Pre launch / Pivot
Product pivot
Borja pivoted the product concept in June/July 2025, reusing code from prior projects to build Rebel Growth — an AI-driven SEO and distribution tool — launching it publicly in August 2025.
→ First paying customers arrived at launch
0 to $10K MRR (solo)
Paid ads
Borja ran paid ads and deployed internal growth hacks (details not specified) to acquire paying users for Rebel Growth without a co-founder or content strategy.
→ 76 active paid users, ~$10K MRR
MRR $10k Users 76 users
Co founder onboarding (Week 1)
Dm outreach
Borja cold DM'd the podcast host on X, pitching co-founder partnership to handle distribution and content. Deal was struck within days.
→ Co-founder joined; rebranding and product iteration began immediately
MRR $10k Users 76 users
Rebrand (Week 1)
Product repositioning
Rebranded from rebelgrowth.com to distrip.io within one week, overhauling dashboard UI, logo, and brand vision to reflect both co-founders' identity and appeal to a broader founder audience.
→ New brand rolled out; positive reception from existing network
Validation via dogfooding (Week 1)
Product-led growth
Co-founder plugged Distribute into his own product (openclawlab.xyz) and within less than a week got cited in Google AI Overview, ranked on ChatGPT and Grok for 'best paid OpenCloud community', and had new articles auto-published daily.
→ Live social proof for the product's core promise; used as content in launch video
Beta iteration (Week 1)
Beta users
Brought in beta testers to trial the new onboarding flow and new integrations. Co-founder gave product feedback that Borja rapidly implemented, improving the product quality before wider promotion.
→ Beta testers immediately saw value; positive feedback on new onboarding
Building in public launch
Youtube build in public
Published a YouTube video ('Day 1 growing my SaaS to $100K/month') introducing the product, showing live demo, sharing real MRR and user numbers, and offering a free trial — directly driving traffic to distrip.io.
→ Public launch of the new brand; free trial CTA pushed to audience
Ongoing / Built in growth
Product-led growth
Product is designed to self-market: it auto-posts branded SEO articles, social media content, and Reddit citations for all users, creating a compounding backlink exchange network across the user base — effectively turning every new user into a distribution node.
→ 42,000 blog articles and 4,000 social posts generated to date across user base