I'm investing a(nother) million in Herodesk 🚀

In November, we finally did it: We're now cash flow positive and default alive 🥳

It's a huge milestone and something I'm incredibly proud of. It's taken two years and two months since we started from absolutely zero to get here:

• € 18.000 MRR.
• >200 paying customers and >600 users.
• And a cash flow positive base case, making us DEFAULT ALIVE.

Having a cash flow-positive base case and being default alive means that, if we remove all one-off expenses, all additional projects, initiatives, etc., and simply continue to run the business, we'll still grow and make more money than we spend every month.

This is a massive achievement for me and the team, and, once again, I want to thank everyone who has helped and supported us on our journey to reach this milestone.

Additionally, I believe we've achieved product-market fit. Approx. 30% of our new customers are referred to us by existing ones, onboarding is working great, and churn is low.

We have momentum, and I want to use this to accelerate our growth even further.

I know for a fact that our customers really, really like our product, and that it makes a huge difference for them every day when running their business and customer support. 

One of our biggest challenges, however, is getting in front of enough of the right people and telling them about Herodesk.

So, even though we just reached cash flow positive, I've decided to invest another million DKK (approx. €135k) in 2026 into growing Herodesk.

This means deliberately sacrificing being cash flow positive for a period to make a series of investments to grow and improve our business and product.

I think the timing is right, because:

• We have momentum and are growing ~12% month-over-month.
• We have product-market fit; new customers are being onboarded, they refer more customers to us, and churn is low.
• There's still a big gap in the market for SMBs that I want to fill, both domestically and internationally. 

We have the product! We have the skills! The timing is right!

And our ambitions are bigger than ever!

Here's what we'll do:

Number One: Hiring

At the beginning of the new year, we'll add four new people to our team:

• 2 x Sales Executives ← to connect with potential customers, present our solution and close the deal.
• 1 x Customer Success Manager ← to help onboard new customers and keep our customer support best-in-class.
• 1 x Full-Stack Developer ← to increase the velocity so our product development can keep up with the growth.

This will increase our team size from 3,5 to 7,5, which is quite significant. Two of the four are already signed and ready to start!

I've always said that having a big team isn't a goal in itself. Quite the opposite: I want to run Herodesk as lean as possible with as few people as possible.

I am, however, confident that adding these profiles to our team is necessary to achieve our goals.

Number Two: Marketing

We will also increase our marketing budget by nearly 70% in 2026 vs. 2025 to get tell even more people about what we can do and how it can help them and their business.

Number Three: Product

And finally, we will invest a lot in building our product...  

• More and deeper integrations with our ecosystem partners
• Built-in (AI) features, and
• AI agents with many more features and capabilities.

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The new investment is coming out of my own pocket. I've reinvested a big amount from my previous ventures into Herodesk.

We're still bootstrapped, privately owned by me and with no outside money or interests.

I'm "all in" and 100% confident about our company and product.

I have one overarching goal for 2026: to quadruple our MRR and end the year with € 80.000 in monthly recurring revenue spread across 500 customers.

If (no, when!) we reach our targets, we'll once again become cash flow positive. And then, we'll regroup, take a new look at the landscape and decide what's next.

Is it realistic? Yes!

Will it be difficult? You bet 'ya!

But one thing is sure: We're gonna go all in, full throttle to make Herodesk the best it can be!

I'm super excited to start implementing this plan and continue to share updates as we go.

Thanks for reading and following our journey!