FullFunnel.io
Andrey Zinkovic had been building expertise in B2B marketing since 2007, establishing himself as a thought leader through a LinkedIn content marketing book (which sold 5,500 total copies across Gumroad, Amazon, and Product Hunt in 2019) and running a curated Facebook community of B2B marketers and founders since the end of 2017. The community grew to 4,000 high-quality members by maintaining strict admission standards, declining 80% of inquiries. This existing distribution and credibility became the foundation for his next venture.
Andrey launched ROI Plan in February 2020 with a technical co-founder, splitting equity 50-50 and working for free to keep the startup self-funded. Rather than rushing to market, he conducted 50 beta tests throughout 2020 across different verticals and job roles to validate his initial idea. He discovered his original concept wasn't meeting market expectations and spent nearly a year iterating based on feedback to identify the ideal customer profile and core MVP features. The team grew to include 4 part-time developers in Warsaw, Poland, paying junior engineers $25-$30/hour and senior full-stack developers $40/hour.
Andrey leveraged his existing community for initial customer acquisition, reaching out personally to members he knew well and believed could be good ICPs. He secured 3 paying customers who purchased lifetime deals: one Italian marketing agency paying €150/month with included ongoing marketing support, another paying €150 one-time for a basic version, and a third paying €200 one-time. While these deals provided early validation, they didn't generate meaningful MRR. Standard pricing was set at $14.99/month, but the founder struggled to convert community members into paying SaaS customers despite having strong distribution.
What worked was using his established consultancy (FullFunnel.io, which did €250k in 2020) as a cash engine to fund product development. The consultancy generated revenue through 27 projects and partnerships with European accelerators like E-MAC and ScaleUp Flanders, allowing him to keep the SaaS bootstrapped without external pressure. What didn't work was dividing attention—Andrey admitted he didn't heavily promote ROI Plan because he was deeply involved in client projects. By early 2021, he recognized this and rebranded GetLeader as FullFunnel.io, partnering with a co-founder (Microfounder) to productize services and hire team members to scale. Monthly expenses for ROI Plan reached approximately €3,000, with total cumulative investment around €20,000.
As of the interview (early 2021), FullFunnel.io was running as the primary revenue driver while ROI Plan remained a side project with 2 full-time founders and 4 part-time developers. Andrey's goal was to reach at least €100k in annual recurring revenue for ROI Plan by the end of the year. The strategy shifted from juggling two businesses to using the consultancy profits to hire and scale the SaaS team, with plans to eventually productize services more aggressively and move engineering resources from ROI Plan to accelerate product roadmap development. He remained bootstrapped with no plans to raise capital, preferring to maintain control and implement features thoughtfully based on customer feedback.
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