From AI-Forms to Cancel-Forms: How we are niching down - Building in Public

Elevator pitch: Juttu.co helps SaaS teams reduce subscription churn with AI-personalized cancel-flows.

Why I’m Sharing This

I’m writing this for fellow founders/builders/PMs who are juggling too many opportunities and wondering when to pivot versus when to niche down. If any of this sounds familiar, read on I guess.

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Snapshot of the Road So Far

• v0 – “Continuous Product Discovery”

  • Built a B2B Product Discovery tool.

  • Landed paying customers, but their teams didn’t feel enough pain to champion it internally.

  • Lesson: first traction ≠ deep problem fit. Look for urgency not curiosity. Especially if you are working on an AI product.

• v1 – AI Surveys (first Juttu pivot)

  • One LinkedIn post → hundreds of trial sign-ups, constant word-of-mouth inbound.

  • Problem: Our ideal users (PMs & UXR folks) want quantitative reports/CSV files, while Juttu generated qualitative insights.

  • Competitors like ListenLabs doubled down on the qualitative part (interviews) that path didn’t feel natural to us.

• v2 – AI-Personalized Cancel-Flows (today)

  • Same underlying tech, but super-focused on subscription churn.

  • Early calls show a sharp pain: “how do we keep revenue we’ve already earned?”, “We should do something about churn!”, “So far we dealt with cancellations manually but it’s a lot of work”

(here is a screenshot of what users get to see once they’ve implemented the cancel flow. just so you can imagine what we’re talking about)

But now towards what i’ve learned.

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3 Lessons I Keep Re-Learning

1. Pivoting ≠ Flailing

   • A pivot is only a “dead end” if you stay half-committed.

   • Each version sharpened my understanding of who feels the pain deepest.

2. Choose a Problem, Not a Solution

   • Starting with “AI surveys” was sexy tech; starting with “stop churn” is a survival-level problem. As in people care

   • The tech remains, but the framing changed everything—especially in sales calls.

3. Go All-In (Until You Change Your Mind)

   • I’m publicly betting on the European Churnkey alternative.

   • If data disproves this thesis, I’ll change direction loudly and quickly. Silence helps no one.

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How I’m Executing the Current Bet

• Niche definition

  • SaaS & subscription companies with 3–30 % monthly churn.

  • Self-service plan available (pricing < 500$ a month)

  • Starting with EU based companies

• Proof plan

  1. Ship a live cancel-flow demo inside two weeks.

  2. Interview ten CRO/Product Managers or CX team leads focused on retention

  3. Convert three to pilot customers within 30 days.

What’s Next

• Build out the adaptive flow logic.

• Publish the first teardown of an anonymized customer’s churn data.

• Share every “no” I get along the way - because the rejections teach faster than the wins.

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Ask Me Anything

If you want to nerd out about stuff like this → My DMs are open.

If you know someone who is looking into reducing subscription churn … lmk! Would love to see if what we’ve built is a fit.

Niko

pivot fast but also commit.

I guess that’s the interesting duality I’m learning about …