In late 2020 I interviewed a developer who had launched a Shopify app to ship handbook textual content messages to cart abandoners. Eighteen months later we spoke again, this time to debate his sale of that firm and buy of one other, an app for creating upsells in a Shopify checkout.
By early 2023 he had bought the second firm and launched a third one, a coupon-leak restoration app.
And that brings me to my fourth dialog with Dennis Hegstad. He has shut down the coupon-leak enterprise and began his fourth, an information supplier for the ecommerce trade known as Web Analysis Unit. What, precisely, is Web Analysis Unit? I requested him that query and extra after we just lately spoke.
The complete audio of our dialog is embedded beneath. The transcript is edited for readability and size.
Eric Bandholz: Give us an replace on what’s taking place in your world.
Dennis Hegstad: In 2021, I bought LiveRecover, our SMS app for Shopify. That was our first exit in ecommerce. Then I bought one other app, OrderBump, simply 100 days after shopping for it in 2022. That sale was just about luck.
In 2023 I launched Vigilance, a coupon-code leak safety app, however that enterprise failed. Shopify up to date its checkout system, in the end killing Vigilance, so we shut it down. We supplied to return the traders’ cash, however they mentioned, “Strive one thing else.” That’s after we began constructing Web Analysis Unit earlier this yr. Those self same Vigilance traders are a part of it.
Bandholz: What’s Web Analysis Unit?
Hegstad: It’s an information platform for the ecommerce trade. Our main customers are model house owners, businesses, app builders, and financiers. Manufacturers can observe opponents’ income, items bought, well-liked SKUs, app stacks, and extra. They will arrange alerts to trace opponents’ gross sales or app utilization adjustments to information product launches or strategic choices. Businesses and app builders can use the information for lead technology — monitoring which manufacturers use particular providers or applied sciences, corresponding to Klaviyo, and which don’t. Financiers can assess traits or determine struggling corporations they may wish to spend money on or purchase.
Our product is high-end, priced round $500 a month, so it’s not for newbies. It’s geared toward established corporations who wish to fine-tune their methods.
Our knowledge is public; manufacturers can not conceal it from our platform. We are able to observe compliance-related points, like worth manipulation or accessibility compliance, so corporations can tackle potential issues earlier than they result in lawsuits.
We’ve methods of precisely estimating gross sales and breaking it down by SKU. For instance, if a model sells leggings, we are able to report which colours and sizes are promoting finest. That method, opponents can give attention to high-performing merchandise.
Bandholz: The front-end design of your software program apps, together with Web Analysis Unit, is terrific. What’s your design philosophy?
Hegstad: We don’t use skilled designers on the positioning. My co-founder and I deal with design and prioritize aesthetics. Stripe pioneered the development of fantastically designed SaaS platforms, and we observe that strategy. Software program ought to really feel thrilling to make use of, not boring or outdated.
We purpose for a cyberpunk vibe with Web Analysis Unit — one thing that feels futuristic and appeals to tech-savvy customers. We even began promoting a little bit of merchandise — shirts and hats — with designs impressed by this aesthetic. We did rent a designer to create cyberpunk-inspired shirt artwork. One says “anti-algorithm” as a result of we really feel like everybody’s life is dominated by algorithms as of late. It’s a enjoyable method to insurgent towards that.
We’ve thought of different branded merchandise, corresponding to ZYN-style [nicotine-pouch] cans with USB drives inside. However we’re centered on rising the software program enterprise earlier than diving deep into merchandise. If the software program performs effectively, we’d reinvest a number of the income into the model facet.
Bandholz: Is the platform totally constructed?
Hegstad: There’s extra to return. We launched in March, and we’ve slowly onboarded customers. In November, we’ll open it to the general public. We wish to add funding knowledge so our customers can discover manufacturers which have raised capital however are underperforming. That may assist enterprise capitalists or merger and acquisition groups determine struggling corporations that need assistance.
We’re not attempting to shoot for the celebrities. We wish to construct one thing enjoyable and maintain it going. Reaching $5 million in annual income could be nice. We love the enterprise — it feels difficult, and there’s a lot to be taught.
Bandholz: The place can folks assist you?
Hegstad: Our web site is InternetResearchUnit.com. You can even discover me on LinkedIn and X.
