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Stashpad Docs Homepage

Pivoting and Positioning Stashpad Docs
for Success

The launch of Stashpad Docs was a remarkable success. We received notable media coverage, secured the #9 spot on Product Hunt, and experienced a surge in user acquisition.

🎞️ Overview

Stashpad is a minimal Google Docs alternative with markdown support and no account required. 

From November 2023 to March 2024, I worked as a Product Marketing and Growth Consultant for Stashpad. My mission was to orchestrate a successful transition from their note-taking app to Stashpad Docs, a powerful, minimalist Google Docs alternative. My mission was not only to guide this transformation but also to engineer a successful launch capable of generating traction and securing attention within a highly competitive landscape.

I worked closely with Stashpad's founders, Cara (CEO) and Theo (CTO), to shape a compelling narrative around Stashpad Docs.

🦸🏻‍♀️ Role

My responsibilities included:

  • Crafting the launch narrative: I conducted a deep dive into Stashpad's history, goals, and existing marketing efforts. Collaborating with the founders, I analyzed their customer discovery insights, and together with market and competitor insights, I used this to pinpoint their ideal user persona. This helped us develop a powerful messaging framework that resonated strongly with this persona.

  • Refining market positioning: By emphasizing its simplicity, speed, and developer-focus, we strategically positioned Stashpad Docs as a less cluttered alternative to Google Docs.

  • Designing a compelling landing page: I created the structure and content for a new landing page, ensuring it clearly communicated Stashpad Docs's value proposition and resonated with our target audience. Visual elements were used strategically to further convey the product's minimalistic nature.

  • Product Hunt launch: I spearheaded the entire Product Hunt launch process. This included meticulous planning, copywriting, cultivating community support, and ensuring a strong presence throughout launch day.

🚩 Main challenge

The collaborative document space is notoriously competitive. Our main challenge was to effectively break through the noise and capture the attention of our target audience. With limited resources and Stashpad's relatively small existing user base, we needed to maximize awareness and amplify the launch to make a significant impact. 

To tackle this challenge, I focused on these strategies:


  • Differentiating messaging: We positioned Stashpad Docs as the "minimal Google Docs alternative with markdown support and no account required,” giving developers a familiar reference point while emphasizing our key advantages.

  • High-impact launch platform: Choosing Product Hunt gave us instant access to a large, engaged audience of tech-savvy early adopters - precisely the type of users likely to appreciate Stashpad Docs.


"We started working with Mariana right as we were pivoting our product and she helped us put our marketing foundations in place and successfully launch to our first 15K users. We only worked together for a few months but she had a huge impact on our business. "

Cara Marin
CEO & Co-Founder at Stashpad

🏆 Results

The launch of Stashpad Docs was a huge success, exceeding our initial expectations:

  • Stashpad Docs received notable attention from outlets like TechCrunch, amplifying our brand awareness.

  • We secured the #9 spot on Product Hunt's daily rankings and were featured in their newsletter, driving additional traffic.

  • This visibility surge resulted in 22k docs created, 14k searches, and 3.2k docs shared. These metrics substantially exceeded initial projections and showcased the immediate value proposition of Stashpad Docs.

Hi 👋

I'm Mariana Racasan.

I’m a product marketer with over 12 years of marketing experience in crafting impactful messaging and devising go-to-market strategies.

I excel at helping early-stage tech startups identify their target audience, speak to them like actual humans, and drive growth with messaging strategy.

Mariana Racasan Team.jpeg
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