MRW turning on some epic Zaps.

Starting a new business can easily send you into a downward spiral. There’s always that one design to be edited, that one email you haven’t yet responded to, and that one project whose funds you’re struggling with. All this juggling between tasks can make you go crazy — unless you have a lantern genie to help you out.

Although the lantern genie is childish fiction, it actually has an adult version in reality: Zapier!

What is Zapier?

Zapier is a workflow automation system that allows you to automate those tiny, tedious jobs at work. Basically, it connects all your work-related apps, tools, and…


Product-Led Marketing

Question: What do successful, multi-million dollar SaaS companies like Dropbox, Ahrefs, and Slack all have in common? The answer: They all take a product-led approach to marketing.

Consumers these days are tired of traditional approaches to marketing. It’s no longer enough to pump out self-promotional marketing and sales materials like case studies and white papers.

Customers don’t want to be told what your product can do for them — they want to find out for themselves by experiencing the value of your product first-hand. And that’s where product-led marketing comes in.

In this post, we’re going to be explaining more…


Countless startups begin with one or two founders sitting around a kitchen table and developing an idea. The months and years following that can be a blur of activity with founders filling multiple roles and barely taking time off.

As the company grows, having access to the right people to build the team, becomes crucial. You may feel that your startup is not yet at this stage. Another objection may be that lining up talent right now would take away your focus from what is more important.

However, being able to add to your team quickly and efficiently, can make…


Leading a startup makes for busy days: creating a standout product, finding a way to manufacture it, market it, hire a team and keep sales coming in. Of course, you did your research before you created your company. But how well do you really know your customers? If you are not yet using a method called ethnographic research, you may be missing a trick.

In this article, we explore what ethnographic research is and how it fits into the startup scene.

Sounds fancy, but at the early days of your startup it can actually save your most precious resource and…


All the tech giants have their proprietary platforms for advertising, often highly sophisticated with KPI-rich dashboards that provide insights into how your campaigns are performing. Whether its Google, Facebook, LinkedIn, Apple, or independent platforms like AdRoll or AdForm, these networks all have the same basic sell:

  • Easy yet sophisticated campaign generation
  • Trackable marketing performance
  • Potentially huge market penetration
  • Low eCPM (effective cost per thousand impressions)

It’s an intoxicating offer, provided the platform can deliver for its not inconsiderable fees. If you’re a small to medium sized business, you may not have the marketing budget to splash out. …


The fact that you are reading this article on optimizing Core Web Vitals shows you’re staying up to date on SEO trends and what Google (the #1 search engine) is up to. Good job and welcome!

You know that, apart from exceptional content, backlinks, internal links, a mobile-friendly theme, an aged domain, and other regularly discussed SEO elements, there’s something called “Core Web Vitals.”

Core Web Vitals can potentially shatter your rankings if you don’t focus on it. On the other hand, if you optimize Core Web Vitals early on, you can stay ahead of your competitors. …


As someone who has a long history in building websites by using plain HTML but also Joomla, Drupal, Wordpress, CMSMS (well, you name it), let me tell you why Webflow is nowadays my go-to platform.

A website is vital for every business but it’s even more important for your early-stage startup. Having a polished website that’s easy to navigate is a representation of your brand. It’s the main way to build trust with your followers and earn new customers, especially as a newer business.

With that being said, you’ve likely already been researching which platforms to use to build your…


Things we’ve achieved at Icebreaker.vc portfolio by doing some founder personal branding:

👉 Inbound leads that converted into clients (the most obvious one)
👉 Inbound C-level key recruits
👉 Inbound next round investors

Taking a startup from an idea to a profitable company and potentially to a lucrative exit is busy work. As a founder you would be forgiven to think that developing a personal brand is not one of your priorities. Forgivable as the thought is, it is also wrong.

Having a strong personal brand as a founder can make the difference between your startup being a success or…


Test iteration for growth hacking is an excellent way to measure product and business process success. Here are six helpful examples of test iteration in action.

Companies in virtually all industries can use test iteration to improve various aspects of their business, especially product development. By taking a slow and steady approach that involves many small changes that are tested and analyzed over time, startups can measure the effectiveness and success of their products with more precision and control.

In the context of early-stage SaaS startups, test iteration can be used for a variety of use cases. It can be…


A simple definition is that growth hacking is an all-embracing term for data iterative strategies focused solely on growth. Businesses use it when they need massive growth in a short time and on tight budgets. This is why it’s been so popular with early stage start-ups with low marketing budgets. In other words, these strategies are aimed at getting as much growth as possible while spending as little as possible.

With this in mind, let’s look at how it works. Growth hackers often focus on creative, low-cost strategies to help businesses to get customers and make sales. These strategies usually…

Mari Luukkainen

A startup growth hacking nerd from the dark north.

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