I get asked this a lot: "How are you launching SaaS solo across multiple products?"
Fair question. I run Marvanova, a London-based AI agency and product studio. I've shipped Lucuma, PostLift, SEN Letters UK, dunlin Scout and dunlin Radar, with Graft'd in beta. All as a solo founder.
No team. No co-founder. No full-time hires.
This post is the real workflow. Not the polished version. The one that actually works when you're building, selling, and supporting products on your own.
The Core Stack: Tools That Do The Heavy Lifting
Launching SaaS solo means you need tools that multiply your output without multiplying your workload.
Here's what I actually use daily:
Development: Cursor (AI-assisted coding), Supabase (backend and auth), Vercel (hosting). I write less code than you'd think. I spend more time on prompts and architecture than syntax.
Design: Figma for wireframes, v0.dev for UI generation, Tailwind for styling. I'm not a designer. I don't try to be. I use systems that make decent design achievable.
Automation: Make.com connects everything. Stripe to email. Form submissions to CRM. Support tickets to Slack. If I'm doing something manually more than twice, I automate it.
Customer Support: Crisp for live chat. Notion for docs and knowledge base. Loom for video replies when text won't cut it.
The goal isn't to use the fanciest tools. It's to use tools that let you ship fast and support customers without burning out.
My Daily Workflow: What Actually Happens
People romanticise the solo founder life. It's not all building in coffee shops.
Here's my real daily structure.
Morning (7am to 10am): Customer support first. I clear Crisp messages, reply to emails, check Stripe for failed payments or refund requests. If a customer is stuck, everything else waits.
Mid-morning (10am to 1pm): Building time. This is protected. No meetings. No Slack. I work on one product at a time, whichever one is currently active.
I use AI heavily here. Cursor writes boilerplate. ChatGPT helps me think through feature logic. I'm the architect. The AI is the builder.
Afternoon (2pm to 5pm): Marketing and outreach. I write content for LinkedIn, respond to DMs, update product pages, run small paid ads tests. This is where products get discovered.
Evening (6pm to 8pm): Admin and planning. I review metrics in Stripe and Google Analytics. I check what's working and what's not. I plan tomorrow's build.
I don't work weekends unless I'm in a launch sprint. Sustainability matters more than speed when you're launching SaaS solo.
How I Prioritise Across Multiple Products
You can't give equal attention to every product. That's a fast track to nothing shipping.
I use a simple system: Active, Maintained, Paused.
Active: One product gets the bulk of my build time. That's where new features, UX improvements, and marketing effort go.
Maintained: Products like SEN Letters UK and PostLift get support and small updates. They're live and they work, but they're not the focus.
Paused: Ideas or MVPs that aren't getting traction. I don't kill them. I just don't feed them time until I see a reason to.
I revisit this quarterly. When the active product reaches a stable point, another one takes the slot.
This keeps me from context-switching into uselessness.
The Biggest Mistake I Made (And Fixed)
Early on, I tried to launch everything at once.
I'd work on one product in the morning, a second in the afternoon, and squeeze in a third at night. I thought I was being productive.
I wasn't. I was treading water.
Nothing got deep attention. Features were half-baked. Marketing was scattered. I was busy but not effective.
The fix was simple: one active product at a time. Give it 8 to 12 weeks of focus. Ship it to a usable state. Then move to the next.
Now products actually launch. And they launch in a state I'm not embarrassed by.
Automation: The Only Way To Scale Solo
If you're launching SaaS solo and you're not automating, you're choosing pain.
Here's what I automate at Marvanova:
Onboarding emails: New Stripe customers trigger a welcome sequence in Loops. No manual sending.
Support triage: Common questions get auto-replies in Crisp with links to docs. Only complex stuff reaches me.
Feedback collection: When someone stops using a product, a one-question survey goes out asking why. The answers land in a sheet I read on Fridays.
Recurring admin: Backups, renewals, invoices and reminders all run on a schedule. None of it sits in my head waiting for me to remember it.
Every one of those started as something I did by hand. Each one I hand over to a machine is time back for building or marketing.
When (And How) I Outsource
I'm solo, but I'm not stupid. Some things shouldn't be DIY.
I outsource in three situations:
When it's outside my skill set and would take too long to learn. Example: I hired a UK tax accountant. I could learn HMRC rules, or I could pay someone who already knows them.
When it's repetitive and low-value. Example: I use a VA for podcast guest research and outreach. I give them a brief, they send me a shortlist.
When speed matters more than cost. Example: I paid a legal writer to draft terms of service for one of the products. I could've done it myself in a week. They did it in two days.
I don't outsource core product decisions, customer relationships, or marketing strategy. Those stay with me.
Portfolio Reality: What Running Several Products Costs You
Most posts about launching SaaS solo skip the dull part: what it actually costs to keep several products alive at once.
I don't mean money. I mean attention.
Every product you keep running carries a standing cost. Hosting. Support. Dependency updates. The space it takes up in your head on a week when something else is on fire.
So the question is never just "can I build this?". It is "can I still be looking after this in a year, on my own, on a bad week?".
That is the filter I use now. If a product can't survive me ignoring it for a fortnight, it isn't finished. Each one is a bet. Some will work. Some won't.
Solo doesn't mean small. It means intentional.
Why I'm Still Solo (And When That Might Change)
People ask if I'll hire. The answer is: eventually, but not yet.
Right now, staying solo gives me speed. I don't need alignment meetings. I don't need to explain decisions. I ship when I'm ready.
It also keeps costs low. No payroll means more runway. More runway means I can afford to build products that take time to find product-market fit.
But there's a ceiling. At some point, support volume or build complexity will outpace what one person can handle. When that happens, I'll hire.
For now, launching SaaS solo is working. And I'm not changing what works.
The Real Workflow: Build, Ship, Support, Repeat
Here's the truth about launching SaaS solo.
It's not glamorous. It's not fast. It's not easy.
But it's possible. You don't need a team to ship real products that solve real problems.
You need focus. You need tools that multiply your output. You need to automate relentlessly. And you need to be okay with imperfect.
Perfect products don't exist. Shipped products do.
If you're building solo or thinking about it, my advice is simple: pick one product, give it 12 weeks, and ship it. Then do it again.
That's the workflow. That's how Marvanova works. That's how you get from an idea to something live, without a team.
Questions about launching SaaS solo? Email me at hello@marvanova.com. I reply to everything.