I built a software used by MNCs like Grab, Apple, and Starbucks to 6-digits ARR, completely bootstrapped

In one line, what do you do and what is your most significant achievement?

6-digits ARR, completely bootstrapped, and still bootstrapped, used by MNCs like Grab, Apple, and Starbucks. I'm always surprised by myself to see how a software I built can impact such global giants.

Who are you and what business did you start?

I'm Mo, a software developer and startup founder who loves coding and building software that people actually use. While I enjoy creating software, I'm still adapting to the business side of things, but every challenge has been a rewarding learning curve.

My venture, PlayTours, is an event gamification platform that excels at creating immersive scavenger hunts, amazing races, and escape rooms. We aim to provide a comprehensive tool with premium features at an affordable price, filling a gap where competitors either charge exorbitant rates or offer basic options. Our clients love the balance we've struck, calling it a game-changer for their events.

What's your backstory?

The idea struck after I attended a museum escape room experience with friends, paying $40 per person in a group of five. While the experience was enjoyable, it felt overpriced for a group, as it didn't scale well for larger numbers. Intrigued, I searched online for better solutions for outdoor escape rooms and scavenger hunts but found either prohibitively expensive options or tools lacking essential features.

I saw this as an opportunity to create something better, particularly since the market had a low barrier to entry with relatively weak competition. Initially, I envisioned PlayTours as a B2C platform where users could create and sell games. However, after noticing a growing demand from organizations for HR onboarding, school orientation, and team-building events, I pivoted to a B2B focus. This shift opened doors to a broader and more sustainable customer base.

What should be the first steps to take to enter your industry?

We made it a priority to develop our core software in-house instead of outsourcing. For a product like ours, where the software itself is the most valuable intellectual property, owning the development process ensures we can make changes easily without relying on external parties or incurring recurring costs. This decision has been instrumental in maintaining both agility and profitability.

How did you spend your First 100 Days of launching your business?

I only launched after coding the core software for over two years during early mornings (5 a.m. to 7 a.m.) and late nights (10 p.m. to 1 a.m.) while working full-time at another startup. The platform was barebones in design but functional, with the player-facing app polished enough to impress users.

Knowing we needed a global presence from day one, we invested in Google Ads despite the high costs (around $2,000 a month initially), which paid off by bringing in high-profile clients like Apple and Starbucks. Simultaneously, I worked on SEO, understanding that strong organic rankings would save us thousands in marketing in the long run. We built in-house content teams to craft detailed, research-driven articles. Social media, while secondary, was kept alive to avoid appearing inactive to potential clients.

Since launch, what has worked to attract and retain partnerships/customers?

We ensure that help icons and contact points are accessible at every stage of the user journey, from sign-up to the game builder and player app. While we don't promise instant replies, our commitment to responding thoroughly within 12 hours has earned us trust and long-term partnerships.

Customer feedback plays a crucial role in our development process. Each suggestion is evaluated and, when implemented, is designed generically so other clients can adapt it to their own needs. This approach allows us to expand our features organically while staying closely aligned with user demands.

What has taken you from 0 to 100?

Our success with Google SEO has been a major breakthrough. Ranking well for competitive keywords like “scavenger hunt app” saved us thousands of dollars monthly, freeing up resources to hire content writers and researchers. These efforts resulted in unique, well-researched articles with local examples and actionable screenshots, setting us apart from AI-generated or generic content.

What is one underrated thing in your industry that business owners should start doing/using?

Leverage a project management tool and use it effectively. We rely on Basecamp for asynchronous collaboration, which has eliminated unproductive meetings and encouraged thoughtful, written discussions. This system has allowed our small team to stay focused and produce high-quality work while maintaining a great work-life balance.

What was one failure you had to go through that others in your industry should look out for?

Expanding into Germany too early proved to be a challenge. The language barrier, coupled with differences in business culture and our website's lack of easy localization, made it difficult to gain traction. Recognizing this quickly, we halted efforts there to focus on markets we understood better, saving time and resources. It was a humbling experience that reinforced the importance of timing and preparation when entering new regions.

What platform/tools do you use for your business?

Basecamp for project management, Webflow for our website, Firebase for software, and Hubspot for its free embedded chat. These tools not only help us operate efficiently but also keep costs low, a must for a bootstrapped startup.

How are you doing today and what does the future look like?

We are steadily growing while remaining proudly bootstrapped. To strengthen our SEO dominance, we're creating a separate entity focused solely on capturing even more traffic for “scavenger hunt apps.” The future looks bright as we continue to innovate, scale sustainably, and build meaningful relationships with our clients. Every milestone reminds us that perseverance and smart planning pay off, and we're excited for what's next.