Typeform: A Case Study in Product-Led SaaS Growth

David Okuniev is the co-founder of TypeForm, a Barcelona-based SaaS company that specializes in online form building and online surveys.

David and Robert were running a small design agency in Barcelona. A client asked them to create a form that could be used to collect information about people attending an exhibition.

Instead of building a regular old form, they wanted to do something different. And inspired by the 1980s movie War Games, they created something a form that was more conversational.

After that project was over, they talked about turning that idea into a product. But they weren't in a particular rush. And they spent the next 2 years trying to build the right product.

When they were almost ready to launch the beta, they put up a landing page and promoted it on Betalist. In a few weeks, they had collected around 5000 email addresses.

When they launched the beta, people started creating and sharing forms. And when they shared a form, new people discovered the product, signed up and created their own forms.

The product that they'd spent years trying to get right was quickly going viral. In fact, when they introduced a paid plan, it took them about a year to get to a million dollars ARR.

The interesting thing about Typeform is that the founders didn't start with a niche market. They built a product for everyone — which is counter-intuitive to what the majority of startups do.

Today, their business does around $30M in ARR and employs around 200 people.

In this interview, we talk about why the founders focused so much on building a great product, why design and user experience were more important to them than customer development or marketing and how they have grown Typeform into an 8-figure business.

We also talk about a new product they've recently launched called VideoAsk and they're once again building a unique online form and survey experience with a different product.

I hope you enjoy it.