Publer

How Ervin Kalemi Grew His Social Media Tool to $2.4Mน

January 4th, 2025

Founded By

Ervin Kalemi

Monthly Revenue

$200K

Founders

Employees

20 (est.)

Profitable

Yes

Year Started

2012

Customer

B2C

Founded By
Ervin Kalemi: Monthly Revenue
$200K: Founders
1

Employees
20 (est.): Profitable
Yes: Year Started
2012

Customer
B2C

Who is Ervin Kalemi?

Ervin Kalemi, the founder of Publer, hails from Tirana, Albania, and graduated with a degree in computer science from the University of Texas at Austin in 2012. Before dedicating himself full-time to Publer, he worked as a software developer in Houston, Texas, for three years.

Ervin Kalemi

What problem does Publer solve?

Publer simplifies the often tedious task of managing multiple social media accounts by allowing users to effortlessly schedule, automate, and analyze their posts across platforms, freeing up time and reducing stress for small business owners, freelancers, and social media managers who need to maintain a strong online presence without constant oversight.

Publer Homepage

How did Ervin come up with the idea for Publer?

When Ervin Kalemi set out to create Publer in 2012, he noticed a gap in tools available for small businesses looking to manage their social media presence efficiently. Initially aiming to help his brother's travel agency in Albania, he saw firsthand the time and resources it took to consistently publish content on Facebook. This personal experience highlighted the need for an affordable, comprehensive scheduler that could simplify the process for those who lacked the resources of larger enterprises.

Inspired by the potential to make a difference, Ervin spent a couple of weeks crafting a basic prototype that allowed users to schedule posts easily. It quickly gained traction, revealing a broader market interest driven by early user feedback praising its simplicity and functionality. Despite having no formal validation process, Ervin's background in software development helped him iterate and enhance the tool in response to user needs, effectively refining Publer from a side project into a potential full-time pursuit.

Throughout this journey, Ervin encountered skepticism from those who doubted the viability of his project within Albania’s challenging startup ecosystem. However, the increasing user interest and feedback regarding additional features like bulk scheduling and auto-watermarking bolstered his resolve. He learned the importance of persisting through negativity, focusing on creating a solution that resonated with real-world demands and adjusting his approach based on evolving user feedback.

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How did Ervin Kalemi build the initial version of Publer?

To build the initial version of Publer, Ervin Kalemi leveraged his software development skills by creating a prototype over a long weekend in 2012. The original version was a straightforward Facebook app that allowed scheduling of status updates for Profiles, Pages, Groups, and Events on Facebook. He used a tech stack predominantly comprising PHP for the backend and a combination of jQuery, JavaScript, HTML, and CSS for the front end, later transitioning to Ruby on Rails and ReactJS for enhanced capabilities. The process was challenging but manageable since Ervin had substantial experience in full-stack web development, allowing him to bootstrap the product without external funding. Despite his expertise, balancing his full-time job and developing Publer in his spare time proved demanding, illustrating the typical difficulties associated with early-stage product development.

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

Affiliate and Ambassador Program

Publer has effectively utilized an ambassador and affiliate program to drive growth. They began this initiative to motivate users to refer others to the platform. According to a report, the program attracted 65 ambassadors in less than 24 hours, which resulted in 46 new users and two paying customers. The program has grown to the point where they paid out $40,000 in commissions, achieving an additional $219,000 in annual recurring revenue.

Why it worked: This method harnesses the power of word-of-mouth marketing, providing financial incentives to users to encourage their network to try the service. This program was built in-house, which allowed for more control over the terms and the ability to tailor the program according to different needs.

SEO and Content Strategy

Publer has successfully drawn traffic using SEO as a major strategy. They worked on maintaining a good SEO score with tools like SeoSiteCheckup and focused on generating content that appealed to search engines and their target audiences. Their presence on various startup listing sites like StarterStory and CrunchBase helped improve their visibility.

Why it worked: SEO strategies work by improving a website's visibility on popular search engines like Google. By focusing on SEO, Publer has been able to capture organic traffic from people searching for social media management solutions, which has been instrumental in their growth.

Facebook and Google Ads

Initially, Publer used paid ads to promote their service, running campaigns on platforms like Facebook and Google. These platforms allow businesses to target specific demographics, ensuring that their promotions were seen by potential customers interested in social media management.

Why it worked: Paid advertising allowed Publer to reach a broad audience in a short time, creating awareness and attracting a rapid influx of users. These ads targeted specific audiences likely to be interested in their services, converting into a meaningful user base.

Quora Engagement

Publer leveraged platforms like Quora to engage with potential users by answering relevant questions and subtly promoting their service. This approach helped them reach specific communities that might benefit from their tool.

Why it worked: By answering user questions related to social media management, Publer positioned itself as an expert in the space. This tactic provided value and built trust with potential customers, which led to organic growth through direct user interaction.

What's the pricing strategy for Publer?

Publer offers a free plan with basic features and two paid plans: Publer Argentum at $9.99/month and Publer Aurum starting at $19.99/month, with additional customization fees.

What were the biggest lessons learned from building Publer?

Customer Feedback Guides Development: Publer continuously adapts its features based on user feedback, ensuring the product meets the needs of its customers and drives engagement. This approach has helped them remain relevant and competitive in a crowded market.
Resilience in Facing Challenges: Building a startup in Albania presented unique challenges, but Publer's founder persisted through market skepticism and resource limitations, demonstrating that persistence is key to overcoming obstacles.
Transparency Builds Trust: By openly sharing company progress, feature plans, and even team salaries, Publer fosters a strong trust relationship with its users, aligning with their needs and expectations more genuinely.
Bootstrapping and Strategic Growth: Publer's initial growth was achieved through bootstrapping, which taught them to prioritize essential features and sustainable development, setting a foundation for long-term success without outside investment.
Embrace Multi-Channel Marketing: Publer's growth was significantly fueled by exploring various marketing channels, refining strategies across social media platforms, and directly engaging with potential users to maintain steady and diversified customer acquisition.

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