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The SaaS That Ate Its Own Dog Food
How a 6-person Santa Barbara studio built a project management tool that actually works.
Most SaaS companies build products for others; Pelago built Intervals because they couldn't find a tool that actually worked for their own web development agency. This is the story of a tool that solved its own creator's problems first, then turned into a business.
"They didn't build Intervals to compete with Asana or Jira. They built it because the existing tools failed at the specific pain points of creative agencies."
The Santa Barbara Origin Story
Pelago isn't a typical SaaS startup. It's a design studio that accidentally built a product. Based in Santa Barbara with just 6 employees, they generate $400K annually from a tool that was born out of necessity. The company's DNA is creative agency first, product company second—a rare combination that shows in Intervals' focus on visual project tracking and time management.
The 'Stealth' Growth Strategy
With only 1,977 monthly visits and a global rank of ~9.6M, Pelago's growth strategy is intentionally low-volume but high-conversion. Their traffic is split almost evenly between direct (40%) and organic search (37%), suggesting a loyal, returning user base rather than viral growth. This isn't a VC-backed rocket ship; it's a sustainable, bootstrapped business that prioritizes retention over acquisition.
The tech stack reveals their priorities: Bootstrap and DaisyUI for a clean, accessible UI; PWA for offline functionality; and HubSpot for managing customer relationships. They're not chasing the latest JavaScript frameworks—they're building something that works reliably for agencies who need to track time and projects without friction.
- Built by creatives, for creatives—Intervals solves the specific workflow challenges of design and development agencies
- Bootstrapped sustainability—$400K revenue with a 6-person team suggests healthy margins and efficient operations
- Low-volume, high-intent traffic—1,977 monthly visits with 40% direct traffic indicates strong product-market fit with a niche audience
- Dogfooding at its finest—Pelago still uses Intervals to manage their own projects, creating a continuous feedback loop
The Quiet Giant of Agency Tools
While competitors chase unicorn valuations, Pelago has built something more valuable: a sustainable business that solves real problems for a specific community. In a world of feature-bloated project management software, Intervals proves that sometimes the best product is the one you built for yourself.
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Pelago | Creator of Intervals Software - Time, Tasks & Projects
Pelago is the Santa Barbara, CA based creator of Intervals Software. Intervals was developed to solve Pelago's challenges managing and tracking web development projects. Learn more about Pelago's history and the development and expansion of Intervals.
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About pelagodesign.com
Pelago is the Santa Barbara, CA based creator of Intervals Software. Intervals was developed to solve Pelago's challenges managing and tracking web development projects. Learn more about Pelago's history and the development and expansion of Intervals.
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pelagodesign.com uses 7 technologies across their website including HubSpot, Google Tag Manager, Google Analytics, Twitter Cards, PWA, and more.
Marketing Automation
HubSpot
Analytics & Marketing
Google Tag Manager, Google Analytics
Web Standards
Twitter Cards, PWA
UI Libraries
DaisyUI
CSS Frameworks
Bootstrap
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pelagodesign.com receives approximately 2.0K monthly visitors and ranks #9,649,979 globally. The website has a bounce rate of 36% with visitors viewing an average of 1.1 pages per visit. Users spend an average of 0:00 on the site.
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