We currently have five customer acquisition channels that are effective for sourcing freelance software developers: Reddit ads; Indie Hackers community participation; Instagram (organic– suggests that paid Instagram could work as well); Social media articles; the books, 30 Days To Your First Freelance Programming Client and Software Engineer’s Guide to Freelance Consulting – I estimate 1 in every 200 readers becomes a customer. Using Amazon Marketing Services, I estimate that we can move books at scale for about -$2 net per copy.
The main point to get across is that I’m confident we could scale paid acquisition of freelance developers, although LTV is approximately == CAC, and through product improvements (reducing churn) and normal growth hacking, we are on a mission to move LTV == 3X CAC.
It has occurred to me that some of our users come from referrals from fellow users. So we technically have six customer acquisition channels, including referrals.
However, we don’t yet have scalable systems for acquiring hiring manager customers (aside from networking and referrals– not *scalable*). Although our social media articles (designed to attract developers) are also accidentally finding us hiring managers, (including developers who are, internally, responsible for hiring), we don’t have a system where we can spend $X and ensure $Y hiring manager signups. In fact, we don’t yet have a software product for hiring managers to manage the hiring process… everything is done manually, with me often not charging the hiring managers and working closely with them to recruit a developer to their project, simply in order to facilitate customer learning.
We’re overcoming the chicken-and-egg problem this presents by writing scrapers to scour the Internet for freelance programming jobs, and we’ve written scrapers for about 50 different markets so far.
Currently, the bottleneck is scalable systems for signing up freelance hiring managers, but we haven’t even built software to manage the freelancer hiring process yet, though it will be shipped by the end of October, if not sooner. Now, after many conversations, we know what to build and what aspects are important, systematically addressing the bottlenecks within the hiring process, itself: pre-screening with rubric-based technical evaluations, having a spec, getting the description in front of developers who are well-suited to it in terms of ability and availability, signing developers to NDAs where appropriate, conducting reference checks, and transparently monitoring of the process, for both sides.