uhoh went from 12 to 38 subscriptions in ten months after it replaced “pay what you want” with $99 a seat
An outsourced IT help desk from Canada, 17 months in: Stripe-verified revenue, three published prices in 14 months, and what happened to deal size when the entry price fell by two thirds.
Product at a glance
Summary
What this business is
uhoh is an outsourced IT department for startups, registered on TrustMRR as founded on June 18, 2025 in Canada. Customers ask for help in Slack and a team of people handles it: user accounts, laptops, passwords, security reviews, broken automations. It is sold as a monthly subscription with no contract. The founder, Jonathan Sturgeon, also runs Dingus & Zazzy, a marketing agency that sells a whole marketing department the same way. uhoh is a service, not software, so it is harder for one person to copy than most businesses we cover.
Why these scores? See the reasons in Key takeaways →
Momentum
Mixed. Revenue: last three complete months −3% on the three before; +8% on the same months half a year earlier; MRR +75% since Jan 16, 2026.Derived
Best suited for
Operator (main). The product is people doing work. The daily job is staffing, response time and keeping each account profitable.
Marketer (second). Packaging and price changed more often than anything else we could see.
What you need to start. A team that can deliver IT support, the ability to sell by phone to businesses, and cash to carry staff costs, which are not public.Our read
Key findings
Product overview
An IT department you rent by the month. The customer types a request into Slack and a person deals with it.
The homepage title reads “Managed Service Provider and IT Help Desk Support for Growing Startups, Delivered by Humans, in Slack, without the Ticketing Hassle”[2]. The work it lists falls into four groups: everyday IT (Google and Microsoft workspace admin, setting up and removing users, VPN, passwords and two-factor login, hardware), websites and domains, SaaS spending and tool audits, and security audits[2].
“I literally built this because I needed it for myself… it has to be fast, incredibly good and insanely affordable.”
Jon Sturgeon, CEO of Dingus & Zazzy and co-founder of uhoh · uhoh.com · Read Nov 10, 2026
What the site looks like
Captured Nov 11, 2026 · Screenshots: uhoh.com
What to look for
- 1The strip across the top is the whole funnel: “Book a 15 minute meeting today.”Fact
- 2The headline names the category in plain words, managed service provider and IT help desk, and the audience, growing startups.Fact
- 3The main button reads “Let us prove it*”. The footnote asks the customer to hand over every problem they have.Fact
- 4No price appears on the first screen. Pricing is one link in the header.Fact
What to look for
- 1One sentence carries the offer: “$99 per user, per month. That’s the whole story.”Fact
- 2There is a single plan, labelled “Our Only Plan™”, with a 10-user minimum.Fact
- 3The button is “Try it risk-free”, and it leads to the same call as every other button.Fact
What to look for
- 1The earlier offer, still online: “Pay what feels right for you.”Fact
- 2It is framed as a first: “For the first time ever on the internet…” and “Never been done before.”Fact
- 3Same layout and the same “Our Only Plan™” label as today’s pricing page. Only the price changed. See §03.Our read
The founder has sold this shape of offer before
Dingus & Zazzy is a marketing agency in Alberta, Canada. It sells an “unlimited marketing department” for a flat monthly fee with no contract, currently $2,999 or $3,999 a month, and says it has served more than 1,000 clients[9]. In February 2022 it announced CA$1.1M in non-dilutive debt from Founderpath[10]. uhoh applies the same offer to IT: a department for a monthly fee, cancel any time.
| Dingus & Zazzy | uhoh | |
|---|---|---|
| What you rent | A marketing department | An IT department |
| Billing | Flat monthly fee, no contract | Per user per month, no contract |
| Published price | $2,999 or $3,999 a month | $99 per user, minimum 10 users |
| Guarantee | 15.5-day money-back | “Try it risk-free” |
No checkout, one call
There is no self-serve sign-up. Every button on the site leads to a 15-minute call, and the booking page says “Worst case, you waste 15 minutes”[2]. The terms name the company as uhoh.com IT Services Ltd. and describe the fee as a monthly fixed fee plus any professional fees stated on the monthly invoice[6].
Revenue analysis
About $45,000 a month now. For most of the last year it was closer to $30,000, and it arrived in lumps.
Hover or tap a bar, or pick one of the three largest days. Verified daily revenue, Oct 12 – Nov 9, 2026 (UTC), from TrustMRR[1]. Blue: the three largest days. Nov 10 is left out because the day was not complete at sync.
Oct 12 – Nov 9.Derived
$17,632 of $43,664.Derived
$44,663 in 30 days against $47,589 MRR.Derived
510 days since the founding date on TrustMRR.Fact
Monthly revenue: ten flat months, then a record
Hover or tap a bar. Monthly verified revenue from TrustMRR[1], December 2025 to November 2026. November covers Nov 1–10.
Our arithmetic on the verified data in this report. Revenue ÷ MRR uses the last 30 days; the share of all-time revenue counts the months in the chart above; the swing is the median change between complete months.
From December 2025 to September 2026 monthly revenue moved between $26,489 and $42,008 with no clear direction. August came in 36.9% below July. Then October reached $49,004, up 70.0% on September and the highest month on record[1].Derived
TrustMRR’s 12-month and all-time totals differ by $82,750, which is roughly what uhoh collected in its first five months, before the window we can see month by month[1].Derived
MRR rose while collected revenue stood still
| Date | MRR | Active subscriptions | MRR per subscription |
|---|---|---|---|
| Jan 16, 2026 | $27,250 | 12 | $2,271 |
| Jan 20, 2026 | $27,650 | 12 | $2,304 |
| Feb 23, 2026 | $27,050 | 13 | $2,081 |
| Sep 8, 2026 | $34,609 | 27 | $1,282 |
| Nov 2, 2026 | $43,572 | 36 | $1,210 |
| Nov 10, 2026 | $47,589 | 38 | $1,252 |
Earlier rows from archived copies of the TrustMRR page[4]; the last row from the live page[1]. The last column is our division.
MRR was $34,609 on Sep 8, yet September collected $28,829, less than December 2025 ($30,050)[1][4]. We do not know why the two lines diverge. Late-paid invoices, credits or discounts would each explain it, and none of them is visible from outside.Our read
Market
uhoh sits in G2’s Managed IT Services Providers category, where it has no reviews yet and the providers G2 lists beside it have more than a hundred each[7]. We found no comparable provider with named, verified revenue, so revenue is not compared.Our read
Pricing: three offers in 14 months
The price a visitor could read went from $3,000 a month, to whatever they chose, to $99 a seat. Deal size followed it down.
The “pay what feels right” page did not hedge. Its FAQ answered “What are the catches?” with “There’s none”, and compared the offer to leaving Halloween candy out and betting most children take two[3]. It is the only capture of that page; 47 days later the archive shows $99 per user[3].
An earlier version is still online at /pricing-slider: a slider from $0 to $10,000 that starts at $1,000. Below $1,000 it shows a sad face, “Yikes.” and “Basic support tier. Limited capacity and availability”. At $1,000 it shows “Full service tier”[5]. So the price was the customer’s to choose, and the page told them what a low number would get.
Three offers were live at once
| Where | What it said | Until |
|---|---|---|
| Homepage | “Subscribe monthly (starting at $3k/mo, up to 50 staff)” | At least May 9, 2026 |
| Pricing page | $99 per user per month | Now |
| /pricing-slider | “Pay what feels right for you” | Still online Nov 11, 2026 |
| TrustMRR profile | “Free to try and priced by you”; “starting at $3k/mo” | Still shown Nov 10, 2026 |
Homepage from archived copies[3]; the rest from the live pages[1][2][5]. The homepage no longer mentions $3k.
What happened to deal size
Jan 20 to Nov 10, 2026. 3.2× as many.Derived
$27,650 to $47,589.Derived
$2,304 to $1,252 a month.Derived
25 net new subscriptions, $20,539 net new MRR.Derived
In January the 12 subscriptions averaged $2,304 a month, about 23 users at today’s rate and close to the $3k plan on the homepage at the time. Today’s 38 average $1,252, about 13 users[1][4]. The 25 subscriptions added, net, since Feb 23 work out to $822 each, which is under the $990 minimum on the pricing page. We see only net figures, so this could be discounts, legacy plans or larger accounts leaving; we cannot tell which.Our read
Where customers come from
This is the thinnest part of the report. We can see how uhoh closes a customer, and very little of how it finds one.
Roughly 2,100 to 2,700 words each, on startup IT, SOC 2, Google Workspace, HubSpot and Zapier. Domain rating 17.[1][2]
FactOne of six homepage testimonials is from a Dingus & Zazzy employee, who writes that they have used uhoh “since they started”.[2]
FactIn September 2025 the homepage banner offered an Amazon gift card for a 15-minute meeting. It was gone by November 2025.[3]
FactGoogle’s Ads Transparency Center returned no ads for the domain on Nov 11, 2026.[8]
FactThe site loads tracking code for both, which shows intent to measure ads, not that ads are running.[2]
Our readGrowth strategies
Four moves we can document. Each is about packaging and price, because that is the part of uhoh that is visible from outside.
Timeline
- Feb 22022BackgroundDingus & Zazzy announces CA$1.1M in debt financing from Founderpath.[10]
- Jun 182025ProductFounding date of uhoh on TrustMRR.[1]
- Sep 112025PricingHomepage: “starting at $3k/mo, up to 50 staff”, and a $50 gift card for a 15-minute meeting.[3]
- Nov 132025PricingThe gift card offer is gone from the banner.[3]
- Dec 72025PricingPricing page: “Pay what feels right for you”.[3]
- Jan 202026RevenueMRR $27,650 from 12 subscriptions; $148,350 all time.[4]
- Jan 232026PricingPricing page: $99 per user per month.[3]
- Mar 72026PricingA 10-user minimum is added.[3]
- Aug2026Revenue$26,489 for the month, the lowest in the last eleven.[1]
- Sep 82026RevenueMRR $34,609 from 27 subscriptions.[4]
- Oct2026Revenue$49,004 for the month, a record, up 70.0%.[1]
- Nov 102026RevenueMRR $47,589 from 38 subscriptions; $472,158 all time.[1]
Key takeaways
uhoh shows what a price cut does to a subscription service: more customers, smaller ones, and a revenue line that still depends on when invoices get paid.
Why we scored it this way
Copy
Avoid
- Leaving old prices live. Three different offers were readable on three pages for months. §03
- Reading MRR as cash. September collected $28,829 against an MRR above $34,000. §02
- Assuming this fits a solo founder. Each new customer adds work that a person has to do. §01
Our predictions
Three claims with dates. We mark each one right or wrong on its date and keep the result on the page.
Track record: the predictions in the bytemail, Post Bridge, Postiz and Boothie reports are still open; the first checks land Dec 1, 2026. We mark each prediction right or wrong on its date and keep the result on the page.
What could prove us wrong
Things that would change our read, and how to check them.
- Paid ads may be doing the selling. The site loads Meta, LinkedIn and Google Ads tracking code. We found no Google ads for the domain and could not read Meta’s or LinkedIn’s ad libraries.Check: search “uhoh” in the Meta Ad Library and the LinkedIn ad library.
- The sister agency may be the real channel. Dingus & Zazzy says it has served more than 1,000 clients. If uhoh’s customers come from that list, the growth is a cross-sell and not something a new entrant can repeat.Check: not public. Only the founder could confirm it.
- The fall in deal size may be churn, not smaller new deals. We see only net numbers. Large early accounts leaving and mid-sized ones arriving would produce the same averages.Check: not public.
- “Pay what you want” may never have been used in practice. The archive shows the page on one date. The 12 subscriptions in January averaged $2,304, close to the $3k plan on the homepage at the time.Check: only the founder could say how many customers named their own price.
Appendix
FAQ
How much does uhoh make?
$44,663 in the 30 days to Nov 10, 2026 and $472,158 since it was founded in June 2025, verified through Stripe on TrustMRR. MRR is $47,589 from 38 active subscriptions.
What does uhoh cost?
$99 per user per month with a minimum of 10 users, so $990 a month at the least. It is month to month. The terms also allow professional fees on top of the fixed monthly fee.
Did uhoh really let customers pay what they want?
Its pricing page said so on Dec 7, 2025, and an older version of that page with a $0 to $10,000 slider is still online. By Jan 23, 2026 the pricing page showed $99 per user. We do not know how many customers set their own price.
Who is behind uhoh?
Jonathan Sturgeon, who signs the homepage as CEO of Dingus & Zazzy and co-founder of uhoh. Dingus & Zazzy is a marketing agency in Alberta, Canada that sells a marketing department as a monthly subscription.
Sources
- [1]TrustMRR: uhoh.com — revenue, MRR, subscriptions, daily and monthly data, founder’s description. Verified through a Stripe API key. Synced 2026-11-10 08:21 UTC.
- [2]uhoh.com — homepage, pricing page, booking page, blog index, sitemap and page source. Read 2026-11-10.
- [3]Wayback Machine captures of uhoh.com/pricing (six, Dec 7, 2025 to May 11, 2026) and of the homepage (Sep 11, 2025 to May 9, 2026) — earlier prices and offers. Read 2026-11-10.
- [4]Wayback Machine captures of the TrustMRR page for uhoh on Jan 16, Jan 20, Feb 23, Sep 8 and Nov 2, 2026 — MRR, subscriptions and all-time revenue on those dates. Read 2026-11-10.
- [5]uhoh.com/pricing-slider — the earlier “pay what feels right” page, still online and listed in the sitemap. Read 2026-11-11.
- [6]uhoh.com terms and conditions — legal entity, term and fees. Read 2026-11-11.
- [7]G2: uhoh — category and review count. Page last modified 2026-09-29. Read 2026-11-11.
- [8]Google Ads Transparency Center, search by domain uhoh.com, any time, any region — read 2026-11-11.
- [9]dingusandzazzy.com — the founder’s agency: offer, prices and client count as the company states them. Read 2026-11-11.
- [10]Dingus and Zazzy press release, Feb 2, 2022 — financing and the founder’s description of the model. Company statement. Read 2026-11-11.
Screenshots © uhoh, used for commentary. Oddig has no business relationship with uhoh or Dingus & Zazzy. Numbers change daily; check the sources for the latest. Quotes are from the companies’ own pages on the dates given.
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