Growth Vision + Strategy

Patreon’s Growth organization

brings more valuable creators on to Patreon, and
helps them realize their full earnings potential with
Membership.

MISSION STATEMENT
Patreon welcomes and guides you
through every step of your creative
journey—from your first consideration
of membership through the long-term
success of your business. So that you
can build a membership that lasts.

CREATOR: BELEAF IN FATHERHOOD

So that you can build a membership
that lasts.

CREATOR: BELEAF IN FATHERHOOD

 FIND CONVINCE BUILD LAUNCH GROW SCALE

NEW RENAMED

Creator Acquisition &

Creator Activation Creator Revenue
Growth Marketing

NEW

Monetization
 +$XM in Year 3 TMV +$YM in Year 3 TMV +$ZM in Year 3 TMV

FIND CONVINCE BUILD LAUNCH GROW SCALE

NEW RENAMED

Creator Acquisition &

Creator Activation Creator Revenue
Growth Marketing

+$XM in Year 3 Gross Profit

NEW

Monetization
Our vision
Find

“I first heard of Patreon a long time ago, from a “I first heard of Patreon 1 or 2 years ago from a
Youtuber, but I don’t remember who it was” - Lina blog in the same miles space that I had seen had a
Mayorga Patreon account.” - Dan Miller

“I first heard of Patreon when I started cosplaying. “I just saw that some of my colleagues were using
A lot of my friends started using Patreon.” - Lexi it and I thought that it’s something that I could look
Rae Valdez into” - Tommi Velasquez
Find

Seeing is believing.

Our greatest source of new creators is seeing other

creators who you admire that are successful.

First step: realizing that a fellow creator I respect is

using Patreon for their podcast.
Find

But how much can I make with Membership?

Find

...and how does it work again?

Convince

I have been thinking about using

Membership for my podcast. But where
would I start?
Convince

Build your confidence by hearing directly

from fans about your membership tiers.
Build

Based on the template I’ve chosen, which

includes analytics and app integrations, I’m
placed on the Professional path.
Build

“My experience (impression) is that it’s a lot of “I found it to be a little overwhelming to figure out
work, and it gives me kind of cold feet.” Lexy Rae what things to offer. What the right tiers were and
Valdez setting that up. “ - Dan Miller

“I was surprised by how much work is involved. I

want to stand out.” - Sophia (Cosplay)
Build

Addressing the biggest issue creators face:

what to offer.

With structured benefits and templates, we

can guide creators to a higher converting,
higher value membership.
Build

Addressing the biggest issue creators face:

what to offer.

With structured benefits and templates, we

can guide creators to a higher converting,
higher value membership.
There is no time like launch
to affect a creator’s
trajectory.

CREATOR: SHITTY ROBOTS

Launch

Launch more confidently by sharing your page

before going public, even accepting early signups
so you can launch with social proof.
Launch

Approaching and post-launch, providing a

checklist to help keep creators organized
Launch

Reinforcing the feeling of early patronage,

and integrating that experience to drive more
awareness. The more creators talk about
and share their Patreon, the more fans (and
creators) that will enter the funnel.
Grow

Entice fans at key conversion points

● Annual pricing
● Structured benefits
● Pre-Sales
● Back catalog
● Live events
● Merch + Special Offers
Grow

And do the easy things for pledge conversion

● Featured posts to highlight creator work

● In-page support for learning about
memberships and Patreon
Grow

Continue to see personalized growth

recommendations, such as a plateau
breakthrough guide that includes plan-
specific features.
Grow

Continue to see personalized growth

recommendations, such as a plateau
breakthrough guide that includes plan-
specific features.
Scale

As you scale, Patreon scales with you.

Scale

Offer plan discounts, trials, and

immediate merch at live events to
convert passion into patronage.
How do we make this
happen
 FIND CONVINCE BUILD LAUNCH GROW SCALE

NEW RENAMED

Creator Acquisition &

Creator Activation Creator Revenue
Growth Marketing

NEW

Monetization
 Growth Marketing + Creator Activation Creator Revenue Monetization
Creator Acquisition
North star North star North star North star
Qualified lead generation $1k launches Post-launch earnings Membership Solutions
expansion margins
● Logged Out Website (aka ● End-to-end onboarding, ● Growth tools, e.g. Special ● Pricing plan optimization
Marketing Site and Blog) including initial tier & benefit Offers, live events, annual
construction plans, pre-sales, trials & ● Plan upsell
● Lead Generation tools (ex: discounts
earnings calculator, template ● Launch experience, including ● Plan price discounting, free
voting, webinar lead capture) initial patron acquisition ● Prospective patron creator trial experience
page and purchase
● Sales and Marketing ● Creator signup experience ● Pricing plan infrastructure
technology (ex: CMS, A/B maintenance and internal
testing, SFDC, Drift/ ● Pricing plan recommendation ● Ongoing tier maintenance tooling
Intercom) and fulfillment
● Upgrade/ downgrade
● Growth Marketing lead ● Customer success experience
generation channels such as technology
paid acquisition, SEO, and
referral
 FIND CONVINCE

Growth Marketing &

Creator Acquisition
Growth Marketing & Acquisition | Mission

Maximize valuable creator lead

generation that is cost-effective and
scalable.
Growth Marketing & Acquisition | Forecasted Impact

NORTH STAR: Lead generation engine

delivering $XXm in TMV over 3 years

YEAR 1 YEAR 2 YEAR 3 Overall LTV:CAC

X
TMV Contribution
$XXX $YYY $ZZZ
Avg Payback Period
Investment 1 PM 1 PM 1 PM
1 Consultant 1 Paid Marketer 1 Paid Marketer Y years
Acquired LTV
$XXX $YYY $ZZZ
Metrics this team will move
Total Operating Exp
● # of PQLs
($XXX) ($YYY) ($ZZZ) ● # of $1k Creators
● Acquired New TMV
LTV/CAC
X Y Z
 Growth Marketing & Acquisition | Roadmap

Q3 2019 Q4 2019 Q1 2020 Q2 2020

● Setup capability for re- ● Implement CMS for page ● Implement lead capture tools ● Future roadmap TBD
targeting ads across major publishing and lead capture (earnings calculator, template
social channels (FB, Twitter, templates tester, etc.)
Instagram)
● Introduce email automation ● Build and launch additional
● Introduce retargeting ads for lead capture category pages and micro-
across a single channel community pages (ex:
● Introduce Lookalike Mukbang, EDM music, Sex
● Implement FE testing tool Audiences Education)
● Build the Creator-led ● Implement Sales Enablement
Workshops experience Tool (i.e. Drift or Intercom)

Exact sequencing TBD

 BUILD LAUNCH

Creator Activation
Creator Activation | Mission

Build a world class onboarding and launch

experience that is smart, inspiring, and guided,
so we launch more $1k creators than we ever
thought possible.
Creator Activation | Forecasted Impact

NORTH STAR: Increased number of $1k launches

adding $XXXm in additional TMV over 3 years

YEAR 1 YEAR 2 YEAR 3 ROI Aggregate

Incremental TMV XXX%

$XXX $YYY $ZZZ

Investment 1 PM 1 PM 1 PM Payback Period

.5 EM .5 EM .5 EM
1 Design
4 Engineers
1 Design
4 Engineers
1 Design
4 Engineers
Y years
.5 Data Science .5 Data Science .5 Data Science

Gross Profit Metrics this team will move

$XXX $YYY $ZZZ ● Top of Funnel Signup CVR
● Signup Completion → Campaign Edit CVR
Operating Exp ● Campaign Edit → Launch CVR
($XXX) ($YYY) ($ZZZ) ● Avg Acquisition value of a $1k creator
● GBB Pro/Premium adoption
Net income
($XXX) ($YYY) $ZZZ
 Creator Activation | Roadmap

Q3 2019 Q4 2019 Q1 2020 Q2 2020

● Membership Templates ● Browse Membership ● Refine Membership Template ● Goal-driven membership

experience (pre-signup) recommendations based on models
● New Intake Flow data from Q4
● Launch Planner ● Recommended launch
● Benefit taxonomy (data ● Refine Browse & Share activities
structure) ● Experiments & refinement Membership experience
based on data from Q4 ● PQL definition refinements
● Sign up + Social oAuth ● Sign up + Social oAuth (based on data from Q4 2019-Q1 2020)
improvements improvements ● Pre-fill creator pages with
social content

Key Results Key Results Key Results Key Results

Edit-->Launch reaches 50% by EOQ Edit-->Launch reaches 60% by EOQ Edit-->Launch doesn’t drop below 60% Edit-->Launch reaches 70%
View-->Signup CVR increases by 10% (lift) Sign up conversion increases by 10% Sign up conversion increases by 10% Sign up conversion remains steady
Signed up→ Edit CVR increases by 10% (lift) GBB Pro/Prem selection remains above 50% GBB Pro/Prem selection remains above 50% GBB Pro/Prem selection remains above 50%
GBB Pro/Prem selection remains above 50%
 GROW SCALE

Creator Revenue
Creator Revenue | Mission

Give creators a raise by empowering and

supporting their product offering, pricing,
and promotion.
Creator Revenue | Forecasted Impact

NORTH STAR: Drive $XXXM of expansion over the next 3 years

YEAR 1 YEAR 2 YEAR 3 ROI Aggregate

Incremental TMV XXX%

$XXX $YYY $ZZZ

Investment 1 PM 1 PM 1 PM Payback Period

.5 EM .5 EM .5 EM
1 Design
5 Engineers
1 Design
6 Engineers
1 Design
7 Engineers
X years
.5 Data Science .5 Data Science .5 Data Science

Gross Profit
$XXX $YYY $ZZZ Metrics this team will move
● Pledge Conversion
Total Operating Exp ● Pledge Value Retention
($XXX) ($YYY) ($ZZZ) ● Average Pledge Value

Net income
($XXX) $YYY $ZZZ
 Creator Revenue | Roadmap

Q3 2019 Q4 2019 Q1 2020 Q2 2020

● Non-patron Creator Page ● Annual payments ● Time-to-earn benefits ● Seamless mobile web sign-
up
● Faster loading times for ● Structured benefit ● Integration of annual
Creator Page management payments and time-to-earn ● Live event activation
with Special Offers
● CUF v2
● Pre-sale feature

Key Results Key Results Key Results Key Results

6 Creator Page reference customers 10 Annual Payment alpha opt-ins $3M TMV from Pre-sales (special offers with 1.5% conversion rate on Creator Page
1% lift in Creator Page conversion
annual payments)
 SCALE

Creator Monetization
Creator Monetization | Mission

Continuously guide creators to the

optimal pricing plan for their stage and
potential.
Creator Monetization | Forecasted Impact

NORTH STAR: Increased adoption of Pro and Premium delivers $XXXm in

gross profit over 3 years (assuming current TMV projections).

YEAR 1 YEAR 2 YEAR 3 ROI Aggregate

Investment 1 PM 1 PM 1 PM X%
2 Eng 2 Eng 2 Eng
1 Design 1 Design
1 DS Payback Period

Gross Profit
X years
$XXX $YYY $ZZZ

Operating Exp
($XXX) ($YYY) ($ZZZ) Metrics this team will move
● Patreon Membership Solutions Margin
Net income ● Gross Profit on our TMV
($XXX) $YYY $ZZZ ● Pro adoption rate
● Premium adoption rate
 Creator Monetization | Roadmap

Q3 2019 Q4 2019 Q1 2020 Q2 2020

(Team TBD)
● Discovery on Plan adoption ● Introduce new Premium ● Add up-sell experience ● Improve up-sell experience
onboarding experience throughout the Pro product throughout the Pro product
● Enhancements to Internal
tooling for supporting plan ● Productize Dedicated ● Improve up-sell experience ● Add tier discounts tied to
infrastructure Partner Management throughout the Lite product long-term commitment
onboarding (Patreon’s own annual plans
● Build up-sell for Legacy
● Free-trial functionality for Pro creators
and Premium package
features

Exact sequencing TBD

Growth Organization
2020
 View of the Growth Organization by end of 2020

Growth Marketing + Creator Activation Creator Revenue Monetization

Creator Acquisition
North star North star North star North star
Qualified lead generation $1k launches Post-launch earnings Membership Solutions
expansion margins
Team Structure Team Structure (no change) Team Structure (no change) Team Structure (no change)
2 Eng 1 PM
1 Designer .5 EM 1 PM 1 PM
1 Head of Growth Marketing 4 Eng 7 Eng 2 Eng
1 IC Growth Marketer 1 Designer 1 Designer 1 Designer
.5 Data Science 1 DS

Cost Cost Cost Cost

~$X/yr (spend+ppl) ~$YM/yr (ppl) ~$ZM/yr (ppl) ~$XM/yr (ppl)

Output (yr 3) Output (yr 3) Output (yr 3) Output (yr 3)

$XM gross profit / yr $YM gross profit / yr $ZM gross profit / yr $XM gross profit / yr
 Q3 2019 Q4 2019 1H 2020 2H 2020

Growth Marketing Growth Marketing Growth Marketing Growth Marketing (2)

IC Growth Marketer IC Growth Marketer + $Z spend No change
+ $X spend + $Y spend Head of Growth Marketing
+ External Contractor + Head of Growth Marketing IC Growth Marketer

Creator Acquisition Creator Acquisition Creator Acquisition Creator Acquisition

+1 Sr FTE Eng (hire) 2 Eng 1PM, 2 Eng, 1 Design No change
+1 FTE Eng (converted) + PM
+1 Design

Creator Activation Creator Activation Creator Activation Creator Activation

(Current) No change No change No change
1 PM, 4 Eng, 1 Design

Creator Revenue Creator Revenue Creator Revenue Creator Revenue (9)

(Current) 1 PM, 5 Eng, 1 Design 1 PM, 6 Eng, 1 Design No change
1 PM, 5 Eng, 1 Design +1 Eng +1 Eng

Monetization Monetization Monetization Monetization (5)

+PM PM & 2 Eng PM, 2 Eng PM, 2 Eng, 1 DS
+2 Eng + 1 DS + 1 Design
End