Hammerstone

How Two Founders Pivoted Hammerstone to a Successful SaaS Business

Q: Who is the owner of Hammerstone?

Colleen Schnettler is the founder of Hammerstone.

Q: What is Colleen Schnettler's net worth?

Colleen Schnettler's business makes an average of $/month.

Q: How much money has Colleen Schnettler made from Hammerstone?

Colleen Schnettler started the business in 2020, and currently makes an average of .

March 13th, 2025

Founded By

Colleen Schnettler

Founders

Profitable

Yes

Year Started

2020

Founded By
Colleen Schnettler: Founders
2

Profitable
Yes: Year Started
2020

Who is Colleen Schnettler?

Hammerstone was co-founded by Aaron Francis and Colleen Schnettler. Aaron Francis is a software developer and educator from Dallas, Texas, with a background in accounting before transitioning to software engineering. He is a known figure in the Laravel community and has worked on various projects including Screencasting.com, focusing on educational content. Colleen Schnettler is a software developer who has transitioned from consulting into SaaS entrepreneurship, actively engaging in the tech community through building in public and co-hosting multiple podcasts. She has a background in working with platforms like Heroku and Rails, and she managed to successfully expand her skills into managing and growing software businesses.

What problem does Hammerstone solve?

Hammerstone provides software developers with a customizable query builder, eliminating the hassle of building complex filtering tools from scratch, thus saving them time and reducing frustration.

How did Colleen come up with the idea for Hammerstone?

Aaron Francis and Colleen Schnettler came up with the idea for Hammerstone by identifying a need in the developer community for a sophisticated yet user-friendly query and reporting tool. Working as developers in different environments, they frequently encountered challenges related to building custom reporting solutions for clients, which often required significant time and technical expertise. Observing this recurring problem, Aaron and Colleen saw an opportunity to create a product that could simplify this process for other developers and companies.

Before fully diving into Hammerstone, they conducted research and validation by engaging with potential users and clients to understand their needs and pain points. This helped them refine their product concept to ensure it met the market demands effectively. They also gathered insights from their consulting work, which often highlighted the gap between available tools and the bespoke solutions companies needed for reporting and filtering.

The development of Hammerstone wasn't without challenges. They had to pivot their product focus after realizing that their original idea needed more front-end customization to be truly effective for users. This led them to concentrate more on building a comprehensive reporting dashboard as part of their offering. Through these iterations, they learned the importance of maintaining flexibility in their approach and remaining responsive to user feedback, which helped them create a more robust product.

How did Colleen Schnettler build the initial version of Hammerstone?

Hammerstone was developed through a sharp focus on creating a robust drop-in filter builder component that catered to developers working primarily on Rails and Laravel frameworks. The initial prototype likely involved leveraging existing knowledge of these frameworks, using tools like Laravel for the backend and Vue.js for front-end interactions. The development process was challenging as it involved creating a component that was highly customizable, which proved to be a significant technical hurdle, particularly with front-end user interface (UI) customizations. Colleen Schnettler and Aaron Francis chose to refine the product by focusing on building-out reporting capabilities and the decision to pivot and channel efforts primarily into Rails was made to streamline development and address customer use cases more effectively. The initial iteration took several months, requiring ongoing experimentation and adaptation to meet the needs of users looking for a high degree of integration flexibility within their applications.

What were the initial startup costs for Hammerstone?

Domain Purchase: They purchased the domain screencasting.com for $5,000.

What was the growth strategy for Hammerstone and how did they scale?

To grow Hammerstone, building an audience through consistent social media engagement was key. Aaron, a founding member of Hammerstone, was intentional in his approach by sharing insights into his work and projects via social platforms like Twitter. He focused on creating authentic content, discussing real challenges and achievements in his journey, which not only helped reduce the intimidation of posting publicly but also drew attention from individuals interested in software development and education. This transparency and sincerity resonated with others, enabling Aaron to organically grow his audience and inadvertently benefit Hammerstone by increasing its visibility.

Why it worked: Sharing personal, authentic experiences and behind-the-scenes moments helps in establishing a relatable persona that audiences can trust and connect with. This strategy helps in building a committed following that is supportive of both personal initiatives and business endeavors.

Networking and Word-of-Mouth

Networking played a significant role in Hammerstone’s growth. Both Aaron and Colleen built strong networks by participating in conferences, podcasts, and engaging in conversations with potential clients and partners within their industry. Their presence on platforms like Twitter also helped create connections with like-minded individuals and businesses, fostering opportunities for collaboration and growth through personal referrals and partnerships.

Why it worked: Networking allows for the expansion of reach beyond direct marketing efforts. The goodwill and professional relationships built through these interactions lead to word-of-mouth recommendations, which are incredibly influential, aiding in trust-building and increasing credibility in the industry.

Leveraging Niche Platforms

Hammerstone effectively utilized niche platforms, such as Laravel and Rails communities, to engage with their specific customer base. By targeting these platforms with industry-specific content and features, they were able to directly address the needs and interests of their ideal clients. This approach not only helped in refining the product offerings but also in generating focused leads who were more likely to convert due to the relevance of the service to their specific requirements.

Why it worked: Niche platforms provide direct access to a concentrated audience that already has an interest in the industry or product type. By presenting solutions that cater to very specific problems faced by these communities, Hammerstone was able to garner interest and traction effectively.

Strategic Product Focus

Hammerstone made a strategic decision to focus on a singular product stack initially, prioritizing the development of a reporting dashboard. By narrowing their efforts to a specific area, they were able to innovate and improve rapidly, which in turn helped in building a better user experience and a more robust product offering. This strategic focus also allowed them to allocate resources more effectively and build upon the success of this streamlined product to later expand into other areas.

Why it worked: Prioritizing and focusing on a specific product stack allows for faster iteration and improvement, resulting in a stronger offering in the market. A well-refined product is more likely to meet customer needs effectively, leading to improved user satisfaction and higher conversion rates.

What's the pricing strategy for Hammerstone?

Hammerstone's pricing strategy offers a SaaS product with a customizable query builder component at $99 per month, targeting both Rails and Laravel developers with potential consulting add-ons.

What were the biggest lessons learned from building Hammerstone?

Focus Yields Strength: Hammerstone realized that casting their net too wide diluted their efforts. By focusing solely on the Rails framework, they were able to align resources, making development and marketing more coherent and effective. Specializing can create more powerful results than attempting to cover every base at once.
Clear Positioning Matters: Colleen and Aaron found that selling a "Query Builder" was challenging because it was difficult to explain to potential customers. By pivoting to a "Reporting Dashboard," they made the product more accessible and easier to sell. Clearly defining what you're offering can significantly enhance understanding and sales.
Adaptability Leads to Growth: The team at Hammerstone showed flexibility in their approach, opting to implement a reporting feature that met a clearer demand from users. Listening to customers and being willing to adapt your product to better meet their needs can open new opportunities and drive growth.
Collaborative Team Dynamics: The founders embraced their differing strengths, with Aaron focusing on development and Colleen on business aspects. Their dynamic reflects the importance of recognizing each member’s strengths and aligning roles accordingly for maximum efficiency and innovation.
Strategic Experimentation: By running thorough experiments in different markets and adjusting based on the feedback and results, Hammerstone navigated through uncertainty. Testing big decisions in smaller, manageable ways can provide valuable insights and reduce risk in the decision-making process.

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