The Road to a €1M ARR Product (Book)

👋 Hi friend, I'm Stefano — Redokun co-founder ($125K MRR). Connect with me on LinkedIn.

A Step-by-Step Playbook for Small Teams Who Can't Afford to Build the Wrong Thing

This is the book I wish I had when I started building Redokun. It would've saved me years of guessing and helped us move faster with more confidence.

You'll get the most out of this if you've already shipped something and have a few users. But even if you're just starting, you'll see exactly how we built from nothing, including the MRR numbers at every stage so you know where we were when we faced each challenge.

I know what it's like to feel stuck:

In our first year, we sold fewer than 30 plans. Then crickets for weeks. By year 4, we were still under €200k/year—barely sustainable. We were a small team, bootstrapped, trying to grow a B2B SaaS without a clear product strategy. We had traction but no direction.

Why you should trust this framework:

When Paolo and I started in 2016, we didn't know what we were doing. We lived in our childhood bedrooms in a small Italian village. We couldn't even speak English well, we used to write customer emails together in a shared Google Doc, line by line.

I kept a piece of paper next to my computer with prepared answers for sales calls. I had to drive 25 minutes to Paolo's house just to take video calls because my parents' internet wasn't strong enough.

We were completely unprepared. And yet, we built a company that now makes $125K/month.

This book is how we did it.

It's a practical playbook that shows how we went from scattered ideas and fuzzy goals to a clear, focused strategy, and used it to grow from €30k to €100k MRR in under 3 years, after almost 7 years of barely surviving.

Inside, you'll find the exact process we followed (including interviews, frameworks, and tools) to make better product decisions.

It's made for small teams who can't afford to build the wrong thing.

If you're a founder, solo PM, or builder trying to move from "what should we build next?" to "here's what matters most"—this is for you.

What readers are saying:

💬 "I would love to share it with SaaS founders I talk to daily, because it contains actionable concrete steps to gain clarity on your own product and build a decision map to focus on what really matters."

— Salvatore Olivieri, Software Engineer

What makes this different:

Most product advice assumes you have a $5M budget, a Head of Product, and endless time to experiment. This framework was built in the real world by a bootstrapped team that had to make every decision count.

Real examples from our journey:

Before: We built a dashboard feature because it looked good on our pricing page. Result? Nobody used it.

After: We used the Decision Map to connect every idea to a real KPI and user problem. We stopped wasting time on features that didn't matter.

Before: Our blog got 250,000 visitors per month, but almost none converted. We had traffic but no direction.

After: We used the ICP framework to understand who we were really building for. Conversion tripled.

You'll learn how to:

• Stop guessing and start deciding with confidence
• Connect product work to real business outcomes
• Build a strategy that fits your team's reality
• Turn chaos into a plan you can stand behind

If you've ever felt like you're building in the dark, I hope this book helps you see more clearly.

— Stefano Bernardi
Co-founder of Redokun ($125K MRR)