AI tool turning text instructions into Excel formulas.

David Bressler, the founder of Excelformulabot.com, came up with the idea while on paternity leave. After discovering the power of AI and its potential in Excel formulas, he realized there was a need for an AI-based Excel formula generator. With 1 billion Excel users worldwide, Bressler saw a big enough market and quickly built a barebone application that went viral and gained traction through Reddit, TikTok, Instagram, and Twitter. Since the launch in September 2022, the website has generated over $14K in monthly recurring revenue.

Excelformulabot was developed quickly to capitalize on the growing AI industry, with a minimalistic MVP built using the no-code platform Bubble.io. The initial version had basic functionality: an input field for user instructions, a button for generating formulas, an output field displaying the results, and a copy button. This barebone MVP took just a few weeks to build, reflecting David's urgency to harness the first mover's advantage in the AI space. He faced challenges related to unexpected high API costs due to viral exposure and immediately had to create a business model to manage costs efficiently. Feedback from the Excel subreddit was crucial for iterating on the initial version, which transitioned into a subscription-based platform with paywalls and logins over several months, demonstrating the effectiveness of user feedback in refining product offerings.

Viral Marketing on Social Media

Excelformulabot experienced significant growth through viral marketing, particularly on TikTok, Twitter, Instagram, and Reddit. The platform gained traction when users began sharing it as a "website that feels illegal to know." The ripple effect from influencers and micro-influencers posting about Excelformulabot amplified the brand's reach substantially. The virality continued across different social platforms, leading to widespread recognition and traffic.

Why it worked: Viral marketing tapped into the power of social proof. When influencers shared their experiences, their followers were intrigued and inclined to check out the service themselves. The portrayal of the site as a secretive hack added a compelling element that spurred curiosity and shareability.

Influencer Collaborations

Direct engagement with influencers has been a crucial part of Excelformulabot’s marketing strategy. David Bressler reached out to influencers whose audiences aligned with the product's use case in areas like finance, data, and accounting. Collaborations were either based on free promotions or paid partnerships, typically ranging from $200 to $3K per engagement.

Why it worked: Engaging influencers allowed Excelformulabot to tap into established communities that trusted their recommendations. This strategy effectively positioned the product in front of targeted users who found immediate value in the tool, especially amidst audiences who frequently use Excel.

Organic SEO and Branding

Excelformulabot benefitted from organic search traffic, largely driven by people searching for terms like "Excel formula bot." The brand's presence as both the category creator and the main solution provider resulted in high exposure on search engines. The site also garnered backlinks from reputable sites, enhancing its organic search appeal.

Why it worked: The brand's dominance in its niche and the creation of targeted content helped capture users actively searching for AI solutions for Excel. Having a name that directly matched user intent searches significantly enhanced discoverability and credibility.

Email Marketing and User Engagement

For customer retention and reengagement, Excelformulabot deployed email marketing strategies. Personalized messaging was developed based on user interactions, such as the type of formulas searched and user engagement levels. These tailored emails helped retain paying customers as well as encourage trial users to convert.

Why it worked: Personalized email campaigns aligned closely with user behavior, increasing the relevance and impact of each communication. This approach fostered a sense of connection and ensured users saw continued value in maintaining their subscriptions.

Collaborative CRM tool integrating seamlessly with modern workflows.

After McKinsey, I did Le Wagon, a coding bootcamp. I started freelancing for multiple clients and I was managing all my leads in a spreadsheet, juggling between conversation on LinkedIn, Whatsapp, emails and live meetings. I was overwhelmed.

I started then looking for a CRM and tried Hubspot, Pipedrive. And wooooof. I felt like going back 20 years in time. The experience was daunting, slow, complex to setup, and not connected to my modern tools. Wearing my consultant hat, I was excited by the contrast between the market size (massive!) the appreciation for the current offerings (very low NPS!).

I then met Thibaud Elziere, ex founder of Fotolia (sold to Adobe) and Hexa. As a SaaS entrepreneur, he dreamed about going after Salesforce, the king of SaaS. That's how it all started.

We then met Jean-Yves, the CTO. We simply built a landing page that we released to validate the idea: a new kind of CRM, simple, easy-to-use, connected, intelligent. We got 10K sign ups on the landing. We knew we were onto something.

After validating the idea with a landing page, we started designing the product, first on Figma. We had raised at this time $2.5m pre-seed from Accel.

We invited leads from the waitlist to have conversations with us, to deeply understand their needs. And after each conversation, we were back to coding, to implement what we learned. Here is the email we used to share:

First email to waitlist

The bar to challenge CRMs was super high, there was so much to build. The category is super mature, and the CRM is so central in the stack of businesses, there was no room for an MVP. We were measuring how well we were solving our users' needs by tracking engagement and retention. Only when we had metrics we were proud of, we decided to go out of waitlist & do a public launch (especially on Product Hunt) in April 2022. We've been product of the day, of the month, and nominated product of the year. At this time, we raised additional capital ($6.5m) with angels and funds, to start accelerating.

The team during the first Product Hunt launch

We started charging customers in september 2022, per seat model. Before that, we were doing things in a very artisanal way - using Stripe payment links to make teams pay. Payments wasn't integrated in the product. It's the moment I had the feeling we were becoming a real business, and optimizing for revenue that we were sharing on Slack every morning.

In sept 22, we knew we had a product we could start scaling, with payment integrated and where users/teams could onboard themselves self-serve. We needed to move beyond our organic circle, and start looking at distribution strategies that could scale.

We thought deeply about the way B2B buyers are choosing their tools, and especially CRMs. Our intuitions were: - People rely a lot on communities to buy. When looking for a CRM, they will look on Reddits, Slack channels, Whatsapp groups they might be part of. Having presence in these groups will help. - Reinsurance & social proof matter a lot. "You never get fired for chosing IBM", and CRM is so central in the stack of businesses. We needed to reinsure people. - People buy more from other people than from brands. We needed to have faces that will represent the business.

Based on that, the channels where we invested heavily: - Influence - working with micro-influencers especially on Linkedin - SEO - to be a solution people find out when searching on Google - Affiliates - to amplify our echo with experts (eg sales coaches, sales agencies) that will share folk with their audience on owned channels

We believe in distribution about having a small number of high conviction bets. It takes time before the investment in a channel start to pay-off. So you need to go for it with conviction and care. I believe it matters a lot to chose your channels intentionally, and keep investing long enough until you can see satisfying results.

The metric we have always been optimizing for is CAC payback. New businesses challenge is always cash, so optimizing for how fast your reimburse your CAC makes sense. We try to be at 6 months CAC payback for the overall business, and given organic makes about 50% of our revenue, we want paid channels to be below 12 months payback.

Kyle Bigley started TxtCart after realizing the untapped potential in SMS marketing during his dropshipping days in college. He launched the AI-powered SMS marketing company in 2019, generating $1M ARR while still bootstrapped, and is on track for $3M ARR by 2026.

AI-powered platform for professional headshots from selfies.

After a varied career including a failed coffee bar, a marketing agency stint, and multiple small ventures, Ricardo Ghekiere's lightbulb moment came post a night out in Spain. Teaming up with Miguel Rasero, who had found success with Minecraft servers and AI projects, they transformed BetterPic.io, growing it from $1,500 to $20,000 in monthly revenues by July 2024.

Building BetterPic's product was a complex yet innovative process primarily focused on utilizing AI technology for creating professional headshots from selfies. Initially, Miguel Rasero worked alone, developing the AI model using open-source tools like Stable Diffusion, building with his proficiency in Python and JavaScript. Early development involved rigorous testing and iterations on text-to-image models, image processing, pipeline optimization, and advanced training methods, resulting in gradual improvement of the AI's ability to produce quality headshots. The first prototype faced challenges, especially in achieving realistic facial resemblance and texture details, which took three months to reach acceptable quality. The tech stack included Vue 3 (Nuxt) for the frontend, Supabase for authentication, PostgreSQL for the database, Vercel for deployment, and Node.js for the backend. Despite launching incomplete before a vacation, the experience taught valuable lessons in rapid problem-solving under pressure, highlighting the chaotic but rewarding journey of a solo founder deploying a cutting-edge product.

SEO

BetterPic focused on search engine optimization (SEO) from the start, producing content and building links to improve visibility in search results. They targeted specific keywords like 'studio AI headshots,' improving their Google rankings over time. Despite some setbacks, such as temporarily losing their ranking for 'AI headshot generator,' they persevered and regained positions. This strategy gradually increased their monthly organic revenue.

Why it worked: Customers were actively searching for AI-generated headshots and related services. By optimizing their website for popular search terms and consistently improving their content strategy, BetterPic captured organic traffic, which was crucial for their low average order value business model.

Pinterest

BetterPic leveraged Pinterest as an unconventional yet effective marketing channel. By posting over 100 headshot images on their Pinterest page, they amassed 750,000+ impressions. This approach drove significant traffic to their site without incurring direct costs.

Why it worked: Pinterest is a visual platform, ideal for showcasing headshots. It attracted users interested in visual content, leading to increased brand visibility and website visits. The approach was creative and leveraged an untapped marketing avenue for BetterPic's type of service.

Pricing Strategy

To increase the average order value, BetterPic adjusted their pricing strategy. They raised the price of their basic package from $25 to $29, making the $35 package appear more attractive. This change resulted in a 400% sales increase of the $35 package.

Why it worked: By strategically altering their pricing tiers, BetterPic nudged customers toward a higher value package without making significant changes to the offerings themselves. This psychological pricing tactic effectively increased revenue per customer.

Philipp, a product manager in Switzerland, created SEO Kickstarter as he struggled to get traffic for his shared flat site without using ads. Frustrated by the manual effort of backlink outreach, he automated the process and launched a guide, now boasting $5K MRR.

Google Sheets-Notion syncing tool for seamless data integration.

Leandro, a former freelance software developer from Buenos Aires, pivoted from freelancing to building Sync2Sheets, a tool syncing Notion databases with Google Sheets. Launched rapidly in just two weeks, the product now boasts $9k MRR and over 400 paying customers, including Canva and Wix.

Automated lead generation for agency owners and solopreneurs.

After selling their first software company and facing intense burnout, Chris Baden and his partners identified two key pain points—finding quality leads and ensuring consistency—through interviews with 40 business owners. Combining their sales expertise with Bruno Domingues' automation, they transformed FlowChat into a tool now generating over $1 million in annual revenue.

Building the first version of FlowChat was a challenging yet rewarding process, characterized by a hands-on and iterative approach. Initially, the team relied on a manual system involving a complex, multi-step process to extract data from Facebook and input it into the nascent platform. Potential customers had to follow a convoluted sequence of actions, such as entering the website's "back end" to add leads—illustrating the early technical hurdles they needed to overcome. This manual setup revealed critical insights as they personally assisted each customer, which allowed them to command higher upfront fees and gather valuable feedback quickly. Over the course of three months, Bruno Domingues, a key technical partner, enhanced these processes with quick and efficient development, rapidly replacing manual methods with an automated system. This journey highlighted the importance of doing unscalable work initially to deeply understand customer needs and refine the product before automating and scaling the solution.

Social Media Direct Messaging

FlowChat has capitalized heavily on the power of direct messages to drive leads and sales across 13 different social media platforms. Their flagship product focuses on automating social media workflows, allowing businesses to import leads from sources like Facebook groups and engage with them directly. The strategy of leveraging direct messaging aligns with their goal of creating personalized interactions that can feel more genuine, which often leads to higher conversion rates. Direct messages can effectively nurture leads and drive sales, particularly in B2B contexts where relationship-building is crucial.

Why it worked: The use of direct messaging as an acquisition channel taps into personal engagement, maintaining the human touch in automated workflows. This approach works because it allows businesses to connect directly with potential leads, cultivating relationships that are more likely to convert. The customized scripts and processes create structured yet seemingly organic interactions, making it easier to convert cold leads into clients.

Organic Lead Generation

FlowChat generated significant traction through organic lead generation, particularly for agency owners and solopreneurs. By focusing on quality organic leads, the company has been able to secure high-value customers without the added cost of paid advertising channels. The company's free resources and structured sales processes have proven effective in nurturing leads through inbound and outbound channels.

Why it worked: Organic lead generation is valuable because it often attracts leads who are genuinely interested in the service. Moreover, organic leads can result in higher engagement and better customer retention. FlowChat's method of offering free valuable resources serves as a lead magnet, nurturing trust and interest before a purchase decision is made, ultimately leading to deeper customer relationships and cost-effective growth.

Founder's Membership & Challenges

FlowChat utilized the concept of a "Founder's Membership" to drive initial traction. This exclusive offer provided early adopters with special pricing and personal access to the company founders. Later on, they implemented challenges that guide potential customers through a structured journey, offering highly focused results over a short period.

Why it worked: These tactics create a sense of exclusivity and urgency, motivating early users to purchase while providing valuable feedback for the company to refine its offerings. The challenges also help by integrating the customer journey from start to finish, enhancing customer satisfaction and increasing the likelihood of repeat business. This approach not only brings in new customers but also keeps them engaged for the long term.

Text-to-video automation for effortless content repurposing.

Ash, a Chartered Accountant turned content entrepreneur, launched Repurpose Pie after his co-founder paid $500/month to a video editor for converting tweets to videos. Spotting a lucrative pain point, the team built software to automate this process, achieving $75,000 annual recurring revenue within a week.

"Omnichannel marketing automation platform for personalized brand campaigns."

their revenue. Diversify your client base and focus on providing value to your customers. Additionally, prioritize feedback from clients and use it to improve and iterate on your product.

Michael Moss, co-founder of NOVA A.I, had a passion for creating and building solutions from a young age. After conducting countless interviews and realizing the pain points in video editing, Moss and his team pivoted their initial idea to create an online video editing platform that offers both basic and advanced tools accessible to everyone. With a user base of over 100,000 and an impressive growth rate of 50% per month, NOVA A.I is revolutionizing the video editing industry.

Vlad Verba came up with the idea for Global Entry Alerts while he was applying for Global Entry himself and noticed long wait times for interview appointments. He initially created a free Twitter page that alerted people when appointments became available, and eventually expanded to offer a paid SMS alert service. Today, Global Entry Alerts makes over $1,200 per month in profit and has gained traction through Twitter, Reddit, and organic shares from travel influencers.