Experiments and growth teardowns
I don't just talk about growth theory. Here is the hard data, the architectural diagrams, and the exact metrics behind successful SaaS growth interventions.
Zapier Programmatic SEO Case Study: Scaling to $140M+ ARR on Long-Tail Search
A practitioner teardown of Zapier's programmatic SEO engine. Learn how dynamic app-to-app directory architecture and partner backlink loops scaled $140M+ ARR.
Revenue Scale
$140M+ ARR
Seed Funding
$1.4M
Indexable Pages
50,000+
Connected Apps
7,000+
PostHog SaaS Growth Case Study: Scaling past $20M ARR on Open-Core PLG
PostHog scaled past $20M ARR by replacing fragmented software stacks with an all-in-one developer platform. In this independent teardown, I explore how their open-core distribution, transparent usage-based pricing with 1M free monthly events, and zero-outbound sales motion turned developer trust into a 3x account expansion engine.
Revenue Scale
$20M+ ARR
Active Companies
108k+
GTM Motion
100% PLG
Account Expansion
3x in 18 Mos
Canva SaaS Growth Case Study: Scaling past $2.5B ARR on Collaborative Viral Loops
A practitioner teardown of Canva's product-led growth engine. Learn how collaborative sharing loops, template SEO, and export-intent gating scaled past $2.5B ARR with 200M+ users.
Revenue Scale
$2.5B+ ARR
Active Users
200M+
Gross Margin
85%+
CAC Payback
~3 Months
Ghost SaaS Growth Case Study: Scaling to $5M+ ARR Bootstrapped
An independent teardown of Ghost's open startup unit economics, exploring how a non-profit foundation scaled from a Kickstarter prototype to $5M+ ARR with 0% venture capital.
Revenue Scale
$11M+ ARR
Paying Customers
30,557
Net Churn
2.92%
CAC Payback
< 3 Months