
Y
KeePass
$0
Ops
- Password management
Probably replacing with LastPass
Mixpanel
$328
Ops
3
$109
Feature analysis, retention, etc.
Y
Moz
$0
Ops
6
Moz API to get domain information
Y (we used it for a while and we’ll use it again in 2015)
Neustar
$6,922
Ops
12
$577
IP Geolocation
Maybe, due to high price we are considering alternatives
New Relic
$3,942
Ops
12
$329
Performance & QoS monitoring
Y
Pingdom
$479
Ops
12
$40
Service monitoring & alerts
Y
PRTG
$0
Ops
Low-level monitoring of servers & services
Y
SendGrid
$6,510
Ops
12
$543
Transactional email service
Y
Softlayer
$95,810
Ops
12
$7,984
Cloud & server hosting
Y
Splunk
$171
Ops
12
$14
Bugsense: Mobile error tracking
Y
Stripe
$0
Ops
Payment processing
Y
Twilio
$50
Ops
12
$4
SMS/Phone hacks here and there
Y
UrbainAirship
Ops
12
$0
Push Notification
Y (although they have really tighten up the screws in revenue, so it’s
becoming quite expensive)
Product Development
There are a lot of dev tools not included here either because they were
free or because we already paid for them previously.
Company/Product
TOTAL
Category
Months
Avg. Monthly
What for
Continue in 2015?
Adobe Systems
$5,342
R&D
12
$445
Subscription to Adobe Cloud for Photoshop, Illustrator, etc.
Y
Balsamiq
$79
R&D
Design mocks
Y
Github Social coding
$600
R&D
12
$50
Source code management
Y
Jetbrains
$498
R&D
Licenses to ReSharper & TeamCity
Y
Lucid Software
$59
R&D
12
$5
Diagram/chart tool
N (replacing with Gliffy)
Specctr
$25
R&D
Adobe PS/AI extension for redlining
Y
Sales
Company/Product
TOTAL
Category
Months
Avg. Monthly
What for
Continue in 2015?
DocuSign
$1,086
Sales
Contract management
Y
Go To Meeting
$644
Sales
12
$54
Videoconferencing service
N (Join.me does a great job)
LogMeIn
$860
Sales
12
$72
Join.me: For presentation screen sharing
Y
Salesforce
$2,210
Sales
12
$184
CRM
Y
Salesloft
$650
Sales
6
$108
Sales prospecting automation
Y
Toutapp
$2,610
Sales
12
$218
Email template & tracking for sales
N
