How Nick Hollinger Bootstrapped Visitor Queue to $1.2M Revenue
Who is Nick Hollinger?
Nick Hollinger, co-founder and CEO of Visitor Queue, is a graduate of Fanshawe College from London, Ontario, Canada. Before founding Visitor Queue in 2017, Nick worked in marketing roles and at a B2B health and safety training company, where he gained the experience and insight to start his software business. Taras Zubyak, the co-founder and CTO, also based in London, Ontario, has a background in software development and is a lifelong entrepreneur. Both founders met through networking and combined their strengths to establish Visitor Queue.
What problem does Visitor Queue solve?
Visitor Queue helps B2B businesses identify which companies visit their website, allowing sales teams to target potential leads they might otherwise miss, ultimately aiming to boost sales and revenue.
How did Nick come up with the idea for Visitor Queue?
Nick Hollinger's journey to developing Visitor Queue began during his time as a Sales & Marketing Manager at a B2B company, where he encountered the challenge of identifying website visitors. Realizing the potential of software that could identify businesses visiting a website, he tested various existing solutions but found them lacking in user-friendliness and effectiveness. This unmet need triggered the idea for Visitor Queue.
To validate his concept, Nick conducted research and collaborated with B2B companies and industry consultants, receiving positive feedback that spurred him to move forward. Recognizing the need for technical expertise, he partnered with Taras Zubyak, who became the company's CTO. Together, they began developing a product that would overcome the shortcomings of existing options in the market.
Nick and Taras relied on an iterative process to refine their software, starting with a private beta and incorporating feedback from early users to enhance the product. Despite challenges in the initial stages, such as building with limited resources and technical dependencies, the team's persistent focus on creating a user-friendly solution led to the successful development of Visitor Queue. This experience emphasized the importance of resilience, collaboration, and continual improvement based on user feedback.
How did Nick Hollinger build the initial version of Visitor Queue?
Visitor Queue was built after its co-founder, Nick Hollinger, joined forces with Taras Zubyak, a software developer who later became the CTO. They commenced development in June 2017, primarily using the cash Nick had saved from previous jobs. The initial prototype, built within a few months, launched into a private beta by October 2017. The team focused intensively on iterating based on user feedback, which helped them refine the product significantly before moving to a public beta in December 2017. The development experience was challenging, especially during a significant setback when a change in Google Analytics' algorithm shut down their system; the team had to urgently rebuild within five days to resume operations. Despite initial difficulties, the commitment to continuous improvement and strategic iterations enabled Visitor Queue to transition into a full paid product by April 2018.
What were the initial startup costs for Visitor Queue?
- Development: Nick Hollinger initially invested $20,000 to $30,000 of his own savings into the development of Visitor Queue. This included hiring developers through a mix of his paychecks and previous savings.
- CTO Partnership: Instead of a cash payment, co-founder and CTO Taras Zubyak joined in exchange for equity in the company to lead the development.
- Grants and Loans: Over time, Visitor Queue received $150,000 in grants and approximately $150,000 in small business loans from the Canadian government to support growth and R&D initiatives.
What was the growth strategy for Visitor Queue and how did they scale?
Product Hunt
Visitor Queue leveraged Product Hunt as a key channel during its early growth stages. By launching a public beta on the platform, they were able to attract around 2,000 users in just four months. This allowed them to collect valuable feedback and establish a user base before transitioning to a paid product.
Why it worked: The Product Hunt audience consists of tech enthusiasts and early adopters who are eager to try out new tools and software. By offering a free public beta, Visitor Queue was able to capture the interest of these users, rapidly increasing its visibility and user count.
Google AdWords
Google AdWords has been a consistent growth driver for Visitor Queue, contributing to about 25-30% of conversions. They targeted keywords associated with lead generation and website analytics to attract potential B2B clients.
Why it worked: By targeting specific keywords related to their service, Visitor Queue reached businesses actively seeking solutions for lead generation. Their strategic use of Google AdWords allowed them to directly engage with their target market, resulting in a steady influx of potential customers.
Content Marketing and SEO
Visitor Queue has invested significantly in content marketing, releasing eight to ten blog articles a month. This effort has resulted in a growing number of blog views, which helps attract organic traffic and new sign-ups.
Why it worked: Consistent content production, combined with strategic SEO practices, positioned Visitor Queue as a knowledgeable player in their industry. Their content not only helped in attracting new leads but also played a significant role in increasing their brand's visibility and credibility.
Remarketing
Visitor Queue uses remarketing efforts across platforms like Facebook, LinkedIn, Twitter, Google Display Network, and YouTube to re-engage visitors who did not convert on their initial visit.
Why it worked: Remarketing effectively captures and maintains the interest of potential customers who have previously visited the site but did not convert. By serving targeted ads to these users, Visitor Queue kept their brand top-of-mind, increasing the likelihood of conversion on subsequent visits.
What's the pricing strategy for Visitor Queue?
Visitor Queue offers a free plan with five leads per week and paid plans raging between $39 & $2375 per month, targeting B2B companies for lead generation.
What were the biggest lessons learned from building Visitor Queue?
- Iterate and Improve: Visitor Queue launched a beta version to a small group first, which helped identify bugs and gather feedback. This iterative process allowed them to refine the product and launch a successful paid version. For aspiring founders, start with a simple version and improve based on real user feedback.
- Effective Team Dynamics: The partnership between Nick and Taras, where Taras was given equity in exchange for building the product, highlights the importance of aligning interests within a team. Founders should not underestimate the power of equity to motivate key team members.
- Adapt to Challenges: When an algorithm change by Google Analytics disrupted Visitor Queue, the team quickly pivoted by building their own tracking system. This resilience in the face of unforeseen challenges is crucial for enduring success.
- Lean Marketing Strategies: Visitor Queue utilized channels like Product Hunt and cold emails for initial marketing, which were cost-effective methods for acquiring early adopters. This highlights the importance of testing various channels to identify what works best without burning through cash.
- Focus on Value Proposition: Unlike some competitors, Visitor Queue focused on providing additional value for beta testers to convert them into paying customers. Startups should ensure they provide clear and compelling reasons for users to pay for their service.
What platform/tools does Visitor Queue use?
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More about Visitor Queue:
Who is the owner of Visitor Queue?
Nick Hollinger is the founder of Visitor Queue.
When did Nick Hollinger start Visitor Queue?
2017
What is Nick Hollinger's net worth?
Nick Hollinger's business makes an average of $150K/month.
How much money has Nick Hollinger made from Visitor Queue?
Nick Hollinger started the business in 2017, and currently makes an average of $1.8M/year.
