Bootstrapping·Esben Friis-Jensen

Userflow: Bootstrapping a No Code SaaS to 7 Figures

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Esben Friis-Jensen is the co-founder of Userflow, a no-code platform for building onboarding guides and product tours.

Before working on Userflow, Esben co-founded Cobalt.io, an application security platform.

In 2013, Esben and three of his friends decided that they were going to build a marketplace for bug bounty programs.

Companies such as Google were paying bounties to people who found security exploits or vulnerabilities in their products.

The Cobalt founders believed they could build a marketplace to facilitate that process for more companies.

But they didn't have any experience in the security space.

They managed to launch a marketplace and get a few customers. But the business wasn't a huge success.

And before long, they were close to running out of money until they got a request from a customer that changed everything.

That one request led them to eventually pivoting and building a completely different security product.

And they went on to raise $37 million and build a team of over 200 people.

In this interview, we talk about how 4 guys in Denmark who had no experience in the security space managed to pull this off.

And Esben and I talk about why this time he's going down the bootstrapped path and wants to see how far they can get with Userflow without any VC funding.

He's gone from co-founding a VC-backed company with over 200 employees to a bootstrapped startup where just a team of 2 people are closing in on $1 million in annual recurring revenue.

I hope you enjoy it.

This episode is part of our Bootstrapping series.

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Userflow: Bootstrapping a No Code SaaS to 7 Figures

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