0Overview
In 2015, Outfield’s CEO Austin Rolling and CTO Adam Steele set out to innovate in the field sales space. We began as a mobile-first CRM designed with a clear focus to create tools that support organizations with field sales & field marketing activities, such as territory management, route optimization, and producing advanced market insights for sales managers to improve their field ops. Since then Outfield has been operating as a bootstrapped startup.
We are a Houston based company that has grown to a team of 20 and has expanded across multiple markets in 50 different countries. In 2020, we reported just under $1M in revenue (cash accounting method) and have been mentioned in top media outlets for business like Forbes and Inc.
From this success, an opportunity has been revealed and we have re-shaped our focus into a bigger vision: solve the two biggest problems in CRM.
The problem
Too many reps do not adopt CRM & vendors are detached from customer performance
STRIKE ONE: Adoption. It’s one of the biggest challenges that CRM companies face. Various sources online cite a stat by CSO Insight suggesting that 43% of CRM customers use half the features that they pay for. This ultimately means that a company spending a million dollars a year on their CRM is losing over $500K in value.
Moreover, in a study widely cited by publishers such as Forbes and Entrepreneur, high CRM adoption by salespeople was only achieved by 46% of companies in 2018, which is only marginally better than in 2013 when it was 37%.
From our experience adoption issues are driven by three main causes:
1) Lack of motivation from sales reps
2) Insufficient training
3) Poorly designed user experience and interface
Given our experience growing a successful mobile-first CRM and building deep expertise in what drives sales performance and rep motivation, we’ve focused much of our attention on solving this CRM adoption problem.
But there is a second problem that plays an equally important role from the sales admin perspective.
STRIKE TWO: Detached Outcomes. Most CRM companies are detached from the challenges & goals their customers originally came to them hoping to solve and achieve. This produces a misalignment of objectives between both parties, often leaving CRM companies indifferent towards the outcomes of their customers. This observation is supported in the Harvard Business Review, which reports on a meta-analysis from a dozen studies that an average of one-third of all CRM projects fail completely. They conclude that CRM companies miss the mark in helping companies because they are too often used for inspection (e.g. progress reports etc.) rather than creating improvements in the sales process and increasing revenue. This conclusion is supported by findings from the Miller Heiman Group showing that only 25% of salespeople agreed that their CRM actually enhanced their productivity.
Meanwhile, most CRM vendors would still get paid regardless of whether or not their customers were successful. We’d call that STRIKE THREE.
THE Market
The global customer relationship management (CRM) market size grew to $58 billion in 2021 according to Fortune Business Insights and has been growing rapidly at over 10% per year. It’s projected to grow at an even more significant rate over the next decade to $128 billion in 2028. CRM is also the third fastest-growing segment in all of enterprise software according to the 2020 Gartner Market Share Analysis, which reports comparable market sizes and trends to Fortune Business Insights.
The CRM market is also highly segmented with hundreds of CRM companies operating in the space. Consequently, Outfield regularly acquires customers who have left many of the longer-standing CRM companies in search of a better CRM solution since “big company CRMs” have been growing stale. Additionally, nearly two thirds of the market is controlled by companies each with less than a 2% market share while the majority of the remaining companies maintain a 5% or less share. Segmented markets such as this with no dominant and highly-rated contender are prime markets for innovation and disruption.
As a result of these market conditions, a shocking amount of allocated resources coming from CRM customers are going to waste. 43% of CRM customers use less than half the features they paid for. Outfield aims to reduce that waste and our understanding of the problem led us to a performance-based model, which aligns our revenue growth potential to the goals of our customers.
The initial targets within this market are companies that have been hit hardest by poor CRM adoption and outcomes. These companies also tend to have a significant percentage of Millennials in their workforce. Their generation makes up half of the American workforce and will jump to 75% of the global workforce by 2025. Millennials are a big gaming generation. As a result, they are also the most reactive to systems that reward performance using game mechanics, which are rooted in behavioral psychology. The increase in their workforce dominance only increases our potential for success.
Industry competitors have thus far been unsuccessful at addressing low CRM usage and adoption by salespeople. We believe Outfield is becoming one of the world’s first performance-based CRM company to change the game. We’re developing a solution rooted in game-theory and behavioral psychology to deploy intrinsic motivators that incentivize users not only to use the system, but also to improve themselves and increase their productivity. Here’s how…
the soluTion
Sales reps should not simply use a CRM because their manager tells them to; rather they need to be using it because they want to. But why would sales reps want to use a CRM? Let’s look at the sales persona. Salespeople are competitive, like to help customers find solutions and are driven to win. Salespeople like to be recognized for their performance, and the best salespeople want to master their craft. These characteristics were magnified recently for us at Outfield when we launched experimental performance-based features and studied the feedback.
In 2018, we launched the experimental version of LeaguePlay™, a gamified CRM add-on. It quantified sales rep productivity into performance points within 4 categories: hustle, diligence, preparation, and leadership.
LeaguePlay™ then consisted of a simple weekly competition to see who could achieve the highest performance, winner take all. The results were stunning. Not only was it our fastest growing feature, it also sparked a flood of customer feedback, engagement, and ideas. So we dug deeper with case studies and a 50-page White Paper where we interviewed one hundred sales managers on their results when introducing game mechanics to their sales organizations. 89% of sales managers reported that sales productivity rose when gamification was incorporated into their sales execution. Employee morale also rose 90% of the time when sales managers used strategies based on game theory. Further, managers reported that their sales reps who were of the millennial generation were the most responsive to gamification.
Based on these results and the barrage of customer feedback, we are currently expanding this traction into a high-fidelity performance + reputation based system that not only aligns our goals with customers, but also motivates sales reps to improve, compete, and use their CRM comprehensively.
How does our performance-based system work? First, our customers have the option to select a payment plan that features a low base price compared to standard CRM pricing. Outfield then only gets paid more when customer goals are met and they achieve successful outcomes. Salespeople are wired to think about their comp plans in terms of base salaries combined with variable pay. And that variable pay is based solely on their ability to drive results. So it’s not a stretch to think that CRM vendors should be compensated in a similar fashion. CRM companies profess all day about how they’ll help you increase sales…well prove it!
This performance-based pricing model creates a win-win relationship between Outfield and our customers. Thus, not only is the proof in the pudding, so is significant revenue potential because we end up getting paid more than standard CRM pricing when our customers succeed. And when they are successful, then they are happy to pay us a bonus.
From a product standpoint, our CRM automatically sets up a tailored performance system that managers can then adjust to match up with their team’s roles, KPIs, activity cadence, and any other important workflow unique to their team. Then we apply innovative mechanics rooted in behavioral psychology and game theory to motivate sales reps to buy in and produce. For example, both upward and downward social comparison mechanics can be applied to boost engagement. The Zeigarnik effect can also be applied to boost productivity since it makes you feel like you are on the cusp of completing something and completing things releases internal tension. These are just a few examples, and we apply positive habit-forming mechanics such as these both to everyday workflows such as goal setting and progression as well as bigger ideas within LeaguePlay™.
Our performance-based strategy goes far beyond our initial experimental weekly leaderboard, which after a while began experiencing what’s known as leaderboard burnout. We solve this problem and expand our system by adding multiple ways to improve, compete, and win each week so reps can find what works best for them.
For the complete view, see our LeaguePlay™ User Journey. This solution has been fully designed and is now in the development stage. We’re building the functionality into the current platform and testing it in our staging environment as we progress.
We have been releasing this functionality in three phases. Phase 1 released a month ahead of schedule in November 2021, which laid the groundwork for our expansion toward performance-based CRM with the goals system and making the performance system fully customizable by team managers. It has also enabled us to begin the rollout of the performance-based pricing model. Phase 2 and 3 are up next as shown in the timeline image below.
In summary, our solution is a true win-win partnership. Customers win since we match CRM pricing with successful outcomes. Sales reps win because they are able to use CRM to help them improve, compete, and win. And Outfield wins because we can grow our company into a significant market opportunity and solve a real problem. Technically that’s 3 wins, but win-win-win is a bit of a mouthful. Ultimately, we’re in this game to crack these problems. There’s no more room in our playbook for sales reps to be indifferent about CRM.
Why invest
We’ve innovated and are solving what competitors have fumbled
From its inception to evolution, Outfield has caught what other CRM companies missed. There’s a unique opportunity to change the game and align managers, sales reps, and CRMs like Outfield. Our focus on a performance + reputation based system inspired by game theory and behavioral psychology sets us apart from competitors. We serve as both a partner in operational success and as a software service. Unlike our competitors, we help our clients meet goals with respect to their business and CRM.
League Play is the extension that introduces the gamification elements into Outfield. Eventually, we believe this tech will be integrable with all top CRM platforms expanding our addressable market and solving the user adoption problem across various CRMs, well beyond just the Outfield CRM platform. We have already begun building integrations of League Play into Salesforce and Hubspot. Imagine the growth potential if the League Play technology was spread across all the top CRM platforms.
Outfield has grown to a team of 20 with in-house engineering, design, sales, and marketing. With client companies in over 50 countries paying for access to our platform, we reported just under $1M in revenue (cash accounting method) last year and have been covered in top media outlets like Forbes and Inc.
And the accomplishment we are most proud of so far? We’ve been able to obtain this level of success as a bootstrapped startup, meaning to date we have funded our growth with our sales as opposed to traditional investors like venture capital.
Within the next five years, we plan to champion a new way to approach CRM as we have game-planned above.
In baseball, outfielders are overlooked until they completely change a game with one catch. We’re hustling to make that catch for the CRM market and every player on the field.
Over the years, I have met some founders with grit and the ability to persevere, and Austin Rolling, the founder and CEO of Outfield, is no exception. Austin, like many, had dreams of being an entrepreneur from a young age.
To be an entrepreneur you have to be wired differently. Entrepreneurs crave success at all costs. Tenacity is a major component of what makes an entrepreneur successful.
Company | : | Outfield Corporation |
Corporate Address | : | 1250 Wood Branch Park Dr. | Suite 210, Houston, TX 77079 |
Offering Minimum | : | $9,999.12 |
Offering Maximum | : | $1,069,998.56 |
Minimum Investment Amount(per investor) | : | $248.88 |
Offering Type | : | Equity |
Security Name | : | Common Stock |
Minimum Number of Shares Offered | : | 4,098 |
Maximum Number of Shares Offered | : | 438,524 |
Price per Share | : | $2.44 |
Pre-Money Valuation | : | $17,202,000.00 |
*Maximum number of shares offered subject to adjustment for bonus shares. See Bonus info below.
Voting Rights of Securities Sold in this Offering
Voting Proxy. Each Subscriber shall appoint the Chief Executive Officer of the Company (the “CEO”), or his or her successor, as the Subscriber’s true and lawful proxy and attorney, with the power to act alone and with full power of substitution, to, consistent with this instrument and on behalf of the Subscriber, (i) vote all Securities, (ii) give and receive notices and communications, (iii) execute any instrument or document that the CEO determines is necessary or appropriate in the exercise of its authority under this instrument, and (iv) take all actions necessary or appropriate in the judgment of the CEO for the accomplishment of the foregoing. The proxy and power granted by the Subscriber pursuant to this Section are coupled with an interest. Such proxy and power will be irrevocable. The proxy and power, so long as the Subscriber is an individual, will survive the death, incompetency and disability of the Subscriber and, so long as the Subscriber is an entity, will survive the merger or reorganization of the Subscriber or any other entity holding the Securities. However, the Proxy will terminate upon the closing of a firm-commitment underwritten public offering pursuant to an effective registration statement under the Securities Act of 1933 covering the offer and sale of Common Stock or the effectiveness of a registration statement under the Securities Exchange Act of 1934 covering the Common Stock.
Investment Incentives*
Time-Based
Friends and Family
Invest within the first 72 hours and receive 15% bonus shares.
Super Early Bird
Invest within the first week and receive 10% bonus shares.
Early Bird Bonus
Invest within the first two weeks and receive 5% bonus shares.
Amount Based
Tier 1 | $500
Invest $500 and receive a t-shirt and mask.
Tier 2 | $1,000
Invest $1,000 and receive two t-shirts, a mask, and a baseball cap.
Tier 3 | $5,000
Invest $5,000 and receive two t-shirts, a mask, and a baseball cap. For Outfield Customers, receive a 10% discount on all Outfield services.
Tier 4 | $10,000
Invest $10,000 and receive four t-shirts, four masks, and four baseball caps. For Outfield Customers, receive a 15% discount on all Outfield services.
Tier 5 | $25,000
Invest $25,000 and receive 10% bonus shares, four t-shirts, four masks, and four baseball caps. For Outfield Customers, receive a 20% discount on all Outfield services for life.
Tier 6 | $50,000
Invest $50,000 and receive 15% bonus shares, four t-shirts, four masks, four baseball caps, and time with Founders (call or dinner). For Outfield Customers, receive a 20% discount on all Outfield services for life, and 50 custom development hours.
Tier 7 | $100,000
Invest $100,000 and receive 15% bonus shares, four t-shirts, four masks, four baseball caps, one appointed advisor, and time with Founders (call or dinner). For Outfield Customers, receive a 35% discount on all Outfield services for life, 100 development hours, and in-person training.
Tier 8 | $250,000
Invest $250,000 and receive 15% bonus shares, four t-shirts, four masks, four baseball caps, one appointed advisor, and time with Founders (call or dinner). For Outfield Customers, receive free usage on all Outfield services for life, 100 development hours, and in-person training.
*All perks occur when the offering is completed.
The 10% StartEngine Owners' Bonus
Outfield Corporation will offer 10% additional bonus shares for all investments that are committed by investors that are eligible for the StartEngine Crowdfunding Inc. OWNer's bonus.
This means eligible StartEngine shareholders will receive a 10% bonus for any shares they purchase in this offering. For example, if you buy 100 shares of Common Stock at $2.44 / share, you will receive 110 shares of Common Stock, meaning you'll own 110 shares for $244. Fractional shares will not be distributed and share bonuses will be determined by rounding down to the nearest whole share.
This 10% Bonus is only valid during the investor's eligibility period. Investors eligible for this bonus will also have priority if they are on a waitlist to invest and the company surpasses its maximum funding goal. They will have the first opportunity to invest should room in the offering become available if prior investments are canceled or fail.
Investors will only receive a single bonus, which will be the highest bonus rate they are eligible for.
A crowdfunding investment involves risk. You should not invest any funds in this offering unless you can afford to lose your entire investment. In making an investment decision, investors must rely on their own examination of the issuer and the terms of the offering, including the merits and risks involved. These securities have not been recommended or approved by any federal or state securities commission or regulatory authority. Furthermore, these authorities have not passed upon the accuracy or adequacy of this document. The U.S. Securities and Exchange Commission does not pass upon the merits of any securities offered or the terms of the offering, nor does it pass upon the accuracy or completeness of any offering document or literature. These securities are offered under an exemption from registration; however, the U.S. Securities and Exchange Commission has not made an independent determination that these securities are exempt from registration.
Letter To Shareholder’s Update #1
May 22, 2022
Hello there Outfield investors and prospective investors. This is the first of many reports you’ll receive from us. In our efforts to be completely transparent, you can expect to hear from us at least once a month; sometimes more often. Also, over the course of our relationship together, feel free to reach out direct with any questions you may have.
As a Founder and CEO of Outfield, I’m truly excited about where we’re going within the marketplace, but before I dive into that, let’s review the last few months.
REVIEW
Since January we’ve returned Outfield to profitability for the first time in 2 solid years. January – April of this year, a 40% profit margin (cash accounting) has been generated. In the black is where we feel most comfortable in terms of sustainability and, quite frankly, has been our mode of operation as a bootstrapped start-up for most of our company’s existence.
If you’re wondering how we achieved this after 2 years of burning through about 40k a month in cash, I’ll point to the two main drivers:
Labor makes up a large percentage of our company’s total operating costs. About 65%-70% to be exact. Since December, we have shaved headcount in our cost centers along with positions where we haven’t seen a clear ROI.
We removed customer retention and growth responsibilities from our Account Executive department and created an Account Management department to handle these functions. Separation, specialization, and focus has contributed to the growth of our current customer base in terms of overall spend.
Revenue
As we speak about revenue, please be aware that sometimes we speak in terms of Cash Accounting. In other instances, we may speak on an Accrual Accounting basis.
January through April, Outfield has generated 675k (cash accounting) in revenue. That puts us on pace to generate at least 2m in revenue for this calendar year. Over 100% growth year over year. This is assuming that our cash position stays the same. Growth capital can significantly change our revenue projections.
MOVING FORWARD
Sales
We are currently seeking out talent that will expand the headcount of our sales organization. Adding sales people diversifies and expands our sales capabilities while insulating us from the instability of any potential sales rep churn. We believe we can achieve a 4x-5x ROI across all sales orgs.
Marketing
Marketing spend as a percentage of total costs is expected to increase month over month in order to generate more prospective customers. More specifically, our focus will be on Google Ads and potentially other digital ad platforms.
Product Roadmap
As many of you may be aware, Outfield is positioning its platform in the marketplace as “the gamified CRM”. We are taking a more modern approach to driving CRM adoption and proper utilization to boost our customer’s sales rep performance.
Over the next few months we will be releasing a ground breaking expansion to our League Play™ tech. This next phase of League Play™ won’t be just about leaderboards and goal setting, it will include fantasy sports type matchups among sales reps – local and global matchups.
Local: Users of the same company will compete with each other in weekly head to head matchups.
Global: Users of Outfield will find themselves competing with individuals across other companies in weekly head to head matchups. And eventually, this will morph into companies competing against other companies.
As I mentioned, we are excited about our approach to leveraging game theory to drive sales rep performance. With the millennial generation getting ready to dominate the workforce, we believe this is the perfect time for introducing a new approach to CRM.
KEY TAKE AWAYS
Austin Rolling
CEO @ Outfield
austin@outfieldapp.com
*The performance metrics mentioned in this report have not been audited by a third party
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