1/30/2025

Navigating the Complexities of Builds in Public for SaaS

In recent years, the concept of building in public has gained remarkable traction among software as a service (SaaS) entrepreneurs. It offers a profound opportunity to engage with audiences, promote transparency, and gain invaluable feedback during the product development process. But like every strategy, building in public has its challenges. Let’s dive into the intricacies, benefits, and hurdles of this innovative approach to develop your SaaS.

What is Building in Public?

Building in public refers to the practice where founders share the journey of their product's development openly and transparently. This means posting regular updates, sharing struggles, discussing milestones, and more—essentially opening the curtain on the entire product development narrative. The goal? To cultivate a community of supportive early adopters and gain feedback to refine the product.

The Benefits of Building in Public

1. Transparency and Trust

Building in public extends a transparent hand to potential customers. It demonstrates a willingness to be accountable and fosters trust in the brand. As customers see behind the scenes, they feel more connected and often develop a rooting interest in the product's success.

2. Immediate Feedback

One of the most significant advantages is the ability to gather real-time feedback from potential users before the product launches officially. This input allows founders to pivot quickly, understanding what works and what doesn’t without substantial investment. Feedback loops can be established effectively, leading to products that genuinely meet the market's demands.

3. Community Building

Fostering a community around your product is more attainable than ever. By engaging your audience in discussions and updates, you create a sense that they are part of the journey. They become advocates for the product before it even launches. It can be a boon for marketing down the road.

4. Attracting Investors & Talent

Public accountability not only attracts users but can also attract potential investors. By showcasing engagement and interest from the community, founders can present a solid case for investment. Hiring becomes easier too, as passionate team members are drawn to public journeys that resonate with their interests.

5. Building Credibility

Sharing your successes and failures establishes credibility. When you openly discuss setbacks and insights gained along the way, you become relatable, allowing potential users to see that you’re just like them—human, learning, and growing.

The Challenges of Building in Public

While building in public sounds fantastic, it isn't without its pitfalls. Here are some challenges to consider:

1. Fear of Criticism

For many, the fear of publicly showcasing their work leaves them paralyzed:

What if the product isn’t well received?
What if users criticize the roadmap? The fear of judgment can be daunting. However, understanding that criticism can lead to valuable improvements is key.

2. Vulnerability

Opening up about failures can be HARD. No one wants to admit when things don’t go as planned, especially on a public platform. However, embracing vulnerability can enhance relatability. Real stories of setbacks often resonate more with audiences than unfettered successes.

3. Time-Consuming

Constantly documenting progress can eat into development time. Founders must balance their time between actually building the product and sharing the journey. This balancing act can be a critical point of conflict.

4. Potential Idea Theft

One of the classic concerns voiced by those wary of building in public is the risk of having ideas STOLEN. Protecting intellectual property can be complicated in a transparent environment. However, focusing on execution rather than ideas is often more effective, since ideas are abundant, but execution is scarce.

5. Inconsistent Engagement

Not all audience engagement will be consistent, especially in the early phases. Sometimes the audience will provide ample feedback, while other times it may feel like shouting into the void. Maintaining motivation in face of little audience interaction can be challenging.

Key Strategies for Successful Building in Public

Now that we've explored the benefits and obstacles of building in public, let’s discuss some effective strategies that can set SaaS founders up for success:

1. Define Clear Goals

Before you start building in public, outline what you want to accomplish. Whether it’s attracting potential customers, learning from user feedback, or simply engaging with your community, having clear goals will guide your content and interactions.

2. Engage Regularly, But Wisely

Find a balance between sharing progress and over-sharing. Regular touchpoints maintain interest while deep dives into every detail can lead to fatigue. Consider weekly updates or milestone celebrations as a rhythm that works for you.

Twitter, Instagram, Reddit, or direct blogs are excellent platforms to establish this rhythm.

3. Encourage Feedback

Proactively invite feedback from your audience. Ask specific questions and create polls so that your audience feels like their input is valued. This invites user engagement and creates a feedback-rich environment.

Being open about the challenges and missteps adds an authentic layer to your brand’s narrative. It can open conversations about problem-solving with your community, creating deeper connections.

5. Use Analytics to Drive Decisions

Using tools to analyze engagement can help decipher what content resonates most with your audience. This can guide future content and focus areas in your public build journey.

Case Studies: Successful Builders in Public

Several SaaS founders have navigated the build-in-public approach with stellar success:

1. Buffer

Buffer shares their public product roadmap, engaging users in discussions, successful launches, and development failures.

2. ConvertKit

Nathan Barry, the founder of ConvertKit, utilized a transparent build-in-public approach, reaping great rewards by sharing revenue metrics and audience growth through direct content updates and personal stories.

3. CopyAI

CopyAI soared to success with its public recounting of its launch phase and audience engagement on Twitter, driving user interest and building a community aspect.

How Arsturn Can Help

At the heart of building in public, it's all about engaging your audience authentically. Utilizing tools like Arsturn, you can instantly create custom ChatGPT chatbots for your website. This boosts engagement & conversions, allowing you to connect on a more personal level with your audience before they even try your product.

With Arsturn, the process is super simple:

Design Your Chatbot: Craft a chatbot that reflects your brand identity.
Train It with Your Data: Upload files, link your documentation, or extract data from your resources.
Engage Your Audience: Use the bot to answer FAQs, provide updates, or even give feedback on your product.

These chatbots can keep your community informed while freeing you up to focus on the actual building!

Conclusion

Building in public offers a refreshing take on traditional product development. The transparency, immediate feedback, community engagement, and trust it fosters can set you apart from competitors and drive meaningful growth. Sure, there are bumps in the road, but the potential benefits making the journey worthwhile!

So, if you're considering jumping in, remember the complexities but don’t let it deter you—plan wisely, engage authentically, and let your SaaS bloom in the public eye. After all, the real secret might just be the community that forms around your journey.

Happy building!