The last 13 years have been the most challenging and rewarding of my life. Sendible started as a little Windows application that I developed on the side to help my dad schedule emails to his employees on their birthdays.
After spending a few months hacking it together in my spare time, I started to notice more and more social networks cropping up. Whenever I saw a new platform start to gain traction, I would integrate it into the software.
Soon, it became much more than just an email scheduler. It made SENDing any type of message possIBLE: Facebook, Twitter, LinkedIn, MySpace (RIP 💀 ) – you name it!
In the middle of 2008, I decided I wanted the world to try it. So, I bought a second-hand server for £10, plugged it into my home router, and boom – Sendible.com was born.
Since then, we’ve seen:
Watching Sendible beat the odds as a bootstrapped company in a hyper-competitive space and go on to become a market-leading social media management platform has been the highlight of my career.
When I was first getting started, I distinctly remember pitching the idea to an investor and them telling me, “Anyone can create scheduling software. No-one’s going to pay for this. This will never be a business.”
But, I didn’t give up. That kind of feedback only fuelled my fire and made me want to prove them wrong.
I had seen how social networks were starting to compete for people’s attention and I knew there would come a time that businesses would need software to help them maintain a presence on each platform in an efficient way.
Since then, I’ve thrown my entire being into Sendible. Not a day has gone by that I haven’t thought about the business and how I can help our team bring more value to our customers.
Today, Sendible is growing faster than ever before, with record new customers signing up each month. We have a fantastic product that just keeps getting better, and our team of all-stars is executing at an efficiency I’ve never seen before. Sendible has simply been a dream company to lead and is well-poised for even more explosive growth.
But with all this growth, I’ve found myself needing to take a step back in order to empower our incredible team to move Sendible forward. I recognise this is what has enabled us to scale, but for me personally, it has meant moving further away from where my passions lie as an entrepreneur. As someone who loves to get his hands dirty and “break things”, I found myself having to hold back for the good of the company.
One of our core values at Sendible is authenticity. In the middle of 2020, I noticed the enthusiasm that fuelled my work was starting to fade and I realised I wasn’t being my authentic self.
It quickly dawned on me that I may have been the right leader to get us to where we are today, but I’m not the right person to take Sendible to the next level. Sendible had become bigger than me and I realised that I had reached the limit of what I had to offer the company as its CEO.
Around the same time as I had this epiphany, I was being inundated with emails from investors and potential acquirers. Where previously, I would receive one or two emails per week, suddenly I was receiving 5 emails per day. I had never planned to sell the company, so historically, whenever I received an email like this, I would politely skim it, smile, then hit delete.
But, this time, I decided to explore the idea and see what an exit could look like. One of the emails was from the Alpine Software Group (ASG) representing Traject, a suite of innovative digital marketing tools that includes Grade.us and PLANOLY.
As deep experts within the marketing technology space, and with the ability to help us accelerate towards our mission, I quickly found that Traject stood out from all the others as the best place for Sendible.
Their values are almost identical to ours, they have a complementary culture, and most importantly, they are committed to ensuring that Sendible will remain Sendible – both for our exceptional team and the thousands of customers that depend on us every day.
Following a process that began more than 6 months ago, I’m proud to announce that Sendible has been acquired by ASG and is now a part of Traject!
For the next six months, I’ll be working closely with our new CEO to ensure a smooth transition for the company. After that, I’ll be getting some much-needed rest before launching my new venture.
In the meantime, I want to give back to other entrepreneurs and share the business secrets I’ve learned over 13 years in building a 100% bootstrapped SaaS company from 0 to almost 8 figures in annual revenue! ❤️
AMA (Or if you’d like to follow along as I share my process while I get my new startup off the ground, please subscribe to my newsletter at gavinhammar.substack.com).