BACKL
About the Company
Philipp Keller's company, backl.io, specializes in SEO tools and resources for startups. The flagship product, "SEO Kickstarter," offers a step-by-step guide to help new businesses build their first backlinks and improve their SEO rankings. The company is based in Zürich, Switzerland, and was started in November 2023. With just one founder and no employees, the business generates $5,200 in monthly revenue.
Keller's background in computer science and his role as a product manager in a real estate marketplace provided a solid foundation for his entrepreneurial endeavors. Initially, SEO Kickstarter was meant to complement another software project, but it soon became the main focus due to its unexpected financial success.
The primary target market for SEO Kickstarter includes startups and individuals who are new to SEO and need guidance on how to begin their backlink-building efforts. Keller's approach to product development and customer engagement has been instrumental in the company's growth.
Idea Behind Company
Keller's journey began with his first startup, a shared flat site that struggled to gain traffic due to a lack of SEO expertise. Determined to improve, he immersed himself in learning about SEO, particularly backlink building. This manual and time-consuming process paid off when his site eventually ranked #3 on Google, even surpassing more established competitors.
Realizing the potential to automate this process, Keller created a tool using Retool and shared it on Twitter, receiving immediate interest. Despite initial skepticism about the level of genuine interest, the positive response encouraged him to develop the tool further. However, it became clear that beginners needed more than just a tool; they required a comprehensive guide to navigate the complexities of SEO outreach.
This realization led to the development of SEO Kickstarter, a detailed Notion guide designed to simplify the backlink-building process for beginners. Keller's transparency and willingness to share his journey and learnings publicly on Twitter played a crucial role in refining his product idea.
Creating the Company
Keller's process of building SEO Kickstarter started with extensive SEO research and public engagement on Twitter. By asking users to share their domains for SEO analysis, he gathered valuable data and built a personal brand as an SEO expert. This research involved manually checking hundreds of sites for backlink opportunities, which was both time-consuming and insightful.
After compiling his findings into a Notion page, Keller tested the product by sending it to a small group of people, receiving minimal feedback initially. Undeterred, he focused on creating an effective landing page and sought feedback from his Twitter audience to improve it. The title "SEO Kickstarter" emerged from these interactions, replacing the less appealing working title.
Keller's dedication to building an authentic online presence and engaging with his audience helped him refine his product and marketing approach. This iterative process, driven by feedback and constant learning, was key to the successful launch of SEO Kickstarter.
Launching the Business
Keller's launch strategy relied heavily on his Twitter following, built over 1.5 years of consistent and authentic engagement. He created a compelling video explaining the product and launched it with the support of friends and followers. Despite low expectations, the launch exceeded his goals, generating 87 sales and $3,400 in revenue on the first day.
The success of the launch tweet, which garnered significant views and retweets, validated Keller's efforts and boosted his confidence. The positive response also led to a rapid increase in followers and further sales. However, initial excitement was tempered by concerns about customer satisfaction and the potential for refunds.
As customers began recommending the product to others, Keller's confidence grew, and he focused on optimizing his landing page and conversion rates. He also implemented an affiliate program, which became a significant sales channel, thanks to the involvement of motivated affiliate marketers.
Earnings
SEO Kickstarter's revenue model is primarily based on one-time sales, resulting in volatile monthly income. Currently, the business generates around $5,000 MRR with a 75% gross margin. The main costs include affiliate commissions and various research services, but the business remains profitable.
Keller's focus is on diversifying marketing channels to reduce dependency on any single platform, especially as changes in Twitter's algorithm have affected traffic. He plans to explore paid advertising and expand the product's applicability to different niches, such as agencies and e-commerce businesses.
The future looks promising as Keller continues to refine his product and marketing strategies, driven by a commitment to learning and adapting. His experience underscores the value of building a personal brand, engaging with an audience, and being responsive to feedback in the entrepreneurial journey.
