How Dmytro Serhiiev Built PDFLiner into a $500K ARR SaaS Business
How Dmytro Serhiiev Built PDFLiner into a $500K ARR SaaS Business
Dec 10, 2024
Dmytro Serhiiev
Dmytro Serhiiev
⏳ 5.4 min
⏳ 5.4 min
Revenue/month
Revenue/month
$40,000
$40,000
$40,000
No. of founders
No. of founders
3
3
3
Startup costs
Startup costs
$1K
$1K
$1K
Company type
Company type
Company type
SaaS
SaaS
SaaS
Contents
Introduction
Introduction
Starting a business from scratch is hard. Starting one in a competitive market, scaling it to $500K ARR, and maintaining 20–30% quarterly growth is a whole other beast. Yet that’s exactly what Dmytro Serhiiev, co-founder of PDFLiner, has achieved since launching in June 2020. This is the story of how he did it—raw, insightful, and packed with lessons you can apply to your business.
Starting a business from scratch is hard. Starting one in a competitive market, scaling it to $500K ARR, and maintaining 20–30% quarterly growth is a whole other beast. Yet that’s exactly what Dmytro Serhiiev, co-founder of PDFLiner, has achieved since launching in June 2020. This is the story of how he did it—raw, insightful, and packed with lessons you can apply to your business.
The Idea: Born from a Frustrating Problem
The Idea: Born from a Frustrating Problem
Every great startup begins with a simple observation: There’s got to be a better way. For Dmytro and his team, that moment came while managing documents within Tonti Laguna Group, a startup studio with 480 projects spanning affiliate sites, ASO tools, and media properties. They found existing PDF tools bloated, clunky, and downright user-unfriendly.
The solution? Build a streamlined, intuitive platform focusing on:
Editing PDFs
Adding digital signatures
Filling out and creating forms
Sharing and securing documents
They trimmed the fat, cutting features like OCR and file format conversion, to create a laser-focused MVP. By prioritizing ease of use, PDFLiner filled a gap for busy professionals needing a no-nonsense, browser-based PDF tool.
Every great startup begins with a simple observation: There’s got to be a better way. For Dmytro and his team, that moment came while managing documents within Tonti Laguna Group, a startup studio with 480 projects spanning affiliate sites, ASO tools, and media properties. They found existing PDF tools bloated, clunky, and downright user-unfriendly.
The solution? Build a streamlined, intuitive platform focusing on:
Editing PDFs
Adding digital signatures
Filling out and creating forms
Sharing and securing documents
They trimmed the fat, cutting features like OCR and file format conversion, to create a laser-focused MVP. By prioritizing ease of use, PDFLiner filled a gap for busy professionals needing a no-nonsense, browser-based PDF tool.
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➤ Every week, we dig up stories of how regular people started and grew their businesses—
➤ Plus the marketing hacks that won them customers.
➤ Then, we share those insights with you.
➤ Every week, we dig up stories of how regular people started and grew their businesses—
➤ Plus the marketing hacks that won them customers.
➤ Then, we share those insights with you.
From MVP to $500K ARR: A 10-Year Overnight Success
From MVP to $500K ARR: A 10-Year Overnight Success
Launching a SaaS product is no walk in the park, but Dmytro had two key advantages:
A Decade of Experience in SEO, SaaS Marketing, and Team Building
Before PDFLiner, Dmytro had done it all—teaching marketing, consulting SaaS businesses, building Amazon affiliate sites, and even selling on Amazon. These experiences gave him the skills to rapidly execute on ideas.The Ecosystem of Tonti Laguna Group
Working within a startup studio provided the resources, talent, and feedback loops necessary to develop a high-quality product quickly.
They launched PDFLiner with features tailored for US and Canadian markets, targeting professions like realtors, insurance brokers, lawyers, and tax consultants who are knee-deep in paperwork. By December 2020, they had reached $1K MRR. A year later, $10K MRR. And now, over $40K MRR, with projections of $1M ARR by the end of 2024.
Launching a SaaS product is no walk in the park, but Dmytro had two key advantages:
A Decade of Experience in SEO, SaaS Marketing, and Team Building
Before PDFLiner, Dmytro had done it all—teaching marketing, consulting SaaS businesses, building Amazon affiliate sites, and even selling on Amazon. These experiences gave him the skills to rapidly execute on ideas.The Ecosystem of Tonti Laguna Group
Working within a startup studio provided the resources, talent, and feedback loops necessary to develop a high-quality product quickly.
They launched PDFLiner with features tailored for US and Canadian markets, targeting professions like realtors, insurance brokers, lawyers, and tax consultants who are knee-deep in paperwork. By December 2020, they had reached $1K MRR. A year later, $10K MRR. And now, over $40K MRR, with projections of $1M ARR by the end of 2024.
Building and Refining the Product
Building and Refining the Product
The journey from idea to MVP involved relentless testing, user feedback, and tough decisions. Here’s how they approached it:
Feature Prioritization
Focused on essential functions like filling documents, digital signatures, and sharing.
Cut complex features like OCR to stay lean and avoid unnecessary delays.
Iterative Development
Used a two-week sprint cycle for continuous improvement.
Conducted competitor analysis to identify key opportunities for differentiation.
Beta Testing
Inbound testers: Friends, family, and colleagues provided initial feedback.
Outbound testers: External users recruited via LinkedIn, Facebook, and startup listing sites like BetaList.
Rewarded testers with free subscriptions, creating a win-win incentive.
The result? A polished product that users loved even in its early stages.
(How PDFLiner looked in the initial stages)
The journey from idea to MVP involved relentless testing, user feedback, and tough decisions. Here’s how they approached it:
Feature Prioritization
Focused on essential functions like filling documents, digital signatures, and sharing.
Cut complex features like OCR to stay lean and avoid unnecessary delays.
Iterative Development
Used a two-week sprint cycle for continuous improvement.
Conducted competitor analysis to identify key opportunities for differentiation.
Beta Testing
Inbound testers: Friends, family, and colleagues provided initial feedback.
Outbound testers: External users recruited via LinkedIn, Facebook, and startup listing sites like BetaList.
Rewarded testers with free subscriptions, creating a win-win incentive.
The result? A polished product that users loved even in its early stages.
(How PDFLiner looked in the initial stages)
Getting Traction: Marketing That Worked
Getting Traction: Marketing That Worked
Launching the product was just the start. Scaling a SaaS business requires finding and doubling down on the right channels. Here’s what PDFLiner nailed:
1. SEO: The Engine of Organic Growth
SEO is Dmytro’s bread and butter. Here’s his formula:
Content Strategy: Publish evergreen articles, how-tos, and reviews targeting specific PDF-related keywords.
Link Building:
Identify relevant sites with tools like Netpeak Checker and Serpstat.
Reach out using personalized emails crafted with Lemlist.
Secure backlinks through guest posts, link swaps, and sponsored content.
This relentless focus on SEO paid off, driving steady organic traffic to PDFLiner’s landing pages.
2. Email Marketing: 80,000 Subscribers Strong
PDFLiner used email to:
Onboard new users with helpful guides.
Nurture leads with promotions and product updates.
Convert free users into paying customers.
With over 80,000 subscribers, email became a powerful revenue driver.
3. Paid Ads & Affiliate Marketing
Paid ads on Facebook, Instagram, and Google helped PDFLiner scale. But they didn’t stop there:
Launched an affiliate program offering $40 for each new lead and $20 for recurring customers.
Ran seasonal promotions like Black Friday sales to spike conversions.
Launching the product was just the start. Scaling a SaaS business requires finding and doubling down on the right channels. Here’s what PDFLiner nailed:
1. SEO: The Engine of Organic Growth
SEO is Dmytro’s bread and butter. Here’s his formula:
Content Strategy: Publish evergreen articles, how-tos, and reviews targeting specific PDF-related keywords.
Link Building:
Identify relevant sites with tools like Netpeak Checker and Serpstat.
Reach out using personalized emails crafted with Lemlist.
Secure backlinks through guest posts, link swaps, and sponsored content.
This relentless focus on SEO paid off, driving steady organic traffic to PDFLiner’s landing pages.
2. Email Marketing: 80,000 Subscribers Strong
PDFLiner used email to:
Onboard new users with helpful guides.
Nurture leads with promotions and product updates.
Convert free users into paying customers.
With over 80,000 subscribers, email became a powerful revenue driver.
3. Paid Ads & Affiliate Marketing
Paid ads on Facebook, Instagram, and Google helped PDFLiner scale. But they didn’t stop there:
Launched an affiliate program offering $40 for each new lead and $20 for recurring customers.
Ran seasonal promotions like Black Friday sales to spike conversions.
What Sets PDFLiner Apart?
What Sets PDFLiner Apart?
PDFLiner’s success isn’t just about marketing; it’s about creating a product people genuinely need. Key differentiators include:
Accessibility: Cloud-based, no installations required.
Ease of Use: A clean, intuitive interface that simplifies tasks like filling forms or signing documents.
Customer-Centric Development: Features are added or improved based on user feedback and analytics.
PDFLiner’s success isn’t just about marketing; it’s about creating a product people genuinely need. Key differentiators include:
Accessibility: Cloud-based, no installations required.
Ease of Use: A clean, intuitive interface that simplifies tasks like filling forms or signing documents.
Customer-Centric Development: Features are added or improved based on user feedback and analytics.
The Growth Engine: What’s Next?
The Growth Engine: What’s Next?
Dmytro and his team aren’t resting on their laurels. Here’s what they’re focusing on for the future:
Mobile Optimization: Enhancing usability for on-the-go professionals.
B2B Features: Expanding functionality to cater to businesses with complex workflows.
Forms Catalog Expansion: Covering more industries to broaden their customer base.
And with plans to attract investment, they aim to scale marketing, hire top talent, and hit $3M ARR.
Dmytro and his team aren’t resting on their laurels. Here’s what they’re focusing on for the future:
Mobile Optimization: Enhancing usability for on-the-go professionals.
B2B Features: Expanding functionality to cater to businesses with complex workflows.
Forms Catalog Expansion: Covering more industries to broaden their customer base.
And with plans to attract investment, they aim to scale marketing, hire top talent, and hit $3M ARR.
Lessons for Aspiring Entrepreneurs
Lessons for Aspiring Entrepreneurs
Solve a Real Problem
PDFLiner was born from a frustration with existing tools. Look for pain points in your daily life or industry.Test Before You Scale
Beta testing gave PDFLiner critical insights to refine their product and build early momentum.Trust Your Team
Dmytro’s mantra is clear: Hire good people, trust them, and focus on strategy rather than micromanaging.Learn from Data
Whether it’s SEO analytics, user feedback, or A/B testing, data drives every decision at PDFLiner.
Solve a Real Problem
PDFLiner was born from a frustration with existing tools. Look for pain points in your daily life or industry.Test Before You Scale
Beta testing gave PDFLiner critical insights to refine their product and build early momentum.Trust Your Team
Dmytro’s mantra is clear: Hire good people, trust them, and focus on strategy rather than micromanaging.Learn from Data
Whether it’s SEO analytics, user feedback, or A/B testing, data drives every decision at PDFLiner.
Final Thoughts
Final Thoughts
From an idea sparked by internal frustrations to a thriving SaaS product, Dmytro’s journey with PDFLiner is a masterclass in lean startup principles. By staying focused, listening to customers, and leveraging his SEO expertise, he’s turned a simple PDF tool into a $500K ARR business—and he’s just getting started.
P.S. I’ve got a weekly newsletter where I dig up stories of how regular people started and grew their businesses— Plus the marketing hacks that won them customers. Then, I share those insights with you. I would love for you to join us here
Shoot me a DM if you want to share your story or visit this page to submit your information 💌
- h/t Idea Mensch, Starter Story ⇢ Great resources
From an idea sparked by internal frustrations to a thriving SaaS product, Dmytro’s journey with PDFLiner is a masterclass in lean startup principles. By staying focused, listening to customers, and leveraging his SEO expertise, he’s turned a simple PDF tool into a $500K ARR business—and he’s just getting started.
P.S. I’ve got a weekly newsletter where I dig up stories of how regular people started and grew their businesses— Plus the marketing hacks that won them customers. Then, I share those insights with you. I would love for you to join us here
Shoot me a DM if you want to share your story or visit this page to submit your information 💌
- h/t Idea Mensch, Starter Story ⇢ Great resources
