Relume

How Dan Anisse Bootstrapped an AI Site Builder to 268K MRR

Monthly Revenue

$268K

Built in

41 days

Founders

Employees

7 (est.)

Profitable

Yes

Days To Build

Year Started

2020

Customer

B2B

Founders

Employees

7 (est.)

Profitable

Yes

Days To Build

Year Started

2020

Customer

B2B

Who is Dan Anisse?

Dan Anisse, one of the co-founders of Relume, is an Australian entrepreneur based in Sydney, who studied economics in university and has a background in both tech startups and the fashion industry, having previously founded and grown businesses in those sectors before his current venture with Relume.

What problem does Relume solve?

Relume helps designers save time by automating website wireframe creation, addressing the tedious and time-consuming process of traditional web design.

How did Dan come up with the idea for Relume?

Dan and Adam had been exploring various business ventures for years, learning from both successes and setbacks. Their experiences designing websites and their history in product development gave them unique insights into the productivity issues designers faced. They realized the potential of no-code tools like Webflow and Figma to revolutionize web design, but also recognized the fragmented nature of the available resources.

The idea for Relume emerged from their hands-on work and deep understanding of component-based web design. They noticed that many web projects were repetitive and could benefit from a standardized, efficient framework. This realization led them to create a comprehensive UI component library that could streamline the design process, initially focusing on their internal needs, before deciding to share it with the broader design community.

Before fully committing to the Relume library, they tested the waters by producing high-quality clonables and engaging with the Webflow community. Their iterative approach allowed them to gather user feedback, refine their product, and build a strong reputation. Although bootstrapping presented challenges, it instilled a disciplined, user-centric development philosophy, which ultimately helped them build a product that resonated with designers seeking to save time while maintaining a high standard of design and functionality.

How did Dan build the initial version of Relume?

Relume was initially developed as a component library for Webflow and Figma, focusing on easily customizable design elements that could be reused across websites. The team, consisting primarily of seven members with backgrounds from Canva and Antler, relied on bootstrapping since their November 2021 launch, which pushed them to focus on creating a product ready for immediate monetization. To enhance their offering, they integrated generative AI capabilities that allow users to create sitemaps and wireframes from simple text prompts, leveraging OpenAI's large language model for interpretation. This AI-driven feature was internally trained, and the team managed to update their platform to convert text into visual wireframes in real-time, significantly speeding up the web-building process. Building the product was an intricate interplay of using existing platforms like Figma and Webflow, complemented by a web plug-in for synchronization, despite challenges such as resource limitations and the need for strategic choices in tech partnerships.

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

Community Engagement

Relume has effectively utilized community engagement to build a strong user base and brand presence. They have an active Slack channel with almost 4,500 members where users share tips, feedback, and job opportunities. This community-driven approach allows Relume to directly interact with users, gather insights, and build a relationship based on trust and transparency.

Why it worked: Engaging directly with users helps in creating a product that aligns closely with customer needs. The feedback loop from the community ensures that Relume's offerings are continuously improving, leading to high user retention and satisfaction.

Content and Clonables

Relume has strategically leveraged content marketing and clonables to increase visibility and attract new users. They have created and shared free resources like clonables and YouTube videos, which are accessible to the Webflow community. This not only drives traffic to their site but also establishes credibility and authority in the space.

Why it worked: Providing valuable, free resources helps in establishing trust and showcases expertise. It positions Relume as a helpful partner to the design community, thereby attracting more users to engage with their main product offerings.

Word of Mouth and Referrals

One of the driving forces behind Relume's growth has been word of mouth and organic online mentions. The design quality and utility of Relume’s offerings have caught the attention of influential figures in the Webflow community, such as Ran Segall, enhancing their visibility and attracting users.

Why it worked: Genuine product quality leads to organic mentions by influencers, which helps in spreading awareness without direct advertising efforts. This type of endorsement can significantly impact potential customers by enhancing brand trust and reputation.

No-Code Tools and Product Launches

Relume launched their no-code Relume Library, which was extensively promoted on platforms like Product Hunt. They used a no-code stack to quickly develop and iterate on their product offerings, enabling a fast and efficient market reach.

Why it worked: Utilizing a no-code stack allowed for rapid development and deployment, enabling them to respond quickly to market needs and iterate based on feedback. Launch strategies involving platforms like Product Hunt helped gain significant initial traction with a broad audience, increasing both visibility and subscriptions.

What's the pricing strategy for Relume?

Relume's pricing strategy offers a subscription model starting at $18/month, targeting freelancers and agencies with scalable design tools.

What were the biggest lessons learned from building Relume?

Bootstrap for Focus: By refusing outside investment, Relume maintained control and focus on building a viable product, emphasizing the importance of developing a strong foundation before scaling.
Community Engagement: Building a Slack community and participating in community events enhanced brand loyalty and provided valuable feedback, underscoring the benefits of community-led growth.
Iterate and Pivot: Initially starting as an agency, Relume adapted quickly based on insights and shifted focus to a product model, highlighting the importance of staying flexible and responsive to market needs.
Balance Innovation with Usability: By integrating familiar systems like client-first frameworks in their component library, Relume ensured ease of adoption for users, demonstrating the value of combining innovation with user-friendly design.
Resourcefulness Over Resources: Relume’s emphasis on being resourceful rather than relying on large teams or resources shows that creative problem-solving can drive significant growth even with limited resources.

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