.@zapier built a $140M ARR business on $1.4M in VC that has become the logic layer of the no-code industry.

But it has the potential to be something even bigger: the Netflix of productivity.

Our report and a thread 👉

We believe @seqouia and @steadfast got a good deal buying into Zapier at $5B.

We value Zapier at $7B based on:

- 30-50% YoY growth over the next five years
- Zapier’s monopoly status in the solopreneur/SMB market
- 30-40% YoY growth of no-code TAM
No-code is huge and growing, but as @edavidpeterson has written, no-code is about more than tools: it’s about a philosophy that emphasizes interoperability and customizing your software to your needs.

https://t.co/UJY6BRtXwl
.@zapier enabled interoperability by building a solution to one of the intractable problems in SaaS: APIs that don’t talk to each other.

The product took off and hit $100M ARR in just 9 years, comparable to companies that have raised 100x as much money.

https://t.co/0Thk42eRpJ
Zapier was riding an explosion in APIs that started the same year they were founded—2011.

Suddenly, every SaaS business wanted to offer its users extensibility, but not spend time figuring out what integrations to build or building them.

That’s where Zapier came in handy.
With Zapier, companies could write a few simple integrations and immediately be paired up with hundreds, then thousands of other apps.

For them, integrating with Zapier delivered value to their users, but it also provided a new distribution channel.
There’s a parallel here between how companies thought about Zapier and how studios thought about @netflix.

Studios thought Netflix was just another distribution channel.

All the while, it was becoming a hugely influential platform of its own.
Like Netflix, Zapier built a growth engine based on content—specifically, programmatically generated, SEO-optimized landing pages for each new integration on the platform.

Today, Zapier gets 6M+ site visits per month, more than @Deadspin, @TeenVogue or @Gothamist.
To the chagrin of some of Zapier’s partners, Zapier advertises their competitors on those same pages.

Rather than simply a utility to connect two products, Zapier has become an ecosystem unto itself—a marketplace for applications driving discoverability and setting standards.
One of Zapier's big challenges is the rise of native integrations, with companies bringing their integrations in-house via tools like @trayio and @useparagon to improve the user experience.

(See: studios like @Disney building apps like @disneyplus)
For SaaS companies, sending customers away to Zapier to wire up their own integrations is bad UX.

There’s a world where companies, optimizing for activation, build the handful of native integrations that are most valuable in-house and outsource the rest.
In some verticals, companies are taking on Zapier by building automation solutions that do a better job with the JTBD in a specific market, like @AlloyAutomation or @parabolahq in ecommerce, @LevityAI in machine learning, and other “Zapier for X” companies.
Then there’s @airtable, which announced last year that it was building out its own integration platform in a shot across the bow.

It turns out the whole “AWZ stack” is an unstable triad, with all three players converging on each other, directly or indirectly.
But Zapier has a secret weapon—a huge audience for whom they are the #1 destination not just for finding integrations but for insights into productivity and lists of the best tools.
If Zapier flipped Airtable’s strategy around, and built a Zapier-native data store to eat Airtable, they would have a huge preloaded customer base and the ability to enable far more powerful and robust workflows from right within Zapier.
This would be Zapier’s “Netflix” move.

Netflix changed the content game by modularizing TV and movies and getting closer to viewers, and doing so gave them the data they needed to become an original content powerhouse.
Zapier has commoditized its partners. The data they get from them on how their products are used is without parallel. They've started building their own version of original content in Zapier native actions.
Now, Zapier has the opportunity to not just pipe its customers’ data around, but own it, and become a productivity super aggregator.
We go into far more depth in our full report where we break down Zapier’s growth engine, their bear/base/bull cases and the whole competitive landscape for no-code and automation.

Check it out here 👉 https://t.co/0uYru7oEOS

More from Startups

20 years ago, I created the Danish gaming site Daily Rush with @mwittrock – inside a startup accelerator called Prey4, complete with fantastical projections of world domination 😂 – but now it's the end, after the proprietor of many years died in 2018.

Daily Rush was the culmination of years of using the web to do gaming journalism. I started Konsollen all the way back in 1995, then ran
https://t.co/zsT3ykQcVk for years in anticipation of Id's shooter, then worked at a web portal, then Daily Rush.

This was how I got into web development, project management, organizing, writing, publishing, and how I met lifelong friends. What a wonderful time. But most good things come to an end. We should all be so lucky to see something we help set in the sea brave the waves for 20 yrs!

It's awesome to see the Internet Archive snapshots from all the way back to the early months of the site. Web design anno 2000 😍


The memory lane trip on the Internet Archive goes all the way back to the precursor to Daily Rush, that https://t.co/zsT3ykQcVk site. Here's a snapshot from 1999! Complete with all the news written by yours truly 😄
Below are the top 10 RT'd tweets from the latest 1000 tweets made by @Hustle_Smarterr.

THREAD:

https://t.co/8EmLYHHbLo


https://t.co/aMyO7K3IbM


https://t.co/xv7QK5mdvD


https://t.co/Ww2s97Kw5x

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And here they are...

THE WINNERS OF THE 24 HOUR STARTUP CHALLENGE

Remember, this money is just fun. If you launched a product (or even attempted a launch) - you did something worth MUCH more than $1,000.

#24hrstartup

The winners 👇

#10

Lattes For Change - Skip a latte and save a life.

https://t.co/M75RAirZzs

@frantzfries built a platform where you can see how skipping your morning latte could do for the world.

A great product for a great cause.

Congrats Chris on winning $250!


#9

Instaland - Create amazing landing pages for your followers.

https://t.co/5KkveJTAsy

A team project! @bpmct and @BaileyPumfleet built a tool for social media influencers to create simple "swipe up" landing pages for followers.

Really impressive for 24 hours. Congrats!


#8

SayHenlo - Chat without distractions

https://t.co/og0B7gmkW6

Built by @DaltonEdwards, it's a platform for combatting conversation overload. This product was also coded exclusively from an iPad 😲

Dalton is a beast. I'm so excited he placed in the top 10.


#7

CoderStory - Learn to code from developers across the globe!

https://t.co/86Ay6nF4AY

Built by @jesswallaceuk, the project is focused on highlighting the experience of developers and people learning to code.

I wish this existed when I learned to code! Congrats on $250!!