So many tech startups often chase rapid growth and quick exits, Jotform’s founder, Aytekin Tank’s is quite different. With millions of users Jotform‘s growth offers a different playbook of steady and purposeful growth. Over 18 years, Tank has built Jotform from a simple form builder into a powerhouse platform serving 25 million users—all without taking a dime of venture capital.
In his discussion with the publisher of ZoneofGenius.com, Ramon Ray, Tank shared how he transformed his frustration as a programmer into a thriving tech company, revealing strategies that challenge conventional Silicon Valley wisdom.
From prioritizing sustainable growth over quick wins to building a company culture where employees stay for decades, his insights offer valuable lessons for entrepreneurs seeking to build lasting businesses.
Whether it’s his contrarian approach to freemium pricing or his current bold move to potentially disrupt his own business with AI, Tank’s story demonstrates that patient, purposeful growth can lead to remarkable success in the tech industry.
Watch the interview here on YouTube or below (and subscribe) | Listen to Our Podcast Interview Here.
Buy his book Automate Your Busywork Here
Key points
- Bootstrapped Jotform to 25M users over 18 years without external funding
- Focused on sustainable growth through free product strategy and virality
- Prioritized financial stability and healthy company culture
- Leveraged SEO and content marketing over paid advertising
- Currently developing AI solutions to enhance core product offerings
The Journey from Developer to Tech Founder
Tank started Jotform in 2006 while working as a programmer in New York. Frustrated by repeatedly creating forms for a media company’s 400 websites, he saw an opportunity to automate the process. He bootstrapped the company, initially offering the product for free to gather user feedback, which proved crucial for early adoption and growth.
Building a Sustainable Business Model
Instead of chasing rapid growth through venture capital, Tank focused on sustainable expansion. Jotform’s freemium model allows users 100 form submissions monthly at no cost. This approach, combined with natural product virality, drove organic growth. When users share forms, recipients often become new customers, creating a self-perpetuating growth cycle.
The Power of Long-term Thinking
Tank emphasizes avoiding short-term revenue optimization that could hamper growth. When Jotform tested reducing free payment form submissions from 10 to 3 monthly, immediate revenue increased but user growth flatlined. This experience reinforced the importance of providing genuine value in the free tier to build trust and foster long-term growth.
Creating a Healthy Company Culture
Starting slowly enabled Tank to build a strong company culture. Jotform hired just one employee annually in its first five years, allowing for close relationships and shared vision. This approach has resulted in high employee retention, with many team members staying 5-10 years. Tank prioritizes creating an enjoyable work environment and maintaining financial stability with a 25% margin between revenue and expenses.
Marketing Strategy: Content Over Advertising
Rather than relying on paid advertising, Jotform focused on SEO and content marketing. They built a library of over 10,000 form templates, creating valuable content that naturally attracts users searching for specific solutions. This programmatic approach to content creation proved more scalable than traditional blogging while providing genuine value to potential customers.
Embracing AI Innovation
Looking ahead, Jotform is developing AI solutions aimed at transforming traditional forms into interactive, conversational experiences. Tank believes AI can make forms more engaging and personalized while gathering better data. This initiative demonstrates Jotform’s commitment to innovation while potentially disrupting their own core business model.
