The 2012 SuperFriendly Annual Report

What a year! Today is my birthday and marks one year in business as SuperFriendly, and what a year it’s been! I’ve learned a ton about a ton, and I’d love to share a little snapshot of what 2012 looked like. These are things I wish I could have projected when starting out, so I’m hoping the transparency is useful to some of you out there. Happy reading!

  • 2430 hours worked
  • 47 hours/week (avg)
  • 35 jobs won
  • 57 jobs lost

Hours per task

Design 819 hours (34%)
Admin 700 hours (29%)
HTML/CSS/JS 352 hours (14%)
Business Development 276 hours (11%)
Speaking/Conferences 96 hours (4%)
Project Management 67 hours (3%)
Vacation 64 hours (3%)
Out of the Office 58 hours (2%)

Where did work come from?

  • 49% from friends
  • 17% from the site
  • 1 from Twitter
  • 1 from LinkedIn

Let’s talk money

Obviously, money is a huge part of evaluating how well or poorly SuperFriendly has done over the past year. When I started, I chose a monthly amount I wanted to make. Here’s what 2012 looked like.

Percentage of Actual Monthly Income

What I wanted to make each month

J F M A M J J A S O N D
0%
100%
40%
240%
0%
270%
695%
95%
430%
1070%
60%
110%

Gross Income (ew)

Contractors 35%
Expenses 35%
Profit 30%

Global Clients


All in all, I think we had a great year. I hope you had fun reading this; if not, it was at least fun to make. If you’re interested in this topic, come see me talk about it at FITC in April or tune into my podcast, The Businessology Show, where I’m bound to geek out about stuff like this. And of course, feel free to leave a comment about anything that’s unclear or if there’s some specific data you’d like me to generate. Cheers!

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