First customersSource reviewed 2026-09-25 · founder reported
Productize a recurring service bottleneck
How Webflow approached first customers.
What they did
Vlad and Sergie encountered repeated work translating designs into sites and maintaining client changes. What began as a tool for their own agency became a broader product opportunity.
Reported outcome
They moved from improving their service workflow to building Webflow as a company.
An idea to test, from Afterlaunch
Repeated service work can reveal a product problem with real users and a measurable cost.
Small experiment: Log recurring tasks across five client projects and prototype the one with the clearest repeated cost.
A company’s reported outcome doesn’t prove one tactic caused it. Treat this as a hypothesis.
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