MNDY launches built-in monetization solution

This obviously will be a positive but I must admit I have no idea how important or unimportant it will be, and I did think it was worth sharing.

Saul

Monday.com, a work operating system (Work OS), where organizations of any size can create the tools and processes they need to manage every aspect of their work, has launched a monetization framework for the Monday apps marketplace. The new marketplace monetization solution will give developers and partners the ability to integrate and manage app payments directly within the Work OS, and let all users manage multiple payments and subscriptions from their existing Monday account.

With the new payment solution and the platform’s flexible low-code/no-code framework, developers will be able to build, distribute, and monetize their apps all within their Monday workspace. The payment solution can be easily integrated into new and existing marketplace apps with the Monday SDK. Once the new capability is implemented, developers can start processing payments and Monday will automatically handle the entire billing process, including currency conversions, recurring subscriptions, refunds, invoices, and revenue payouts. New and existing developers will still have the option to use external payment solutions until they are ready to make the transition.

“With monetization being one of the best incentives for app development and innovation and the fact that the vast majority of apps on our marketplace are already using an external payment solution, the need for this feature was clear,” said Vlad Mystetskyi, Sr. Team Lead of the Monday apps team. “As our ecosystem continues to grow, we anticipate the marketplace becoming a key channel for enterprises and individual developers looking to distribute their apps to our global user base.”

For customers, the built-in monetization solution means they will be able to pay for premium apps via the Monday pay system, which will manage all purchases and subscriptions from their existing monday billing flow, removing the need to navigate each app’s unique payment process.

“With the ability to seamlessly implement monetization into any app, developers will be able to create full-fledged products with complete experiences on the Monday marketplace,” said Daniel Lereya, VP of R&D and Product, “And, with the new, organic incentive for innovation, we’re eager to see how apps and developers provide added value for the Monday community.”

Launched in late 2020, the Monday app marketplace has reached 1 million visitors and 195,000 app installs

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This could be a draw for more app developers. But how much do apps affect Monday bottom line?

Assumptions:
108 million revenue 2022 Q1
195,000 app installations
20% of app have been removed after free trial.
Average app is $100/month
30% cut (apple/google app store level)

Math:
195k *.8 = 156k apps paying monthly (same # as customers as of December 2021)
156k *100 * 30% = 4.68 million per month
Or 14.04 million a quarter or 13% of revenue

Thoughts:
My assumptions were a best-case scenario, because the apps with the highest installations were free. They most likely make significantly less than what I calculated. On average a customer will use one app on top of default Monday. This could be a future growth vector for Monday. As they can have people develop apps for their ecosystem at a relatively low cost and collect recurring payments. Cons of this approach is allowing others to provide services in your ecosystem, and they could lower the quality of service your customers are receiving. If Monday can execute this successfully it could be integral part of their expand strategy.

All data was from Monday.com or ir.Monday.com

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