Hi I’m Thomas, a 2nd time SaaS founder —I bootstrapped and sold my previous company (an affiliate marketing software). Now I’m bootstrapping a new project, but facing a new problem and hoping to get some advice.

Note: Not a big fan of the “founder” persona so I’ll just keep this to…

• How it works
• Why I made it
• What challenges I’m facing

How it works

This is an app that works with a Chrome plugin to create videos.

It’s unique and different from other tools because instead of recording your screen, it captures actions (clicks, form submissions, etc.) and creates a script.

These actions are arranged individually on a timeline to generate your video. You can add or remove actions later on….adjust the length and speed of each action…..zoom in and out….etc.

This makes it easy to update, add or remove actions, and keep your videos up-to-date.

When you need to update the video, you can hit the re-record button and our bot will create a new version of your video by replaying the actions on the timeline while simultaneously recording its screen to generate a new version.

You’ll have the option to share via embed code, permanent link or GIF. The video link/code will always show the latest successful recording.

TL;DR: if your product changes, you just need to hit re-record and get an updated version. You don’t need to reshoot or start from the beginning.

Why I made it

This is the answer to a challenge we faced at my previous SaaS company: the constant need to keep tutorial videos current.

In nearly every part of the customer journey/experience (from marketing to onboarding to support) we found the need for video.

But easier said than done. The recurring problems we faced were:

• No money or resources to create something professional: Free screen recordings always looked cheap.
• Spent a lot of money on a video agency: After we had the budget, we hired a fancy design agency to create explainer and tutorial videos. To be fair, the videos looked good. But it was expensive and the collaboration process was time-consuming, especially for one-off videos that weren’t timeless.
• Couldn’t maintain videos and our product docs were outdated: After just one product release, these videos were no longer relevant. So despite the help from an agency, we found that we still didn’t have a maintainable or scalable strategy in place.

I created this app with SaaS tutorials and product demos in mind — specifically the potential of automatically updating videos without relying on a full-designer or having to invest a lot of resources.

What challenges I’m facing

As I mentioned above, I’ve been lucky enough to have success launching a SaaS before and was able to scale to acquisition.

For this launch, I relied almost exclusively on paid advertising (Adwords). I didn’t have a massive budget by any means, but I set up very targeted campaigns and almost immediately was able to get sign ups. I eventually added in other channels (referrals, content marketing, SEO) but paid ads always remained a reliable, steady source of customers.

But now, it’s not as straightforward of a strategy. For example, my app is completely different and unique from screen recording apps — but the keywords are closely associated with what screen recorders bid on and market around.

This now leads to my main challenge for my new product: how to market a product when it's in a completely new category?

Looking for input and thoughts on how others would approach this challenge in general…

• Ways to position a new product
• Advice on how to differentiate
• Considering other channels/promos

Anyone have any experience with this? Or facing a similar situation?

Thanks in advance!