How I built Lynxify after my 150-person company outgrew spreadsheets for 360 feedback (and what I'm trying with go-to-market)

I'm Dmytro, and I'm building Lynxify, a focused 360 feedback tool for companies that have outgrown spreadsheets but aren't ready to buy an enterprise HR suite. Wanted to share the origin and the current go-to-market experiment in case it's useful to anyone in a similar spot.

The origin

I was working at a 150-person company. We had an HRIS for the usual people management work: org chart, time off, contracts. What we didn't have was a way to run 360 feedback rounds inside it. The enterprise platforms that would have added it priced per seat and shipped with a dozen modules we didn't need (OKRs, comp planning, engagement surveys, the works). The math didn't work for a single feature.

So feedback rounds got chased through spreadsheets and Slack channels. It scaled badly. Synthesizing twenty responses for one person became a part-time job. Reminders got missed. The data was real but the format made it almost impossible to act on. I started building a quick internal tool over weekends, mostly to save myself the synthesis time.

It worked. Both the people running rounds and the people filling out feedback found it easier than the spreadsheet version. That's when the idea clicked: there are a lot of companies in this exact spot, too big for a Google Form, too small (or just unwilling) to buy a full enterprise platform for one feature.

What Lynxify is

Structured 360 reviews, AI-written synthesis so managers don't lose a Friday afternoon to themes-and-quotes work, role-based access, and a one-page visual report you can actually take into a 1:1 conversation. The deliberate cuts matter too: no OKR module, no comp planning, no engagement dashboards. Just feedback, done well, for teams of 10 to about 200.

The go-to-market I'm running now

This is the part I wanted to share because I think it's the more interesting bet.

I'm leaning entirely on organic content, no paid ads. The thesis: the SERP for 360 feedback content is a monoculture of vendor listicles and HR consultants. There's almost no founder-voiced opinion, almost no honest "when not to use this" content, almost no copy-paste-ready templates without a download gate.

So I'm publishing into that gap. The content has three rules I won't bend on:

1. Disclosure-first. Every opinion piece opens with "I sell software in this category, so discount this accordingly." It's the most distributable line in any of my posts.
2. Tell people when not to use the product. There's a published article titled "When NOT to Run a 360 Review" with five specific situations where running one will do more damage than good. AI search engines started citing it within days.
3. No download-gate. The templates ship inline in the article. If you need an email to see a template, it isn't a template, it's a lead magnet.

I'm also running a cluster strategy: 14 articles live so far across six topical clusters, with deliberate pillar/spoke linking. After about a month of compounding, one page jumped from ~84 to ~470 GSC impressions over fourteen days and picked up a new page-one query for a high-intent keyword. Small numbers, but it's working.

What I'm still figuring out

- Conversion from blog reader to signup. The organic traffic is starting to show, the signup volume isn't yet.
- Whether to start a /vs/ pages comparison campaign with paid distribution, or keep the all-organic stance.

If you've done founder-led organic content for a SaaS in a vendor-saturated category, I'd love to hear what you'd do differently. Specifically: at what point did paid acquisition start to make sense for you, and what was the signal that told you it was time?

Thanks for reading.