A guide by Dagobert Renouf, a founder of Logology

Logology is a service that allows startups to get affordable brand identity in minutes. Dagobert `– an experienced full stack developer who's been working as a freelancer for years, started Logology as a family business together with his wife, a talented visual designer. The young couple's plan was to build an online business that would allow them to stop taking gigs and have a lifestyle they've got used to. Needless to say that it did not work like that. Dagobert was building the service for a year but them launched it to no one. No sales came. He and his wife were both "not very good at marketing" and in a couple of months when the burned hundreds on Google Ads they were on a verge of despair. Luckily, Dagobert discovered Build in public concept and started sharing his experience on Twitter. The result: $17500 all-time revenue in 10 months.

5 things Dagobert Renouf does while building in public

  1. Sharing mistakes. Most of Dagobert’s “#buildinpublic” tweets are structured as lessons learned after launching his startup to no one. and what did he do after that — I was a founder who launched my startup and waited till they come. And waited. And waited. And then I started doing marketing...
  1. Being entertaining. You don’t have to be boring or academic while building in public. You also don’t have to share every single line of code you’ve written. You can do memes, funny visuals, entertaining stories — everything that will be interesting and sharable.
  1. Being authentic. Build in Public is a great framework for solo founders. It’s not for big teams and brands. Use the biggest competitive and unfair advantage you have — be yourself. No one else can do it better than you.
  1. Don’t sell anything. Build in public is a great for founders who don’t know how to do marketing — moreover, it can substitute a content marketing agency I would have had to hire otherwise. But it only works because there’s no push to buy anything, people follow you and read your content and share it because they like the authenticity. Add a commercial call to action “buy my stuff”, “sign up for my product”, etc. — and this effect will vanish.
  1. Be consistent. Don’t try to “hack the algorithm”, don’t expect results tomorrow. Showing up every day and building connections with people online while sharing your experience is the key.

Like what you’ve read so far in your founder guides? We’ve got more to come

Upcoming guides...

  • Content marketing distribution machine: a full guide for founders
  • Founder guides: create an affiliate program
  • A founder guide to programmatic SEO
Co-founders & Hiring
  • Founder guides on hiring your first employee
  • Outsource effectively
  • How to split up equity
  • Finding a co-founder
  • How to find relevant beta users
  • Prioritize features effectively
  • How to price your product
  • Building a roadmap
Have an idea for the next Wizen Guide or interested in contributing in the next founder guides? Give us a shout at [email protected], we’d love to hear from you.


Meet the team 👋

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Ana Bibikova - @NotechAna
Ana is an Author, Marketing Strategist and a Mentor in the Founder Institute. Ana has 18y of experience in building businesses, growing them to $4M annual revenue.
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Anthony Castrio - @AnthonyCastrio
Anthony is a Software Engineer, Fractional CTO, and the founder of Indie Worldwide, a virtual incubator and social club for bootstrapped founders.