Press Pulse

How Elvis Sun Scaled AI-Powered PR Startup PressPulse to $12K ARR

Monthly Revenue

$1K

Built in

40 days

Founders

Profitable

Yes

Days To Build

Year Started

2023

Customer

B2B & B2C

Founders

Profitable

Yes

Days To Build

Year Started

2023

Customer

B2B & B2C

Who is Elvis Sun?

Elvis Sun, founder of Press Pulse in Toronto, previously started four startups, leveraging his frustration with inefficient PR processes and his AI expertise to bridge professionals with media opportunities.

What problem does Press Pulse solve?

Press Pulse solves the time-consuming hassle for professionals needing media opportunities by using AI to connect them with relevant press and backlink possibilities, saving them effort and maximizing PR potential.

How did Elvis come up with the idea for Press Pulse?

Elvis Sun, the founder of Press Pulse, recognized a frustrating gap in the media landscape: the cumbersome process of finding the right media opportunities. This realization came from his own experiences as a seasoned entrepreneur and his first exposure to Help a Reporter Out (HARO). He noticed that AI-driven tools were absent in the PR outreach space and dreamed of a way to facilitate faster, more precise connections between professionals and journalists.

After his HARO experience, Elvis delved into understanding what users needed most. Conversations with his early users revealed that many lacked the time to act upon the opportunities the AI discovered for them. This insight drove him to refine his approach by experimenting with a service that not only identified media opportunities but also capitalized on them, iterating quickly based on direct user feedback.

Navigating the challenge of finding a balance between offering a promising service and building a scalable model, Elvis tackled the issue by leveraging a results-focused compensation model with freelancers. Through these trials, he learned the importance of understanding customer needs directly and iterating his business model to suit their demands, leading to Press Pulse's evolution into a more comprehensive and efficient platform for media connections.

How did Elvis build the initial version of Press Pulse?

Elvis Sun developed PressPulse.ai by leveraging his background in AI to build a platform that connects journalists with experts efficiently. The initial product was created using in-house resources, applying sophisticated AI algorithms to automate the process of finding and utilizing media opportunities. The first prototype, developed in Toronto, Canada, focused on bridging the gap in PR outreach utilizing existing technology stacks that catered to AI integration. Elvis faced the challenge of developing a robust AI system capable of delivering high-quality results without sacrificing user experience, which required significant iteration to refine algorithms and optimize performance. It took a few months to deliver a functional version of the platform, with continuous updates based on user feedback and changing industry needs.

How did Elvis launch Press Pulse and get initial traction?

Reddit Launch

Elvis chose to introduce Press Pulse by posting about it on Reddit's SEO subreddit. He aimed to share a narrative rather than a direct sales pitch, which resonated well with Redditors. The post saw a remarkable response, reaching 24,000 views and generating 300 comments. Instead of directing users to a complicated landing page, he used a simple sign-up form for those interested.

Why it worked: By avoiding a sales-focused approach and sharing a genuine story with valuable insights, Elvis engaged an active audience. The strategic use of a simple sign-up form streamlined the user journey and improved conversion rates.

Metrics:

150 comments
70 emails collected
Resulted in 4 sales on launch day

Email List Engagement

Elvis utilized an existing email list of 300 people who had previously tried his AI but did not convert. He tested a new, done-for-you service by sending a quick sign-up form via email. The email campaign was executed in two bursts, initially capturing interest and then creating urgency with a follow-up email showcasing social proof.

Why it worked: Leveraging an email list allowed Elvis to reach a targeted audience interested in PR solutions. The urgency created by the follow-up email helped convert prospects into paying customers quickly.

Metrics:

$1,365 in sales from the email campaign
5 initial sales and one annual subscription in one day

Offering Services at Cost

To secure his first customers and justify building a team, Elvis offered his services at cost, possibly even at a loss. He reached out to 300 previous users of his AI tool and filled five spots in just four hours. A week late, a customer returned at a higher price point, bringing his total to seven customers.

Why it worked: Offering services at a reduced rate minimized financial barriers for clients and quickly generated interest. It showcased the value of the service and led to repeat business from satisfied customers.

Metrics:

Secured 7 initial customers
Quickly justified hiring a team and refining the service offering

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

Email Marketing

PressPulse successfully utilized their email list as a direct channel to engage with potential customers and drive sales. By maintaining a list of users who had previously trialed their service, they were able to send targeted emails to this audience, promoting a new done-for-you service that addressed a pain point identified through customer feedback. This targeted email approach resulted in significant sales, with $1365 generated in a single day, highlighting the effectiveness of leveraging an owned communication channel. The key to this success was not just having the list, but understanding the audience's needs and following up with value-driven offers.

Why it worked: Email marketing allowed PressPulse to directly reach their target audience and address their specific needs. The personal touch of the emails coupled with clear value propositions made it easy for potential customers to see the benefit, leading to rapid sales. This method capitalized on the trust and familiarity built through previous interactions, showing the power of owning customer communication channels.

PressPulse effectively used Reddit as a platform to engage with a relevant community and drive interest in their service. By posting in the SEO subreddit, they managed to generate 70 leads and 4 initial sales. The success came from crafting a narrative-focused post that was both informative and engaging, designed to resonate with the subreddit’s audience. This approach helped gather valuable feedback from the community while increasing visibility for the service.

Why it worked: Reddit's community-based nature allows for genuine discussions and feedback, which PressPulse embraced by focusing on storytelling and problem-solving value rather than direct selling. This strategy ensured that the post captured attention, leading to high engagement and conversion. Understanding the audience and the rules of the platform was crucial in making the post effective, resulting in substantial traffic and leads.

Productized Service Experiment

PressPulse launched an experiment for a productized service offering DA40+ backlinks at a competitive price, generating significant interest and sales within hours. They marketed this offer directly to 300 users who had interacted with their AI but did not convert, using an email campaign to announce limited-time offers. The service's attractive pricing and perceived value led to immediate uptake and further inquiries, demonstrating the potential of stacking offers to enhance customer lifetime value.

Why it worked: This pivot aligned closely with customer feedback that indicated a willingness to pay more for a done-for-you solution. The strategic pricing and urgency created by limited availability drove quick decision-making from potential customers. By stacking this offer alongside their core product, PressPulse effectively maximized the return on existing leads, proving the value of adapting products to meet customer demands directly.

What's the pricing strategy for Press Pulse?

Press Pulse offers AI-driven PR opportunity discovery with pricing tiers of Core ($25/month), Pro ($39/month), and Agency ($80/month), plus a free trial.

What were the biggest lessons learned from building Press Pulse?

Listen to Your Users: When a user left PressPulse, they shared that they would pay more for a solution that saved them time. Instead of ignoring this feedback, the founder experimented with a new service based on the user's suggestion, which led to significant growth. Listening to user feedback can reveal unexpected opportunities.
Flexibility in Pricing: PressPulse saw significant results by making strategic changes to their pricing structure. They learned the importance of understanding their ideal customer and adjusting pricing packages to meet diverse needs. Pricing isn’t just about numbers; it's about the value you deliver to different customer segments.
Build and Leverage an Email List: An email list was crucial for PressPulse to quickly communicate and sell new services. By having a direct line to potential customers, they could drive sales effectively without additional advertising costs. Building and maintaining an engaged email list can be a powerful tool for growth.
Adapt and Experiment: PressPulse discovered new opportunities by running experiments with their offerings, such as launching a done-for-you service when they noticed users lacked time. Entrepreneurs should be ready to adapt and experiment based on user behavior and needs.
Effective Use of Content Platforms: PressPulse utilized platforms like Reddit to achieve significant exposure and gain new users. The lesson learned is that success can come from unexpected avenues, and platforms can be a valuable source of leads if approached with value-driven content.

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