Mickey: a Spanish entrepreneur scaled his social media API  to $40k

Imagine you’re trying to text five different friends, but each friend uses a completely different chat app with its own confusing rules and restrictions. It’s exhausting. For developers, dealing directly with the official APIs of Facebook, Instagram, Twitter, and LinkedIn feels exactly like that. Mickey, the founder, felt this frustration personally after realizing existing tools were too expensive and complicated. To solve this, he built Late, which acts like a “universal translator” for social media. Late wraps all those different platforms into one single, easy-to-use API. A developer just connects to Late once, and they can instantly schedule and publish content across all major platforms without worrying about individual platform limits or permissions.

Marketing strategy for 0-1000 customers

Instead of chasing the exhausting emotional rollercoaster of viral TikTok trends or suffering burnout trying to build a personal brand, Mickey found peace in the predictable “math” of search engines. His entire framework to acquire his first 700+ paying users (and 50,000 total signups) relied on obsessing over a single platform: Google.

• The Framework: He refused to waste time trying to create demand; instead, he captured existing intent. He used Ahrefs to find people actively searching for specific, high-intent commercial keywords like “social media scheduling API”.
• The Execution: He built custom landing pages and high-quality guides tailored specifically to answer those exact search queries, allowing the site to rank organically.
• Aftermarketing & Scaling Strategy: To guarantee revenue, he poured gasoline on the fire by running Google Search Ads against those same keywords. He tracked everything obsessively, A/B tested his headlines using PostHog, and aggressively reinvested his revenue back into the ads that worked best.

Tech stack used by Mickey

Mickey kept his stack incredibly lean, relying on a few key tools to build and grow the business without drowning in unnecessary complexity:

• Cloude Code: Used to code the platform rapidly.
• Data Fast & PostHog: Used to track what is actually bringing in revenue and to run continuous A/B tests on landing pages
• Ahrefs: His essential tool for finding keywords and monitoring organic SEO insights. This costs him around $200 per month.
• Google Ads: The primary engine driving the company’s growth. While spending $8,000 per month might sound terrifying to a new founder, Mickey views it as a highly satisfying mathematical equation-he confidently spends this money because his tracking shows a predictable $2.50 return in revenue for every $1 spent.