От близости банкротства к 10M пользователям после поворота на основе запуска Product Hunt

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.”