Building a 5-figure-MRR software review site

Francesco D'Alessio is the founder of Tool Finder, a software review site that is currently bringing in a 5-figure MRR. And he's currently building a portfolio of apps and websites.

Here's Francesco on how he's doing it. 👇

A five-figure MRR

My background is in marketing and sales. I'm currently working on Tool Finder, a software review site that helps people discover new tools, save money, and stay current with software trends. It helps teams, individuals, and professionals find the right tool for their needs.

I also spun up an iOS app called Bento and a site called scrumplanning.com that helps people optimize scrum estimation meetings.

I'm a one-man team. I manage all content, production, development (with AI assistance), and apps. Tool Finder currently has a five-figure MRR, and Bento is nearly at a four-figure MRR.

Launching by accident

The initial Tool Finder site was built with:

• Notion (backend)

• Super (frontend)

• Tally (form collector)

I built it in a weekend. It was very much no-code + domain.

Then, I accidentally shipped it on Product Hunt after scheduling it and forgetting about it. And somehow, people upvoted it to #1 for the day.

The initial version worked for two or three weeks, but then I realized it needed scale for SEO, better quality builds, and a professional feel.

Business model and growth

Our business model combines sponsorships and affiliate revenue. We also sell deal passes. These passes offer a way to save on software, with one pass unlocking exclusive vendor discounts.

Our long market presence is a big advantage. At the start of Tool Finder, about 5 years ago, I avoided featuring myself in my content. However, I now believe people appreciate friendly, easy software explanations, so I have leaned into that in the last three months.

I now produce a lot of YouTube content, which helps us maintain strong vendor relationships, stay current, and consistently secure embargoes on news content.

Understand how you work

One of the most important things each of us can do is to understand how we work.

I now focus on my work style and align the business with it. The more I learn about how I operate, adapt, and learn from mistakes, the better the business outcomes.

The same applies to our businesses. Early on, I hired a video editor, a writer, and even brought on a business partner who handled development. While these weren't mistakes, per se, they weren't necessary either. Given the business's scope, it didn't need extensive staffing to run successfully.

If I could go back, I'd tell myself: "Don't overhire, don't expand beyond remits, and focus on what the business does well."

Nurture your creativity

So, if I had to give advice, that would be it: Understand how you work. Sit with yourself. Understand your own systems. It will change how you produce.

And nurture your creativity and decision-making skills. In a world of AI, it's going to be more about the creativity you bring. So your sleep, health, thinking, and body will all be factors.

What's next?

I'm in a transition period.

First, I will solidify Tool Finder with a fresh new look and more stable content pillars. Secondly, I will upgrade Bento and Scrum Planning to better position them in the market. Third, I will build a series of apps and tools that help people build confidence in specific areas.

I know this sounds vague, but hopefully it will make sense as you follow along.

Join us on the newsletter and on YouTube — just search "Tool Finder".