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Iron Brands, originally from Maastricht, The Netherlands, co-founded Simple Analytics, a privacy-focused website analytics tool that simplifies the user experience compared to Google Analytics. After relocating to Amsterdam a few years ago, Iron teamed up with Adriaan, a software engineer and the other co-founder of Simple Analytics. Together, they established a company dedicated to providing valuable insights while safeguarding user privacy. Recently, they launched a new venture called UniHosted, a UniFi cloud controller.

Adriaan’s Journey to Simple Analytics

Adriaan initiated Simple Analytics in 2018 after growing dissatisfied with Google Analytics' privacy shortcomings. During his time as a software engineer at a marketing agency, he identified an opportunity for a simpler, more privacy-conscious alternative. With support from his girlfriend, Adriaan developed a Minimum Viable Product (MVP) in just three months, focusing on basic page view tracking. He introduced it on HackerNews, where it gained traction and brought Simple Analytics its first customers. Recognizing the project's potential, Adriaan left his full-time job to commit fully to the company.

Company Growth and MRR Milestones

Although Simple Analytics experienced steady growth for a few years, by 2022, it reached a growth plateau. This is when Iron came on board as a partner, taking over the marketing while Adriaan remained focused on product development. Their combined efforts revitalized the company's growth, as reflected in the Monthly Recurring Revenue (MRR) milestones:

MRR Milestones:

• 6 months: $900
  • 12 months: $2.7K
  • 18 months: $5.5K
  • 24 months: $7.2K
  • 30 months: $9K
  • 36 months: $11K
  • 42 months: $11K
  • 48 months: $14K
  • 54 months: $18K
  • 60 months: $23K

Marketing Strategy

Their marketing approach involves active participation in online communities like HackerNews, Reddit, Indie Hackers, and Quora, along with direct outreach on platforms such as Twitter and LinkedIn. By engaging in discussions, sharing their journey, and showcasing their product, they’ve successfully attracted an audience interested in privacy-friendly analytics solutions. Iron emphasizes the strategic use of platforms like HackerNews, while Quora and Twitter have proven effective for reaching niche audiences.

The Role of SEO in Growth

Search Engine Optimization (SEO) has been crucial for scaling Simple Analytics. Iron notes that while SEO requires time to generate results, its long-term benefits are essential for sustainable growth. Over the past year, their SEO efforts have helped them reach almost 7,000 monthly visitors through Google searches.

Business Model and Transparency

Simple Analytics operates on a subscription-based model and has achieved an MRR of $23,000, with 1,167 paying customers. As an Open Startup™, the company practices full transparency, regularly sharing metrics on revenue, user base, and operational expenses.

Daily Operations at Simple Analytics

Iron and Adriaan typically spend their days working from their office in central Amsterdam, surrounded by other indie hackers. Adriaan often works in focused 90-minute sessions, concentrating on product development and customer support, while Iron dedicates time to marketing strategies. They also work with a small team of freelancers who handle legal, front-end development, and technical marketing tasks.

Advice for Aspiring Entrepreneurs

Iron's advice for aspiring entrepreneurs is straightforward: "Just start." Whether it's dedicating 15 minutes each day or diving in deeper, the key is to take action. "You don’t need a business plan," Iron advises. "Just build something and engage with people."

Learn More

To learn more about their journey and businesses, visit the following links:

• Simple Analytics Website
• Iron’s Twitter
• UniHosted Website