How I Turned a Area of interest Aspect Undertaking Into A $1.2M/Month SaaS Firm –

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Howdy! Who’re you and what enterprise did you begin?

I’m Priit Vaikmaa, CEO of TextMagic. We’re a SaaS firm that makes a speciality of offering SMS advertising options for companies throughout the US, UK, Canada, Australia, and Europe.

Our principal product providing is our built-in Utility-to-Particular person (A2P) SMS platform companies use to ship texts and ship advertising campaigns. By way of our buyer base, we’re very various – it’s just about any enterprise that wishes to make use of SMS know-how to speak with their prospects.

We cope with companies of all sizes and shapes, from one-person operations to SMBs’ bigger enterprise-level organizations. Our income in 2021 was simply in need of €11 million.


Priit Vaikmaa, TextMagic CEO


TextMagic Internet App


TextMagic Cellular App

What’s your backstory and the way did you give you the thought?

TextMagic was based in 2001. It began out as a distinct segment aspect undertaking, working purely within the UK with restricted product choices. I joined in 2007, and the founder handed over total administration to me later that yr.

I’ve at all times been a geek at coronary heart. I’ve been concerned with know-how for all of my skilled life. It’s arduous to explain, however I couldn’t see myself doing the rest. I’m fascinated by how human beings work together with the world round them and the way companies keep up a correspondence with their buyer base.

Dream. Have the braveness to just accept sacrifices in your private life that can repay down the road. Step one is at all times probably the most troublesome one.

Earlier than I joined TextMagic, I labored for Modera – an automotive buyer relationship administration (CRM) firm. The platforms have been completely totally different, however the founding rules have been the identical – enabling manufacturers to handle their interactions and offering scalable options successfully. That’s what it’s all about. How we talk with the world round us dictates a lot of our success in life.

After I joined, I noticed our product providing had enormous potential. It simply wanted extra focus. It was only a case of creating certain that we have been preserving in keeping with technological tendencies and shouting from the rooftops about how empowering our platform may very well be.

Take us by the design, prototyping, and roll-out of your first product.

The character of the SaaS platform calls for or not it’s user-focused. That’s what the “as-a-Service” a part of “Software program-as-a-Service” means. You’re providing an alternative choice to on-premise or user-managed options. After we have been creating the software program to develop into international markets within the early days, we continually requested ourselves how it will affect the shopper expertise. I used to be fanatical about it.

A very powerful factor for us was to make an online app, whereas once I joined the corporate, TexMagic was only a easy Home windows desktop app. As soon as we’d merged the back-end infrastructure that allowed us to entry mobile networks to ship SMS messages (which was no small job!), all efforts have been targeted on the customer-facing setting.

Our front-end design course of wasn’t as tightly managed as some others are. I don’t see a variety of worth in beginning off with a particular imaginative and prescient for a way you desire a GUI to feel and look – what in case you’re improper? We had a small workforce of builders, and the overriding theme was usability.

As soon as we rolled out any adjustments, it was my job to make it possible for we listened to our buyer base and didn’t get too hooked up to any graphical options or features. I’ve by no means been the particular person to suppose, “XYZ is unbelievable, and we’re by no means altering it”. It’s a continuing cycle of improvement, studying, and re-development.

We continually ship NPS surveys to long-term shoppers and doc each constructive and unfavorable feedback. Our assist brokers will at all times follow-up with sad prospects, as effectively.

Many options have been developed from assist tickets despatched by prospects. If we obtained a variety of tickets requesting a sure performance, we might prioritize its implementation.

SMS chat is the most important characteristic whose concept got here from assist. Cellular apps additionally, SMS Automations, SMS Surveys, Calendar for scheduled SMS, and Zapier integrations have been all requested by our prospects. After all, we additionally take a look at opponents, however won’t ever develop a characteristic that shoppers will not be thinking about.


Priit Vaikmaa, CEO at TextMagic


TextMagic’s Improvement Workforce

Since launch, what has labored to draw and preserve prospects?

We attempt to be extra than simply an A2P platform. We create a variety of instructional content material (guides, video tutorials:


For our buyer base that helps them to extract worth from their subscriptions. This isn’t restricted to educating them use the TextMagic platform – we provide sensible recommendation on forge quick, environment friendly communication channels and plan advertising campaigns.

Encompass your self with good individuals who will present constructive criticism of the selections you make and the path you’re taking the corporate in. Objectivity is completely vital to constructing a profitable group.

search engine optimisation and content material creation are one other enormous consideration. Attracting visitors is an actual science, and we spend a variety of time optimizing our advertising belongings and on-line presence to make it possible for we’re showing as excessive as attainable in search queries regarding our {industry}. Key phrases, paragraph construction, heading tags… all of it counts.

We use Semrush and Ahrefs for competitor evaluation – to determine the place our opponents are performing higher on the area and web page stage.

Relating to key phrase analysis, we attempt to prioritize our search engine optimisation efforts based mostly on visitors high quality and visitors potential. For queries the place rating pos. 1-3 could be not possible or not convey sufficient traction we synchronize our natural efforts with our PPC, however we’re additionally continually researching these “content material gaps” the place we will present extra worth.

Generally, answering a really particular query for a smaller group of customers can result in higher outcomes than masking a normal matter. From an search engine optimisation perspective, the content material technique is break up based mostly on key phrase intent. Informational content material is structured on matter clusters. Our viewers loves easy guides or templates that they’ll immediately apply to their enterprise.

We have now additionally developed 40+ instruments that we consider present worth to rising companies. We use a few of them ourselves.

Lastly, UX is a big consideration for us – we’re continually fixing or enhancing issues like web page velocity, navigation, consumer flows, and so forth.

Retention is all about reliability. I believe it’s straightforward to get slowed down in technological particulars, however prospects need software program that works. It’s that straightforward. When you’ve bought a deal with on that, and you may assure your platform’s effectiveness, then you’ll be able to take a look at making incremental adjustments that enhance productiveness and add worth – oh and that’s one other factor, we’re cost-effective in comparison with the affect we now have on a buyer’s operation, which at all times helps!

How are you doing right now and what does the long run appear to be?

Our HQ is in Estonia. We even have two extra places of work in Europe, and we make use of folks remotely from worldwide. Hybrid working is right here to remain, and I’m not wedded to the idea of coming into the workplace day in and day trip. It’s helped us to draw expertise too.

Final yr, I took TextMagic public with an IPO on the Nasdaq First North Tallinn (a part of the Nasdaq First North Baltic, that’s targeted on smaller European corporations). Our first day of buying and selling was on 15 December 2021. The ultimate depend was 9,896,434 shares throughout 15,410 traders, for €49.5 million, which is fairly good going.

I’m enormously happy with everybody that was concerned. It was an enormous, enormous second for the corporate. There may be this sense of us having burst onto the scene, for certain. We have now the most important variety of shareholders of any Estonian agency within the First North Baltic.


TextMagic IPO Opening Bell (15 December 2021)

The massive undertaking in the meanwhile that’s taking on most of my time within the improvement of a model new all-in-one enterprise platform referred to as Touchpoint. We’re shifting away from a product providing that focuses solely on A2P SMS providers and branching out into multi-channel advertising instruments, gross sales operations, and CRM options. This represents a turning level for TextMagic, and we have to get it spot on.



Our short-term purpose is to proceed offering stellar service to our A2P shoppers and provides ourselves sufficient time, house, and assets to verify Touchpoint goes to market as an industry-leading product. By way of long-term objectives, we’ll simply preserve doing what we do and see the place the {industry} takes us.

Via beginning the enterprise, have you ever discovered something significantly useful?

Sure – timing is all the pieces, as they are saying! I took TextMagic to market in numerous nations when unified communications have been changing into the norm. And I actually suppose that we must always have began that earlier, thus we may obtain much more excellent outcomes. We have flourished alongside softphone know-how, immediate messaging, and built-in advertising platforms, and our shoppers are used to speaking by a unified answer that ticks all of the related packing containers. We by no means actually needed to persuade folks that this was a better option to talk with their prospects. I’ve by no means needed to give our platform the “huge promote”. It was all intuitive.

One other essential a part of our success – most likely the most important half – is that we make use of good folks and belief them to do an excellent job. I’ve seen some CEOs fall into the lure of micromanaging sure components of an operation till the decision-making course of breaks down – everyone seems to be second-guessing themselves. That’s not for me, and I’d be losing cash by not empowering folks to make their very own choices.

The back-end challenges will at all times be there, however there’s no level complaining about them. The worldwide mobile community is in a state of fixed change, and it’s our job to make it possible for our services and products don’t get affected an excessive amount of by issues exterior of our management, reminiscent of infrastructure amendments. We have now stable partnerships in place with community suppliers to verify we preserve forward of any developments.

What platform/instruments do you utilize for what you are promoting?

We use a wide range of platforms throughout our numerous enterprise features. For search engine optimisation, we use Google Analytics, Google Search Console, Ahrefs, and Semrush. For content material creation, copywriting, and modifying, we use Wordy and Grammarly. They’re big-name platforms for a purpose – tremendous straightforward to make use of and extremely cost-effective.

Have the braveness to just accept sacrifices in your private life that can repay down the road. Step one is at all times probably the most troublesome one.

We make use of freelancers through Upwork to assist lighten the load internally and release employees for key duties. It really works effectively for us. We’ve discovered some actual gems on there that perceive our product choices.

In addition to the talked about instruments, we additionally use different well-liked devices and platforms like Atlassian, GitHub, Mailgun, Zapier, and Zendesk.

What have been probably the most influential books, podcasts, or different assets?

I’m an enormous fan of Napoleon Hill’sAssume and Develop Wealthy. I learn it 20-odd years in the past, and it had an enormous impact on me. It’s all about having a transparent concept of the place you’d wish to go in life and utilizing that as inspiration for attaining your objectives. It could sound apparent, but it surely’s simpler mentioned than finished. It’s all about visualization. You hear elite sportspeople speak about visualizing a specific consequence of their head and changing into single-minded of their quest to attain it. That interprets to enterprise too.

For TextMagic, it was one thing so simple as visualizing income objectives. First, it was a thousand euros a day, then I dreamed about including a zero to it, then doubling that, and so forth. Each time I ticked off a milestone, I took a second to mirror on what that meant and thought in regards to the subsequent huge step. Fairly quickly, it turned a self-fulfilling prophecy, and right here we’re after our IPO, the most important Estonian firm listed on the alternate and getting stronger daily.

Recommendation for different entrepreneurs who wish to get began or are simply beginning out?

Do as a lot as you’ll be able to to encompass your self with good individuals who will present constructive criticism of the selections you make and the path you’re taking the corporate in. Objectivity is completely vital to constructing a profitable group. Speak about your imaginative and prescient with profitable entrepreneurs in your subject and hearken to what they should say. Nearly all of them will likely be pleased that can assist you.

And an important factor? Dream. Have the braveness to just accept sacrifices in your private life that can repay down the road. Step one is at all times probably the most troublesome one.

I communicate to many Estonians who’ve a burning want to run their very own firm, however the barrier to attaining that’s virtually at all times the identical – leaving a safe, well-paid job to make it on their very own. Everybody has to start out someplace, and somebody will at all times attempt to discuss you out of it. There needs to be a degree the place you place confidence in your imaginative and prescient and simply swing for the fences, as they are saying!

Are you seeking to rent for sure positions proper now?

Sure! We’re at all times looking out for proficient folks, no matter {industry} they’re in. Anybody who thinks they’ve one thing to supply is welcome to take a look at our web site, examine our product choices, and get in contact right here.

The place can we go to study extra?


Priit Vaikmaa,
CEO of TextMagic

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