Julia Enthoven left her job as a Google Product Manager to start Kapwing with Eric Lu, another ex-Googler, in July 2017.

The Origin

They wanted to build easy, accessible, and collaborative tools so anyone could create what they imagine. Julia's PM experience and Eric's engineering skills let them build and iterate quickly.

The Freemium Model

Kapwing is free to use with a watermark. Users can subscribe to a premium plan (~$20/month) to remove it. This "viral watermark" became their growth engine.

Bootstrapping to 100K Users

"My ability to write helped us kickstart our organic growth from zero to one. My PM experience helped us build a scrappy platform that grows organically."

• SEO for video editing queries
• Product Hunt (Maker of the Year 2018)
• The viral watermark driving brand awareness

• Founded: July 2017
• First 100K users: Bootstrapped organically
• Product Hunt: Maker of the Year 2018
• Forbes: 30 Under 30 (Consumer Tech)