<p>My product is a 10-year-old online form builder with 209 paying customers. It’s priced below the market leader, has run without paid acquisition since launch, and has growth levers that haven’t been touched. It launched in 2014 as part of a developer challenge. Organisations use it for applications, registrations, surveys and payment forms.</p><p>Customers use it to run a whole process, not just collect answers. A college can send every applicant their own link and see who still hasn’t submitted. Applicants can save halfway and come back later. Each submission can then become an acceptance letter or certificate automatically.</p><p>A consultant can send a client an intake form with their details pre-filled, have them sign it, and get back a PDF with a full audit trail of the signature.</p><p>Nonprofits use offline mode (still in beta) to collect data in the field without an internet connection. Small businesses build order forms that track stock, calculate totals and send receipts on submission. Responses land in the dashboard or go straight into Google Sheets, Google Drive, Dropbox or OneDrive. Forms can take payments through Stripe and PayPal.</p><p>Over ten years, it has processed more than 56 million submissions from over 240,000 forms. It has been used by teams at a global energy drinks brand, a multinational cosmetics company, an international youth charity and a nuclear engineering firm. Education and nonprofit customers stay the longest.</p><p><b>Key highlights:</b></p><ul> <li>Annual revenue: $78,500</li> <li>Annual profit: $13,694</li> <li>Monthly churn: Monthly-plan churn averages 7% per month. 62% of customers pay annually, which accounts for 54% of recurring revenue.</li> <li>LTV: ~$508</li> <li>CAC: $0. There is no paid acquisition running. Every customer comes from organic search.</li> <li>Business margin: 17%</li> <li>209 paying subscribers, ~25 new free signups every day</li> <li>599,000 organic clicks and 84 million Google impressions in the last 12 months</li> </ul> <p><b>Team</b></p><p>The product is currently run by a small team:</p><ul> <li>Backend engineer; also handles technical support escalations</li> <li>Frontend engineer</li> <li>Customer support and product</li> </ul> <p><b>Tech Stack</b></p><ul> <li>Backend: Python 3.9, Flask, on Google Cloud (Cloud Storage, Cloud Tasks, NDB, BigQuery, Secret Manager)</li> <li>Frontend: React 17, with parts of the dashboard on AngularJS 1.5</li> <li>Redis caching, and OpenTelemetry tracing to Google Cloud</li> <li>Document generation with python-docx and docxtpl, which powers Form2Doc</li> <li>Analytics: Amplitude, Mixpanel and Fullstory</li> </ul> <p>The full dependency list is available on request.</p><p><b>Marketing and growth</b></p><p>All growth so far has come from SEO and content.</p><p>The blog is the biggest asset here. It has more than 440 articles, which brought in 462,000 page views over the last 12 months. Most of them rank for research and survey methodology topics, so the audience is researchers, students, analysts and people who commission surveys.</p><p>That traffic suits two kinds of buyers:</p><ul> <li>A buyer who owns a survey, research or academic product. The blog is ready-made top-of-funnel traffic in their core market. Getting it any other way means paying for it.</li> <li>An owner who keeps running the platform. Adding survey templates and form-builder calls to action to the top articles is the quickest way to convert more of the traffic that’s already arriving. It’s content work, not engineering.</li> </ul> <p>The signup data also shows where the best customers come from. New signups from Australia activate at 50% and from the UK at 27.5%, compared with about 5% globally.</p><p>A 17-email onboarding sequence is already set up in Intercom and ready to be tuned.</p><p><b>Revenue and profit</b></p><ul> <li>MRR: ~$6,540</li> <li>ARR: $78,500</li> <li>Net revenue, last 12 months: $80,705</li> <li>Paying subscribers: 209</li> <li>Average revenue per customer: ~$31/month</li> <li>Plans: Starter $25/mo, Professional $45/mo, Platinum $85/mo, with annual discounts of about 20%</li> <li>Monthly churn: 7%</li> <li>LTV: ~$508</li> <li>Profit and expenses:&nbsp;</li> <li>Orders: $84,681;&nbsp;</li> <li>Refunds and chargebacks: $3,976;&nbsp;</li> <li>Net revenue: $80,705;&nbsp;</li> <li>Payment processing fees (Fastspring): $6,441;&nbsp;</li> <li>Hosting, blog and domains: $25,046;&nbsp;</li> <li>Gross profit: $49,218 (61% margin);&nbsp;</li> <li>Team and maintenance contractor: $28,432;&nbsp;</li> <li>Software tools: $7,093;&nbsp;</li> <li>Net profit: $13,694 (17% margin);&nbsp;</li> <li>Seller’s discretionary earnings: $42,126.</li> </ul> <p><b>Return on investment</b></p><p>The asking price is $182,000. Over the last 12 months, the platform generated $42,126 in seller’s discretionary earnings, which is profit before team and contractor costs. A buyer who runs it themselves would earn back the purchase price in about 4.3 years at current numbers.</p><p>Payback can be shortened without building new features:</p><ul> <li>Hosting costs are already falling. Google Cloud spend went from $2,157 in October 2025 to $1,549 in September 2026. At September’s rate, hosting costs about $5,000 less a year than the 12-month figures, and there is room to reduce it further. With that saving, payback drops to about 3.8 years.</li> <li>62% of customers pay annually. Moving more monthly customers to annual billing reduces churn and brings cash in upfront.</li> <li>Professional is already the largest plan by revenue, and the 83 Starter customers have never been actively encouraged to upgrade.</li> </ul> <p><b>Startup assets</b></p><ul> <li>The main domain, registered over 10 years ago, with domain authority 70 and more than 52,000 backlinks (80% dofollow)</li> <li>The short-link domain behind every shared form link&nbsp;</li> <li>The email-sending domain, with its established sender reputation</li> <li>14 more related domains: .com, .us, and versions on .co, .io, .app, .org, .us, .uk, .in, .es, .cc, .dev and .xyz</li> <li>Full codebase and Google Cloud infrastructure</li> <li>209 paying customers across two Fastspring stores, including a quarterly enterprise contract with a US higher-education organisation</li> <li>More than 107,000 registered users</li> <li>Blog with more than 440 articles, which brought in 462,000 page views from 356,000 visitors between October 2025 and September 2026, plus full Search Console and Google Analytics history</li> <li>Intercom workspace with a 17-email onboarding sequence already set up</li> <li>Help centre&nbsp;</li> </ul> <p><b>Risks</b></p><ul> <li>Churn on monthly plans. About 7% of monthly-plan customers cancel each month. 62% of customers pay annually, which is 54% of recurring revenue, so most revenue isn’t exposed to that monthly rate. Moving more customers to annual billing is the simplest lever.</li> <li>Revenue is flat to slightly down. MRR at the end of September 2026 was $6,540, a little below the 12-month average of $6,725. The biggest gap is activation: only about 7% of new signups start building a form. Improving onboarding to that first form is the clearest route back to growth.</li> <li>Blog traffic has declined. Weekly page views fell from about 15,000 in late 2025 to about 6,000–7,000 by September 2026. Paying customers and revenue held broadly steady over the same period, so the drop has mostly affected free signups rather than income.</li> <li>Hosting is a large share of costs. Google Cloud cost 29% of net revenue over the last 12 months. It has already come down from $2,157 a month to $1,549, and an infrastructure review should reduce it further.</li> <li>Older parts of the stack. The backend runs on Python 3.9, and parts of the dashboard use AngularJS 1.5. Both are past end of life. Upgrading them is the main technical job for a new owner.</li> </ul> <p><b>Handover</b>.</p><p>I’ll provide 3 months of handover support, including codebase walkthroughs, documentation of support processes, and introductions to the current team if the buyer wants to keep them.</p><p><b>Summary</b></p><p>The platform has been running for 10 years. It brings in $80,705 in gross revenue a year from 209 paying customers, and all of its growth has come from organic search. There has never been any paid acquisition. The business made $42,126 in seller’s discretionary earnings over the last 12 months, and the cost base is still coming down.</p><p>I am selling because I now work full-time, and with family commitments on top of that, I can’t give it the attention it needs.</p><p>✅ $80,705 TTM revenue</p><p>✅ 209 customers</p><p>✅ Business model: Freemium</p><p>✅ Built with JavaScript, Flask, Python</p>