Antoine & William what's your backstory?

William and I worked incredibly hard during our preparatory school years, dedicating two intense years to passing the highly competitive entrance exams for French engineering schools. That effort paid off, and we both earned spots at Mines Nancy, one of France’s top engineering schools. It was there that we met and discovered a shared passion for creating and building.

Our first entrepreneurial ventures were fun and experimental—William’s first mobile app, for example, was a drinking game we played at parties. You can probably guess where our interests lay back then!

But as time went on, our ambitions matured. We both realized that entrepreneurship was what we truly wanted. Neither of us wanted to work for someone else. We wanted to build something of our own and have full control over our ideas and vision.

In 2021, while we were still engineering students with two years left before graduating, we decided to take the leap. We became partners and launched our first company. It was the beginning of an exciting journey, and though it was challenging to balance studies with building a business, it taught us resilience, adaptability, and determination.

What does Cardynale do and how did you come up with the idea?

We started with a simple yet impactful idea: modernizing professional exchanges while putting an end to the waste caused by traditional paper business cards.

We initially called it JustOneCard. The idea was straightforward: instead of printing thousands of paper business cards that often end up lost or outdated, you’d have just one reusable card. This card was made of recycled wood and equipped with NFC technology. By simply tapping it against the back of a phone, you could instantly share all your contact details—no apps, no hassle. It was sustainable, always up-to-date, and left a memorable “wow” impression when meeting someone. However, as we grew, so did the scope of the project. What started as a simple eco-friendly alternative evolved into Cardynale, a comprehensive solution for digital networking.

Today, Cardynale connects thousands of professionals and companies worldwide, offering them an efficient, innovative, and sustainable way to exchange and manage their information. Our mission is to save time, reduce waste, and elevate the networking experience with cutting-edge technology—because, in a fast-paced digital world, your first impression matters more than ever.

‍How did you get your first 10 customers at Cardynale?

In the early days, word-of-mouth was a powerful driver for us. Satisfied customers naturally shared their positive experiences, helping us gain traction without a significant marketing budget.

We also leveraged connections within our network, particularly through an engineering school and an incubator we were part of. These communities gave us access to early adopters, mentorship, and valuable feedback to refine our product and positioning.

By combining the credibility of personal recommendations with the support of an entrepreneurial ecosystem, we managed to build trust and attract a strong base of initial users.

How did you determine if your product or service met the needs of your target customers?

Our journey started with a simple yet innovative product: connected and personalized business cards made exclusively of wood. Initially, we thought focusing on a unique material would be enough to differentiate us, but our customers quickly showed us otherwise.

We began receiving requests for other materials, like metal and PVC, to match diverse needs and preferences. This feedback pushed us to expand our offering, ensuring we could cater to a broader audience without compromising quality or innovation.

The biggest turning point came when customers started asking for more than just the card—they wanted a way to manage their contacts efficiently. This insight led us to develop a dedicated platform and mobile application that made organizing, sharing, and updating contact information seamless.

It wasn’t always a smooth ride, but every challenge was an opportunity to evolve. By listening closely to our users and adapting to their needs, we’ve been able to create a solution that goes beyond the card itself, helping businesses connect and grow in a meaningful way.

How did you acquire your first 100 customers, and which platforms or methods did you use?

We focused on two key strategies to acquire our first 100 customers:

SEO Investment: We prioritized building a strong online presence through SEO. By creating high-quality, optimized content and targeting the right keywords, we attracted organic traffic and connected with potential customers actively searching for solutions like ours.

Business Development: We hired Anna, our business developer, who has been instrumental in driving commercial efforts. Her proactive outreach and relationship-building skills have been key in converting prospects into loyal customers.

What distribution channels did you try that didn’t work?

One of the approaches we tried in the past that didn’t work as expected was a heavy focus on outbound marketing. We invested time and resources into cold emails and LinkedIn outreach. While we did see some results, they weren’t as impactful as we had hoped.

The main challenge we faced was standing out in a crowded space where many businesses were using the same strategies. Despite personalizing our outreach efforts, the response rates were lower than anticipated, and it often felt like we were interrupting rather than engaging.

What we learned from this experience is the importance of aligning outreach strategies with the value we provide. We shifted toward creating more inbound opportunities: investing in content marketing, SEO, and building authentic relationships through community engagement. By doing so, we attracted more qualified leads who were genuinely interested in what we offer.

Outbound can still be effective, but we realized it needs to be part of a balanced strategy and executed with a deep understanding of the audience’s needs.

What percentage of your customers are on the free plan, and why did you offer one?

Currently, we have around 15,000 users in total, with about 250 paying customers—representing roughly 2,500 users. This means around 16% of our users are paying for more advanced features on our SaaS platform.
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We decided to offer a free plan for two key reasons. First, it gives users the chance to create a digital business card for free and experience the value of the product without any upfront commitment. This acts as a low-friction entry point, which is a critical part of our customer acquisition strategy.
Second, we sell one-time NFC business cards—physical cards that users can purchase after creating their digital card. Many free plan users start by designing their digital card and later decide to buy an NFC card for their networking needs. Over time, if they find enough value in using the platform, they often choose to upgrade to a subscription plan for additional features.
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While free plan users do require some support, especially during setup or while exploring the platform, it’s a worthwhile investment. The free plan not only acts as a trial but also introduces people to the broader value of our platform, helping us build trust and a larger user base for future growth.

What % of your customers are French, and where are the others from?

Approximately 90% of our customers are French or belong to the French branches of more global companies. The remaining 10% are spread across other regions, with most located in Belgium, Switzerland and a growing number of individual customers from outside of France.

‍Did you find product market fit and if so how?

We believe we're on the right track to achieving product-market fit. Currently, we're at €6,000 in MRR which represents about 40% of our total revenue. The other 60% comes from the sale of physical NFC cards. which indicates that we're resonating with our target audience. However, we see product-market fit as more of a journey than a fixed milestone.

For us, the key indicator will be increasing the conversion rate from free to paid plans and aligning that growth with our sales of NFC business cards. Once we achieve a stronger balance between these two revenue streams, we’ll feel confident in claiming true product-market fit.

One of the uncertainties we’re still exploring is the scalability of our customer acquisition strategy. As we strengthen and scale our marketing channels, we’re optimistic that we’ll gain even deeper insights into our audience and refine our messaging to solidify our position in the market.

What is your plan for Cardynale in the future?

Our next objectives are straightforward:

• Build in public—truly public and transparent.
• Reach €10,000 in Monthly Recurring Revenue (MRR).
• Become profitable.

What specific tools, software, or resources have been most helpful in growing your business?

Several tools have been essential in growing our business:

• Webflow: Used for managing our CMS and building conversion-focused landing pages.
• Shopify: Helps streamline our e-commerce operations and scale our store efficiently.
• HubSpot: Our CRM of choice, allowing us to track leads, automate follow-ups, and nurture customer relationships.
• Gather and Twist: Keeps our fully remote team connected and ensures smooth communication.
• Slite: Serves as our knowledge base, providing easy access to documented processes and insights.

These resources have been crucial in driving growth and fostering collaboration across the team.

Who are some recommended experts or entrepreneurs to follow for learning how to grow a business?

1. Guillaume Moubeche (Founder of Lemlist)

Guillaume is a fantastic example of a bootstrapped entrepreneur who turned a simple idea into a global SaaS success. Lemlist, his email outreach platform, grew to $10M ARR without any external funding. He shares actionable advice on LinkedIn and YouTube about bootstrapping, product development, and community building. If you're looking to scale sustainably, he's a great source of inspiration.

2. Ben Horowitz (Author of The Hard Thing About Hard Things)

Ben is a co-founder of the VC firm Andreessen Horowitz and one of the most influential voices in the tech world. His book, The Hard Thing About Hard Things, provides deep insights into the realities of building and leading businesses. It’s a must-read for anyone navigating the tough decisions and challenges of entrepreneurship.

3. Alex Hormozi (Founder of Acquisition.com)

Alex is a growth and sales expert who’s built several multi-million-dollar businesses. Known for his practical advice on sales, scaling, and mindset, Alex shares his insights through his book $100M Offers and on platforms like YouTube and Instagram. His no-nonsense approach and focus on value creation make him a great resource for anyone looking to supercharge their revenue strategies.

4. Toinon Georget (Co-founder of Waalaxy)

Toinon is a co-founder of Waalaxy, a LinkedIn automation tool that’s been bootstrapped to success. He’s known for his insights on creating a strong company culture, effective management, and scaling a SaaS product without outside funding. He regularly shares valuable lessons from his own journey, which are especially helpful for founders navigating the early stages of a startup.

How did you make the transition from a side hustle to full-time entrepreneurship?

I started my entrepreneurial journey while I was still a student, managing my studies, which took about 25 hours a week. Balancing both was a challenge, but my excitement for the project kept me going.

For the first six months, I worked intensely—starting at 6 a.m. and wrapping up around 11 p.m., only taking Sundays off to rest. It was exhausting, but incredibly rewarding because I could see the potential of what we were building.

By the time I entered my second year at Mines Nancy, the company was six months old, and I made the decision to take a one-year gap from school to fully dedicate myself to the business. That year was transformative. I focused on building a team and laying a solid foundation for growth.

Two and a half years into this journey, we secured our first funding, which allowed me to start paying myself, even though I was still officially a student. By February 2024, I had arranged for my internship to be with my own company, enabling me to focus entirely on growing the business. Finally, in September 2024, I graduated and relocated to Lisbon to fully embrace this entrepreneurial path.

Advice for founders looking to transition from a side hustle to full-time entrepreneurship:

• Leverage your excitement in the early days. When you're passionate about your idea, it gives you the energy to put in long hours. Use that momentum to build traction early on.
• Find ways to reduce risk. For me, taking a gap year during my studies gave me time to focus without fully stepping away from my education. Consider options like part-time work, sabbaticals, or freelance gigs to give you financial breathing room.
• Build your team and processes early. Having the right people and systems in place makes it easier to scale when you're ready to commit full-time.
• Don't rush—create a plan. Make the leap when you're confident your business can sustain you, or when you've secured enough funding to pay yourself

What drives you to do what you do?

I’m deeply passionate about growth strategies—figuring out how to create a product and bring it to a market that’s still emerging. For me, entrepreneurship is a journey of exploration and innovation, but it’s also deeply personal.

I see entrepreneurship as a form of truth and sincerity toward oneself. To become a better entrepreneur, you have to become a better human. That means growing your skills and competence, but also prioritizing your health, finding balance, and building strong, meaningful relationships.

This journey has taught me to love the process of mastery and to value personal growth just as much as professional success. Entrepreneurship pushes me to be the best version of myself—for my business, my team, and ultimately, for me. It’s a constant challenge, but one that’s incredibly rewarding.

Any quotes you live by?

"Successful people see opportunities in every failure.
Normal people see failure in every opportunity.
They’re both right, only one gets rich."

"The world as we know it was created by people who are no smarter than us."

Any videos you want to add to the story?

Coworking week in Toulouse - COWORKING WEEK CARDYNALE

Web Summit in Lisbon - WEB SUMMIT 2024

Any promotions you would like to add for Founderoo readers?

Use the code FOUNDEROO20 at checkout on our eshop (cardynale.com) to get 20% off your purchase.

It’s the perfect opportunity to discover our NFC-enabled business cards and elevate your networking game while saving some money.

Your links + socials

Antoine Payre LinkedIn

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