Growing a Form Builder to +100 Customers in 8 Months

TL;DR: Peter Suhm, a Copenhagen-based founder with previous experience running WordPress plugin business WP Pusher and TinySeed-backed SaaS Branch, started Reform after recognizing that he and his startup friends all disliked existing form builders. Despite entering a crowded market, Peter validated the idea by investing an entire month into a polished landing page with Figma mockups before building any product. The validation strategy was particularly clever: Peter created a hard-coded demo as the early access signup form, letting prospects experience what Reform would feel like while signing up. He collected feedback from 20-30 people directly in Figma comments, refining the copy and design until it was compelling. When confident, he tweeted the landing page and asked his network to amplify it, generating 100,000+ impressions and 500 signups on day one. With strong validation signal, Peter and his co-founder built the product over a couple of months, gradually onboarding early access customers until they had about 40 paying users. Only then did they launch on Product Hunt, investing 2-3 weeks in preparation and following established playbooks from Corey Haines and Derrick Reimer. The result was becoming #1 product of both day AND week. Peter's key insight is that marketing works when developer founders actually put in the work - something many technical founders underestimate. Reform succeeded by treating marketing as a craft worthy of serious investment, from landing page polish to launch coordination.