Cllavio

The idea for Cllavio came from the complexity and cost many startups face with existing email platforms like Mailchimp and SendGrid. I wanted to create a simple, developer-friendly email API and campaign tool that anyone could use to send transactional emails or newsletters quickly, without friction.

I validated the concept by starting with a small group of early users, focusing on transactional email use cases and basic campaigns. Feedback confirmed a need for simplicity, lower pricing, and reliable deliverability. Within weeks, over 100 users signed up with zero bad feedback, proving demand.

Cllavio was built using a combination of React for the frontend and Spring Boot for the backend, integrating a scalable SMTP infrastructure on AWS. Features like API transactional sends, newsletter templates, and presigned S3 uploads were developed iteratively based on user feedback. The platform is designed for simplicity, speed, and reliability.

Marketing focused on targeting indie SaaS, startups, and agencies who need simple email solutions. We launched with a free 3-month trial, offered referral discounts, and emphasized pricing 50–70% lower than major competitors. Growth came from word-of-mouth, active outreach, and social sharing by early adopters.

Key lessons include: simplicity wins, early validation is critical, and pricing transparency builds trust. Listening closely to early users shaped the product and helped avoid unnecessary complexity. Early traction proved that even a niche, focused solution could solve a real problem and grow organically.