Author
Samuel
Category
Blog ContentUpdated on
2024-09-20
Eelco, a 37-year-old Dutch software engineer, has spent the last 10 years living as a digital nomad while building a successful business. A self-taught developer with a keen eye for design, he started his journey nearly 20 years ago, working as a freelance software developer for small and medium-sized businesses in the Netherlands and abroad. Now, Eelco generates $3,000 in monthly recurring revenue (MRR) by selling a SaaS boilerplate designed to help developers build better B2B applications.
A little over a decade ago, Eelco began focusing on building its own SaaS products. After numerous attempts, he had his first successful exit and used the experience to create Saas UI—a premium component library for B2B SaaS apps and dashboard tools. With Saas UI, Eelco has found a way to channel his years of experience into a product that not only solves real problems for developers but also allows him to live the lifestyle he’s always wanted.
Before launching Saas UI, Eelco had been working on various products for clients, many of which didn’t succeed as he had hoped. Frustrated with these projects, he set out to build something for himself. Teaming up with a friend, Eelco spent several years bootstrapping a WebRTC tool for e-commerce, designed to connect webshop data to voice calls. Although the tool gained interest, the path to profitability was long and difficult.
A major challenge was that their focus was limited to the Dutch market, significantly smaller than the U.S. or global markets. Living in Southeast Asia while his partner remained in the Netherlands, Eelco often found the journey lonely. Despite the hardships, the experience allowed him to form lasting relationships with fellow entrepreneurs and digital nomads.
It wasn’t until the COVID-19 pandemic that their product truly took off. As companies transitioned to remote work, the demand for a comprehensive customer service platform, including voice, live chat, and social media integrations, grew. The project eventually became a success, but the effort involved left Eelco ready for something new. After exiting the company, he took time off to consider his next steps.
Eelco started working on Saas UI while traveling around Europe in his campervan. He didn’t want to repeat the mistakes of his previous projects, so he launched a website and started posting updates about his progress on Twitter from day one.
After his exit, Eelco briefly considered building a no-code API integration platform but quickly realized that this project would place him back in the same situation he had just left. Instead, he had a revelation: he could build a SaaS without running a SaaS business by selling a component library and boilerplate. This marked the beginning of Saas UI.
Eelco started working on Saas UI while traveling around Europe in his campervan. Determined not to fall into the same traps of slow growth and minimal revenue, he launched a website early in the process and shared his progress on Twitter. His decision to be transparent and “build in public” resonated with the community. Within a week, Eelco made his first sale through a pre-sale, which validated the idea for him. Six months later, Saas UI had 50 paying customers and was ramen-profitable.
While marketing doesn’t come naturally to Eelco, he has found success by combining social media engagement with content marketing. Early on, he leveraged Twitter and community platforms like Reddit, Indie Hackers, and Betalist to build awareness around Saas UI. He also started working with a content marketing company to produce blog posts that boost SEO.
Saas UI makes money through the sale of individual and team licenses. A developer license costs €200, while a team license for up to 20 people is priced at €699. In addition to the licensing model, Eelco offers a membership service starting at €2,000 per month, providing companies with custom-built components, project setup assistance, and advice.
Currently, Saas UI generates approximately €3,000 in monthly revenue. Of that, Eelco reinvests €1,000 into content marketing, a necessary expense that allows him to focus on development while the marketing company handles SEO and outreach.
Eelco continues to juggle multiple roles. In addition to running Saas UI, he works full-time at WunderGraph, a company building a no-code API integration tool similar to the one he initially envisioned. His day typically begins with a slow start—coffee, meditation, and sometimes a walk on the beach—before diving into the more challenging tasks on his to-do list. Afternoons are dedicated to managing his community, handling calls, and contributing to the Chakra UI v3 release. Fridays are reserved exclusively for Saas UI, giving him time to focus on his project.
Despite the busy schedule, Eelco enjoys the freedom of working remotely, whether from his home or campervan. On weekends, if there are no plans, he often spends his mornings working on Saas UI as well.
Eelco’s key advice to others looking to build a similar business is to monetize as soon as possible, without waiting for a fully finished product. “Don’t go into stealth mode for months before talking to potential customers,” he advises. By launching early, entrepreneurs can validate their ideas and avoid wasting time on a product that may not succeed.
He also emphasizes the importance of keeping the product small, especially for solo founders. Taking on too much at once can lead to burnout. Patience is critical too—Eelco believes that most businesses, especially startups, take about five years to become truly profitable. Slow and steady growth builds a solid foundation, and he encourages founders to avoid comparing themselves to competitors, particularly large, well-funded ones.
To follow Eelco’s journey and learn more about Saas UI, you can visit his official website, check out his GitHub profile, or connect with him on Twitter.
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