Rejecting customers

"You're not one of us"

Rob & Ben started CharlieHR (SaaS for running teams) in 2015 after experiencing growing pains at their previous business.

They now have a team of 23, serve 000’s of small businesses and they reject customers.

new york knicks block GIF


This email explains…

There is a few different routes I could have taken with this email about CharlieHR…

I was pondering these topics whilst browsing their site when I found this pricing scroller:

“OK, looks nice Tom, what’s so special?”

“Seriously Tom, are you wasting my time?”


CharlieHR are rejecting customers.

Let’s face it, as a SaaS founder/marketer… the big deals come from bigger companies. We’re talking $50k annual contracts at 90% gross margin.

It could have taken Charlie a couple of hours to throw up an Enterprise demo form selling a higher touch service with greater security features and a dedicated account manager.

But did they?


  • Would that have pleased investors? - maybe

  • Would that have increased sales? - probably

  • Would that have diluted their brand? - YES

Because those enterprise customers are “not one of us”.

CharlieHR has the confidence, courage and focus to say: “Sorry, you’re not one of us, we work with the small guys”.

They know there is more than enough of the “small guys” to build a big business. And to build a big business, they have to serve the small guys at the highest level… both through product and brand.

drive and dunk GIF by NBA

What did we learn?

The more you push the wrong type of customers away, the more magnetic you become to the right ones.

Keep hacking,

#saashacker - Great artists steal


I still have not been able to stump the team at RipplePop (WordPress wizards for $370 per month).

Here are a few of my completed requests from the past couple of weeks:

I mean “Make Category Pages Nicer”? - that’s the kind of dev request that gets you removed from the #feature-request Slack Channel.

But they executed… within hours.

If you are running WordPress and want to stop annoying your dev team so they can focus on product… try RipplePop FREE for 14 days by clicking here and signing up.

Let me know how you get on.

(Post originally published here: )