Kleo Surpasses $62K MRR

This strategy got us to $62K MRR in 53 days:

Yesterday, my co-founder @RobHoffman_ gave away our entire launch playbook on @gregisenberg's podcast.

(plus 6 other playbooks, watch the full podcast here: youtu.be/rO3dIBMXD2g?si=Qpjy…)

Here's our Kleo launch playbook breakdown:

Step 1: Content that doesn't feel like selling

I call this 'edu-sales.'

We created posts that led with value first.

Then we included the Kleo waitlist signup link in the posts only when it logically supported the education.

Most founders scream about their product at the top of every post. We did the opposite.

We taught people how to write better LinkedIn content. Then casually mentioned how Kleo could help.

Step 2: Launch to your waitlist with scarcity

We built a 20,000+ person waitlist before launch.

Then we opened beta access to just 500 people at $59/mo lifetime access (normal price: $99/mo).

The constraint was real. We needed beta testers to bash bugs and validate features.

But it also created urgency because the spots were genuinely limited, the lifetime discount was real, and people moved fast.

Step 3: Run webinars for fence-sitters

A lot of our sales came from the email launch alone.

But some people needed more convincing.

So we ran a couple 1-hour webinars to convert the fence-sitters.

This wasn't for everyone. Just for the people on the waitlist who hadn't pulled the trigger yet.

The webinars gave us that final push to convert more people.

Step 4: Talk to 50+ customers

Me and my co-founders stacked our calendars with customer calls.

We learned which features people loved, where the bugs were, and what to ship next.

This wasn't optional. It was the point of this strategy.

Step 5: Repeat with a second cohort

Second beta launch at $79/mo lifetime access.

We followed the same process, made more improvements, and shipped an even better product.

Now we're preparing for our public launch at $99/mo.

We used this exact playbook twice:

- Once for Kleo ($62K in 53 days)
- Once for Mentions ($20K in 30 days)

It works.