"The URL shortener market is saturated."
I've heard this a hundred times. Bitly, TinyURL, Rebrandly, Short.io... why would anyone build another one?
Here's why I'm building [jo4.io](https://jo4.io) anyway.
## The Market Reality
Yes, Bitly exists. They're also:
- **Expensive** - Premium pricing for basic features, enterprise tiers cost 10x+ more
- **Enterprise-focused** - Overkill for creators and small businesses
- **Slow to innovate** - Same features for years
There's a massive gap between "free tier with ads" and "enterprise pricing."
## My Target Customer
Not enterprises. Not marketing agencies with huge budgets.
**Creators and small businesses who:**
- Share links on social media daily
- Want to know what's working
- Don't want to pay Bitly prices
- Need a simple API for automation
Think: YouTubers, newsletter writers, indie hackers, small e-commerce stores.
## The Differentiators
### 1. Generous Free Tier
Most of my users will never pay. That's fine. They'll tell others.
### 2. Simple, Fast Analytics
Click counts, referrers, geo data. No 47-tab analytics dashboard.
### 3. Developer-First API
Create links programmatically. Every feature available via API.
### 4. Fair Pricing
Pro and Enterprise tiers priced at ~50-60% less than major competitors.
### 5. Bio Links (Link-in-Bio)
Everyone has an Instagram/TikTok bio. One link to rule them all.
## The Business Model
**Freemium + Usage-Based:**
- Free: 30 links/month, 1 month analytics retention, 1 API key
- Pro: 500 links/month, 6 months analytics, 5 custom domains, 10 API keys
- Enterprise: Unlimited everything, 12 months analytics, team features
Target: A few hundred Pro + a handful of Enterprise customers for sustainable MRR.
Is that life-changing money? No. Is it a solid indie business? Yes.
## Why It's Not Crazy
1. **Low CAC** - SEO + content marketing. People search "URL shortener" constantly
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