Founder: Aaron Beashel
Business: Simul Docs
Revenue/Month: $10K
Founders: 2
Employees: 2
Website: simuldocs.com
Location: Sydney, New South Wales, Australia.
Founded: 2017 

Simul Docs has quietly reshaped how professionals collaborate on Microsoft Word documents, offering a sleek alternative to the clunky process of emailing drafts back and forth. Positioned as a version control and collaboration tool specifically designed for Word users, Simul eliminates the file-naming chaos and disorganized workflows that have long frustrated teams. Its impact is significant: with over 10,000 users in 65 countries and an impressive client roster that includes Microsoft, Disney, and Harvard University, the software is making waves. At $140,000 in annual recurring revenue and doubling each year, Simul is emerging as a powerful player in document collaboration. 

For Co-Founder Aaron Beashel, the journey began with a common frustration: the mess of managing edits on a shared Word document. “When I worked in marketing teams, we’d often have five or six people contributing to a single file,” Beashel recalls. “You’d end up with file names like ‘Final_v3_John’s_Edits_FINALFINAL.docx,’ and no one knew which version was actually the most current.” While Microsoft Word’s Track Changes feature is a useful tool, Beashel notes that it often breaks down under the pressure of multiple contributors. “The more people involved, the harder it gets to untangle who changed what. And if someone accidentally overwrites a version? Game over.” 

Simul’s design tackles these pain points head-on. The platform automates version control, generating a clean, chronological record of every edit made. “It doesn’t matter if you’re offline or working on different versions at the same time,” Beashel explains. “Simul will reconcile all the changes when you’re back online. You never lose track of the document’s history.” Users can see, at a glance, who made which changes and when—no frantic searching or second-guessing required. 

Beyond reducing headaches, Simul adds depth to collaborative workflows. Beashel observed that teams often turn to Word for high-stakes documents—legal contracts, business proposals, academic papers—where precision and accountability are non-negotiable. Yet, he points out, tools like Google Docs, while great for real-time editing, often fall short when it comes to handling Word’s formatting or managing a meticulous audit trail. “Google Docs is a great tool for certain types of collaboration, but if you’re working on a 50-page legal document with strict formatting requirements, it just doesn’t cut it. That’s where Simul really shines.” 

Simul’s focus on solving a specific problem has helped it attract a diverse range of users, from solo freelancers to global corporations. Its functionality is especially critical in fields like law and academia, where accuracy and version control are paramount. “We have users at Harvard University who rely on Simul for their document workflows,” Beashel says. “That’s because they can trust the tool to maintain the integrity of their work. Nothing gets lost, nothing gets overwritten, and every edit is traceable.” 

What sets Simul apart, according to Beashel, is its adaptability to existing workflows. Unlike some tools that require teams to overhaul their processes, Simul integrates seamlessly with Word. “Our goal was to meet users where they already are. People don’t have to learn a whole new way of working—they just do what they’ve always done, but with far less friction.” By blending into the background, the software enhances productivity without interrupting it. 

Beashel emphasizes that simplicity was a key driver in the platform’s design. “We didn’t want to build something bloated with features people wouldn’t use,” he says. “It had to solve the specific problem of version control and collaboration for Word users, and do it really well.” The result is a product that doesn’t try to do everything but instead focuses on doing one thing exceptionally: making teamwork on Word documents seamless and stress-free. 

Simul’s steady growth is a reflection of its resonance with users across industries. Beashel credits the software’s success to its precision in solving a niche problem that, as it turns out, isn’t so niche after all. “If you’ve ever worked with Word documents in a team, you know the pain we’re solving,” he says. “It’s simple, but it’s a problem almost everyone has experienced—and we’re proud to be the ones fixing it.” 

From Hacker News Buzz to Big-Name Partnerships 

Behind every successful product lies a pivotal moment where an idea transitions from a concept into something with undeniable traction. For Simul Docs, this moment came early in its journey. It all started with Ben, the technical co-founder and the mind behind the product’s initial vision. Drawing on his background as a software engineer, he noticed a striking parallel between the inefficiencies in document collaboration and the frustrations developers used to face with managing code changes. Much like Git had transformed version control for developers, he believed the same principles could untangle the chaos of collaborative editing in Word. 

“Developers used to have a mess of issues trying to track changes in code,” Beashel explains. “Then tools like Git came along and made it effortless. Ben saw the same thing happening with Word documents—teams drowning in email attachments and version confusion. That’s where the idea for Simul really started.” 

To bring this vision to life, Ben built an MVP that showcased the essentials: automatic version control, offline compatibility, and a clear history of edits. It was a lean, practical prototype designed to address the exact pain points many Word users faced. Once the MVP was ready, Ben turned to Hacker News, a well-known forum for developers and tech enthusiasts, to test the concept. 

The response was immediate. In less than 48 hours, Simul had skyrocketed to the top of the platform, garnering over 1,000 signups and sparking discussions across the tech community. Beashel remembers the impact of that moment vividly. “It was proof we were onto something,” he says. “The feedback wasn’t just, ‘This is interesting.’ It was, ‘This is solving a real problem I deal with every day.’” 

Among the newfound attention came a surprising email: the Head of Office at Microsoft wanted to discuss the product. While the details of that conversation remain private, the outreach itself sent a clear signal. Simul wasn’t just a clever tool—it was a solution that even industry giants recognized as valuable. “When you’re hearing from someone at Microsoft about a product designed for Word,” Beashel notes, “that’s a pretty good indicator that you’ve hit on a problem worth solving.” 

This early success gave Ben the confidence to quit his day job and commit fully to Simul. But even as the technical foundation of the product grew stronger, there was a gap: someone needed to take the lead on telling the product’s story to the world. That’s when Beashel joined the team as co-founder, taking charge of the go-to-market strategy. 

“Ben had built something incredible, but the question was, how do we get this in front of the right people?” Beashel says. His approach was to craft a narrative that would resonate deeply with Word’s power users—those who relied on it for complex, high-stakes documents where collaboration and accuracy were critical. “It wasn’t just about marketing a tool,” he adds. “It was about showing teams that there was a smarter, better way to work together.” 

The pairing of their skill sets proved to be the ideal formula. While Ben fine-tuned the technical side, Beashel focused on understanding user pain points and ensuring Simul’s messaging addressed them directly. Together, they turned a simple idea into a polished platform, attracting not just individual users but also partnerships with some of the world’s most respected organizations. 

Turning SEO into a Growth Engine 

Every successful startup has its “aha” moment, and for Simul Docs, it began with a blog post. Written by Ben, the technical co-founder, the article titled “Version Control for Microsoft Word” tapped into a surprisingly underserved topic. Though niche, it resonated deeply with a specific audience. The post, optimized with a sharp understanding of search engine algorithms, quickly claimed the top spot on Google. Almost overnight, it began funneling around 1,000 visitors to Simul’s website every month. “That one blog post was our first real breakthrough,” Beashel says. “It was simple, but it proved there was demand for what we were solving—and that people were searching for it.” 

In those early days, this steady flow of organic traffic helped Simul build its initial customer base, serving as a crucial foundation for growth. When Beashel joined, he immediately saw the potential to expand on this momentum. Drawing from his experience with fast-growing software startups, he set out to transform what was a passive acquisition channel into an active, scalable strategy. “The key was doubling down on what was already working—SEO—and turning it into a real marketing engine,” he explains. 

Today, over 95% of Simul’s web traffic comes from organic search, a result of an intentional, highly targeted approach to content creation. Beashel and his team focused on deeply understanding their ideal customers—Word power users—and how they searched for solutions. “Our strategy was simple,” he says. “We needed to own the search terms that mattered most to our audience. If they had a question about Word, we wanted Simul to be the first answer they found.” 

To achieve this, Simul built a sprawling library of content designed to capture search intent. The blog now includes practical “How to” guides addressing common Word-related problems. Titles such as “How to Track Changes in Microsoft Word” and “How to Merge Word Documents Without Losing Formatting” attract users looking for actionable advice, many of whom eventually try Simul for themselves. “It’s all about solving real problems,” Beashel explains. “We’re not just writing to rank on Google—we’re writing to help people.” 

But the content strategy didn’t stop at articles. Simul also created downloadable Word document templates—such as non-disclosure agreements and business proposal templates—that consistently rank for highly specific keywords. Additionally, the team developed free tools, like a Word document comparison utility, which draws users searching for solutions like “Compare Word documents online.” These tools, while simple, offer value upfront and often act as an entry point for prospective customers. 

Beashel credits this multi-layered approach for turning SEO into Simul’s primary growth driver. “We’ve built a system that not only attracts traffic but also converts it,” he says. The results are impressive: Simul’s website now draws over 100,000 visitors per month, almost entirely through unpaid channels. A significant portion of this audience transitions into free trial users, creating a steady pipeline for conversions with minimal marketing spend. 

This emphasis on SEO has allowed Simul to grow sustainably without relying on costly paid advertising. “The beauty of organic search is that once you’ve earned those rankings, the traffic keeps coming,” Beashel notes. “And because we’re offering something of real value—whether it’s a guide, a template, or a free tool—those visitors are more likely to trust us and give the product a try.” 

By turning a single blog post into a cornerstone of their strategy, Simul has proven the power of meeting users where they are—and answering the exact questions they’re asking. “At the end of the day, it’s about being useful,” Beashel says. “If you can genuinely help someone, they’ll remember you. And that’s where growth starts.” 

Building a Business Without Outside Funding 

Behind Simul Docs’ steady growth lies an intentional decision to do things differently. With 10,000 users across 65 countries and annual revenue doubling each year, the company’s success might look, at first glance, like the typical story of a fast-scaling startup. But one thing sets it apart: Simul has achieved all of this without raising a single dollar from investors. Remaining entirely bootstrapped, the company has grown on its own terms, a path that reflects the founders’ commitment to independence and sustainability. 

“It would’ve been easy to take funding,” Beashel says. “Venture capital gives you that instant boost—you can hire faster, market harder, and scale quicker. But with that comes a lot of pressure, and frankly, a loss of control.” For Beashel and his co-founder, that loss of control wasn’t worth the trade-off. By staying bootstrapped, they’ve retained full ownership over every decision, from product direction to the pace of growth. 

This freedom hasn’t always come easily. In the company’s early days, both founders went unpaid for several years, choosing to reinvest every dollar of revenue back into the business. “There were definitely moments when it was tempting to raise money,” Beashel admits. “There’s this narrative in the tech world that if you’re not growing as fast as possible, you’re doing it wrong. But we didn’t want to grow for the sake of growth. We wanted to build something that would last.” 

That philosophy has shaped how Simul operates today. By focusing on long-term sustainability instead of chasing short-term wins, the team has created a company that works for both its users and its founders. “The goal was never to have hundreds of employees or to be in a constant sprint to the next milestone,” Beashel says. “We wanted to build a small, profitable business that gave us the freedom to work on projects we love and live the lives we want.” 

This patient, methodical approach has paid off. Without the demands of venture capitalists or the pressure to deliver immediate returns, Beashel and his co-founder have been able to make decisions with the future in mind. “When you don’t have investors to answer to, you can think five or ten years ahead instead of focusing on what’s going to move the needle this quarter,” he explains. This mindset has helped Simul carve out a niche in a crowded market, attracting a loyal customer base that continues to grow year after year. 

But for Beashel, the benefits of bootstrapping extend beyond financial independence. The founders’ ability to shape their work-life balance has been just as important. “We didn’t want to create a business that consumed us,” he says. “By staying lean and bootstrapped, we’ve been able to build a company that works for us, not the other way around.” This flexibility has allowed the team to focus on projects that excite them and to approach work with a sense of purpose rather than obligation. 

In a tech industry often defined by rapid-fire funding rounds and relentless expansion, Simul’s measured growth tells a different kind of story. For Beashel, success isn’t just about revenue—it’s about building something meaningful, on a foundation that doesn’t crack under pressure. “There’s a lot of value in playing the long game,” he says. “You don’t always see the payoff right away, but when you do, it’s worth it.” 

Planning the Endgame: Building with Purpose 

As Simul Docs continues its upward trajectory, Beashel reflects on the philosophy that has guided the company since day one: begin with the end in mind. For him, success starts with a clear vision, one that’s meticulously defined well before the first milestone is reached. “You can’t just say, ‘I want to build a successful business,’” Beashel says. “You need to know exactly what that success looks like—how big you want to grow, how many people you want to hire, and what kind of life you want to live while running it. Once you’ve got that picture, you can work backwards to figure out the steps to get there.” 

This long-term perspective shaped every decision at Simul, from staying bootstrapped to focusing on sustainable, incremental growth. Beashel credits this mindset with helping him and his co-founder weather the lean early years, a time when neither of them took a salary and every dollar was funneled back into the business. “It wasn’t easy,” he says. “There were definitely times when the sacrifices felt huge, but we knew we were building something that aligned with our values. That made it worth it.” 

For Beashel, the real power of this approach lies in its adaptability. By staying focused on the broader end goal while breaking it into manageable steps, founders can avoid the burnout that often comes with trying to do too much too quickly. “You’re not going to get there all at once,” he says. “But if you can take things one milestone at a time, you’ll look back in a few years and realize how far you’ve come.” 

This clarity also helps ensure that every choice—whether it’s launching a new feature, adjusting pricing, or targeting a specific customer base—serves the overarching vision for the business. For Simul, this meant staying hyper-focused on solving a specific problem for Word users while building a small, profitable company that didn’t compromise the personal lives of its founders. “We always knew we didn’t want to create a massive, high-pressure company,” Beashel explains. “Our goal was to build something meaningful, but also something that gave us the freedom to live the way we wanted. That vision has been our anchor through every decision.” 

Beashel believes this approach isn’t just practical—it’s essential for building something that lasts. “If you don’t know where you’re going, you’ll get pulled in a hundred different directions,” he says. “Having a clear vision keeps you focused, even when things get tough.” 

For entrepreneurs willing to embrace the long game, Beashel emphasizes that the rewards go far beyond financial success. By building with intention and staying true to a defined vision, founders can create companies that thrive not only as businesses but as reflections of their personal values. “At the end of the day, it’s not just about what you build—it’s about how you build it,” he says. “When you do it with purpose, the result is something that feels truly worthwhile.” 

Success Factors: Why Did Simul Docs Succeed? 

• Solving a Specific Pain Point with a Niche Focus: Simul Docs was designed to address a very specific problem—version control and collaboration for Microsoft Word users. By focusing on a targeted pain point that many professionals experience, the product immediately resonated with its audience. Instead of trying to be a generic collaboration tool, Simul honed in on the needs of Word’s power users, such as lawyers, academics, and enterprise teams handling complex documents. 

• Bootstrapped and Intentional Growth: The decision to remain entirely bootstrapped gave the founders full control over the company’s direction. Without external funding pressures, they were able to prioritize sustainability, profitability, and long-term growth over rapid scaling. This disciplined, patient approach ensured that every decision aligned with their broader vision for the company and their personal goals. 

• An Effective SEO Strategy: Simul’s growth was largely fueled by a robust inbound marketing engine powered by SEO. By creating high-quality, highly specific content—such as “How to” guides, downloadable templates, and free tools tailored to Word users—they attracted a steady stream of high-intent traffic. The ability to rank for valuable search terms has driven over 100,000 visitors to their site each month and continues to serve as their primary customer acquisition channel. 

• A Strong Founding Partnership: The partnership between the technical co-founder, who built the product, and Beashel, who spearheaded marketing and sales, created a balanced foundation for the business. Each founder brought complementary skill sets to the table, with one focused on technical excellence and the other ensuring the product reached and resonated with its target audience. 

• Customer-Centric Product Design: Simul’s design directly addressed the needs and workflows of its users. Features such as automatic version control, offline compatibility, and clear edit tracking were built to eliminate the common frustrations of Word collaboration. By meeting users where they were and integrating seamlessly into existing workflows, Simul became a tool that solved problems without requiring behavior changes. 

• Leveraging Early Validation: The early success of their MVP, which gained traction through Hacker News, gave the founders confidence in their product and helped them establish initial credibility. Positive feedback from tech enthusiasts, including interest from the Head of Office at Microsoft, served as early validation and motivation to fully commit to the business. 

• Long-Term Thinking and Vision: The founders were clear about their ultimate goal from the start. Instead of chasing aggressive growth or massive scale, they envisioned a small, profitable company that supported both their users and their personal lifestyles. This long-term perspective allowed them to prioritize steady progress and incremental milestones, creating a sustainable business model. 

• Providing Value Beyond the Core Product: Through free tools, templates, and content, Simul went beyond simply selling software. They offered resources that provided genuine value to potential customers, building trust and credibility while fostering user loyalty. This strategy helped position Simul as more than just a product—it became a go-to resource for Word users. 

• Resilience and Sacrifice in Early Stages: The willingness to go unpaid for years and reinvest all revenue back into the business demonstrated the founders’ commitment to their vision. This resilience ensured the company had the runway to grow sustainably, even without outside funding. 

• Alignment of Personal and Business Values: The founders built a company that reflected their personal priorities—freedom, balance, and purposeful work. This alignment between business and personal goals ensured they stayed energized and motivated to grow Simul in a way that worked for them, rather than succumbing to external pressures. 

Key Lessons to Learn 

1. Solve a Real, Specific Problem: Simul’s success is rooted in addressing a clear pain point: the chaos of version control and collaboration in Microsoft Word. The company didn’t try to be everything to everyone; it focused on a narrow but critical problem that had been overlooked. Lesson: Start by identifying a specific, tangible problem and create a solution tailored to the needs of your target audience. Niche markets often have big opportunities if you solve a pain point effectively. 

2. Focus on Long-Term Vision, Not Immediate Rewards: From the outset, the founders of Simul were clear about their ultimate goal: a small, profitable, and sustainable business. This clarity helped them resist short-term temptations, like taking on external funding, and instead focus on incremental, sustainable growth. Lesson: Define what success looks like for you—whether it’s financial independence, personal fulfillment, or creating a small, impactful company. Work backwards from that vision and stay disciplined, even when it’s tempting to deviate. 

3. Bootstrapping Can Be a Strength: By choosing to remain bootstrapped, the founders retained full control over their decisions and avoided the high-pressure growth demands that come with venture capital. While it required personal sacrifice in the early years, the approach allowed them to focus on building a business that worked for them. Lesson: Bootstrapping isn’t just a financial decision; it’s a strategic one. It can give you the freedom to grow on your own terms, align your business with your personal goals, and build something with long-term staying power. 

4. Leverage SEO and Content Marketing for Scalable Growth: Simul’s SEO strategy transformed a single blog post into a powerful acquisition channel. By creating high-value content (guides, templates, and tools) that matched their users’ search queries, they attracted consistent, cost-effective traffic that converted into customers. Lesson: Content marketing, when paired with strong SEO, can be one of the most cost-efficient and scalable ways to grow a business. Understand your customers’ pain points and search behaviors, then create content that provides genuine value. 

5. Early Validation Matters: Simul’s initial MVP gained traction through a Hacker News post, which not only drove early signups but also attracted attention from influential figures, like the Head of Office at Microsoft. This early recognition gave the founders confidence in their idea and direction. Lesson: Don’t wait for perfection—launch early with a minimum viable product to test the market. Validation from real users, even in small numbers, can provide critical feedback, credibility, and momentum. 

6. Patience and Sacrifice Pay Off: Both founders went unpaid for years, reinvesting all revenue back into the business to sustain growth. They understood that building something meaningful takes time and were willing to forgo short-term comforts for long-term success. Lesson: Entrepreneurship requires resilience and a willingness to sacrifice in the short term. Be prepared for lean periods, and stay focused on the bigger picture. 

7. Complementary Skill Sets Are Crucial in a Founding Team: Simul’s co-founders had distinct but complementary strengths: one was focused on technical product development, while the other brought expertise in marketing and sales. Together, they were able to build a product that worked and a strategy that resonated with users. Lesson: Find a co-founder or team with skills that balance your own. The right combination of technical and business expertise can help you execute your vision effectively. 

8. Own Your Niche: Instead of competing head-to-head with broader collaboration tools like Google Docs, Simul stayed focused on Microsoft Word users, particularly those who work on complex, high-stakes documents. This specialization allowed them to carve out a space where their product was indispensable. Lesson: You don’t have to dominate a massive market to succeed. Focus on serving a specific audience exceptionally well, and you’ll build loyalty and differentiation. 

9. Build Around User Needs, Not Trends: Simul’s design was built to integrate seamlessly into existing Word workflows, solving users’ problems without requiring them to change their habits. This focus on functionality and ease of use made it an essential tool for its target market. Lesson: Instead of chasing trends or flashy features, prioritize solving your customers’ actual pain points. Tools that genuinely make life easier will win trust and adoption. 

10. Simplicity Scales: Rather than trying to do everything, Simul focused on doing one thing exceptionally well: version control and collaboration for Word documents. This laser focus made their offering both effective and scalable. Lesson: Don’t overcomplicate your product or business. Narrowing your focus can make it easier to deliver value, scale your offering, and build a strong reputation in your market. 

11. Think Beyond the Product: Simul didn’t just sell software; it positioned itself as a go-to resource for Word users by offering free tools, downloadable templates, and helpful content. This added value built trust and loyalty among potential customers. Lesson: Providing value outside of your core product can deepen relationships with your audience and attract new customers organically. It’s not just about selling; it’s about serving your audience. 

12. Success Isn’t Just Financial: The founders intentionally built Simul to align with their personal values, prioritizing work-life balance and flexibility. This alignment ensured they could stay energized and focused without burning out. Lesson: Define success on your terms. Building a business that supports your personal goals and values can be just as rewarding as financial growth. 

Opportunity Matrix 

Founder Background 

The co-founders brought complementary skills: Ben, a software engineer, had technical expertise and experience in solving version control challenges for developers, while Aaron Beashel had extensive experience in marketing and sales from working at fast-scaling software startups. 

Problem Identification 

The founders identified the pain point of chaotic version control and collaboration in Microsoft Word documents, which led to inefficiencies, overwritten edits, and confusion among team members. Existing tools like Google Docs lacked Word’s formatting precision, leaving Word users underserved. 

Market Opportunity 

The collaboration market for Word users is vast, as Word remains the dominant tool for high-stakes documents in industries like law, academia, and enterprise. Over 10,000 users in 65 countries, including clients like Microsoft, Disney, and Harvard, validate the demand for specialized solutions like Simul Docs. 

Competitive Landscape 

Competition included general collaboration tools like Google Docs and basic version control features in Microsoft Word itself. However, Simul targeted a niche audience (Word power users) and specialized in features these alternatives lacked, such as offline work, detailed audit trails, and automatic version consolidation. 

Market Research 

Initial research included identifying parallels between document collaboration and version control in software development. Validation came from early feedback via Hacker News and subsequent market demand shown by SEO traffic and user signups, confirming the need for a focused solution. 

Business Model 

A SaaS subscription model with annual recurring revenue of $140,000 (doubling year over year). Users can start with a free trial and convert into paying customers. Simul focuses on keeping acquisition costs low through organic inbound strategies. 

Initial Capital 

The company was entirely bootstrapped, with no external funding. The founders went unpaid for several years and reinvested all revenue back into the business. 

Product/Service Development 

Simul Docs began as a minimum viable product (MVP) that automated version control, tracked detailed edit histories, and allowed offline collaboration. The product evolved based on user feedback and a focus on delivering a frictionless experience for Word users. 

Marketing Strategy 

Heavily focused on SEO and content marketing. Simul created niche blog posts, Word-related “How to” guides, downloadable templates, and free tools like a Word document comparison utility. These efforts drove organic traffic, with over 95% of website visitors coming from search engines. 

Milestones 

• MVP launch and validation via Hacker News 

• Reached 1,000 users through early SEO efforts 

• Gained traction with notable clients like Microsoft and Harvard 

• Achieved $140,000 ARR, doubling revenue year-over-year 

• Attracted over 100,000 monthly website visitors through organic traffic. 

Scalability 

Simul’s SaaS model and automated inbound marketing engine make it highly scalable. SEO strategies ensure ongoing traffic and lead generation without significant increases in marketing spend. The product’s niche focus positions it as indispensable for its target audience, further supporting scalability. 

Potential Risks and Challenges 

• Reliance on SEO for customer acquisition makes the business vulnerable to changes in Google’s algorithms 

• The niche focus on Word users could limit the overall market size 

• Competition from larger platforms like Microsoft and Google adding similar features poses a long-term threat. 

Key Performance Indicators/Metrics 

• Monthly recurring revenue (MRR) and annual recurring revenue (ARR) 

• Website traffic from organic search (100,000+ visitors/month) 

• Conversion rate from free trials to paid customers 

• Customer retention rate and churn 

• Growth in active user base (10,000+ users across 65 countries).