Iuliia Shnai

Papermark

Après 11 produits échoués : une alternative open source DocSend jusqu'à $45K MRR

$9.5K MRR

Current revenue · as of March 2025

Gaps.com

1 year

$10K MRR

SEO / Contenu

Canal de croissance

Co-Fondateurs

Fondateur

Iuliia Shnai

Co-Fondateurs•Technique•Germany

Engagement

Temps plein

Expérience

Expérimenté

Produit

Papermark

Alternative open source DocSend pour le partage de documents.

Type

SaaS

Secteur

Productivité

Modèle

Abonnement

Stratégie marketing

Comment Iuliia a acquis ses clients

Canal de croissance

SEO / Contenu

Tech Stack

Outils utilisés pour construire Papermark

Next.jsVercelSEO tools

L'histoire complète

En 2023, Iuliia a construit 10 produits. Son partenaire Marc a lancé Papermark - une alternative open source simple à DocSend. La première version a pris un week-end.

Construire pour la croissance

Les deux projets ont atteint $500 MRR en même temps, mais seul Papermark a trouvé le product-market fit.

La puissance de l'open source

L'open source est devenu un canal de distribution puissant. Le tweet de lancement de Marc est devenu viral.

Produits essayés : 11 (10 échoués)
Temps pour $45K MRR : ~1 an
Canal : Open source + SEO

Points clés à retenir

Construire plusieurs produits en parallèle pour voir lequel gagne du terrain

L'open source peut être un canal de distribution puissant

Construire pour la croissance (SEO, outils, contenu) est aussi important que construire le produit

Le partenariat fonctionne quand vous avez des objectifs distincts : produit vs croissance

Publié à l'origine surIndie Hackers

Founder proof brief

A one-page proof brief turns Iuliia's Papermark playbook into your next test.

See what it covers before you sign up: the pattern worth copying, the channel to test, and the risk to avoid when you adapt this story.

Pattern

$10K MRR

Channel

SEO / Contenu

Output

Action checklist

What a proof brief covers

A one-page brief that turns Iuliia's pattern into a testable plan
Channel bet: start from SEO / Contenu
A risk check before copying the Papermark playbook

See what a proof brief covers

See what it covers first. Create an account only if you choose to unlock.

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Parcours des jalons

Iuliia a atteint 3 jalons sur le chemin vers $10K MRR

Premier Client

1 month

July 2023

Moy. : 1 month

+3 months jusqu'au prochain jalon

$1K MRR

$1,000

4 months

September 2023

33% plus rapide

vs médiane 6 months

+1 year jusqu'au prochain jalon

$10K MRR

$45,000

1 year

April 2025

Moy. : 1 year

1 year

Durée totale du parcours

Jalons atteints

Against every documented journey

Iuliia Shnai reached $10K MRR in 21 months, faster than 37% of the 295 documented $10K journeys (median 12 months). The amber bar is this journey.

See the full distribution

Le parcours de Iuliia vers $10K MRRPremium

Le chemin, les décisions et le contexte derrière cette étape clé

How Iuliia actually did it

7/7 funnel stages sourced

Reconstructed from Iuliia's own published sources. Quoted claims are the founder's words, verified verbatim; anything marked as our analysis is exactly that.

Where the idea came from

Side project spinout

Papermark began as an off-hand wager by co-founder Marc Seitz, not a planned venture. A week before launch he tweeted a technical bet: he would only spend his weekend building an open-source, Vercel-Storage-only alternative to DocSend if the tweet cleared 50 likes. It cleared that bar easily, and he built the first version over the following weekend. The DocSend-alternative framing and open-source angle were present from this first tweet, not something layered on afterward.

“If this tweet get 50 likes, I get to build it on the weekend instead of cleaning the house.”

Marc Seitz, pre-launch "bet with my wife" tweet committing to build Papermark

Validation

Built first, validated after

OtherValidated

Before writing any code, Marc publicly committed to building Papermark only if his tweet describing the technical concept passed a 50-like threshold, using audience reaction as an informal go/no-go signal rather than a landing page or waitlist.

The tweet cleared the stated 50-like bar (it went on to 265 likes), which he treated as the green light to spend the weekend building.

“If this tweet get 50 likes, I get to build it on the weekend instead of cleaning the house.”

Marc Seitz, pre-launch "bet with my wife" tweet committing to build Papermark

MvpValidated

Marc built and shipped a bare-bones MVP (upload a document, share a link, see basic analytics) over a single weekend and launched it via a second tweet, without a separate pre-build validation step beyond the bet tweet above.

Iuliia describes the first version as minimal and built in one weekend, shipped without high expectations; it went on to attract paying customers within the milestone window, which is why the outcome is coded validated in hindsight even though Marc himself did not expect much at the time.

“The first version of Papermark took one weekend and was very simple”

Iuliia Shnai, "After 11 failed products, this founder hit $45k MRR in a little over a year" (Indie Hackers, first-person post under her own account)

First test users

Existing audience~10 usersFree testersX/Twitter (launch tweet)RedditDev.toProduct Huntpersonal outreach to people they already knew

The first users came from a mix of the founders' own social following, posts in existing communities, and direct outreach to people they knew personally, not from a single dominant channel. Iuliia does not break out how many of the first 10 came from each specific venue.

“We attracted our first 10 users by posting on social media, reddit, Dev.to, and Product Hunt.”

Iuliia Shnai, "After 11 failed products, this founder hit $45k MRR in a little over a year" (Indie Hackers, first-person post under her own account)

First paying customer

Existing audienceFree to paid upgrade$29

No founder source narrates the very first paying customer as a specific anecdote. The record's own first_customer milestone lands 30 days after launch, consistent with the structure Iuliia later described for the product generally: free document sharing available immediately, with the data-room product gated behind a trial whose main call to action is paying directly rather than talking to a salesperson. Papermark launched with a single paid plan at $29/mo, which is the price a launch-era paying customer would have hit.

Per Iuliia Shnai, LinkedIn post "31% of Papermark trial users convert to paid customers"

Acquisition channels, and whether they worked

Twitter / XLaunchWorked

A short, direct launch tweet naming the incumbent (DocSend) and the core mechanism (open-source, built-in analytics), one week after the public bet tweet that greenlit building it.

“An open-source alternative to DocSend that allows you to securely share documents with built-in analytics.”

Marc Seitz, "Introducing Papermark 1.0" launch tweet

Iuliia credits the launch tweet's own virality, without giving a specific mechanism for why it spread.

“He didn't have high hopes. But his launch tweet went viral too.”

Iuliia Shnai, "After 11 failed products, this founder hit $45k MRR in a little over a year" (Indie Hackers, first-person post under her own account)

Product HuntFirst customersWorked

Posted on Product Hunt as one leg of the first push for early users.

“We attracted our first 10 users by posting on social media, reddit, Dev.to, and Product Hunt.”

Iuliia Shnai, "After 11 failed products, this founder hit $45k MRR in a little over a year" (Indie Hackers, first-person post under her own account)

Communities · RedditFirst customersWorked

Posted on Reddit as one leg of the first push for early users.

“We attracted our first 10 users by posting on social media, reddit, Dev.to, and Product Hunt.”

Iuliia Shnai, "After 11 failed products, this founder hit $45k MRR in a little over a year" (Indie Hackers, first-person post under her own account)

Communities · Reddit postsScalingDidn't work

Listed as item 10 of 17 tactics tried and scored in the 2024 marketing recap, marked as not working.

“Reddit posts”

Iuliia Shnai, "2024 recap for Papermark marketing strategies" tweet, scoring 17 tactics tried that year

Communities · Dev.toFirst customersWorked

Posting on Dev.to in the earliest 0-to-10 and 10-to-100 customer phase.

“Dev to posts”

Iuliia Shnai, "Our bootstrapped startup crossed $500k ARR, here our main growth tips and channels" (Indie Hackers, posted to Building in Public)

Credited with giving early awareness and, more importantly, backlink/domain strength that fed the SEO strategy they leaned on later.

“This really helped a lot in the beginning”

Iuliia Shnai, "Our bootstrapped startup crossed $500k ARR, here our main growth tips and channels" (Indie Hackers, posted to Building in Public)

Communities · Devto articlesScalingDidn't work

Listed as item 12 of 17 tactics tried and scored in the 2024 marketing recap, marked as not working.

“Devto articles”

Iuliia Shnai, "2024 recap for Papermark marketing strategies" tweet, scoring 17 tactics tried that year

SEO / ContentScalingWorked

After the first 10 users, the founders built out a content engine: free micro tools, DocSend-alternative comparison pages, how-to guides, and localized landing pages, run as their own defined 'building for growth' workstream separate from product work.

“We built free tools, alternative pages, how-to guides, and localized landing pages.”

Iuliia Shnai, "After 11 failed products, this founder hit $45k MRR in a little over a year" (Indie Hackers, first-person post under her own account)

Iuliia's own stated recommendation is to lean hard into the 'alternative to X' framing when the product is an open-source alternative to an established paid tool, since people actively search for alternatives.

“If your product is an alternative to some existing product, USE THAT.”

Iuliia Shnai, "After 11 failed products, this founder hit $45k MRR in a little over a year" (Indie Hackers, first-person post under her own account)

Word of mouth · "Powered by Papermark" branding on shared linksScalingWorked

Listed as item 8 of 17 tactics tried and scored in the 2024 marketing recap, marked as working.

“Powered by”

Iuliia Shnai, "2024 recap for Papermark marketing strategies" tweet, scoring 17 tactics tried that year

Paid ads · Sponsored postsScalingDidn't work

Listed as item 5 of 17 tactics tried and scored in the 2024 marketing recap, marked as not working.

“Sponsored posts”

Iuliia Shnai, "2024 recap for Papermark marketing strategies" tweet, scoring 17 tactics tried that year

Cold outreach · phone calls and cold emailScalingDidn't work

Listed as item 3 of 17 tactics tried and scored in the 2024 marketing recap, marked as not working.

“Cold email outreach”

Iuliia Shnai, "2024 recap for Papermark marketing strategies" tweet, scoring 17 tactics tried that year

Other · freemium / free self-hosted tierScalingWorked

Users can always start for free just sharing documents, which captures an email and builds trust before any payment ask; the paid data-room flow is where trial gating and conversion tactics apply.

“Freemium exists”

Iuliia Shnai, LinkedIn post "31% of Papermark trial users convert to paid customers"

Iuliia credits freemium, alongside expanding the number of paid tiers over time, as a major driver of growth.

“This freemium approach has been a big part of how we've grown.”

Iuliia Shnai, "After 11 failed products, this founder hit $45k MRR in a little over a year" (Indie Hackers, first-person post under her own account)

Other · building in publicScalingWorked

Listed as item 13 of 17 tactics tried and scored in the 2024 marketing recap, marked as working.

“Building in public”

Iuliia Shnai, "2024 recap for Papermark marketing strategies" tweet, scoring 17 tactics tried that year

General advice on posting often across platforms, credited with both networking value and, implicitly, distribution.

“Third, post often. I think writing on X, Linkedin, IH, and reddit helped me a lot.”

Iuliia Shnai, "After 11 failed products, this founder hit $45k MRR in a little over a year" (Indie Hackers, first-person post under her own account)

Other · standalone micro-tools as a lead-gen tacticScalingDidn't work

Listed as item 4 of 17 tactics tried and scored in the 2024 marketing recap, marked as not working.

“Micro-tools”

Iuliia Shnai, "2024 recap for Papermark marketing strategies" tweet, scoring 17 tactics tried that year

Other · partnershipsScalingDidn't work

Listed as item 6 of 17 tactics tried and scored in the 2024 marketing recap, marked as not working.

“Partnerships”

Iuliia Shnai, "2024 recap for Papermark marketing strategies" tweet, scoring 17 tactics tried that year

Other · G2 reviews / review-site listingsScalingDidn't work

Listed as item 7 of 17 tactics tried and scored in the 2024 marketing recap, marked as not working.

“G2 reviews”

Iuliia Shnai, "2024 recap for Papermark marketing strategies" tweet, scoring 17 tactics tried that year

What didn't work

FundraisingCost: both

Before Papermark, Iuliia's first startup was an EdTech product she began building in 2019, straight out of a PhD in education research. It raised a pre-seed round, grew to a team of ten, and ultimately had to be shut down, with Iuliia laying off the entire team.

“In the end, that startup failed. We were a team of ten, and I had to fire everyone.”

Iuliia Shnai, "After 11 failed products, this founder hit $45k MRR in a little over a year" (Indie Hackers, first-person post under her own account)

She frames the core mistake as prioritizing fundraising over the business itself: she believed she needed to raise money and spent most of her time on investor conferences and pitching rather than building or selling, and separately leaned on an easy-but-unsustainable sales channel (AppSumo) rather than a durable one.

“I thought I needed to raise money. And I spent most of my time doing that”

Iuliia Shnai, "After 11 failed products, this founder hit $45k MRR in a little over a year" (Indie Hackers, first-person post under her own account)

What they did instead: Papermark was bootstrapped from the start with no outside funding, and both founders put their time directly into product and growth work rather than fundraising.

Product scopeCost: time

In 2023, in the depression-driven posting streak that followed her first startup's collapse, Iuliia taught herself to code and built roughly 10 small products. One, a LinkedIn post generator that she later branded Postli, went viral and reached $500 MRR at the same time Papermark did, but it did not sustain that traction.

“Both projects reached $500 MRR at the same time, but I couldn't find product-market fit for Postli and it slowly faded.”

Iuliia Shnai, "After 11 failed products, this founder hit $45k MRR in a little over a year" (Indie Hackers, first-person post under her own account)

Iuliia does not explain specifically why Postli failed to hold product-market fit after its viral launch and early $500 MRR mark; she states only that it faded. This is our reading of an otherwise unexplained outcome, not a claim she makes.

Our analysis, not the founder's claim

What they did instead: Attention shifted fully to Papermark once it kept growing past the $500 MRR mark where Postli plateaued; by January 2024 both founders were working on Papermark full time.

How it changed as they grew

At launch: 1 person (Marc Seitz alone, building and shipping the first version over one weekend.)

First 1k mrr: 2 people (Both co-founders working full-time: Marc on product, Iuliia on growth and content ('building for growth').)

Bootstrapped

Pricing restructure: single plan at $29/mo → four paid plans plus a free tier, ranging up to $349/mo with $79/mo as the most popular

Deliberate strategy of starting as simple as possible and adding complexity and higher tiers over time rather than launching with a complex pricing page.

“My advice is to start with as simple an offering as possible.”

Iuliia Shnai, "After 11 failed products, this founder hit $45k MRR in a little over a year" (Indie Hackers, first-person post under her own account)

What broke as they grew

Looking ahead from the $45K MRR mark toward a $1M ARR goal, Iuliia names reducing churn as one of two open problems, alongside continuing to invest in SEO and testing new channels. A July 2024 metrics tweet independently shows an 11.3% monthly churn rate, described there as already down 44% from a prior period, which is consistent with churn being an active, named constraint rather than a solved one.

“And we need to reduce churn.”

Iuliia Shnai, "After 11 failed products, this founder hit $45k MRR in a little over a year" (Indie Hackers, first-person post under her own account)

Sources (8 in the founder's own words)

Iuliia Shnai, "After 11 failed products, this founder hit $45k MRR in a little over a year" (Indie Hackers, first-person post under her own account) · founder-authored · 2025-04
Marc Seitz, pre-launch "bet with my wife" tweet committing to build Papermark · founder-authored · 2023-05
Marc Seitz, "Introducing Papermark 1.0" launch tweet · founder-authored · 2023-05
Iuliia Shnai, "How I built my first Open Source project with ChatGPT and Next.js. 10k users in 24 hours" (dev.to, on the LinkedIn Post Generator / Postli project) · founder-authored · 2023-06
Iuliia Shnai, "2024 recap for Papermark marketing strategies" tweet, scoring 17 tactics tried that year · founder-authored · 2024-12
Iuliia Shnai, "Our bootstrapped startup crossed $500k ARR, here our main growth tips and channels" (Indie Hackers, posted to Building in Public) · founder-authored · 2025-04
Iuliia Shnai, LinkedIn post "31% of Papermark trial users convert to paid customers" · founder-authored · 2024-07
Iuliia Shnai, monthly metrics tweet "This was July for papermark.io" · founder-authored · 2024-07

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Frequently asked questions

How much does Papermark make?

Papermark reports $9.5K MRR as of March 2025. MRR of $9.5K as of March 2025. Source: Gaps.com.

What is Papermark?

Alternative open source DocSend pour le partage de documents. It operates in Productivité.

How long did it take Papermark to reach $10k mrr?

Iuliia Shnai took 1 year to reach $10k mrr with Papermark.

Was Iuliia Shnai a solo founder?

No. Iuliia Shnai built Papermark with co-founders.

What marketing channel did Papermark use to grow?

Papermark grew primarily through SEO / Contenu.

What industry is Papermark in?

Papermark operates in Productivité.

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