{
 "company": "surveymonkey",
 "as_of": "2026-09-26",
 "choices": [
  {
   "id": "surveymonkey-p01",
   "business": "Online surveys",
   "category": "product",
   "dimension": "Founding",
   "statement": "Ryan Finley founded the company in Madison, Wisconsin, in 1999.",
   "event_date": "1999",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "SV2"
   ]
  },
  {
   "id": "surveymonkey-p02",
   "business": "Online surveys",
   "category": "product",
   "dimension": "Freemium side project",
   "statement": "Finley built the product as a side project while working at a radio station; it was one of the first freemium web businesses.",
   "event_date": "1999",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "SV22"
   ]
  },
  {
   "id": "surveymonkey-g01",
   "business": "Online surveys",
   "category": "go_to_market",
   "dimension": "Bootstrapped profitability",
   "statement": "About $30 million of 2008 revenue at an 85% EBITDA margin, with no outside investment until 2009.",
   "event_date": "2008",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "SV24"
   ]
  },
  {
   "id": "surveymonkey-g04",
   "business": "Online surveys",
   "category": "go_to_market",
   "dimension": "No marketing",
   "statement": "Growth had been organic, with no marketing; referrals depended on brand awareness that built over a user's fifth to seventh survey.",
   "event_date": "2009",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "SV22"
   ]
  },
  {
   "id": "surveymonkey-p03",
   "business": "Online surveys",
   "category": "product",
   "dimension": "Scale before the recapitalization",
   "statement": "Over two million registered users had created more than six million surveys and collected about 200 million completed responses.",
   "event_date": "2009-04",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "SV4"
   ]
  },
  {
   "id": "surveymonkey-g02",
   "business": "Online surveys",
   "category": "go_to_market",
   "dimension": "Buyers at the recapitalization",
   "statement": "Users included more than 80% of Fortune 100 companies, educational institutions and nonprofits.",
   "event_date": "2009-04",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "SV3"
   ]
  },
  {
   "id": "surveymonkey-g03",
   "business": "Online surveys",
   "category": "go_to_market",
   "dimension": "Recapitalization",
   "statement": "Spectrum Equity and Bain Capital Ventures bought a majority stake with bank debt; Dave Goldberg became CEO and the Finleys kept minority stakes.",
   "event_date": "2009-04-28",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "SV4"
   ]
  },
  {
   "id": "surveymonkey-p04",
   "business": "Online surveys",
   "category": "product",
   "dimension": "Code base in 2009",
   "statement": "A monolithic .NET application built by two or three people; 19 employees, three of them engineers.",
   "event_date": "2009-10",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "SV22"
   ]
  },
  {
   "id": "surveymonkey-p05",
   "business": "Online surveys",
   "category": "product",
   "dimension": "Platform rebuild",
   "statement": "The new engineering team rebuilt the site one area at a time in Python and rebuilt billing for 28 currencies.",
   "event_date": "2009-10",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "SV22"
   ]
  },
  {
   "id": "surveymonkey-p06",
   "business": "Online surveys",
   "category": "product",
   "dimension": "Languages and Audience",
   "statement": "Fourteen new language versions in 18 months; SurveyMonkey Audience sold survey respondents at $3 a response.",
   "event_date": "2012-01",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "SV5"
   ]
  },
  {
   "id": "surveymonkey-p07",
   "business": "Online surveys",
   "category": "product",
   "dimension": "Acquired products",
   "statement": "Bought Precision Polling and Wufoo and took a stake in Clicktools.",
   "event_date": "2012-01",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "SV5"
   ]
  },
  {
   "id": "surveymonkey-g05",
   "business": "Online surveys",
   "category": "go_to_market",
   "dimension": "Goldberg's account of the lead",
   "statement": "Goldberg named more than 60 competitors and credited a memorable brand, ease of use, low price and network effects from 40 million completed responses a month.",
   "event_date": "2012-01",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "SV5"
   ]
  },
  {
   "id": "surveymonkey-g06",
   "business": "Online surveys",
   "category": "go_to_market",
   "dimension": "2013 financing",
   "statement": "$794 million of debt and equity at a $1.35 billion valuation, used mainly for share buybacks and debt reduction; 14 million free users, 360,000 paying customers, $113 million revenue at a 54% margin.",
   "event_date": "2013-01-18",
   "date_precision": "day",
   "evidence_kind": "participant_account",
   "sources": [
    "SV6"
   ]
  },
  {
   "id": "surveymonkey-p08",
   "business": "Enterprise experience management",
   "category": "product",
   "dimension": "First enterprise plan",
   "statement": "SurveyMonkey Enterprise: multi-user administration, one invoice, company ownership of survey data, phone support and HIPAA compliance; it required rebuilding the whole technology architecture.",
   "event_date": "2013-11",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "SV23"
   ]
  },
  {
   "id": "surveymonkey-g07",
   "business": "Enterprise experience management",
   "category": "go_to_market",
   "dimension": "Enterprise launch",
   "statement": "Goldberg said control issues had kept enterprises away and the company had been a weird hybrid of consumer and enterprise; first customers included Aetna and Hearst.",
   "event_date": "2013-11-18",
   "date_precision": "day",
   "evidence_kind": "participant_account",
   "sources": [
    "SV23"
   ]
  },
  {
   "id": "surveymonkey-p09",
   "business": "Online surveys",
   "category": "product",
   "dimension": "Benchmarks",
   "statement": "SurveyMonkey Benchmarks launched in April 2015.",
   "event_date": "2015-04",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "SV28"
   ]
  },
  {
   "id": "surveymonkey-g08",
   "business": "Enterprise experience management",
   "category": "go_to_market",
   "dimension": "Business sales cut",
   "statement": "100 jobs (13% of staff) cut, mainly in the sales division for business clients; TechValidate's founders took over product and sales for business.",
   "event_date": "2016-03-01",
   "date_precision": "day",
   "evidence_kind": "participant_account",
   "sources": [
    "SV27"
   ]
  },
  {
   "id": "surveymonkey-g09",
   "business": "Online surveys",
   "category": "go_to_market",
   "dimension": "Growth at the IPO",
   "statement": "2017 revenue of $218.8 million grew 6%; 80% of new individual paying users arrived through the website or organic search.",
   "event_date": "2017",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "SV25"
   ]
  },
  {
   "id": "surveymonkey-g17",
   "business": "Online surveys",
   "category": "go_to_market",
   "dimension": "Platform of choice",
   "statement": "A 2017 study found 45% of business users of survey software considered SurveyMonkey their platform of choice, nearly double any competitor.",
   "event_date": "2017",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "SV25"
   ]
  },
  {
   "id": "surveymonkey-g10",
   "business": "Enterprise experience management",
   "category": "go_to_market",
   "dimension": "Enterprise agreements",
   "statement": "More than 2,900 organization-level agreements produced about 12% of revenue; the salesforce had historically been limited.",
   "event_date": "2018-06-30",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "SV2"
   ]
  },
  {
   "id": "surveymonkey-p10",
   "business": "Enterprise experience management",
   "category": "product",
   "dimension": "Product line at the IPO",
   "statement": "SurveyMonkey, Enterprise, CX (Net Promoter), Engage (employee feedback), Audience (a panel of 1.4 million US consumers) and TechValidate.",
   "event_date": "2018-09",
   "date_precision": "month",
   "evidence_kind": "company_described_offering",
   "sources": [
    "SV2"
   ]
  },
  {
   "id": "surveymonkey-p11",
   "business": "Online surveys",
   "category": "product",
   "dimension": "Usage at the IPO",
   "statement": "More than 16 million active users in the prior year and over 20 million questions answered a day.",
   "event_date": "2018-09",
   "date_precision": "month",
   "evidence_kind": "company_described_offering",
   "sources": [
    "SV2"
   ]
  },
  {
   "id": "surveymonkey-g11",
   "business": "Online surveys",
   "category": "go_to_market",
   "dimension": "IPO",
   "statement": "Priced at $12 a share, 15 million shares, $180 million raised.",
   "event_date": "2018-09-26",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "SV26"
   ]
  },
  {
   "id": "surveymonkey-p12",
   "business": "Enterprise experience management",
   "category": "product",
   "dimension": "Enterprise controls",
   "statement": "Single sign-on, domain lockdown, admin controls and GDPR compliance.",
   "event_date": "2018-10",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "SV8"
   ]
  },
  {
   "id": "surveymonkey-g12",
   "business": "Online surveys",
   "category": "go_to_market",
   "dimension": "Market value beside Qualtrics",
   "statement": "SVMK was worth about $1.6 billion as SAP agreed to pay $8 billion for Qualtrics.",
   "event_date": "2018-11-14",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "SV7"
   ]
  },
  {
   "id": "surveymonkey-p13",
   "business": "Enterprise experience management",
   "category": "product",
   "dimension": "Usabilla",
   "statement": "Agreed to buy Usabilla, a digital voice-of-customer tool used by more than 450 enterprises, for about $80 million.",
   "event_date": "2019-03",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "SV13"
   ]
  },
  {
   "id": "surveymonkey-g13",
   "business": "Enterprise experience management",
   "category": "go_to_market",
   "dimension": "Sales operations hires",
   "statement": "Hired vice presidents of sales operations and growth marketing.",
   "event_date": "2019-07-29",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "SV9"
   ]
  },
  {
   "id": "surveymonkey-p14",
   "business": "Enterprise experience management",
   "category": "product",
   "dimension": "GetFeedback",
   "statement": "Agreed to buy GetFeedback, a customer experience tool built into Salesforce and used by 10,000 brands, for about $68 million.",
   "event_date": "2019-08",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "SV12"
   ]
  },
  {
   "id": "surveymonkey-g14",
   "business": "Enterprise experience management",
   "category": "go_to_market",
   "dimension": "Sales-assisted revenue 2021",
   "statement": "Sales-assisted revenue $142.7 million (up 32%), self-serve $301.1 million (up 12%); about 11,900 enterprise customers.",
   "event_date": "2021",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "SV20"
   ]
  },
  {
   "id": "surveymonkey-p15",
   "business": "Enterprise experience management",
   "category": "product",
   "dimension": "Momentive portfolio",
   "statement": "The Momentive portfolio combined GetFeedback, SurveyMonkey survey products and brand and market insights, with sentiment and text analysis.",
   "event_date": "2021-06",
   "date_precision": "month",
   "evidence_kind": "company_described_offering",
   "sources": [
    "SV10"
   ]
  },
  {
   "id": "surveymonkey-g15",
   "business": "Enterprise experience management",
   "category": "go_to_market",
   "dimension": "Sales-assisted revenue 2022",
   "statement": "Sales-assisted revenue $181.3 million (up 27%) while self-serve revenue of $299.6 million was flat; workforce reduction announced.",
   "event_date": "2022",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "SV18"
   ]
  },
  {
   "id": "surveymonkey-g16",
   "business": "Online surveys",
   "category": "go_to_market",
   "dimension": "Take-private",
   "statement": "STG's consortium completed its purchase at $9.46 a share, about $1.5 billion in cash.",
   "event_date": "2023-05-31",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "SV16"
   ]
  }
 ]
}