The storyHow they got there
Mike Kulakov and his team at Waveaccess built Everhour in 2013 as a side project, spending two years as a free tool while figuring out what it needed to be: not just a time tracker, but a time tracker that integrated natively with the tools teams already used — Asana, Trello, Jira, Basecamp, GitHub.
The first ten paying customers came from posting in Asana and Trello user forums offering a free time-tracking integration. The first hundred came from Asana's official integration directory listing — the single biggest channel in the company's history. Every new PM tool integration (ClickUp, Notion) was treated as its own launch event.
At maturity, the channel mix: integration marketplaces (Asana, Trello, Basecamp, ClickUp) (~50%), SEO for long-tail "time tracking for [tool]" keywords (~25%), content blog and comparison posts (~15%), and affiliate/partner referrals (~10%). Paid social ads were killed. Being the #1-rated time tracker for each PM tool was doubled down on.
Unit economics: CAC around $50–100, ARPU around $10–15 per seat or roughly $100/month per team, LTV around $2–4K with churn around 2–3% monthly because the product is integrated into daily workflows. Browser extensions reduced activation friction dramatically — users don't have to change their PM tool, they just add a timer. At $400K+ MRR reported, the integration-led moat has proved extraordinarily durable.
Channel MixWhere the growth actually came from
Most case studies hand-wave channels. Here's the rough allocation — not in dollars spent, but in users acquired — across the routes that actually mattered.