In this exchange, Lou’s co-founder and CEO, Rachel Pardue, lucidly recounts the mechanics of building a self-serve engine, aided by continuous customer research and an evolving grasp of the freemium model.

Check it out to learn more bout her journey as well as her lessons for fellow founder: "My biggest advice for the early days at a startup is to experiment relentlessly until you find what works. In my opinion, the biggest risk as an early stage VC backed startup is wasted time."