Mixed Signals from 37signals

Delhi, India

I accidentally landed on a fantastic landing page by Basecamp that praised small businesses. Here, they specifically make the case that individuals and small businesses do great work and that Basecamp best aligns with them. The copy is enticing—take a look for yourself:

Most big software companies fight over the Fortune 500. The whales, the thousand-seat contracts, the enterprise deals.

They can have them.

Our favorite customers are the Fortune 5,000,000. The small and medium-sized businesses of the world, the individual freelancers, the creative shops that do the best work, not the most work.

Have 3 employees? We’d be honored to have you as a customer. Just you on your own? We’re here for you. 43 folks and growing? That’s what we call Small and Tall — fantastic, come on in.

Small is not less than. It’s greater than. It’s faster than. It’s friendlier than. It’s closer than. It’s better than.

37signals is a company that I have loved and looked up to since I got into tech. I had read ReWork while in college and was a big fan of their blog. I was hugely influenced by what Jason Fried and DHH used to say. I also more-or-less agreed with their stance around too much politics-related conversation at the workplace.

But it is also a company that has increasingly frustrated me with some of their product and pricing decisions. As an independent developer, Basecamp has just not felt affordable. They are priced at USD 99 per month, which is crazy expensive! They say that upto 10 team members can join in that price, but how is that relevant for individuals? The brilliant copy on that landing page seems more like hollow words ringing loud with irony.

Update: Things Have Changed

I had written this a few days back. Upon re-checking today (4th April 2023), I noticed that they had changed their pricing during this time! Their pricing page is now showing a USD 15 per month pay-as-you-go price per seat. They only gave me four days to rant about my problem. Not fair. 🤦🏽‍♂️

But I can at least think about switching to Basecamp now.