Von Bankrott zu 10 Millionen Nutzer nach Pivot basierend auf Product Hunt Launch

Loom was not the founders' original idea. Joe Thomas, Vinay Hiremath and Shahed Khan had been running Opentest, a video-based user-feedback product, and only arrived at the video-messaging insight that became Loom through repeated pivots away from that earlier product.

“Through a series of pivots, we discovered day to day communication with video was a huge pain point.”

The earliest specific adopter Joe Thomas has publicly named is an Atlassian employee who started recording and sharing Looms five days after the product's June 2016 launch; that employee's company went on to become the first to buy Loom for every employee.

“It was only five days after our launch in 2016 that the first @Atlassian employee started recording and sharing looms”

Loom took no money for its first two and a half years. Writing a month after the February 2019 Loom Pro launch, co-founder and CTO Vinay Hiremath says Loom had been a free product serving more than 1.2 million users, and that shipping Pro while keeping a free tier turned it into a self-serve freemium product, so the first paying customers were existing free users who upgraded themselves. Around 40,000 of those users had already been in the pre-launch beta cohort for the paid features.

“We released Loom Pro while maintaining a free tier, turning Loom into a self-serve, freemium product.”