Baxter

What they Do Best

Gmail-focused browser extension aiding inbox organization.

Main Industry

Productivity

Platform

Gmail

Type of Product

Extension

Target

B2B + B2C

Price Range

$1 - $49

Business Model

Subscription

Free Plan

Pricing Details

The subscriptions start at $4.17 per month, paid annually

Revenue Estimates

$12,000

Monthly Website Traffic

10,709

Revenue Per Traffic

$0.09

Idea to Money

9 months to hit $1,000 MRR

Founders

Employees

Year Started

2022

Dedication

They spent 7 months to build the product, dedicating their full-time to the process.

Market Insights / Trends

gmail email organizer

Industry Incumbent

Spark ($2M/year)

How They Came Up With The Idea

The founder was having a tough time managing his Gmail inbox when he came up with the idea of a dashboard. He then interviewed dozens of regular American adults to see if the idea was appealing. Soon, he found out that the majority of people preferred a simple tool rather than a dashboard. This motivated him to build Baxter.

How They Built The First Version

The founder had tried several tools to manage his inbox, but nothing proved to be effective. So, he decided to take a different approach. He contacted some machine learning experts and convinced some willing participants to grant him access to their inboxes, which provided the initial dataset. After that, he hired a developer who presented a demo making him excited by what they achieved with the entire dataset. He then signed a contract with them, and a few weeks later, he had a product that automatically labeled his emails, something that was not available elsewhere. Now it was time to get other people to try it.

Growth Channels

The founder used a launch-by-acquisition strategy to increase growth. He purchased a Gmail Unsubscribe extension that had excellent SEO ranking for high-volume keywords on Google search, leading to hundreds of daily installs. He directed users of the extension to install Baxter for additional functionality, added a pop-up that encouraged Gmail Unsubscribe users to upgrade to Baxter and released an updated version of the extension. He then pushed the updated extension to the Chrome web store, resulting in dozens of daily installs of Baxter. The acquisition of Gmail Unsubscribe paid for itself in under a year, as Baxter generated over $10,000 in revenue. The launch-by-acquisition strategy proved successful, resulting in a source of ongoing organic users for the business.

Main Growth Channel

SEO

Marketplace

Tech Stack

Tools

- Chartmogul - Strapi - Slack

Full Case Study

How A Non-Technical Founder Started A Profitable Chrome Extension For Gmail