How Alex Turnbull Aims for $10M with Helpy Using a Bootstrapped Playbook

Overview

Alex Turnbull built Groove into a $5 million annual customer support platform without taking investor dollars. Now he’s launched Helpy, an AI-powered assistant that plugs into any helpdesk system. His goal: double Groove’s current run rate and hit $10 million in yearly revenue. Turnbull’s method is simple: self-fund, stay lean, talk to hundreds of prospects, and share every step of the journey publicly.

From Idea to Groove

Back in 2009, Turnbull was using Zendesk at a prior startup and drew sketches for a cleaner interface that hid ticket numbers and simplified workflows. After selling his first company for $15 million, he invested $350 thousand of his own capital to build Groove. He had zero certainty anyone would buy, but over 12 years Groove grew to $5 million in annual revenue by focusing on ease of use and customer feedback.

Introducing Helpy

Helpy isn’t a full helpdesk—it’s an AI assistant that weaves into existing tools via APIs. It drafts replies, suggests templates, and auto-tag tickets. Turnbull set a goal of 500 customer interviews before launch and has already held 150. This early validation guides feature design and ensures Helpy addresses real pain points.

Why He Doesn’t Take Investors

Turnbull avoids venture funding to keep decision-making agile and maintain a profit-first mindset. Without outside capital, he scales at a sustainable pace, prioritizing what customers actually need. He credits the Entrepreneurial Operating System (EOS) with helping him stay organized and accountable.

Marketing Without Ads

Rather than paid channels, Turnbull publishes daily LinkedIn updates on Helpy’s progress, from product decisions to code challenges. His earlier “Journey to $100K” blog series on Groove earned features in over 100 publications without a dime spent. This transparent approach builds trust and drives organic traction.

Handling Self-Doubt

Even seasoned founders face imposter syndrome. Turnbull advises gathering “proof of work”: research your idea, analyze data, run customer calls, and seek critiques. Small wins and clear metrics make it harder to question your path.

Practical Tips for New Founders

His five-step launch method: identify 100 ideal prospects, conduct discovery calls, build a minimum viable feature, iterate quickly on feedback, and share each milestone publicly. He stresses patience and daily progress over chasing viral growth.

Balancing Ambition and Life

Rather than burnout, Turnbull aims for peace of mind alongside growth. He works intensively four and a half days per week, stops at noon on Friday, and reserves weekends for family and rest. For Helpy, he’s set an ambitious $10M target but pledges to pursue it sustainably.

Conclusion

Alex Turnbull’s playbook shows that thoughtful bootstrapping, radical transparency, and disciplined operations can rival heavily funded competitors. By self-funding, focusing on customer validation, and public storytelling, you can build a profitable SaaS business that scales on your terms.