Introduction

Startups grow faster when they build small free tools that help people. This simple idea brings users without heavy marketing.

What's the problem it solves?

Most startups waste money on ads and content that people ignore. Engineering-as-marketing gives them a cheaper, smarter way to get users, build trust, and stand out.

Quick Summary

Many startups think growth means more spending. But some of the biggest wins in tech came from building free tools that solve small problems for their ideal users. This is called engineering-as-marketing. Instead of shouting for attention, you earn it by being useful.

Companies like HubSpot, Shopify, Ahrefs, Moz, and SparkLoop all grew by creating free tools. These tools gave value first and made users trust them before any sales talk. The tools also built strong SEO, backlinks, and word of mouth that kept growing for years.

The article also shows how You.com survived after ChatGPT crushed search startups. They made a sharp pivot from a search engine for everyone to a backend infrastructure company for enterprise AI. They now power other companies, run their own index, and help teams build agents. Their win came from moving away from crowded consumer space to a deeper, defensible layer.

Key Takeaways

• Free tools are a cheap but powerful way to get users.
• Helping before selling builds trust fast.
• A simple tool can bring traffic for years.
• Tools spread naturally because people share things that help them.
• Startups should focus on owning their data and building real infrastructure, not fighting giants.
• You.com survived by shifting from search for consumers to search and agent infrastructure for enterprises.

What to do

• Find a small problem your ideal users face every day.
• Brainstorm simple tools that solve it in seconds.
• Build a fast, basic version using no-code or simple code.
• Launch it like a product on forums, Product Hunt, and newsletters.
• Make it easy to share and easy to use with no signup.
• Add light CTAs that connect the tool to your core product.
• Keep improving the tool and consider building a full suite over time.

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