These Co-founders Who By no means Met In Individual Constructed A $5K/Month Billing

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

Hello guys my identify is Spiro (Ros) Kontoprias, I’m from Greece and I’m the co-founder of PriceWell. PriceWell got here to life in November 2020 to simplify billing for everybody beginning a subscription enterprise.

Basically, we’re offering a private billing crew on a service the place anybody can create a billing system for his/her firm in lower than an hour. Utilizing our platform that requires completely no coding data, we’ve helped tons of of companies create highly effective billing processes.

From easy fee hyperlinks that may be despatched in every single place on the web for fast safe funds to portals that enable prospects to handle their subscription (upgrades, downgrades, cancellations, change card credentials, and so forth.), from coupon codes, reductions, and churn administration, up till safe bill issuance and automated gross sales taxes calculation, you possibly can create a robust suite of processes in only a few clicks with none prior data required.

Once we initially began PriceWell we have been satisfied that we’re going to promote to small software program companies with tech-oriented groups to avoid wasting them time from the core product improvement. Quickly, that proved to be as removed from the reality as we might presumably think about, as we’ve seen demand from really non-technical individuals within the subscription companies that didn’t have the know-how, comparable to health teams, advertising and marketing companies, social media distributors, and advertisers, non-public discord and telegram teams, in addition to a couple of typical SaaS companies (Software program-As-A-Service).

Our attain and imaginative and prescient for the enterprise broadened even additional once we have been contacted months in the past by a number one reductions market to assist their struggling prospects purchase and use low cost codes. It was our first enterprise sale (of types!). Quickly a couple of others adopted, and I’m excited to say that we’re increasing on our vertical and markets we serve, experimenting with totally different use instances and promoting throughout industries. We’ve progressed a lot greater than I might ever think about a 12 months or so in the past.

As of now, our Month-to-month Recurring Income (MRR) stands at $5K with 120 energetic prospects and virtually 2,000 sign-ups. We’re but to spend a single greenback on promoting.


All the time preserve a watch out to your opponents. Don’t focus solely on the product. See how the market is responding to exterior modifications and leverage the scenario in your greatest efforts.

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

In my 23 years on this planet, I’ve come to comprehend {that a} path might be filled with twists and turns however wanting straight forward and specializing in the aim actually helps navigate by way of the uncertainty. With that in thoughts, I began working at a younger age in gross sales and enterprise improvement desks, whereas majoring in Delivery, Logistics, and Finance. I’ve been entrepreneurial from an early age, creating my first enterprise on the age of 19. It was a one-man enterprise, after I was attempting to familiarize myself with the ideas of programming in Python and the Inventory Market. What a problem to start with.

I ended up making a bot to commerce within the inventory market, later bought to a buying and selling dealer in Greece. I absolutely invested the cash I acquired again into the inventory market, with sudden success, although my naiveness exceeded my ego on the time…

From the early levels of my life, I’ve identified that I needed to be an entrepreneur, however that drive really jumped out after I was first contacted by our third PriceWell co-founder and present startup advisor, George Avgenakis, to work on a social media advocacy challenge. A crew was gathered, and objectives, deadlines, and KPIs have been set however the crew after some time misplaced its enthusiasm, attributable to inside complexities, ending up ditching the challenge.

Throughout my time there, I needed to work on integrating the billing system, a job that I initially thought of (naively in hindsight) to be easy. For a semi-technical founder like myself, the combination was simpler mentioned than finished and ended up failing to fulfill the deadline. Throughout that failure, I used to be continuously asking myself: “Actually there’s no higher manner? How about all these no-coders engaged on subscription companies? What do they do?”

After some quick analysis on the issue that I by chance found, I discovered that different individuals have been additionally contemplating it a tedious and unnecessarily time-consuming course of, that takes away time from worth creation on the primary product. Furthermore, most of them being on a good finances don’t wish to rent a freelancer developer to do it, particularly since they might not have any management over the ultimate final result.

Even for deeply technical individuals, like my co-founder Matthew Reid, taking away these 2-3 weeks to arrange the billing processes can actually make the reduce. It’s tremendous rigid, and it takes time from the primary improvement of the product, which successfully results in slower market validation and discovering product-market match.

Due to this fact, the necessity to resolve this downside jumped out to me, however it didn’t materialize instantly. No less than not earlier than our peculiar begin:

Matt, my co-founder, and I’ve by no means met in particular person. Our work collectively is solely depending on Slack and Zoom. Our present advisor, George made the preliminary e-meet-up occur. As I’ve beforehand identified, George and I’ve labored on a earlier challenge collectively. George noticed an IndieHackers publish by Matt who was already engaged on the same thought. George contacted Matt who requested whether or not we’d be eager about partnering up. Matt is a software program developer with vital fee expertise. He has built-in dozens of fee gateways and seen first-hand the difficulties and the time spent in creating an entire, purposeful billing system for a enterprise.

So, wanting again, I thought of it a giant alternative, when it comes to offering worth to the client (each money and time saved), private wrestle with the issue, the no-code market (extremely increasing market), and the mission to empower everybody to start out and construct a enterprise on-line. These issues weren’t sufficient although, we needed to give you a particular reply whether or not somebody would pay for such a service. That didn’t take that lengthy although….

Once we have been nonetheless within the first weeks of PriceWell’s inception and we had arrange a fast web site to gather contacts within the product, we bought contacted by our quickly to be first buyer, asking whether or not he might pay us to hurry issues up, since he was actually eager about launching his paid publication utilizing our answer because the go-to monetization possibility. That was a giant aha second and a transparent validation of our efforts and thought. Somebody paid with the only hope and want to obtain an answer some weeks down the street. I bear in mind seeing the primary fee rolling in virtually falling out of my chair in pleasure.

2000 sign-ups and 120 prospects later, I can virtually say that it was the most effective determination to proceed after that first fee validation to work with an entire stranger.


The convos answerable for the thought of PriceWell

Take us by way of the method of designing, prototyping, and manufacturing your first product.

The primary MVP was a touchdown web page that launched the issue and our proposed answer (we hadn’t coded something at this level). The web page collected emails from anybody who was . We collected about 50 emails after posting them on indie hackers, hacker information, and Twitter. Not the success we have been hoping for.


How we began

Though we hadn’t collected 1000’s of emails, we determined that we would have liked an actual working MVP to truly validate demand for the product. The character of the issue we have been fixing (billing integration) meant {that a} no-code software or a spreadsheet would not work for our prototype. I, being a developer, needed to write all of it from scratch. George designed a really fundamental consumer stream utilizing Marvel and I coded it up.

Throughout this level, I adopted a mindset of leaving out as many issues as I might. I picked a software to deal with consumer registration and used Tailwind CSS for the UI to maintain the coding to a minimal. I did not even construct the power to pay us for the product at this level. After two months of evenings and weekends, we had a working prototype with probably the most fundamental performance. Something that wasn’t our core use case (or what we thought was our use case on the time) was omitted. For those who had something apart from probably the most fundamental pricing construction it would not work.

We launched the MVP to our mailing checklist and on indie hackers. A number of individuals signed up and instantly hit a bunch of bugs. It seems that everybody has a barely totally different stream in relation to billing. We added a chat widget to the web site and slowly we have been capable of deal with the essential use instances of our customers.

Via the chat widget and tons of of demo calls, we slowly constructed up a greater image of what our goal buyer wants. Utilizing these insights we have been capable of morph the MVP into a totally functioning product. Because of constructing on prime of the Stripe API, we are able to implement new options in hours, generally minutes.

Describe the method of launching the enterprise.

Our first try to launch PriceWell was characterised by pure and easy A/B testing. (A extra applicable option to say that we skewed issues up) We didn’t actually know methods to go about launching a enterprise on-line, due to this fact once we bought contacted by a offers market that was specializing in about-to-launch companies, we went for it. After some preliminary work, in August of 2021, we launched by way of this market. We generated some early site visitors, and we bought some sign-ups. The one downside was that these on boarders have been all low-quality, inactive customers or possibly bots. We ended up posting little to no topline development – a testomony to a failed launch IMHO.

Discover what you see your self pursuing for the remainder of your life, the factor that retains you excited within the night time for the subsequent day to shine. Processes will observe, however if you happen to lack motivation and drive, there are usually not many issues that may go proper.

A factor that I take into account as much as today a little bit of a letdown is that we haven’t tried out launching on ProductHunt but. ProductHunt is the go-to place to launch a web-based software program enterprise and I nonetheless imagine that we might have finished nice if we tried our luck there. By no means too late I suppose.

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

In July 2021, after the PriceWell launch letdown, we recognized that almost all of our goal prospects search assistance on Fiverr, Upwork, and different freelance marketplaces to combine Stripe and different billing suppliers for his or her enterprise. Due to this fact, we created a gig on these platforms with the bottom value potential (if there was a free gig, we’d go for it), so as to check the product and purchase our first customers – tremendous manually.

Moreover, we explored their wants and requests whereas speaking to them. That helped us navigate subsequent product developments and create worth the place there was a necessity for it. Regardless that early on, issues have been shifting slowly, and we felt like we have been doing any to no progress in any respect, we stored pushing.

Issues in life are usually not at all times figuring out instantly, and start-ups are not any exception to it. Take your time and imagine in your worth proposition – actually simply preserve pushing! -. Within the phrases of YC founder, Paul Graham start-ups must “do issues that don’t scale” to achieve scalability down the street. What has labored to this point for us to retain our current prospects base is to:

  • Reply quick and fortunately to buyer calls (ALWAYS discuss along with your prospects)
  • Ship quick and make them commit
  • Let everybody else find out about your new developments

Certainly others face the identical downside too.

Ultimately, we moved out of Fiverr, primarily as a result of different distribution channels (fewer guide processes) got here afloat. What has labored splendidly for us to this point has been social media like Twitter, Reddit, and Indiehackers, chilly emails, and adverts in paid start-up newsletters? It hasn’t been a purely natural development technique, since some types of paid development have occurred, however the CAC/LTV has been stored impressively low, a reality that enables us to be a bit extra prosperous with our companies spending.

5 months in the past, we began additionally experimenting with content material creation and programmatic search engine marketing, and issues went above and past our expectations fairly quick! We’ve been featured in a couple of high-rank Hacker Information posts and other people have been sharing our content material on weblog posts, constructing a comparatively robust backlink library. It’s a lengthy course of, however outcomes are rolling in fairly properly when you get it going. An space you need to be experimenting with continuously and never be afraid to push the boundaries of your efforts.

We’re at present going full pressure on content material creation, and energetic chilly gross sales since we’ve seen that these methods have been working most successfully for us.

One tip that I’d like to share with the readers about our search engine marketing technique is that content material takes time and there’s no prompt gratification. Nonetheless, a gentle, meticulous course of and endurance render really superior outcomes. Take your time, present worth to your readers and persons are going to share your content material quicker than you think about.

Under you possibly can see the Analytics of our previous 24 weeks as soon as we began energetic gross sales and content material creation:


In efforts to distinguish our distribution and to draw well-suited site visitors, 2 months in the past we began operating adverts. It was a very attention-grabbing sort of occasion, since one in all our foremost opponents shut down, releasing up house for its sad prospects. We took benefit of the scenario and we shortly focused Google Advertisements of our competitor’s alternate options. Individuals have been rolling in our web site to provide our product a attempt. Ended up buying north of 15 prospects by operating low-competition adverts.


One of many adverts redirects URLs

Lesson discovered: All the time preserve a watch out to your opponents. Don’t focus solely on the product. See how the market is responding to exterior modifications and leverage the scenario in your greatest efforts.

Closing in on our development efforts, we determined lately to affiliate ourselves with energetic gross sales utilizing chilly e mail outreach. We’ve gone with this determination after our first Enterprise Sale -of sorts- rolled in. A real eye-opener on the sort of markets we are able to serve. From that time onwards, we tried to go upmarket and assist medium-sized subscription companies work round their billing administration programs. Already we’re prospecting a couple of top-tier subscription companies in Greece and different elements of Europe. It’s tremendous time-consuming since a sale of that types requires much more scrutiny than a typical SMB sale, however we’re assured that we are able to serve this type of market with the identical effectivity that we at present are in our area of interest.

If I needed to provide a bit of recommendation for each start-up founder on the market, I might passionately recommend NOT anticipating development trajectories of different (comparable) initiatives posted on social media to seem like yours. Everyone is operating a special timing and totally different inputs, so I discovered to focus solely on what we do as an organization and never evaluate our development to another challenge on the market. Makes your psychological state leaner and your imaginative and prescient cleaner.

How are you doing immediately and what does the long run seem like?

PriceWell immediately, is an organization that generates north of $5K per thirty days whereas having primarily a lean operating value construction. We’re proud to say that our revenue margin stands at 88% with the primary value drivers being internet hosting charges, subscription charges, and adverts.

Our present objectives for the second half of 2022 are to enhance effectivity on all fronts, from the distribution of our companies to the fee construction we’re working in. Particularly, we need to double our MRR to $10K by the top of the 12 months, whereas we broaden on our SMB phase. As a result of nature of working on this high-risk atmosphere (most of our prospects are solopreneurs or small groups) we need to solidify our place inside the billing infrastructure companies for larger-sized corporations. Further KPIs we’ve got put in movement are reducing our churn (smaller-sized companies have a better chance of default or pricing mannequin swift), which at present is at 15% swinging month over month, and rising our conversion fee to 10% from 5%.

On our site visitors entrance, we need to hit 1,000 visits on a weekly foundation constantly and to extend the common time on the web site from almost 2 minutes to three minutes.

I actually imagine within the creator’s economic system, and I believe that PriceWell can play an vital position in increasing the boundaries that individuals can receives a commission on-line, because the vary of founders and creators expands and diversifies. As we attempt to enlarge our enterprise each within the subscription enterprise and within the digital creator’s companies, I see myself staying with PriceWell and attempting to develop with it, as we transfer from completely asynchronous work to establishing a base and enriching our crew.

Fortunately my co-founder Matt shares the identical imaginative and prescient and fervour with me, and he’s dedicated to creating PriceWell succeed.

Our 2023 aim, which I can characterize as our long-term aim is to serve 1000 prospects throughout industries and to have the ability to clear by way of our PriceWell merchandise greater than $10,000,000 for our prospects.

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

Ask an entrepreneur, a query on errors or poor selections and so they can give you a listing simply from the final month. The character of the enterprise is such, that it’s worthwhile to take life-changing selections continuously and poor judgment calls are absolutely within the recreation.

Since we began PriceWell we’ve got made a variety of errors, however fixed contact with the enterprise helps you dodge many shut calls, as you enhance all through the method. One of many biggest classes I’ve discovered whereas co-running PriceWell was to make the tough conversations early on. I take into account it the bread and butter of entrepreneurship and I can stretch it to the extent that the harder conversations you make the upper the possibilities you attain the well-known “default-alive” state that YC is so usually speaking about. Conversations like these might be fairness share, enterprise mannequin failures, enlarging or decreasing the crew, taking the blame for a partnership failure, and so forth.

A particular missed alternative for us was a few months in the past once we bought the prospect to accumulate market share from our opponents -one of them left the market- we didn’t push tougher. We didn’t decide to the extent that customers take into account us the no-brainer possibility. Issues ought to transfer quick in an early-stage group, and we absolutely got here up quick on that.

Alternatively, partnering up with the biggest offers market on the web to assist customers deal with their billing particulars was an enormous alternative for us. It was a kind of instances that timing and situations aligned ideally for us to shut that deal. Not solely did it give us an vital topline enhance, however it added to our legitimacy as a company and helped us replicate belief on this planet.

What platform/instruments do you employ for your online business?

All through PriceWell’s life, we’ve got tried a bunch of instruments to make operations run easily and optimize processes. Some with extra success than others. Based mostly on our beliefs and fervour for the creator’s economic system and in an effort to assist as many founders as we presumably can, we go for instruments created by fellow indiehackers or bootstrapped groups.

My private favourite should be Trello, a well-known productiveness app, that helps us align ideas, feedback, and recommendations with the primary product improvement within the quickest and most effective manner potential. We now have primarily based our day-to-day duties on the app, in addition to our private and non-private roadmaps. Actually, alternatives are countless.

A detailed second for me is Airtable by Howie Liu. Airtable is an Excel on steroids, that finds itself on the crossroads between a spreadsheet and a database. From consumer and market analysis to CRM and competitor monitoring, I’ve primarily based all my beforehand held, sluggish Excel duties on this must-use app.

Different favourite instruments:

📈Retool: Inner Dashboards and Monitoring
Freshdesk: Data base and buyer helpdesk
💹Chartmogul: Subscription Analytics Platform
📬Sendpulse: Distribution and Supply Platform / Welcoming
✍️Netlify: Content material writing and internet hosting platform
🏛️Slack: Cellular HQ
🚦Believable / Hotjar: Visitors Analytic
👨‍💻Present Tech Stack

  • Frontend – React
  • Backend – Node.JS & Postgres with Google Cloud Capabilities and Push Queues

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

Discovering your ardour takes time, however as quickly as you discover what you wish to see your self pursuing for a big chunk of your life, you’re feeling able to get right down to work and absorb as many sources as you presumably can. That’s really what occurred to me in early 2018 after I began discovering the treasure of sources on-line. After virtually 5 years, I’ve a restricted suite of sources invaluable to (I hope) many entrepreneurs.

The weekly habit for me is the All-in Podcast, for a fast but healthful round-up of issues that matter on the crossroads of economic system, know-how, and politics.

One other one is Honey, I blew up the enterprise by Dan Kirby that turned his entrepreneurial ordeal into a pleasant, easy-to-follow journey and is on a mission to assist enterprise house owners keep away from self-inflicted sabotage.

Final one on the podcasts in Masters of Scale by Reid Hoffman, LinkedIn co-founder, that with the corporate of prime executives and entrepreneurs talks about management, technique, administration, and fundraising to scale.

As for books, the only most vital piece for me is Zero to One by Peter Thiel, co-founder of Palantir, Paypal, and legendary Silicon Valley investor. An awesome introduction to the intricacies of the start-up world and an awesome psychological mannequin for stagnation and imaginative and prescient. Undoubtedly a suggestion!

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

Regardless that I’m younger, and I don’t have that a lot expertise within the nuances of operating a enterprise (studying day by day), I can positively say that enterprise takes ardour and fervour takes persistence.

I’m fortunate sufficient to assert that I’ve found my path from early on. It’s that unusual sort of feeling of waking up day by day with a single factor in your head: for me is PriceWell and serving to much more individuals take up enterprise billing. I’m certain for a lot of of you on the market your online business is your ardour.

Discover what you see your self pursuing for the remainder of your life, the factor that retains you excited within the night time for the subsequent day to shine. Processes will observe, however if you happen to lack motivation and drive, there are usually not many issues that may go proper.

Don’t waste a single day, preserve pushing to introduce your personal imaginative and prescient for a greater world. Present fixed worth and get the gratification you deserve for it. Don’t neglect, cash is the means, not the top aim. I like to consider it as a voting mechanism, the extra worth you present to others, the extra they’ll vote for you with their cash – the essence of free alternative.

If there’s a single factor that it’s worthwhile to begin issues going, then that’s positively the fervour. Discover what you’re keen on and never a single day will cross with out feeling you’ve made a contribution. Actually healthful feeling certainly.

The place can we go to be taught extra?

In case you have any questions or feedback, drop a remark under!


Spiro Kontoprias,
Founding father of PriceWell

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