The best distributor for your SaaS might be another founder
Been noticing a pattern. The recommendations that actually get me to try a new tool come from another founder mentioning it in passing, something like "we use X for this," while talking about something else entirely.
No script, no sponsorship, just someone who builds things telling other people who build things what's working.
Makes sense when you think about it. A founder with a small audience of other founders and builders is talking to people who are actively looking for tools, not just scrolling. The overlap between audience and buyer is unusually high.
That's part of why more founders are signing up as creators themselves on Aproov lately, helping each other out while getting the same exposure they're looking for.
Anyone else find founder recommendations convert better than anything else?
X is totally like this
I would say 50/50. but of course a huge part of it
here to answer anything
Founder recommendations work because there’s built-in trust. I’ve found a short “we use this for X” mention often beats a polished launch post.
Exactly, Julian
Spot on! Recommendations from fellow builders feel authentic because they’ve actually tested the tool in real scenarios. Ads just don't carry the same trust.
exactly
Founder-to-founder recommendations carry way more weight than traditional ads because there is built-in trust and context. Facilitating genuine distribution through peers who actually use and believe in the product is a brilliant angle. Spot on observation!
nailed, frederic! thanks for your comment
Founder-to-founder recommendations carry way more weight than any paid ad because there's instant trust built-in. Facilitating genuine distribution through other builders who actually use and believe in the tool is a brilliant angle. Great insight on founder-led distribution!
thanks to you for the comment, Eric!
This tracks with something I've noticed the other direction too — I've bought tools specifically because another builder mentioned using them mid-post, not because of an ad. There's an implicit trust transfer: if a founder's own project is legit, their tool recommendation feels vetted by proxy.
Selling a couple of source-available dev tools myself right now, and cold outreach has been by far the weakest channel — a passing mention from someone building in the same space converts way better than anything I've paid for or posted cold. Makes sense once you think about who's actually in the audience: builders looking for tools, not just scrolling.
exactly, transformes! thanks for your input
I am also trying to find out what works and what doesn't? Can anyone help me?
here to help. any specifics?
Same pattern here. The recommendations that stuck with me weren’t “top 10 tools” posts — they were throwaway lines in a build log or a DM: “we use X for this, it stopped the weekly rewrite.”
Audience = buyers is the whole trick for small founder circles. Curious whether you’ve seen that work better in async posts or in smaller group chats / office hours.
Hey, I tried to sign up with google and it broke. Have a look at it please.
please try again and tell me what happens, so we can fixe it for you. did you fill the forms ("get distribution" button) as a new company before signing up with google?
Expense approvals may be too broad for the first round of interviews because the pain differs significantly between a five-person startup and a finance team with formal controls. I’d focus the calls on one workflow—such as vendor payments—and map exactly where requests stall, who chases whom, and what the delay costs.
What is working more for founders (like me), other founders promoting, or creators?
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both. yo can just apply to both and see what works best for you
Just signed up!!
yess!