Unbounce launched with low introductory pricing ($10/month and $25/month plans) instead of the higher price point the team had originally planned, after getting cold feet about whether marketers would pay more.

The cheap plan attracted low-commitment experimenters who were expensive to acquire relative to how long they stuck around, and needed more support.

For roughly two years, the team tried to serve almost anyone interested rather than a defined segment, including chasing one-off feature requests from well-known brands who dangled a sale in exchange for custom work.

Saying yes to recognizable brands' feature asks felt validating while bootstrapped and Ramen-profitable, but pulled focus away from a repeatable, focused product.