Wolfy lets users quickly find contact information from targeted prospects. Users just needed to enter their ideal customer profile and they received verified emails to feed their outbound email campaign. This is the story of a lead-generation platform built by the co-founders of eagerworks, while they were starting eagerworks.
"With Wolfy we really understood how creating a product is much more than just writing code. Thanks to having launched our own tech startup, we are a better agency today."
JP and Santiago were working together in a prestigious software agency and decided they needed their own adventure.
They started off with Wolfy (a product) because they saw it as a win-win scenario. If the startup was to be a success, they would keep their energies focused on scaling and growing the business. On the contrary, having walked the same path as other technological entrepreneurs do now, they could apply the lessons learned on future clients.
One of the main technical challenges we faced was to create a massive scraper that could process all the information we needed while being able to run periodically in a cost-efficient way in order to keep Wolfy’s information up-to-date.
Another important requirement was to find a person’s work email address given their name and the company where they worked while being polite to email service providers.
One of the most important challenges was finding product/market fit. Wolfy targeted the Latin American market and what we found was that in order to use a product like Wolfy, most of the companies needed to change at least some part of their sales pipeline. They were using traditional tools like buying outdated databases and making phone calls, instead of using more modern approaches like cold emailing. This made the sales process difficult because we first had to show customers that they could get better results by introducing new tools/processes to their sales pipeline.
The project used Python and Scrapy for the scraper part since it allows for quick iteration and has a great community behind it.
The backend was implemented in Ruby on Rails, which served as an API for our frontend. For the frontend we used Angular, since as a Single Page Application fitted perfectly our use case: less than 10 different screens with lots of expected user interaction on/between them. In retrospect, it was a great choice since the web application performed almost as fast as a desktop application, without any lag/delay between page changes. Also, the code turned out to be easily maintainable since everything was divided into not-so-big components.
In order to handle the amount of data that Wolfy had to query and to improve speed, we had to architect a sharded database using PostgreSQL. Each shard was responsible for handling data related to one specific country.
In order to improve scraping speed, we used a pool of thousands of IPs that were rotated between scrapers using proxies.
We learned a lot of lessons that up until this day we apply on a daily basis to our customers’ products.
Applying the lean startup methodology to our own product lets us see it working first-hand. We could iterate really fast, giving value from day one. Requesting feedback from customers, prioritizing features based on real value to them, finding the right metrics to assess product success, among others, was a fundamental part of the product.
It was our first time raising capital and we learned things like when to raise private vs public capital, how to make a good and effective pitch, what’s important to an investor, and what’s not. We went through all that process, so now we can transmit our experience to future entrepreneurs.
Another enriching experience was deciding our business model, either B2C or B2B. We knew this crossroad was going to lead us to two different sales approaches and strategies, different brand communication and marketing, and so on. We went for the B2B model after concluding it would be the most efficient way to scale. In our case, our decision wasn't too hard, but we do know many entrepreneurs who face this crossroad too, and we use all our experience to help conclude which option is most suitable for their project.
We were able to create a platform where users could apply simple filters to search over millions of data points to find their target audience. A massive data pipeline was designed and implemented to scrape millions of web pages periodically, to maintain Wolfy’s information up to date.
The technical experience we gathered on Wolfy, opened the doors to one of our most important clients: The Appraisal Lane, where we assembled a team of 5 people to solve their scraping and data processing challenges.