Todoist is a popular task management and productivity application developed by Doist, a company founded by Amir Salihefendić.

The app has achieved significant success in the productivity software market, reaching over $100 million in total revenue.

It is fully bootstrapped, completely independent, and Remote-first.

Todoist's Journey to $100M ARR

Abstract

Todoist, a task management app created by Amir Salihefendic, has experienced a remarkable financial journey since its inception in 2007. Initially developed as a personal productivity tool, Todoist has grown into a significant player in the productivity market, boasting millions of users and substantial annual recurring revenue (ARR).

As of 2022, Todoist's parent company, Doist Inc., reported crossing $14 million in annual revenue. This milestone reflects the company's steady growth and the increasing adoption of its productivity tools, including Todoist and Twist, a team messaging app.

Todoist's journey to achieving significant ARR has been marked by strategic decisions and a commitment to a freemium business model. This approach has allowed the company to attract a large user base, with over 20 million users globally, and convert a portion of these users into paying customers.

The company's growth trajectory has been impressive, with Todoist reaching $15 million in annual revenue by 2021. This growth can be attributed to the app's user-friendly interface, robust feature set, and the increasing need for effective task management solutions in both personal and professional settings.

Key milestones in Todoist's journey include its early adoption by Fortune 100 companies and the expansion of its team to over 100 employees across 39 countries. These achievements highlight the app's widespread appeal and the company's ability to scale effectively.

Todoist's business model, which includes a free tier and paid packages, has been instrumental in its financial success. The Pro and Business packages, priced at $4 and $6 per month respectively, offer advanced features that cater to the needs of both individual users and organizations.

In the competitive productivity market, Todoist has managed to carve out a niche for itself. Despite facing competition from tools like Slack and Microsoft Office 365, Todoist's focus on simplicity and user experience has helped it maintain a loyal user base.

Looking ahead, Todoist aims to continue its growth trajectory by enhancing its product offerings and expanding its market reach. With a strong foundation and a clear vision, the company is well-positioned to achieve its goal of reaching $100 million in ARR.

📈 Current ARR

As of 2022, Todoist, under its parent company Doist Inc, has achieved an annual recurring revenue (ARR) of $14 million. This milestone reflects the company's steady growth and its ability to attract and retain a substantial user base through its productivity tools.

In 2021, Todoist had already reached $15 million in annual revenue, showcasing a consistent upward trajectory in its financial performance. This growth is indicative of the increasing adoption of Todoist's productivity solutions by both individuals and organizations.

Amir Salihefendic, the founder of Todoist, has shared that the company has surpassed $100 million in total revenue. This cumulative figure underscores the long-term success and sustainability of Todoist's business model.

🚀 Growth Trajectory

Todoist's journey began in 2007 when Amir Salihefendic, then a student juggling multiple programming jobs, created the app to manage his own productivity. Initially, it was a side project without any grand ambitions. However, the tool's potential became evident over time.

For the first few years, Todoist remained a side project. It wasn't until 2011, four years after its inception, that Salihefendic decided to focus on it full-time. This decision marked the beginning of Todoist's transformation into a serious business.

By 2014, Todoist had grown into a 7-figure business with 40 employees. This rapid growth was fueled by the increasing demand for effective task management tools, and Todoist's user-friendly interface and robust features quickly gained traction.

In 2020, Doist, the parent company of Todoist, reported an annual recurring revenue (ARR) of $14 million. This milestone was achieved through a combination of organic growth and a strong freemium model that converted free users into paying customers.

By 2021, Todoist's ARR had increased to $15 million, reflecting its continued growth and the expanding user base. The company had successfully scaled its operations while maintaining a high level of customer satisfaction.

As of 2022, Doist's ARR had reached $14 million, with Todoist being a significant contributor to this revenue. The company had also expanded its product offerings to include Twist, a team messaging and collaboration app.

Today, Todoist boasts over 42 million users worldwide and continues to grow. The app's success can be attributed to its ease of use, robust feature set, and the company's commitment to continuous improvement and customer satisfaction.

📅 Key Milestones

Todoist, the brainchild of Danish entrepreneur Amir Salihefendić, began its journey in 2007 as a side project while he was still a student. Initially, it was a tool to manage his own work and productivity, but it quickly grew beyond its original scope.

One of the first significant milestones for Todoist was reaching 4 million users, including adoption by several Fortune 100 companies. This early success demonstrated the app's potential and set the stage for future growth.

By 2020, Doist, the parent company of Todoist, had achieved a $14 million annual run rate. This milestone was a testament to the company's effective freemium model and its ability to attract a large user base.

In 2021, Todoist's annual revenue reached $15 million, marking another significant financial milestone. This growth was driven by the app's increasing popularity and the company's strategic focus on enhancing its features and user experience.

As of 2022, Doist had crossed $14 million in annual revenue, further solidifying its position in the productivity market. This consistent revenue growth highlights the company's ability to maintain and expand its user base over time.

Todoist's user base has also seen substantial growth, with the app currently boasting 20 million users. This widespread adoption underscores the app's effectiveness and its appeal to a diverse range of users, from individuals to large organizations.

In a recent update, Amir Salihefendić announced that Todoist has made more than $100 million in total revenue. This milestone reflects the app's long-term success and its significant impact on the productivity market.

💡 Business Model

Todoist operates on a freemium business model, which allows users to access basic features for free while offering premium features through paid subscriptions. This approach helps attract a large user base by lowering the barrier to entry, allowing users to experience the app's core functionalities before deciding to upgrade.

The free tier of Todoist includes essential task management features such as creating tasks, setting due dates, and adding comments. However, advanced features like reminders, integrations with external apps, and more extensive project management tools are reserved for premium users. This tiered access encourages users to upgrade to paid plans to unlock the full potential of the app.

Todoist offers two main paid subscription plans: Pro and Business. The Pro plan costs $4 per month and is designed for individual users who need more advanced features. The Business plan, priced at $6 per month, caters to teams and organizations, providing additional collaboration tools and administrative controls. Both plans offer significant discounts for annual subscriptions, incentivizing long-term commitments.

Revenue streams for Todoist are primarily derived from these subscription fees. The company has successfully scaled its revenue by converting free users into paying customers. As of 2022, Doist Inc., the parent company of Todoist, reported crossing $14 million in annual revenue, showcasing the effectiveness of its freemium model in generating substantial income.

Todoist's business model also benefits from its global reach and diverse user base. With over 20 million users worldwide, the app's ability to cater to both individual and corporate needs has been a significant factor in its financial success. This broad appeal ensures a steady influx of new users, some of whom eventually convert to paid plans.

The company's decision to remain bootstrapped, without relying on venture capital funding, has allowed it to maintain control over its business model and growth strategies. This self-sustaining approach has enabled Todoist to focus on long-term profitability and sustainable growth, rather than short-term gains driven by external investors.

📊 Market Position

Todoist holds a modest market share of 0.01% in the productivity market. Despite this seemingly small percentage, the app competes with 115 other productivity tools, indicating a highly competitive landscape. The top alternatives to Todoist include industry giants like Slack, which commands a 25.50% market share, Microsoft Office 365 with 23.70%, and Microsoft Excel with 10.87%.

Todoist's primary advantage over its competitors lies in its ease of use and user-friendly interface. The app has been designed to simplify task management, making it accessible for both individuals and teams. This focus on usability has helped Todoist carve out a niche for itself, even in a market dominated by more feature-rich and established tools.

In terms of competition, Todoist faces significant challenges from other productivity tools like TickTick, Asana, and Google Tasks. Each of these competitors offers unique features that cater to different user needs. For instance, Asana is well-known for its robust project management capabilities, while Google Tasks integrates seamlessly with other Google services.

Despite the competition, Todoist has managed to attract a substantial user base. As of the latest data, the app is trusted by over 42 million people worldwide. This large user base is a testament to Todoist's effectiveness in meeting the productivity needs of its users, from individuals to large organizations.

Todoist's journey has been marked by significant milestones, including surpassing $100 million in total revenue. This achievement underscores the app's ability to generate substantial income despite its relatively small market share. The company's focus on continuous improvement and user satisfaction has been key to its financial success.

👥 User Base

Todoist, a leading task management app, boasts a substantial user base that has grown significantly over the years. As of the latest data, the app is trusted by over 42 million people worldwide. This impressive number highlights the app's widespread adoption and its effectiveness in simplifying task management for both individuals and teams.

The user base of Todoist is diverse, encompassing a wide range of demographics. The app is utilized by individuals for personal productivity as well as by organizations, including several Fortune 100 companies, for team collaboration and project management. This broad appeal is a testament to Todoist's versatility and its ability to cater to different productivity needs.

Todoist's user-friendly interface and robust feature set have contributed to its popularity. The app's ability to integrate with other enterprise tools like Dropbox, Zapier, and Google Calendar makes it an attractive choice for users looking for a comprehensive productivity solution. This integration capability further expands its user base by appealing to those who rely on multiple tools for their workflow.

The app's freemium model also plays a crucial role in attracting a large number of users. By offering a free tier with essential features, Todoist allows users to experience the app's benefits before deciding to upgrade to a paid plan. This approach not only helps in user acquisition but also in retaining users who find value in the app's premium features.

Todoist's growth in user base is also reflected in its financial performance. The company has seen a steady increase in its annual recurring revenue, reaching $14 million in 2022. This financial success is closely tied to the expanding user base, as more users translate to higher subscription revenues.

🔍 Future Projections

Todoist has demonstrated a consistent growth trajectory, and its future projections are promising. With a current annual recurring revenue (ARR) of $14 million as of 2022, the company has set a solid foundation for future expansion.

The company aims to reach $100 million in ARR, a goal that seems attainable given its historical growth patterns and strategic initiatives. Todoist's freemium model, which has successfully attracted 20 million users, plays a crucial role in this growth.

Todoist's market share in the productivity sector is currently at 0.01%, competing with major players like Slack and Microsoft Office 365. This indicates significant room for growth, especially as the demand for productivity tools continues to rise.

The company has also made over $100 million in total revenue, showcasing its ability to generate substantial income. This financial stability allows Todoist to invest in new features and market expansion, further solidifying its market position.

Future projections for Todoist include expanding its user base and enhancing its product offerings. The company plans to leverage its existing user base and freemium model to convert more free users into paying customers, thereby increasing its ARR.

Additionally, Todoist is likely to explore more integrations with third-party applications and improve its collaboration features. These enhancements will make the app more appealing to both individual users and organizations, driving further growth.

Given the company's track record and strategic plans, it is reasonable to predict that Todoist will continue to grow its ARR and market share. The focus on user experience, coupled with strategic investments in product development, positions Todoist well for future success.