Zubtitle is our second Saas product that has hit $1m ARR. I want other founders to hit this milestone, so have been reflecting back over the last two years and wanted to share some advice that I think a lot of people miss.
We all talk a lot about product-market fit, pricing, onboarding, and [insert buzzword], and chances are you've spent a LOT of time thinking about how your product solves a problem, but if you don’t find a way to get your product in front of users, nothing else matters.
Figuring out your distribution channels is everything.
A distribution channel can be a lot of things. Sales, inbound marketing, outbound marketing, affiliate marketing, etc,. etc., You have to figure out what works for your product. If you feel like you are solving an important problem, built a decent product, but feel suck... it's probably because you haven't found the channel(s) that work for you.
How your competitors perform with distribution matters too. I don’t think this is talked about enough.
We have had (and continue to have) competition with VC backed & other Indie companies that can be intimidating. If you can beat your competitors in a viable distribution channel or two, your chances of a solid outcome increase significantly. Most of our customers for Wavve & Zubtitle don’t even know our competitors exist because they found us first through great SEO and ended their search for a solution.
I think about tourist trap restaurants (we have a lot of them here in Charleston, SC). Their food, service, and marketing can be average because they have built-in a distribution channel in the form of swarms of tourists & the beach. I'm not advocating being like a tourist trap restaurant 😂 but simply pointing out that distribution is the difference between success or failing.
Having great distribution doesn’t guarantee success but it’s arguably the most important aspect of your business.
Unfortunately, there is no silver bullet for finding the right distribution channels. The best advice I can give is to test everything. Write down a handful of assumptions you have for how you can get your product in front of potential customers and try them all. You won’t know what works until you do.
We're currently doing this all over again for Churnkey, a solution that helps SaaS companies cut churn with better onboarding flows. It’s our first B2B play so I’m sure what we have done in the past won’t produce the same results.