Street Smarts: MailChimp - From Side Hustle to $12 Billion

Samson Jagoras 17.Oct.2023

Lately, I have become obsessed with businesses that BootStrapped their way to hundreds of millions & billions of dollars in valuation and exits. At least for the next few weeks, I will continue to source these stories and their lessons to impart their wisdom to us.

As I was logging into my QuickBooks account yesterday, I couldn't help but notice the various brands under the Intuit name, one of which I have been close to for the last 14 years of my career: MailChimp. This sent me down a rabbit hole to understand how they went from startup to acquired by intuit in 2021.

In the vast realm of technology startups, where stories of swift ascents and dramatic falls are commonplace, the level of Mailchimp stands out as an extraordinary journey. It's a narrative that encompasses a side project, bootstrapping, and culminates in a remarkable $12 billion exit.

Chapter 1: Humble Beginnings (2001-2007)

The MailChimp story begins in the early 2000s when two friends, Ben Chestnut and Dan Kurzius, set out on a journey to conquer the world of web design and development. Together, they founded the Rocket Science Group, a company that specialized in creating websites for clients. However, what truly set them on their path to greatness was a realization - the world needed an easy-to-use email marketing platform.

With this seed of an idea in their minds, Chestnut and Kurzius embarked on their entrepreneurial quest. They started to develop an email marketing tool for their own clients, and Mailchimp was born. In its earliest days, Mailchimp was nothing more than a side project. But even then, it showed great promise.

Chapter 2: Bootstrapping and Steady Growth (2008-2017)

As Mailchimp evolved from its embryonic stage, it began to grow at a steady pace. What makes this part of the journey truly remarkable is that the founders decided to go against the grain. They chose to bootstrap their business, rejecting the allure of venture capital and growing the company with their own revenues.

Lesson for Entrepreneurs: Mailchimp's decision to bootstrap is a testament to the power of self-sufficiency. Entrepreneurs often feel pressured to seek venture capital. Still, Mailchimp's story shows that, with a clear vision and a customer-centric approach, it's possible to grow a successful business without outside funding. This approach allowed them to maintain complete control over their company's direction, a decision that would prove pivotal in their later success.

Mailchimp expanded its services, offering more than just email marketing. The platform now included features like marketing automation, analytics, and seamless integrations with other tools, making it an all-in-one marketing solution. It was an era of innovation and transformation.

One of the things that set Mailchimp apart was its company culture. Creativity, humor, and customer-centric values weren't just buzzwords; they were the pillars upon which the company was built. Their offbeat marketing campaigns were memorable, standing out in an industry characterized by corporate stiffness.

Chapter 3: The Glory Years (2018-2019)

By 2018, Mailchimp's revenue model was robust. The company's tiered pricing system ensured that businesses of all sizes could benefit from its services. The platform's user base was growing, and so was its value.

In a noteworthy milestone, Mailchimp was valued at a staggering $4.2 billion. This made it one of the most valuable privately-owned tech companies in the United States. It was a testament to what can be achieved when you stay true to your vision, maintain a laser focus on your customers, and eschew the conventional wisdom of seeking venture capital.

Lesson for Entrepreneurs: Mailchimp's valuation is a testament to the power of steady, customer-focused growth. Too often, startups are pressured to pursue rapid, venture capital-driven expansion, but Mailchimp's success showcases the value of long-term, sustainable growth. They nurtured their customer base, expanded their services thoughtfully, and, over time, achieved impressive financial milestones.

Chapter 4: The Unexpected Twist (2021)

But just when the world thought they knew how the Mailchimp story would unfold, a plot twist emerged. In 2021, Ben Chestnut and Dan Kurzius made a surprising announcement - they were selling Mailchimp. The buyer? Intuit, the financial software company renowned for its products like QuickBooks and TurboTax. The deal was valued at approximately $12 billion.

The decision to sell, as the founders explained, was not about cashing out; it was about providing more resources and opportunities for their employees, partners, and customers. This unexpected move marked a new chapter in Mailchimp's story.

Lesson for Entrepreneurs: Mailchimp's sale to Intuit is a reminder that, even in the world of startups, change is constant. Successful entrepreneurs must be adaptable and open to new opportunities. Mailchimp saw the potential for greater impact by integrating with a larger entity, and this bold move reflected their commitment to their employees, partners, and customers.

The acquisition by Intuit meant that Mailchimp could be seamlessly integrated with Intuit's suite of financial and business tools, creating a one-stop solution for small businesses. It was an unexpected yet strategic move that promised to further empower the small business ecosystem, and it signified a shift in Mailchimp's financial strategy from bootstrapping to a high-value exit.

And with that, our journey through the odyssey of Mailchimp reaches a new chapter, one that blends the old with the new, the small with the corporate, and the innovative spirit of the startup world with the resources of an industry giant. The story of Mailchimp continues to evolve, reminding us that in the world of technology, change is the only constant.

Lesson for Entrepreneurs: Mailchimp's integration with Intuit underscores the potential for synergy between complementary businesses. Entrepreneurs should remain open to strategic partnerships or acquisitions that can enhance their offerings and better serve their customer base. It's a testament to the value of seeking opportunities that align with your mission and vision.

Everything that Breaks On The Way to $1 Billion in ARR

Mailchimp's remarkable journey from a side project to a $12 billion exit is not just a story of entrepreneurial success; it's a guidebook for those navigating the turbulent waters of business growth. It teaches us the power of bootstrapping, the importance of staying customer-centric, the value of sustainable growth, the need for adaptability, and the potential for strategic partnerships. The Mailchimp saga is an inspiring narrative that offers profound lessons for entrepreneurs seeking to chart their course to success in the world of technology startups.