Riding the Wave of Innovation: Lessons From Surfline’s 40-Year Business Evolution
Run the Numbers
Future-Proofing Business: Leveraging Technology for Growth
This chapter delves into insights from business experts on managing unpredictable markets through effective financial systems. It emphasizes the benefits of cloud-based platforms for streamlining operations and reducing administrative challenges faced by finance teams.
How does a surf forecasting platform evolve into a multi-pronged company with B2C subscriptions, advertising, B2B SaaS, and even some hardware? Dustan Berg, former equity analyst and current VP of Finance at Surfline Wavetrak, Inc., joins CJ to discuss the evolution of Surfline's business model and the nuances of running this 40-year-old startup. Dustan explains the role of data as a moat and how Surfline navigates retention and increasing wallet share in a business model that’s tied to user identity. He also talks about some of the frameworks he uses to maintain focus on strategy and what he learned about asking the right questions from his days as an equity analyst.
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Subscript is a modern billing and revenue recognition platform designed for SaaS finance teams that need flexibility and accuracy. From automated invoicing and dunning to compliant, transparent revenue recognition and real-time analytics, Subscript eliminates manual work, reduces errors, and gives you a single source of truth for all your financial data. Book a free demo at subscript.com.
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LINKS:
Dustan Berg on LinkedIn: https://www.linkedin.com/in/dustan-berg-cfa-b7a58634/
Surfline:
https://www.surfline.com
CJ on X (@cjgustafson222): https://x.com/cjgustafson222
Mostly metrics:
http://mostlymetrics.com
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TIMESTAMPS
(00:00) Preview and Intro
(02:34) Sponsor – Pulley | Tabs | Tropic
(08:18) How to Measure a Wave
(12:30) Intro to Surfline: A 40-Year-Old Startup
(16:36) Sponsor – Netsuite | Planful | Subscript | Ripling
(21:09) The Evolution of Surfline’s Business Model
(25:38) B2B SaaS and Hardware Versus Just B2C Subscriptions and Advertising
(28:01) Data as a Moat
(32:34) The Nuances of Running a B2C Model Versus a B2B Model
(35:07) Net Dollar Retention Versus Gross Retention
(39:18) How Surfline Defines an Active User
(40:22) Retention in a Business Model That’s Tied to User Identity
(43:41) Lessons on Asking Questions From a Former Equity Analyst
(45:38) Dustan’s Framework for Maintaining Focus on Strategy
(47:22) Talking About Business Versus Talking About Numbers
(51:05) Dustan’s Favorite Buffett or Munger Quote
(52:49) Long-Ass Lightning Round: A Formula Error on an Annual Plan
(54:00) Advice to Younger Self
(54:23) Finance Software Stack
(56:29) Craziest Expense Story
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