SurveyMonkey

SurveyMonkey is the world’s leading provider of web-based survey solutions which has revolutionized the way people give and take feedback, making it accessible, easy and affordable for everyone.

SurveyMonkey freemium model

Free service(s):
• Free web-based survey with 10 questions per survey and 100 respondents per survey limits

Premium service(s):
• Premium monthly and yearly plans with additional features, such as:
• Unlimited questions, Unlimited responses, Custom design, Text analysis for open responses, A/B testing, SPSS integration…

 

Facts & figures:

• Over 1.5 million online survey responses every day

• Their customers include 99% of the Fortune 500, academic institutions, small businesses, HR departments, but majority is still non-profits, individuals and small organization that previously didn’t have access to this type of survey tools

• SurveyMonkey started using freemium business model, as early as 1999, much before ‘freemium’ become a buzzword on the web

• SurveyMonkey invested a lot into internalization and localization of their products by solving three problems for local users to use their product
o Language
o Currency
o Payment format

Freemium takeaway(s):

• SurveyMonkey freemium business model demonstrates the value of the free user, stressing that their free user is as valuable as premium user, best summarized by Bennett Porter, Vice President, Marketing Communications:

– “We fundamentally believe that if you want to enter to freemium space you must pay as much attention to your free product, and your free product must be as good as your premium product, to be successful. So, if you can’t stay by your free product, it’s just not worth it, it’s not going to work for you.”
– “Make sure that your free product can stand on its own […], that people feel that they are getting value from the free product.”
– “Don’t make your product experience for your free user a thin experience. […] if you are not willing to invest in your free product, they will never upgrade.”

• “Breaking down international product barriers can dramatically increase your addressable paid user base” (Brent Chudoba, VP, Business Strategy)

Links:

• SurveyMonkey Link

• Plans and pricing Link

• Bennett Porter, Vice President, Marketing Communications, SurveyMonkey talks about Survey Monkey freemium business model at Freemium Meetup July 12 2012 (full video) Link

• Scaling freemium, presentation by Brent Chudoba, VP, Business Strategy Link

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