The Zero to $10M ARR Newsletter

“Go big or go home” is dead. We’re not chasing unicorns. We’re building assassins.

Here’s how we’re doing it (and the real numbers behind it)....

The Old World of Software

The VC playbook said:

1. Raise millions
2. Hire 50+ people
3. Build a bloated platform
4. Serve everyone and everything
5. Hope the margins catch up someday

This worked in 2013. It doesn’t work in 2025...

The New Playbook (Ours)

I'm not interested in raising money just to light it on fire.

That's why I'm building a portfolio of lean, high-margin, deeply focused SaaS products.

Each one solves a real problem. Each one stands on its own. Together, they compound.

We’re proving you don’t need a big team, a massive product, or VC money to win.

Here's how we're organizing:

Groove: Our shared inbox for lean support teams

1. $4.9M ARR
2. 51.6% EBITDA
3. Zero funding
4. Tiny team
5. One clear customer: teams who want simplicity (not Zendesk)

This is the foundation. Now we’re stacking...

New Product 1: Helply

Helply is an AI CX agent that actually works.

1. $0 → $3M ARR (2025–2029 goal)
2. Replaces 70% of tier 1 support
3. Platform agnostic (Syncs with Groove, Freshdesk, Zendesk, Help Scout)
4. Self-learning, always up-to-date
5. Built for teams drowning in repeat tickets

Helply is the only AI agent that doesn’t need hand-holding. It trains itself. It actively analyzes your customer support tickets against your knowledge base, identifies gaps, and helps you fill them.

That means you get an always up-to-date AI agent that keeps improving over time (and it's already saving companies hundreds of hours a month).

New Product 2: InstantDocs

Turn support tickets and screen recordings into help docs in seconds with InstantDocs.

1. $0 → $3M ARR (2025–2029 goal)
2. 11x faster than doing it manually
3. Turn simple screen recordings into polished video + step-by-step guides
4. No editors, no devs, no designers, and no rehearsal needed
5. Built for product-led companies that need clean, clear, and up-to-date documentation

InstantDocs is your new documentation team powered by AI (with a world-class modern knowledge base that's 100% free to use).

Why a Portfolio?

Because one product is a bet.

A portfolio is a system.

We’re not scaling one big thing. We’re stacking small ones that each hit profitability fast.

When one wins, the rest benefit. When one stalls, the others keep compounding.

Here’s the math:

• 2026: $5.7M revenue, 52.4% margin
• 2027: $6.9M revenue, 54.2% margin
• 2028: $9.3M revenue, 56.3% margin

All with zero outside funding. All with a team you can fit in a single Zoom call.

Why This Works Now

1. AI drops build costs by 90%. What used to take a dev team now takes one person and a few prompts.
2. Small teams move faster. We don’t have meetings about meetings. We ship.
3. Niches are more profitable. When you serve one customer well, you can charge more and churn less.
4. Multiple products reduce risk. Our growth doesn’t depend on one market, one customer type, or one team.
5. Margins compound. We don’t need scale to get profitable. We’re profitable first, then scale.

Think specialty retail vs Amazon/Alibaba:

• The perfect running shoe store
• The craft coffee roaster
• The boutique bookshop

We’re building the software equivalent:

• Products that serve specific needs
• Better than big platforms ever could
• With margins they’ll never match

The future isn’t one huge product. It’s a portfolio of focused ones. Each small but mighty.

This is our blueprint. These are our real numbers. This is sustainable growth.

Until next time,

Keep building.

Alex Turnbull

Founder and CEO

Groove and Helply