From manual agency to SaaS with Product-Led Growth
How an AI video startup stopped relying on manual work: a redesigned operation, product-led growth and generative AI in production.
−40%fewer bottlenecks between teams
20people with OKRs per team
50+video pieces a month
The challenge
The company sold AI video like an agency: every order went through the team by hand, communication between sales, product and content kept stalling, and there were no reliable activation or payment metrics. Growing meant hiring more people.
What I did
- Redesigned the flow between sales, product, content and customer success on one shared system (ClickUp, Discord and Zapier), with quarterly OKRs for 20 people and a weekly priorities committee.
- Moved the product towards Product-Led Growth: automated acquisition funnels, onboarding, and activation, retention and payment analysis in PostHog, with A/B tests.
- Designed and built a lifecycle email editor with AI (Claude): from a brief, it asks for whatever is missing and suggests variants of copy, design, call to action and tone, ready for Brevo and Resend.
- Built the internal tools the operation needed, such as the CRM with recurring revenue, invoicing and collections.
Images
What I take away
AI pays off once the process is clear: first fix the flow and measure it, then automate.
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