AJ Orbach describes personally DMing ecommerce founders on Twitter with no ad spend and no formal product launch as the mechanism that got the first dashboard in front of users.

“I started DMing people on Twitter. No ads. No launch. Just straight hustle.”

The product became something operators used daily once they tried it, which the founders credit as the actual growth wedge rather than the outreach volume itself.

“Ecom founders saw it, used it, and never looked back. It became their daily habit. That was our wedge.”

With no existing following, the founders cold-messaged DTC owner-operators and posted for attention on Twitter until a handful of influencers tried the platform and began recommending it to their own audiences.

A small number of influential DTC operators who tried the product genuinely liked it and began promoting it to their own audiences unprompted, which the founders describe as the moment they realized the channel would scale.

Having used marketing agencies himself as a DTC brand operator, Maxx understood their value going in and made agency partnerships a deliberate, dedicated go-to-market focus rather than an afterthought.

As TikTok emerged as an ad channel, the team published proprietary data and trend analysis about TikTok attribution for DTC brands, which outside publications picked up.

Being the earliest, most visible source of TikTok-attribution data built the company's credibility as a serious data/tech platform beyond just a dashboard tool.