Acquired: The Story of Webflow with Vlad Magdalin
Authors: Ben Gilbert, David Senra, Ben Gilbert, David Senra
Overview
Hello listeners, and welcome to Acquired, the podcast about technology acquisitions. I’m your co-host, Ben Gilbert, here with my partner in crime, David Senra. We’ve taken a unique approach with this episode, distilling a fascinating conversation with Vlad Magdalin, CEO of Webflow, rather than covering a particular acquisition. This story is about the winding path of building a startup from concept to success. It’s about the iterative process, perseverance, and recognizing the right opportunity at the right time.
This episode is perfect for founders, aspiring founders, product managers, and anyone passionate about the evolution of the software development landscape. Vlad’s journey with Webflow highlights the often-overlooked aspects of a founder’s journey: resilience in the face of setbacks, flexibility in adapting to a changing market, and recognizing the opportune moments to capitalize. In the fast-paced world of tech, it’s easy to get caught up in the hype cycle. Webflow’s story reminds us of the importance of long-term vision. Vlad’s dedication to direct manipulation on the web, coupled with the timing of improved browser capabilities, led to their success.
This interview is particularly relevant in today’s SaaS landscape and the burgeoning no-code movement. Webflow has cleverly positioned itself in the ‘code-optional’ space, empowering a new class of visual developers while not alienating those who appreciate the flexibility of code. This approach underscores the value of offering a broader range of tools and catering to a diverse skill set, a trend mirrored by the rise of platforms like Notion, Airtable, and Figma.
Vlad’s experience brings an important perspective to the conversation surrounding the democratization of software development. His insights around profitability, bootstrapping, and choosing the right investors highlight a path less traveled in Silicon Valley, and one that’s becoming increasingly accessible due to the no-code movement. The ability to build a business without needing to raise massive amounts of capital empowers a broader range of entrepreneurs, as Vlad’s own experience demonstrates.
The story of Webflow offers a refreshing take on the challenges and triumphs of entrepreneurship, providing valuable takeaways for anyone navigating the startup landscape. It’s not just about building a product, but building a company for the long haul, recognizing the evolving demands of the market, and having the courage to stay true to your vision.
Book Outline
Essential Questions
1. How did your initial vision for Webflow evolve, and what key insights shaped its development?
My initial vision for Webflow stemmed from a desire to automate the tedious aspects of web development. Having witnessed the high costs associated with custom CMS builds during my internship, I realized the potential to streamline the process. My early attempts focused on back-end automation, influenced by the emergence of Ruby on Rails. However, my perspective shifted after encountering Bret Victor’s work on direct manipulation. This sparked the idea of applying this principle to web design, enabling users to interact directly with the visual elements of a website, eliminating the need for intermediary code. This approach was further reinforced by advancements in browser technology, which made it feasible to build a truly interactive web-based design tool. This combination of direct manipulation and improved browser capabilities enabled the creation of a WYSIWYG editor that respected the core principles of web development, using CSS, Flexbox, and Grid as its foundation. The evolution from back-end automation to visual design reflects a key realization: the true value of Webflow lay in empowering designers to create websites without the limitations of traditional WYSIWYG editors.
2. What key factors contributed to Webflow’s success in a competitive market?
Webflow’s success can be attributed to several factors. Firstly, its timing aligned perfectly with advancements in browser capabilities, making complex web-based applications like Webflow feasible. Secondly, our focus on direct manipulation differentiated us from traditional WYSIWYG editors, which often produced bloated and inefficient code. By embracing the core principles of web development, Webflow empowers designers to work directly with CSS and other web standards. Thirdly, our “code-optional” approach caters to a broader audience, from designers who prefer a visual interface to developers who require the flexibility of custom code. This has allowed us to build a thriving ecosystem around Webflow, with designers creating and selling templates and developers building plugins. Lastly, our decision to prioritize profitability early on allowed us to control our destiny and focus on building a product that truly served our users. This long-term vision has been instrumental in our success.
3. How does Webflow relate to the ‘no-code’ movement, and what is your approach to bridging the gap between visual development and traditional coding?
Webflow is not simply a “no-code” tool, but rather a “code-optional” platform. This distinction is crucial because it acknowledges the limitations of purely visual development and the ongoing need for custom code in certain situations. While we strive to empower designers to build websites without writing code, we also recognize that some projects require the flexibility and power that only code can provide. Our approach to the “no-code” movement is to gradually expand the capabilities of Webflow to minimize the need for custom code, while simultaneously building a plugin ecosystem that allows developers to create reusable components and integrations. This approach aims to democratize web development, enabling a much larger audience to create and launch web applications, without entirely replacing the role of developers.
4. How did the decision to prioritize profitability impact Webflow’s trajectory and long-term vision?
The decision to prioritize profitability was crucial for Webflow’s early survival and long-term vision. When initial growth wasn’t sufficient to attract traditional Series A funding, we focused on achieving default alive status. This meant operating lean, growing strategically, and focusing on customer needs rather than investor expectations. This allowed us to control our product roadmap and avoid the pressure to pursue enterprise deals that could have diverted us from our mission of democratizing web development. It also allowed us to attract the right investors, like Accel, who shared our long-term vision and understood the potential of Webflow as a platform. This patience and focus on building a sustainable business proved essential for long-term success.
Key Takeaways
1. Prioritize iteration and shipping over perfection.
Webflow’s success wasn’t built on a perfect product launched years after development. It was a series of iterations, starting with a simple landing page builder and gradually adding features based on user needs and technological advancements. The initial product was far from perfect, but it provided enough value to attract early adopters. This iterative approach allowed them to gather feedback, adapt to the market, and build a loyal following. This lesson applies to any product development process, especially in the rapidly evolving field of AI, where agility and adaptation are essential.
Practical Application:
When developing an AI product, prioritize building a minimum viable product (MVP) and iterating based on user feedback. Don’t get bogged down in perfecting every feature before launch. Focus on core functionality that delivers value to early adopters and gather data to inform future development. This approach aligns with the lean startup methodology and allows for faster learning and adaptation.
2. Embrace the power of direct manipulation.
Direct manipulation was the core principle that set Webflow apart. Instead of generating code behind the scenes and hoping it matched the user’s intent, Webflow allowed users to manipulate the elements of a website directly, giving them unprecedented control and a more intuitive design experience. This resonated with designers who were frustrated with the limitations of traditional WYSIWYG editors. For AI product engineers, the takeaway is to prioritize user experience and empower users through intuitive interfaces that abstract away underlying complexities.
Practical Application:
When designing an AI product, consider how direct manipulation can empower users to achieve desired outcomes without needing to understand complex algorithms or code. For instance, a user interface could allow users to train a machine learning model by simply dragging and dropping data sets, rather than writing code. This approach makes AI more accessible and user-friendly, empowering a wider range of users to leverage its power.
3. Embrace a “code-optional” approach.
Webflow strategically positioned itself as “code-optional,” recognizing the diverse needs of its users. While prioritizing visual development, it also allowed for custom code integration, catering to both designers and developers. This approach not only broadened their appeal but also fostered a thriving community of contributors, building templates, plugins, and extensions. This strategy can be applied to AI products by offering both visual interfaces and developer-friendly tools, thereby maximizing accessibility and extensibility.
Practical Application:
When building an AI product, consider how you can cater to both technical and non-technical users. Offer a visual interface for those who prefer a no-code experience, while simultaneously providing APIs and integration options for developers who want to extend the product’s functionality. This expands your potential user base and fosters a thriving ecosystem around your product, similar to how Webflow’s plugin marketplace empowers both designers and developers.
1. Prioritize iteration and shipping over perfection.
Webflow’s success wasn’t built on a perfect product launched years after development. It was a series of iterations, starting with a simple landing page builder and gradually adding features based on user needs and technological advancements. The initial product was far from perfect, but it provided enough value to attract early adopters. This iterative approach allowed them to gather feedback, adapt to the market, and build a loyal following. This lesson applies to any product development process, especially in the rapidly evolving field of AI, where agility and adaptation are essential.
Practical Application:
When developing an AI product, prioritize building a minimum viable product (MVP) and iterating based on user feedback. Don’t get bogged down in perfecting every feature before launch. Focus on core functionality that delivers value to early adopters and gather data to inform future development. This approach aligns with the lean startup methodology and allows for faster learning and adaptation.
2. Embrace the power of direct manipulation.
Direct manipulation was the core principle that set Webflow apart. Instead of generating code behind the scenes and hoping it matched the user’s intent, Webflow allowed users to manipulate the elements of a website directly, giving them unprecedented control and a more intuitive design experience. This resonated with designers who were frustrated with the limitations of traditional WYSIWYG editors. For AI product engineers, the takeaway is to prioritize user experience and empower users through intuitive interfaces that abstract away underlying complexities.
Practical Application:
When designing an AI product, consider how direct manipulation can empower users to achieve desired outcomes without needing to understand complex algorithms or code. For instance, a user interface could allow users to train a machine learning model by simply dragging and dropping data sets, rather than writing code. This approach makes AI more accessible and user-friendly, empowering a wider range of users to leverage its power.
3. Embrace a “code-optional” approach.
Webflow strategically positioned itself as “code-optional,” recognizing the diverse needs of its users. While prioritizing visual development, it also allowed for custom code integration, catering to both designers and developers. This approach not only broadened their appeal but also fostered a thriving community of contributors, building templates, plugins, and extensions. This strategy can be applied to AI products by offering both visual interfaces and developer-friendly tools, thereby maximizing accessibility and extensibility.
Practical Application:
When building an AI product, consider how you can cater to both technical and non-technical users. Offer a visual interface for those who prefer a no-code experience, while simultaneously providing APIs and integration options for developers who want to extend the product’s functionality. This expands your potential user base and fosters a thriving ecosystem around your product, similar to how Webflow’s plugin marketplace empowers both designers and developers.
Memorable Quotes
Introduction. 0
Webflow has been an amazing answer to provide the ease of use of a graphical user interface while still being an enormously powerful tool.
Early Stages. 0
The original insight was not like a design tool that generates this stuff, but almost like a visual logic builder for Ruby on Rails.
Trademark Troubles. 0
We got totally discouraged. We went back to the drawing board, started looking for new names… for this version called Markdup.
The Spark. 0
I saw this video called ‘Inventing on Principle’ from this guy Bret Victor, and he was all about direct manipulation… Immediately the next day, I put in my notice and said, ‘I’m starting Webflow.’
Direct Manipulation. 0
Webflow is the very first application that said, ‘Okay, here are the core primitives. You have styles, you have classes, you have CSS abstractions…’
Introduction. 0
Webflow has been an amazing answer to provide the ease of use of a graphical user interface while still being an enormously powerful tool.
Early Stages. 0
The original insight was not like a design tool that generates this stuff, but almost like a visual logic builder for Ruby on Rails.
Trademark Troubles. 0
We got totally discouraged. We went back to the drawing board, started looking for new names… for this version called Markdup.
The Spark. 0
I saw this video called ‘Inventing on Principle’ from this guy Bret Victor, and he was all about direct manipulation… Immediately the next day, I put in my notice and said, ‘I’m starting Webflow.’
Direct Manipulation. 0
Webflow is the very first application that said, ‘Okay, here are the core primitives. You have styles, you have classes, you have CSS abstractions…’
Comparative Analysis
Webflow’s story, while unique, shares parallels with other SaaS companies like Shopify and Squarespace. All three began by addressing a specific market need within the broader website creation landscape. Shopify tackled e-commerce, Squarespace focused on user-friendly website building, and Webflow honed in on the professional designer who craved more control and flexibility. However, Webflow distinguishes itself through its “code-optional” approach, bridging the gap between visual development and traditional coding. This resonates with the broader “no-code” movement, exemplified by tools like Zapier and Airtable, which empower non-programmers to build software solutions. Unlike purely “no-code” platforms, Webflow’s ability to incorporate custom code provides a level of extensibility that appeals to developers, setting it apart from competitors. This blended approach positions Webflow uniquely to cater to a wider range of users, from solopreneurs to growing businesses. It also aligns with the rise of design-focused development tools like Figma, blurring the lines between design and engineering. While each of these companies occupies a distinct niche, they collectively represent a shift towards more accessible and user-friendly software creation.
Reflection
Webflow’s journey provides a compelling case study for several key trends in modern software development. The emphasis on direct manipulation, the rise of the no-code/low-code movement, and the potential for web-based applications to rival traditional software are all reflected in their story. While the narrative presented is largely positive, a degree of skepticism is warranted. The long-term viability of the “code-optional” approach, and the extent to which it can truly democratize software development, remains to be seen. Furthermore, the competitive landscape is constantly shifting, and Webflow’s current success doesn’t guarantee future dominance. However, their focus on empowering creators and their commitment to iterating based on user needs positions them well for continued growth. Webflow’s story is a valuable lesson in recognizing opportunity, adapting to change, and persevering through challenges. It reminds us that sometimes, the most impactful innovations arise from addressing seemingly mundane problems.
Flashcards
What are the key factors that contributed to Webflow’s success?
Direct manipulation, improved browser capabilities, “code-optional” approach, focus on profitability, strong community.
What is Webflow?
A design tool that allows users to build websites visually, without writing code, while still adhering to web standards like HTML, CSS, and JavaScript.
Is Webflow a “no-code” or “low-code” platform?
Code-optional. It allows for custom code when needed but prioritizes visual development.
How did Webflow’s approach to funding differ from traditional Silicon Valley startups?
By focusing on profitability early on, they retained control over their product roadmap and attracted investors aligned with their long-term vision.
What are Webflow ‘collections’?
Collections are Webflow’s flexible content management system, allowing users to create custom databases and dynamic content.
What is the future direction of Webflow development?
Webflow is positioning itself as a platform for building web applications, not just websites, by adding features like user authentication and visual logic.
What inspired the final iteration of Webflow’s focus on direct manipulation?
Bret Victor’s “Inventing on Principle” video.
What are the key factors that contributed to Webflow’s success?
Direct manipulation, improved browser capabilities, “code-optional” approach, focus on profitability, strong community.
What is Webflow?
A design tool that allows users to build websites visually, without writing code, while still adhering to web standards like HTML, CSS, and JavaScript.
Is Webflow a “no-code” or “low-code” platform?
Code-optional. It allows for custom code when needed but prioritizes visual development.
How did Webflow’s approach to funding differ from traditional Silicon Valley startups?
By focusing on profitability early on, they retained control over their product roadmap and attracted investors aligned with their long-term vision.
What are Webflow ‘collections’?
Collections are Webflow’s flexible content management system, allowing users to create custom databases and dynamic content.
What is the future direction of Webflow development?
Webflow is positioning itself as a platform for building web applications, not just websites, by adding features like user authentication and visual logic.
What inspired the final iteration of Webflow’s focus on direct manipulation?
Bret Victor’s “Inventing on Principle” video.