Grow A Niche Tool Into A Broader Suite: The Sendtric Story and What Happened After The Exit

How do you grow a niche tool into a broader suite without losing what made it work?

Eric Pauley bootstrapped Sendtric, a countdown timer for email marketers, ranked it at the top of Google, and attracted Fortune 50 users all without paid marketing. But over time, platform risk and pricing challenges pushed him to sell. That’s where I came in.

In this episode of Indie Board Session, Eric and I unpack the full story, from launching a side project to selling it, and how I’ve scaled it since acquisition.

About Eric Pauley:

He’s not just a founder, he’s also a newly minted PhD and the CEO of DScope Security.

We cover:

✅ How Sendtric grew to the top of Google ranking without a dollar spent on marketing
✅ Why Eric chose to sell: the technical & systemic risk of building on Google’s algorithm
✅ Why trust, not price, was the deciding factor in the sale
✅ How we de-risked the business, evolving from a countdown timer to a full personalization suite
✅ The one simple change to the free tier that unlocked compounding revenue

Whether you’re building, selling, or acquiring a SaaS, this one’s full of real insights on product, pricing, and post-sale growth.

🔥 Thinking about selling your SaaS? Consider Noosa Labs! Check out our website or drop me a DM on LinkedIn.

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