Listen now on YouTube, Spotify, and Apple.
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Iuliia Shnai is a co-founder of Papermark, an open-source DocSend alternative, who transitioned from academia to indie hacking and built multiple viral tools by learning to code in public.
Here’s some of my takeaways from this week’s episode…
1/ 🎯 Product-Market Fit > Perfect Product
First launch doesn't need to be perfect - Papermark started with basic features and incomplete payment processing, yet customers still paid. Focus on solving a clear pain point first, then iterate based on real usage.
2/ 🔄 Test Fast, Double Down on Winners
Experiment across multiple channels but be ruthless about cutting what doesn't work. Papermark tested 14+ marketing channels but only continued with 3 that showed real traction.
3/ 💰 Don't Self-Limit Your Pricing
Start with lower tiers but always test higher price points - you'll never know if people will pay more unless you offer it. Papermark's highest tier became their fastest-growing segment after adding it despite initial hesitation.
4/ 🎯 Alternative Marketing > Category Creation
Position against established competitors when possible. Papermark found success marketing as "DocSend alternative" because people actively search for alternatives when unhappy with market leaders.
5/ 📊 Natural Virality > Forced Virality
Build viral loops into core product functionality rather than forcing artificial sharing. Papermark grows through natural document sharing rather than "invite friends" campaigns.
6/ 💪 Quick Content > Perfect Content
Start with 1-hour SEO articles to test performance, then improve pages that show traction. Don't over-invest in content before validating its impact.
7/ 📱 Know Your Audience's Preferences
Different audiences respond to different tactics - enterprise customers didn't engage with micro-tools while marketing audiences loved them. Tailor approach to target customer behavior.
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Where to find Iuliia Shnai:
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In this episode, we cover:
00:00 Introduction and Background
01:18 Early Product Development Experience
04:49 Transition from Academia to Startups
09:16 Discussion of Educational Technology
12:19 Early Marketing Strategies
18:08 Learning to Code and Building Tools
35:51 Marketing Attribution and Analytics
42:11 Product Development Strategy
47:00 Social Media Marketing Impact
56:25 Pricing Strategy Discussion
1:06:00 Micro Tools and Market Fit
1:08:42 Lightning Round Q&A
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Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them.
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