Transforming Form Creation: The Paperform Journey by Its Founders
Company profile
Company business details
Motivation to build the product
The founders were motivated by the need to simplify the form creation process and eliminate the inefficiencies of traditional paper-based methods. They recognized that many users struggled with creating forms that were both functional and visually appealing, which sparked the idea for Paperform.Problem that their product solves
Paperform solves the problem of inefficient data collection and cumbersome paper processes. The end users include small business owners, event organizers, and anyone needing to gather information through forms. Solving this problem is important as it enhances productivity and streamlines workflows, allowing users to focus on their core activities rather than getting bogged down by paperwork.Their unfair advantage
Paperform's unfair advantage lies in its combination of aesthetic design and robust functionality, allowing users to create highly customizable forms without any technical knowledge, which sets it apart from traditional form builders.Strategies
Idea Validation Stage
Beta Testing and Market Validation
Before fully launching Paperform, Dean utilized Beta List to gauge interest in the product. They attracted around 300 beta users who signed up to test the early version of the product. Although the feedback was not entirely targeted, it provided valuable insights into user expectations and helped them refine their offering. This initial testing phase was crucial in validating their idea and ensuring that they were on the right track before the official launch.
Pre-Launch (Product Development & MVP)
Product Development with User Feedback
During the early stages of Paperform, the founders focused on developing their product based on user feedback. They engaged with potential users to understand their needs and pain points, which informed the features and functionalities of the form builder. This user-centric approach ensured that the product was tailored to meet the demands of the market, leading to a successful launch and adoption by users who found real value in the tool.
Beta List Promotion
Dean McPherson promoted Paperform on Beta List to gain initial traction. Although the promotion did not yield significant success in terms of user feedback, it helped get the product on the radar of the AppSumo team, leading to an invitation for a launch with them. This early exposure was crucial for building initial interest in the product.
Launch Stage
AppSumo Launch
Dean and his wife Diony launched Paperform by running a deal on AppSumo, which is a platform for software deals. They had built an early version of the product and decided to test the market by offering a lifetime deal. This strategy was a significant risk as they had not made any sales prior to this. The launch coincided with a listing on Product Hunt, which was done by a user who purchased the AppSumo deal. This unexpected exposure led to a surge in interest, resulting in the sale of nearly 3,000 lifetime deals within a two-week campaign, providing them with the necessary cash flow to support their business and validate their product in the market.
Content Marketing through Blogging
Paperform utilized a content marketing strategy by launching a blog that shares real-life stories, trends, and strategies to help businesses grow. This blog serves as a resource for potential customers, providing valuable insights and establishing Paperform as a thought leader in the online form building space. The blog includes various articles, such as '4 Boys, $2 Million: A Reflection on 5 Years of Paperform', which not only shares the founders' journey but also connects with the audience on a personal level, fostering a community around the brand.
AppSumo Launch
In December 2016, Dean launched Paperform on AppSumo, selling 3000 lifetime deals. This launch provided a significant influx of users, allowing Dean and his wife to transition to working on Paperform full-time. Although the customers paid a one-time fee, the launch was pivotal in establishing a user base and generating initial revenue.
Growth Stage
Customer Feedback Loop
After launching Paperform, Dean and Diony focused on building a strong feedback loop with their customers. They prioritized feature requests based on the volume of feedback received from users, particularly those who had transitioned from other form builders. This approach allowed them to quickly identify and implement the most requested features, ensuring that the product evolved in line with customer needs. Dean emphasized the importance of direct communication with customers, stating that doing support helped them understand the significance of various feature requests and prioritize development effectively.
Product Ecosystem Development
Recognizing the need for additional products, Dean and Diony expanded their offerings beyond Paperform to include Paper Sign and Double. They strategically positioned Paper Sign as a complementary tool to Paperform, addressing customer needs for contract signing and document management. This move was based on user feedback indicating a demand for such features. By developing a suite of products, they aimed to create a cohesive ecosystem that would enhance user experience and provide comprehensive solutions for their customers.
Customer-Centric Company Culture
The founders of Paperform, Diony and Dean, emphasized building a company culture that prioritizes work-life balance and employee well-being. They created a remote-first workplace where team members feel comfortable integrating their personal lives with work, such as allowing children to join video calls. This approach not only enhances employee satisfaction but also attracts customers who value companies that care about their people. The founders believe that this culture has been instrumental in their growth, as it fosters loyalty and productivity among the team.
SEO Strategy
After hiring growth personnel, Dean focused on SEO as a primary growth strategy. They aimed to appear on lists of best form builders, which significantly increased their visibility. This strategy involved reaching out to authors of such lists and optimizing their content to rank higher in search results, leading to increased organic traffic and customer acquisition.
AdWords Campaigns
Alongside SEO, Dean began experimenting with AdWords campaigns to drive traffic to Paperform. While the conversion rates varied based on the traffic source, this strategy helped to supplement their growth efforts and reach potential customers actively searching for form-building solutions.
Maturity & Scaling
Building a Remote-First Culture
As Paperform grew, Dean and Diony established a remote-first culture that allowed for flexibility in work hours and locations. They integrated their personal values into the company culture, promoting a work-life balance that resonated with their team. This approach attracted employees who valued the ability to manage their time around family commitments. They encouraged open communication about work-life integration, which fostered a supportive environment where team members felt comfortable sharing their personal and professional lives.
Integration with Popular Apps
As Paperform matured, the company expanded its capabilities by integrating with over 2,000 popular apps and software, such as Google Sheets, Mailchimp, and Slack. This strategy aimed to improve productivity and automate workflows for users, making Paperform a more versatile tool. By connecting with widely used applications, Paperform positioned itself as an essential part of users' daily operations, thereby increasing its market share and customer retention.
Customer Success Focus
Dean prioritized customer success by investing in a support team that accounted for half of their workforce. This focus on providing excellent support helped improve customer satisfaction and retention, which was crucial for maintaining a loyal user base and encouraging word-of-mouth referrals.
Differentiation through User Experience
Dean differentiated Paperform by focusing on the user experience of form creation. Unlike competitors that used traditional drag-and-drop interfaces, Paperform offered a document editor-like experience, allowing users to create forms more intuitively. This unique approach resonated with creative users and set Paperform apart in a crowded market.
Saturation & Retention
Merchandising and Brand Loyalty
To enhance brand loyalty and create additional revenue streams, Paperform launched a merch store where customers can purchase branded swag. This strategy not only promotes the brand but also fosters a sense of community among users who identify with the Paperform ethos. By offering merchandise, Paperform engages its customer base beyond just the product, creating a deeper connection and encouraging word-of-mouth marketing.
Learn more about Paperform
Bringing people from work back to life with Dean McPherson @Paperform
4 Boys, $2 Million: A Reflection on 5 Years of Paperform
