SaaS Interviews with CEOs, Startups, Founders
Bootstrapped to $15M ARR: How Flipsnack Scaled Digital Publishing with SEO & $200K ACVs
14 Jan 2026
Chapter 1: How did Flipsnack reach $15M ARR with 28,000 customers?
How many customers are paying you today?
Right now, we have over 28,000 paying customers. Today, I'm quite proud to say that probably 2025 will be ending at 15 million.
So you're at 15 million of revenue today. How many folks are full-time on the team?
Now, I think it's 94.
How much of the business do you still own? Right now, 100%. What's the largest customer pay you per year on a dollar basis? If I'm not mistaken right now, it's getting close to 200K. Someone came to you today and offered you a 10X multiple, so 150 million all cash upfront. Do you take the deal? Hey folks, my guest today is Gabriel Siordas.
He's a serial entrepreneur passionate about building companies that aim to innovate the tech industry and make customers' lives better by helping them achieve remarkable results. This is one you guys are going to love because he doesn't do a lot of interviews, but he is a killer. He has built some incredible companies. Gabriel, you ready to take us to the top? Yeah, for sure.
Thank you for your invite. All right. Well, I know that we're going to focus obviously today on your company, Flipsnack.com, but you are a serial entrepreneur. You're based in Romania, I believe, correct? Yes. And how long have you been building companies?
1999 that's wild okay 99 so i was i was 10 years old at that point all right tell us about flip snack first for folks that are not familiar with the product i'm going to share my screen here why should customers use you so basically flip snack is a tool that brings sexiness to your presentation materials
By presentation materials, I mean all the materials that are product catalogs, real estate brochures, employee benefits, internal communications, training materials.
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Chapter 2: What strategies did Flipsnack use to leverage SEO for growth?
You don't have to send anything else. The next time they click on the link, it's basically the new version up. It's very easy to share things, to distribute things. We'll issue QR codes and they just click on it and they go straight to the materials. And also, probably security. security and privacy.
If you want to send some materials that you want to make sure that are only seen by the person designed to see them, this link will only open to certain emails. And from the security standpoint, we have been doing tremendous efforts to make sure that all your materials and everything that you have there is super secure. You know, we've been on the market since 2011.
So, Gabe, before we go back to your launch story, just to touch on this, so now that we have a good understanding of the product suite, what's the average customer paying you per month? Is this sort of a PLG motion, you know, a lot of people paying $10 a month, or is it more enterprise, you know, a couple people paying $5,000 a month?
So basically we have both. So, you know, we have the self-serve where we have several pricings adjusted to a lower level. And then obviously we have the enterprise, which is custom pricing. It's tailor fitted for every need. You know, we have a huge wide range of customers from the biggest brands of Fortune 500 to to smaller brands, but the needs are quite different.
So we try to custom fit everything.
Don't name the customer, obviously, but what's the largest customer pay you per year on a dollar basis?
If I'm not mistaken, right now it's getting close to 200K.
And what do they get for that? Help us understand. Is it just like thousands of PDFs? Is it based off number of pages or what?
So basically the product can be used by several parts of the business. You know, you can have your marketing department, your sales department, your HR department, warehousing and so forth. So basically, this customer of ours uses in a very wide array of use cases. So it's high volumes on several levels, on several departments.
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Chapter 3: How does Flipsnack manage its pricing structure for different customer segments?
And it was an organic growth process. And, you know, we learned a lot and we like to believe that everything that we have learned from customer experience and customer needs, we have put in the product. So today I'm quite proud to say that we're very close to meeting most of our customers' needs and we're very close of solving most of our customers' problems.
And Gabriel, with that customer focus, how many customers are paying you today?
So right now we have over 28,000 paying customers. We will reintroduce the freemium version. We took it out at some point in time and we now realize that we didn't do a very good job on that, but we all make mistakes. But we're used by millions of people.
Okay, so 28,000 paying, you hit 2011. Are you comfortable sharing revenue today in 2025? So probably 2025 will be ending at 15 million. Okay. And where were you at? Where did you finish last year?
Probably 12. Are you happy with that growth rate? You know, entrepreneurs are never happy. But, you know, we need to understand that, you know, markets are shifting. Needs are shifting. New players are coming to the market. I think we can do better.
But now that we're more focused on the enterprise and we are now learning how to deal with enterprise companies, I think the revenue for 2026 will look completely different in a good way. I think we will have an impressive growth. The way the team is working together right now and the focus, I think will take us into probably the best year of Flipsnack.
So 2026 should be and will be the best year of Flipsnack.
So you're at $15 million of revenue today. How many folks are full-time on the team?
Right now, I think it's 94 people. And I'm very happy and proud to say that these are people, I mean, most of them are people that are with the company for 10 years plus.
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Chapter 4: What are the benefits of Flipsnack's self-serve onboarding process?
I mean, you are a really, really high domain rating here at 91. That's generating almost 168,000 organic hits to your website per month. I mean, this is really hard to do. Was this intentional? Was it accident? Tell me about your SEO strategy.
So I would say consistency. You know, we're again, we're a company that was established in 2011. It's been a while. We have invested a lot in SEO. Obviously, nowadays, the things are changing with the SEO due to the AI that we have out there. But we were constantly growing our SEO efforts, and we also tried to make sure that everything that we say is legitimate.
So it's a whole array of efforts that you're doing, but at the end of the day, the fact that your consistency is there, your honesty is there, you're a legit business, that basically helped a lot.
It looks like based off my sort of quick forensic analysis on your SEO background here, the most successful like tactical SEO thing you've done are templates because they're driving 60,000 clicks to your website free per month right now. If somebody else was competing with you paying five bucks a click, right, that's $3 million extra they're having to spend to get that same traffic.
You also have templates driving 15,000 clicks a month. Were both those things intentional? And what does the management of both those SEO, programmatic SEO playbooks look like on a weekly or monthly basis?
So we do have a team that is handling our templates because at the end of the day, templates are part of our solution. You know, oftentimes we want to solve problems fast. But, you know, we're not creative. Creativity is not like a cup of coffee. You just push a button and then all of a sudden you're creative. So our templates help a lot. And I think that our customers are looking forward.
at this segment of our business and it's very, very useful.
How many people on your team are focused on just the SEO playbook today?
Not a lot. I think three people right now. It's not that big, but they're not doing exclusively SEO, but they have extensive know-how about what to do in order to become SEO friendly, I would say.
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Chapter 5: How does Flipsnack balance self-serve and enterprise sales?
Okay. Interesting. Interesting. Okay. So AI in the app to help people click around faster, get what they need quicker. You grew with the SEO playbook, any other growth tactics you use to break 15 million of revenue, like affiliates or resellers or anything else, paid marketing.
We just started affiliates and also we are now starting with influencers, obviously in the areas that are most interesting for us, you know, like. Again, hotels, real estate, training materials, employee benefits. So, you know, we're trying to find influencers that are in that area so that they can tell their audience about us and about how fast and how well we solve their problems.
And are you spending money on paid advertising per month right now?
Yes, we do spend. I think we're spending around $120,000, $140,000 a month. And is that on Google or which platform? I think there are several platforms, but probably the most significant one is Google. And are you using an agency for that or it's in-house? Yes. No, it's in-house. Basically, we do it on our own.
We're trying to see if balancing those budgets towards influencers might make a difference. But we're eager to see that. And also, working with people in different industries would probably be able to help our growth.
Interesting. And just to confirm here, too, you mentioned you were bootstrapped at the start. Are you still bootstrapped today? How much of the business do you still own? Right now, 100%. Okay, so this is amazing. It's rare you get someone 100% bootstrapped. Now, if you're comfortable sharing, obviously, we've worked together.
Are you comfortable sharing how we worked together and what that was like? For sure. Yeah, yeah, yeah, for sure. So what was it like? Why did you come to FounderPath for capital? Obviously, you want to stay bootstrapped, but what was the capital need?
So basically, exactly the, you know, the expansions, the trend that we want to accelerate. We want to move a bit faster. There's a lot of learning that we need to do. And in this world, to learn costs a lot. So we wanted to make sure that we are capital efficient and also we have a backup, I would say. And then we have tried and we're trying new things now.
And once they're confirmed, we will invest more and more money. uh, into those, uh, into those areas. So, uh, your funding was, um, uh, very beneficial to us. Uh, and I'm assuming that by the middle of the year, uh, you will be able, or we will be able to see, um, the, the benefits of, uh, of, of the funds that we, we got from you. And, uh, obviously we will, uh,
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Chapter 6: What role does AI play in Flipsnack's product development?
But it was a work side, obviously partner with you. And it all started because I love the product. I actually used the product before I even met you. And then you reached out and I said, oh, this is a natural fit. Are you comfortable sharing, Gabriel, how much you took?
I don't think it's necessary at this point. But what I would suggest is when we have very clear and interesting results, we both do another episode of this where we deep dive into everything.
We would love that. Tell me more about what you want to do with the business going forward. Obviously, you're moving to the enterprise. You're a serial entrepreneur, so you have a lot of things you could spend your time on. You're at $15 million of revenue. If someone came to you today and offered you a 10x multiple, so $150 million all cash up front, do you take the deal?
There's a saying, never say never. It's obviously interesting. To be honest, my full focus right now is on growing the business because I strongly believe that my colleagues have crafted a fabulous product. And what I want to do now is to push it. We're lacking awareness. This is probably the biggest problem that we face is that we don't have enough awareness.
Now, obviously, at the end of the day, we're all working for money. So if somebody would say, OK, I'll give you today 10x, I would say 10x. Perfect. Let's talk back in August, September, and then we'll see what happens. But right now, my focus is exclusively onto the growth of the product because, again, I think it's a fabulous product.
All right. Well, Gabriel, if people want to check it out, test the product, it's very easy to try it. Where can they find more about you online?
Well, obviously, Flipsnack.com. And what we could do is throw in a discount if they come from here. So maybe we'll come up with a Nathan discount or something. So if they will test it out and like it, they will also get a discount due to the fact that they are your viewers.
We love that. Let's just come up with a code now. And so since we're recording, can we do Latka podcast? We can put in your system later.
Perfect. Yeah, let's do this.
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Chapter 7: How does Flipsnack identify and upsell high-ACV users?
They've really leveraged incredible SEO, over 100,000 clicks per month coming to their template library to get a lot of free users to convert to paid, and then they upsell sales. those folks to larger accounts so much so that their largest customers paying $200,000 per year. I mean, talk about a range, $10 a month, freemium user, basically freemium to 200,000 ACV.
Gabriel's got the world in front of him in terms of growth as they pivot more to the enterprise in 2026. Check it out at flipsnack.com. Gabriel, thanks for taking us to the top. Thank you so much, Nathan. Thank you.