About

The feature that became the business

We started from zero. The MVP shipped in two months, then two years of growing the product and testing hypotheses

The work

A competitor you can’t beat head-onThe first objection was always the same: why this, when 1C exists. There’s no point arguing with that, so we didn’t. The product won on speed and simplicity rather than feature parity: a document takes minutes, automation is set up without an accountant. The audience stayed small – but it was ours, and it paid

How the product grewThe core first: document templates, proformas, storage. After launch – saved counterparties, saved legal entities, saved goods and services: the product began accumulating the user’s own data, and every next document took less time than the last. Then automated document creation – and that’s what brought in most of the revenue. After that came the extensions: public product lists, document sharing, creation scripts and template customisation

Tables instead of beautyAlmost the entire interface is tables. It rarely looks impressive, but the experiments were unambiguous: for accounting data a table outperforms every alternative. We optimised for what reads fastest, not for what photographs best