The Organic Growth Playbook
How we hit $6K MRR in the first 9 months with almost $0 ad spend.
Hi go-getters!
Most first-time CEOs assume paid ads are the path to growth.
We didn’t.
At Olympia, our bootstrapped AI assistant SaaS, we hit $6K MRR, grew to 141 customers, and increased LTV by 48% in the first 9 months—with almost zero paid marketing.
No fancy growth hacks. No venture runway.
Just two founders obsessed with building a solution for their target audience, while listening obsessively, and creating value where it mattered most.
If you're an early-stage founder or first-time CEO, here's a real look at how organic growth actually works — and what we’d do (and don’t do) again.
The Growth Timeline (May 2023 – Feb 2024)
1. MVP + Waitlist (May–June)
We built a prototype for overwhelmed solopreneurs and micro-startups.
Soft-launched to a waitlist
Used our social media + friends + family for feedback
Privately invited ~30 testers → shipped improvements fast
✅ Lesson: Founders = first sales team.
2. Product-Market Fit via Distribution Hacks (July–Aug)
We added Olympia to AI directories like There’s an AI for That. Boom.
Daily new signups from organic discovery
Ran early onboarding manually to build loyalty
Started weekly newsletters + social posts
✅ Lesson: Low-friction discoverability beats cold outreach.
3. Hard Launch + Authority Building (Sept–Nov)
Raised prices, brought in early CS support, and invested in:
Community posts (Indie Hackers, Hacker News, Medium)
Newsletter ads (low ROI — wouldn’t repeat)
PR campaign via media and guest articles
A successful Product Hunt launch
Began speaking at events, Twitter Spaces, etc.
✅ Lesson: Visibility compounds faster when you're useful, not promotional.
4. Founder-Led Growth + Velocity (Dec–Feb)
Rolled out long-term memory (before even ChatGPT had it) + killer AI features
Launched referral & affiliate program
Did founder-led sales + churn recovery calls
LTV jumped to $343, churn dropped by 26.4%
Released feature-rich demos, updated YouTube, ran mini-events
✅ Lesson: Nothing beats velocity, connection, and listening closely.
By the Numbers (Feb 9, 2024)
Metric Value MRR $6,000 Subscribers 141 LTV $343 (+48.1%) Churn 12% (-26.4%) Paid Marketing ~$200 total
The Result?
Some things work. Some fail. The lesson is testing, community, and being alive in your market.
We tried:
Newsletter ads ✅❌
Product Hunt ✅
Event networking ✅
Speaking gigs ✅
PR outreach ✅
Paid social ❌
Affiliate and referral programs ✅
AI directories ✅✅✅
Read my detailed post on Indie Hackers on our organic growth that went viral.
🧠 The Organic Growth Playbook for First-Time CEOs
Organic growth is slow… until it isn’t.
You need just one growth lever to pop. But you don’t know which—so you try five (or ten).
Here’s what we now recommend for any founder starting from zero:
1. Build a Waitlist and Validate Early
Before launching, gather a community of interested users through social networks, online communities, and personal outreach. Use this waitlist to test your MVP, gather feedback, and build early evangelists who will spread the word.
Why? Early adopters provide crucial product feedback and become your first brand ambassadors, sparking organic word of mouth.
Example: Olympia started with 30-40 testers from friends, family, and communities before inviting the waitlist.
2. Leverage Product Directories and Communities
Submit your product to niche directories and platforms where your ideal users are actively searching (e.g., AI directories, startup forums). Participate in relevant online communities to share updates and help others without overt selling.
Why? Being visible where your audience already gathers boosts discoverability with minimal cost.
Example: Listing Olympia on “There Is an AI for That” multiplied our email subscribers and customers.
3. Build in Public and Keep Communication Transparent
Regularly update your community with product developments, roadmap insights, and company news through newsletters, blogs, or social media. Make customers feel involved in the journey.
Why? Transparency builds trust, fosters emotional investment, and encourages sharing among your users.
Example: Our newsletters and social posts kept users excited and engaged with Olympia’s evolution.
4. Create Valuable Content and Tell Your Story
Produce articles, case studies, and tutorials that solve real problems your audience faces. Share your founder story and lessons learned to build rapport and authority.
Why? Quality content attracts organic traffic, positions you as an expert, and nurtures potential customers.
Example: Writing on Medium, Indie Hackers, and Hacker News helped us gain visibility and credibility.
5. Speak and Network Authentically
Attend, speak at, or sponsor relevant events and Twitter Spaces to connect with your target audience and industry peers. Use these platforms to share insights rather than just pitch your product.
Why? Personal connections and thought leadership amplify word-of-mouth and open doors to partnerships.
Example: Our speaking gigs and networking led to customer growth.
6. Founder-Led Sales and Customer Success
Founders should lead sales calls early on to deeply understand customer needs, objections, and challenges. Follow up personally with users at risk of churn to solve issues and retain revenue.
Why? Direct founder involvement builds relationships, shows commitment, and reduces churn.
Example: I personally called (and built relationships with) customers scheduled to churn, recovering some revenue and improving satisfaction.
7. Launch Referral and Affiliate Programs
Encourage your happy users to share your product with their networks by incentivizing referrals. Embed referral links naturally in your communications to boost participation.
Why? People trust recommendations from peers, and referral programs turn customers into growth engines.
Example: Our referral program increased signups, especially when referral links were included in emails sent by our AI assistant.
8. Continuously Ship New Features and Integrations
Listen to customer feedback and rapidly improve your product. Integrate with complementary tools to increase value and stickiness.
Why? A constantly evolving product keeps users engaged, attracts new customers, and reduces churn.
Example: Olympia added long-term memory, autonomous email sending, and integrations, all improving user satisfaction (months before big market players).
9. Test Paid Channels, But Don’t Rely on Them Early
While paid ads can scale growth, they are often expensive and tricky without the right expertise. Test small but focus most of your energy on organic channels first.
Why? Early startups benefit more from direct customer relationships and organic channels than from paid ads.
Example: Our paid social campaigns failed, but organic growth carried us to $6K MRR.
Growing organically is about building real connections, delivering value, and nurturing your customers like family. This approach may take more time but builds a sustainable foundation for long-term success.
✨ #GoldenFindings
Here are some cool resources I found about organic growth:
Understanding Organic Growth vs Inorganic Growth
A clear breakdown of growth strategies, pros & cons of organic vs. paid growth—great for founders figuring out their approach.5 amazing organic growth marketing strategies for 2025
Tactical and actionable marketing ideas to grow your startup naturally without paid ads.Five Organic Growth Strategies for Business Success
How to leverage email marketing and community to fuel growth from within your own network.The First-Time CEO Podcast – Season 1 (hosted by yours truly :))
Real-world, practical tips from first-time CEOs and modern leaders—ideal for new and aspiring CEOs looking for actionable insights. Also listen on:
SPOTIFY | APPLE PODCASTS
✅ #CEOCheck: Rate Your Organic Foundation
Ask yourself these questions and make your answers a scrore from 1 to 5:
Are you talking to your early users weekly?
Are you in multiple directories or marketplaces?
Are you writing or speaking regularly?
Do you know where your best leads come from?
Do you follow up on churned customers?
👀 Total < 15? You’re leaving free growth on the table.
❓Weekly Reflection
What’s one free growth channel you haven’t committed to yet — and what’s stopping you from testing it for 30 days?
Hit reply and tell me all about it!
Chat soon,
Victoria
Let’s Connect!
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