Yellaro
Managed newsletters without per-email overages
Launched Yellaro last week — managed newsletter hosting with flat monthly pricing (€12-€99). Built it over the last few months as my first real SaaS.
A few honest things I learned that might help someone else:
1. Pivoting infrastructure mid-build is sometimes the right move. Started on one email provider for cost reasons. Got rejected for production access twice. Switched mid-build to a more expensive provider. Cost per email went up significantly. Margins still healthy because I switched to hard caps instead of overage billing. Operational simplicity (per-customer isolation, real-time webhooks, no IP warming) saved me weeks of work.
2. The boring stuff is most of the work. Auth, billing edge cases, email cap enforcement, idempotent provisioning, audit logging, rate limiting on signup. Each one feels like a footnote in the product plan and consumes a week of real time.
3. 80% of the work is cleanup paths. Provisioning a new customer takes ~20 seconds. Cleanly tearing one down with all the side effects (subscriptions, DNS, containers, two databases, audit log) took weeks to get right.
First SaaS launch. Still figuring out what comes next.
1 Comment
The build lessons are useful, but the next risk is probably not technical anymore.
It is choosing the wrong first buyer.
“Managed newsletter hosting” can sound clean, but it may still be too broad for the first sales push. The sharper question is who feels enough pain around newsletter infra, cost predictability, or platform control to switch now.
If Yellaro is shown too broadly, you may get interest from newsletter people but not know who actually has buying urgency.
I’d test the first-customer angle before adding more features.