iZooto

How Four Founders Bootstrapped a Notification Platform to $5M+ ARR

February 28th, 2025

Founded By

Vivek Khandelwal

Monthly Revenue

$417K

Founders

Employees

60 (est.)

Profitable

Yes

Year Started

2016

Customer

B2B

Founded By
Vivek Khandelwal: Monthly Revenue
$417K: Founders
4

Employees
60 (est.): Profitable
Yes: Year Started
2016

Customer
B2B

Who is Vivek Khandelwal?

iZooto was co-founded by Vivek Khandelwal and Neel Kothari, who previously worked together at Voicetap. Vivek, passionate about mobile technology and marketing, leads iZooto's marketing operations, while Neel handles sales and account management; both bring extensive experience from their entrepreneurial ventures in India.

What problem does iZooto solve?

iZooto tackles the problem of media publishers and retailers relying heavily on giants like Google and Facebook for audience engagement and communication by offering a platform that uses web push notifications to directly reach and engage their audience faster, reducing costs and dependency.

How did Vivek come up with the idea for iZooto?

Vivek and Neel developed the idea for iZooto through a combination of industry observation and technical insight. They noticed that mobile growth was exploding around 2014, and businesses were struggling with typical app distribution challenges, such as visibility and user engagement. This realization prompted them to think differently about leveraging existing technology like browsers as a platform for user engagement, rather than creating new apps.

Their aha moment arrived when Google released the web push notification API, allowing direct communication through browsers without apps. Seeing the possibility of using this technology as a bridge between publishers and their audience, Vivek and Neel began testing it amongst their network of potential customers. They received early positive feedback, which validated their initial hypothesis about needing a direct communication channel that didn't rely on apps.

Despite initial uncertainties about their target market, Vivek and his team focused on honing their customer segment. Through more research and conversations, they identified that media publishers derived significant value from real-time feedback on content through push notifications, unlike other sectors. This insight guided iZooto’s refined focus on media publishers, a decision that played a crucial role in shaping the product's features and positioning. The founders learned that direct engagement and targeted customer research were invaluable in defining and refining their business idea.

How did Vivek Khandelwal build the initial version of iZooto?

Vivek and Neel developed iZooto as an audience marketing platform that utilizes push notifications to engage users. The initial prototype was built using the Web Push API introduced by Chrome, which enabled servers to send notifications to browsers even when not actively connected. The core of the tech stack includes JavaScript for frontend notifications and server-side languages to manage subscriptions, notifications, and user data analytics. Developing the first version took a few months, and challenges included effectively handling large-scale notifications and ensuring system reliability as iZooto expanded its reach to process over 40 billion notifications a month. Despite initial technical challenges and broad customer targeting, the team honed in on their most valuable users—media publishers—and iterated their software to meet their needs effectively.

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

Web Push Notifications

iZooto's primary growth channel has been web push notifications, a system they developed to allow media publishers to connect directly with their audiences. This technology enables publishers to send notifications to users who have opted in, without them needing to install an app. iZooto has capitalized on the trend of decreasing reliance on traditional advertising channels like Google and Facebook by offering a direct engagement solution for publishers.

Why it worked: Since the service provides immediate and targeted engagement, it addresses a core need for media companies to maintain real-time communication with their audience. This is particularly important for breaking news or developing stories, which can significantly increase reader loyalty and engagement.

Inbound Marketing via Content

iZooto leveraged content marketing as an initial strategy for building its audience and generating leads. By focusing on creating educational content around push notifications and audience engagement, they were able to attract publishers and marketers looking for new ways to engage readers and drive traffic.

Why it worked: Educational content is a natural fit for B2B SaaS companies, where potential customers need to understand the value and operation of the product. By establishing authority and trust through content, iZooto efficiently drew in interested leads without a large advertising budget.

Outbound Sales and Partnerships

Their growth was further supported by an outbound sales team that targeted specific accounts, taking a more personalized approach to customer acquisition. Through strategic, account-based marketing campaigns, they addressed the unique needs of potential clients, particularly larger media organizations.

Why it worked: Personalized outreach allows for a more tailored messaging approach, which meets the specific needs and challenges of prospective customers. This approach is effective in building relationships with larger clients who may require more customized solutions.

What's the pricing strategy for iZooto?

iZooto employs a subscriber-based pricing model, charging users based on the number of web push notification subscribers, with prices starting at $85 per month for up to 10,000 subscribers.

What were the biggest lessons learned from building iZooto?

Embrace Bootstrapping: iZooto reached success without external funding, emphasizing sustainability over rapid growth, which allowed the company to remain agile and focused on their mission.
Customer Focus is Key: Initially targeting a broad audience taught iZooto the importance of identifying and zeroing in on the ideal customer segment, which led to more tailored solutions and better product-market fit.
Iterate Based on Feedback: Early feedback was misleading, but through direct customer engagement iZooto learned to refine their product and focus on media publishers, who gained the most value from their services.
Divide and Conquer in Teams: With four co-founders handling different functions, iZooto highlights the importance of clear role distribution and frequent communication to foster a collaborative and efficient work environment.
Price Appropriately: Initially, their pricing followed a safe model, but learning from market feedback allowed iZooto to understand their true value proposition and adjust prices to fit their product's high impact better.

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