Publishing content as a team: why we built our own tool for it
Two years of publishing almost daily, and nobody on the team could say who had posted this week. The story behind Groowth, the tool we built to fix it.
The problem: we published a lot, everyone on their own
We spent two years publishing almost every day. And still, nobody at Figue could answer one simple question: who posted this week?
At Figue, we build in public. It is a deliberate choice, not a marketing pose. The newsletter is past 1,000 subscribers. The podcast has around 500 subscribers on YouTube, and a similar audience across social. We post on LinkedIn, on YouTube, on X. Every founder has their own account, their own tone, their own rhythm.
Content is our first acquisition channel. But as soon as several people feed it, it becomes invisible to the team feeding it. Nobody sees the collective effort. Nobody sees the gap when someone drops off for three weeks. Groowth came out of that frustration, exactly like our other products: a need we lived ourselves, every day.
What breaks the moment more than one person publishes
Publishing alone is a discipline problem. Publishing with five people is an organisation problem. The two have nothing in common, and most tools on the market only address the first. Here are the three leaks we found at home, by looking honestly at why our content months were so uneven.
subscribers to the Figue newsletter, fed by the same content effort as the podcast and the three founders' personal accounts.
Figue internal figures, August 2026.
Leak 1: nobody looks at the same board
Everyone knows their own numbers. Nobody knows the team's. The result: you cannot tell whether the month was good, only whether your own month was good. Steering an acquisition channel like that is flying blind while believing you have data.
Leak 2: consistency rests entirely on motivation
A team that publishes hard in January publishes little in March. It is not a willpower problem, it is a signal problem. Nothing catches the drop off, because the drop off is invisible. By the time you notice, the channel has been dark for six weeks and the lead flow has followed.
Leak 3: statistics live in four different apps
TikTok has its studio, Instagram has its own, YouTube has its own, LinkedIn has its own. Consolidating a month of performance by hand is an hour of copy paste into a spreadsheet. Nobody does it two months in a row. We never held it longer than two months either.
These three leaks have one thing in common: none of them is solved by more discipline. They are solved by visibility. That observation defined the scope of the product.
What we built: one board for every account
Groowth starts from a deliberately simple idea: plug all the team's accounts into the same place, and count.
Each person connects their TikTok, Instagram, YouTube and LinkedIn accounts. The tool pulls posts and audience, then puts them into one global view: how many posts this week, what combined audience, who is up to date, who dropped off. Nobody installs an extension, nobody fills a spreadsheet, nobody declares anything. If the team has to enter data by hand, the tool is dead before it is useful.
The product is live at groowth.io, with three accounts free forever. That is enough for a small team to test the mechanic over a full month before paying anything. We set that limit high on purpose: if the mechanic does not hold over a complete month, it will not hold after a payment either.
The real mechanic: a race, not a dashboard
A dashboard gets opened once, then forgotten. We have built enough of them to know. What made it stick internally is the game side, and it is the only part of the product that was not obvious to design.
Three building blocks. One lane per person, so everyone's effort is readable without a humiliating leaderboard. A streak to keep alive, because nobody wants to be the one who breaks a 21 day run in front of the whole team. A shared target, so the collective wins over individual performance and the top performer has no reason to keep their methods to themselves.
“Consistency does not come from discipline. It comes from someone noticing the day you stop.”
These rules did not come out of a design workshop. They came out of six months of internal use, during which we removed everything the team was not opening. What remains is a smaller product than the one we first imagined, and it gets used every day.
Who it is for
We built Groowth for ourselves. Showing it around, three profiles came back with exactly the same problem, for different reasons.
| Criterion | Multi network creator | Team that publishes | Social media agency |
|---|---|---|---|
| The real problem | Four apps, no overall view | Nobody sees the collective effort | Manual client reporting every month |
| What the race adds | A personal streak to hold | A team target and readable lanes | Tracking per account and per client |
| Time actually saved | End of the monthly copy paste | No check in report to prepare | Consolidated numbers with no spreadsheet |
| What it does not replace | The scheduling tool | The editorial line | The client relationship |
The agency case surprised us. We were aiming at internal teams, and marketing agencies showed up: they run several clients' accounts and spend a day a month rebuilding reports. Same need, different scale.
The pattern: an internal tool that turns into a product
Groowth is not our first tool born from an internal need. ReactIn followed exactly the same path: a problem we lived, a tool hacked together for ourselves, then people around us asking for access. The difference between an internal tool and a product is not code quality, it is the moment an outsider insists on using it.
The upside of that path is simple: you cannot lie to yourself about quality. You are the first user, every day, and every friction you let through, you suffer the next morning. It makes scoping far more honest than a backlog full of assumptions.
The downside is real too: a tool shaped for three founders who publish a lot is not automatically right for a fifteen person agency. That is the work in progress, and it happens with the first users, not against them.
To go further, we have written up how we build a SaaS go-to-market plan, what sits in our daily tool stack, and where to draw the line between an MVP and a V1.
Frequently asked questions
What we get asked most about Groowth and about tracking content as a team.
Related articles
“With AI, I can finally afford my dream project”: what really changed about the price of an app
A quote that killed a project five years ago no longer describes what building costs. What AI actually made cheaper, what it did not, and the real 2026 budget.
Vendor or partner: how to choose who builds your software
Every vendor says the same thing. What separates a partner from a mere executor is the incentive. Seven questions and a few signals to tell them apart.
Having your first business software built when you are not technical
You know your trade, not software. Here are the reference points a non-technical owner lacks: your real edge, the three traps, and how to de-risk before coding.
Your spec describes a V1, not an MVP: how to scope it right
Most specs describe a V1, not an MVP. Here is a method to reread your own document and separate what produces proof from what only produces comfort.
What is a product studio? Definition, model and pricing
Product studio: the word is everywhere, the definition nowhere. Here is what the model really covers, how it works, what it costs and who it fits.
Publishing your app to the App Store and Play Store
Your developer accounts exist and your build runs: here is how to submit your app to the App Store and Play Store, step by step, without getting rejected.
How to integrate AI into your business: a practical, honest guide
Everyone tells you to do AI, without saying where or for what gain. Here is where AI truly creates value in a small business, concrete use cases, custom vs no-code, costs, ROI and the mistakes to avoid.
Fractional CTO: what it is, when to bring one in, and how to choose
A product taking off, a small team, and no one to arbitrate the technical choices that will shape the next five years. A fractional CTO fills that gap without the cost of a full-time hire. When to bring one in, what they really do, how much it costs.
SaaS go-to-market plan: the first 8 weeks to win your first customers
A clean product that will not sell is almost always a go-to-market problem, not a tech one. Here is a concrete 8 week plan: positioning, channels, pricing, growth loop. Founder to founder.
No-code or custom: how to choose when launching your first product
No-code to move fast, or custom to do it right? The real question is not the camp, it is the moment. Here is the grid to decide when you already have an audience or traction.
Tech as a Service: senior engineering reinforcement to ship 3x faster
You have a technical team but a velocity bottleneck? Plug-and-play senior reinforcement lets you hit deadlines without hiring. Here is how, and when to use it.
ReactIn: from side project to full LinkedIn outreach tool
How an internal LinkedIn prospecting tool became a $6K MRR bootstrapped SaaS, with zero paid advertising or fundraising.
We tripled our prices: the real pivot behind our design offer
How we went from a $2K/month design subscription to a $6K+ premium product studio. Fewer clients, 3x revenue per client, better quality.
Our best SaaS tools (and how we actually use them)
The complete stack of a product studio building SaaS products: dev, design, growth and ops. Real tools, real costs, real lessons after 3 years.
Bootstrap vs fundraising, freelance vs agency, solo vs co-founders: our founder choices
3 dilemmas that define your startup trajectory. A look back at our choices at Figue, with real numbers and hard-won lessons.
Product studio vs traditional agency: why it changes everything
Agencies optimise for volume. Product studios optimise for outcomes. Here's why that makes all the difference for your project.