The Story of a Side Project — Dimer

This is how we shipped our first ever SaaS side-project in 6 weeks while working full-time at Kayako

So, what is Dimer?

Dimer is an app that makes it easier for you to publish your documentation, with a distraction-free writing experience and beautiful, handcrafted themes.

This is how it begins

From late 2015, Harminder and I have been working together at Kayako on projects like Kayako Messenger, a public marketplace, and developer portal. Also, we’re putting in our free time on side projects like AdonisJs and Edge.

Our approach

We kicked off our product in the first week of March, aiming for baseline requirements for our first public beta, and an extremely tight scope of what Dimer does and provides. Inspired by Kayako’s 6 week cycle approach, we divided our 6 weeks time into two phases:

  1. Phase 1 — Research and planning (Two weeks)
  2. Phase 2 — Design and development (Four weeks)

Phase 1 — Research and planning

Two weeks of planning. Below are the key areas we focused on during planning phase:

  1. The problems — We started by clearly defining and documenting the problems we’ll be solving.
  2. Target market — Selecting potential target customers allowed us to focus on baseline requirements of product and overall value proposition.
  3. Documentation — Detailed documents of what we are building and why, which includes a list of each feature we’ll be shipping in beta. Next to each feature, detailed spec sheet for the feature.
  4. Roadmap — Define and zero-down the roadmap for next 6 months of Dimer.
  5. Announcement — On March 14th a statement made to the public on Medium, DN, and Twitter.
  6. Landing page — With above announcement we launched the signup page for our potential customers to subscribe and track the progress.
  7. Task lists (or priority list) — We created few lists that counterbalanced the design and development requirements, the things we aimed to complete in next phase.

Phase 2 — Design and development

Below are the key areas we focused on during the 2nd phase of the cycle.

  1. Dimer positioning — covers branding, basic website and content strategy for Dimer brand.
  2. Dimer default theme — One major element of our product, we tried to get it right before launch.
  3. User signup and login flow
  4. Dimer CLIs, and very basic dashboard for onboarding our users.
  5. Use cases, FAQ’s, syntax guides, error pages, transactional emails, launch email and marketing visuals are few other requirements for beta we covered roughly during this phase.


We decided to launch Dimer on May 1st, and we chose Product Hunt to kick it off.

Things we learned

  1. Start by documenting problems you’re going to solve — really helpful!
  2. Keep it minimal — As stated earlier. We have thousands of ideas to make Dimer one of the best products to publish documentation online. But, it is very important to stick to bare minimum, improve and ship everyday.
  3. Prioritize your tasks first — So that you’re satisfying all baseline requirements.
  4. Having an extremely tight scope — is essential to focus the small amount of time we have to devote in right areas.
  5. Ask for feedback as early on as possible.
  6. Ship. Iterate. Ship.

Fun facts

  • Somehow our launch on Product Hunt has ended up at #2 of the day!
  • We forgot to post about beta launch on our Twitter.
  • Notion and Slack are the only productivity apps we used.

Special thanks



A terribly slow writer.

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