September 6, 2022

I finally know who’s my customer

Antoine Milkoff
4 min

It’s now been almost 2 months since I launched Superflow and we just hit 100 customer 🥳

It’s time for me to take a deeper look at my customer data base and try to find a Ideal Customer Profil (ICP).

What do I know about my users?

When a new user joins Superflow, he goes through a short onboarding form.

I ask them 4 questions to learn more about them:

What's your Webflow skill level?
(Beginner, Intermediate, Professional, Expert)

How many people work at your company?
(Only me, 2 to 20, 21 to 100, 101 to 1k, +1k)

What best describes what you do?
(Engineering, Nocode Dev, Marketing, Design, other)

How did you hear about us?
(Product Hunt, Twitter, Linkedin, Email, Work of mouth, other)

Now that we passed 100 users, it’s becoming relevant to take a look at these data as some patters start to appear.

1. Superflow is not for Webflow experts

When I started to work on Superflow, I though at first that it was the perfect product for no-code freelancers and agencies.

If you build Webflow websites for a living, it makes sense to speed-up your workflow with some pre-designed components.

But being myself a freelance Webflow expert, I quickly realized that building websites for clients wasn’t the best use case for Superflow.

The explanation is simple: if your client provides you a design to integrate into Webflow, it’s easier to work with a design-less component library like Relume.

And this feeling is totally confirmed by the data.

75% of my customer are « beginners » or « intermediate » Webflow users while only 7% are « experts ».

2. Indie makers & SMBs need Superflow

Even though I was wrong about my users’ skill level, I was right about the size of their business.

Webflow is growing fast in popularity but like many other no-code tools, it’s still isn’t widely spread among big companies.

It’s therefore logical that Superflow users are mainly independent workers or SMBs.

Looking at the data, I got the confirmation that a massive part of my users (85%) were independent workers or working is a company of less than 20 employees.

Adding this learning to the previous one, we now know that my ideal customer is a small company with little Webflow expertise.

3. Superflow has many use case

We now have to figure out what’s our users jobs.

Are they designers needing inspiration? No-code developers trying to gain some time? Solo-founders needing a little help for their website?

On this subject, the data are less clear-cut.

30% are marketers
25% are no-code developers
20% are designers

Of course, this analysis is based on a small sample of only 100 users which is not statistically significant.

But we can already deduce that Superflow isn’t confined to only one use case.

The next step will be to learn more about its exact use cases.


Knowing your customers is key to build a relevant product.

I got tones of new feature ideas for Superflow and these learning are going to be crucial to help me prioritize them and focus my marketing efforts.

First of all, I’ve decided to remove from my backlog the features that require a good knowledge of Webflow to be used.

On the marketing side, I already have a few ideas.

If my customers are beginners or occasional Webflow users, I have to show them that building Websites with Superflow is as easy as using a drag-and-drop website builder like Squarespace or Wix.

Stay tuned for some exciting new features 😁