Postpone

How McConnaughey Grew Postpone to $500K ARR by Scheduling Social Media Posts

Monthly Revenue

$42K

Built in

70 days

Founders

Profitable

Yes

Days To Build

Year Started

2020

Customer

B2B & B2C

Founders

Profitable

Yes

Days To Build

Year Started

2020

Customer

B2B & B2C

Who is Grant McConnaughey?

Grant McConnaughey, the founder of Postpone, hails from Wisconsin, USA, and has a background in software engineering, having worked previously at Zapier. He began creating Postpone as a side project during the COVID-19 pandemic, driven by his own need to schedule Reddit posts more effectively.

What problem does Postpone solve?

Postpone solves the problem of optimizing Reddit post timing, ensuring content creators’ posts are shared when they have the highest chance of being seen, leading to more engagement and visibility. Many users struggle with reaching an audience due to poorly timed posts, but Postpone's scheduling tool makes it easy to post when target audiences are active, making it a valuable tool worth paying for.

How did Grant come up with the idea for Postpone?

Grant McConnaughey came up with the idea for Postpone through a personal need he encountered while sharing content on Reddit. As an avid Reddit user, he realized there wasn't a professional tool available to schedule posts effectively, akin to what existed for other social media platforms. His idea emerged from a simple New Year's resolution to make a dollar online by building something valuable enough that others would be willing to pay for—Postpone grew out of that small goal.

He didn't conduct extensive validation before diving into the project as the onset of the COVID-19 pandemic provided him with unexpected free time to experiment and build. As he developed the app, he relied on his own usage and feedback from initial users to iterate on and refine features. Over time, more creators expressed interest, confirming the demand and helping shape Postpone into a broader social media scheduling tool. This journey taught him the importance of building something that solves genuine problems, starting small, and scaling based on user feedback and needs.

How did Grant build the initial version of Postpone?

Grant McConnaughey built Postpone by leveraging his existing technical skills and familiarity with tools. He began development in January 2020 and completed a minimum viable product (MVP) in just 10 weeks, focusing initially on the core feature of scheduling posts for Reddit. The backend was built using Python and Django with a Postgres database, while the frontend was developed with Vue.js and Nuxt.js, all deployed via AWS. The initial prototype was simple and lacked many of the features present today, such as analytics and integration with other social media platforms. The development process was challenging yet swift, driven by Grant's dedication during the nights and weekends and facilitated by the COVID-19 pandemic, which provided him extra time to focus on the project.

What were the initial startup costs for Postpone?

Hosting: The founder used the AWS Free Tier, which minimized hosting costs to almost nothing.
Seed Funding: Postpone received funding from TinySeed, a SaaS accelerator, that allowed the founder to leave his job and focus full-time on the business.

How did Grant launch Postpone and get initial traction?

Cold DMs to Top Redditors

Grant McConnaughey utilized Reddit's API to identify active users who frequently posted on the platform. He then personally reached out to these users through cold direct messages, inviting them to try Postpone, a tool designed to improve their Reddit posting strategy. This method was highly targeted as it connected directly with potential power-users who would benefit most from the service.

Why it worked: The strategy was effective because it focused on introducing the product to users who were already active and engaged on Reddit, likely making them receptive to a tool that could optimize their existing activities.

Posting on Niche Platforms

In the early days of Postpone, Grant leveraged several online communities relevant to the tech and indie maker scene, such as Reddit, Indie Hackers, Product Hunt, and Twitter. By sharing the launch in these targeted communities, he aimed to attract initial users who were interested in digital tools, social media, and productivity.

embed:tweet

Why it worked: This approach worked because these platforms are frequented by tech-savvy users who are likely to look for innovative tools and solutions, thus ensuring the product reached potential customers who would understand its value.

Organic Conversations and Relationships

Grant used his presence on Twitter to foster organic discussions around software development and product-building. By engaging in these conversations, he aimed to subtly introduce Postpone to his audience, growing interest naturally over time.

Why it worked: Building relationships on platforms where target users gather helped create a foundation of trust and interest, vital for spreading the word about his product without overt selling.

Affordable Pricing Strategy

Initially, Postpone's plans started as low as $3, intended to lower the barrier to entry for new customers. This enabled a relatively easy first sales conversion by removing cost as a critical objection point, enticing users to try the service without hesitation.

Why it worked: The low pricing strategy facilitated early adoption by making the decision risk-free for potential users who might be hesitant to try new, unproven tools.

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

SEO

Postpone has focused heavily on SEO to attract users. They leveraged their unique data on social media posting habits to create insightful blog posts and data analysis tools that resonate with content creators. These tools help users find the best time to post on Reddit, create social media posts using AI, and discover niche subreddits, which in turn draws potential users to explore and sign up for their scheduler.

Why it worked: By providing valuable, actionable content that aligns with the needs of their target audience, Postpone effectively drove organic traffic to their site. The content not only established their authority in the social media scheduling space but also increased visibility and user engagement.

Affiliate Marketing

Postpone utilized affiliate marketing to significantly boost revenue, generating nearly $200,000 over the years. They used Rewardful to set up their affiliate program, encouraging partners to promote the app.

Why it worked: Affiliate marketing extends the reach of Postpone beyond traditional marketing channels, capitalizing on the established trust between affiliates and their audiences. This approach also creates a performance-based marketing system, where costs are directly tied to successful conversions.

Cold Outreach

In the early stages, Postpone employed cold outreach by using Reddit's API to identify the most active Reddit users. They sent personalized cold DMs to these users, inviting them to try Postpone for free.

Why it worked: This strategy targeted users who were likely to benefit most from Postpone, given their high posting frequency. While the approach was not scalable, it allowed Postpone to identify and engage with potential early adopters, fostering initial traction and gaining valuable feedback.

Lifecycle Emails

Postpone implemented lifecycle emails tailored to customer behaviors through Userlist. This approach included sending targeted emails based on user activity and attributes.

Why it worked: Lifecycle emails help maintain continuous and personalized engagement with users, increasing retention and encouraging upgrades. By addressing the users' specific needs and activities, Postpone ensures that users receive relevant content, thereby enhancing the overall user experience and increasing customer loyalty.

What's the pricing strategy for Postpone?

Postpone offers three pricing tiers: Base (1 post/week from one account), Premium (unlimited posts from one account), and Unlimited (unlimited posts from unlimited accounts).

What were the biggest lessons learned from building Postpone?

Overcome Fear of Charging: Grant initially hesitated to charge for Postpone, fearing expectations. By setting a goal to make just $1 online, he overcame this and gradually increased to a profitable model, teaching aspiring founders not to undervalue their work.
Adapt to Challenges: When Reddit announced paid API access, Postpone faced a critical threat. Instead of panicking, Grant expanded support to 12 platforms, reducing dependency and risk. This highlights the importance of being flexible and ready to pivot.
The Power of Pricing: Starting with low prices, Grant realized he undervalued Postpone. After raising prices 20%, they saw no drop in signups, proving that delivering value can justify higher costs. Founders should not shy away from pricing adjustments.
Leverage Your Strengths: Grant built Postpone on technologies he knew well, allowing him to develop quickly and efficiently. Using familiar tools can speed up processes and minimize errors, offering a tactical advantage in the early stages.
Consistency Pays Off: Regularly dedicating time over years, Grant grew Postpone's ARR significantly. Consistent effort, rather than sporadic bursts, is key to sustained growth and success in building a business.

Discover Similar Business Ideas Like Postpone

I Created The Best Resume Builder In The World ($2.5M/Year)

Rezi, an AI-powered resume builder, skyrocketed from a simple $9.69 Microsoft Word template to serving over 2.6 million job seekers and achieving a monthly recurring revenue of $215K, showing how clever branding, strategic early decisions, and creative growth hacking can turn a side project into a profitable SaaS business.

$215K Monthly Revenue

Read by 18,958 founders

How I Developed A $3.5K/Month Tool That Converts HTML To PDF

A passionate computer-coder entrepreneur shares the story behind his successful PDFShift business which after a year and a half generates $3.2k of monthly revenues with the focus now on growth.

$8.5K Monthly Revenue

Read by 11,700 founders