The storyHow they got there
Josh Smith launched Roll To in May 2022 as a non-technical founder — an "Airbnb for mobile bars" connecting event organizers with cocktail trucks, coffee carts, and ice-cream vans. He built the initial directory in Webflow without writing a line of code.
The cold-start supply side was solved through Instagram. Mobile bar owners are a community that lives on visual social media. Josh DMed dozens of mobile bar operators directly on Instagram. Cold email to the same operators failed completely. Instagram DMs converted.
Programmatic SEO via Webflow CMS — city and state landing pages for every major metro — built organic discoverability. A pivot from a directory model to a commission-based marketplace via Sharetribe opened a path to much higher revenue per booking.
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.