Pulley Organic Growth Opportunities

Create a dedicated page for every major venture-backed company, reverse-engineering their funding history to model a plausible cap table. Each page would visualize the dilution, option pool changes, and ownership structure over time, with an interactive Pulley embed to tweak the model.

Example Keywords

• "Stripe cap table 2024"
• "Figma series C share price"
• "OpenAI dilution history"
• "Databricks employee equity percent"

Rationale

This play captures extremely high-intent search traffic from founders, investors, and potential employees who are researching competitor or benchmark companies. By providing uniquely modeled cap tables at an unprecedented scale, Pulley establishes itself as the definitive authority on startup equity structure, attracting high-value backlinks and users.

Topical Authority

Pulley's core business is cap table management. Modeling the cap tables of the world's most well-known startups is a direct and powerful demonstration of their expertise. This play would create an unparalleled library of content that no competitor currently offers, solidifying Pulley's topical authority in the space.

Internal Data Sources

Leverage Pulley's existing SEC Form D ingestion pipeline, its internal scenario-modeling micro-service for generating plausible cap tables, and anonymized benchmarks from companies with similar characteristics (ARR/valuation) to add depth and accuracy to the models.

Estimated Number of Pages

25,000+

For every major tech exit, create a detailed page reconstructing the liquidation preference waterfall to show who got what. These pages would visualize the preference stack, estimate payouts per share class, and calculate the tax implications for employees, serving as a historical library of exit outcomes.

Example Keywords

• "WhatsApp acquisition shareholder payout"
• "GitHub IPO waterfall analysis"
• "Netskope exit participating preferred example"
• "who made money on Fitbit acquisition"

Rationale

Founders, investors, and employees are intensely curious about the financial outcomes of acquisitions and IPOs. By demystifying the complex waterfall process for thousands of real-world exits, Pulley can attract a massive audience and generate significant high-quality backlinks from journalists, finance bloggers, and educators.

Topical Authority

This play directly showcases the power and utility of Pulley's waterfall modeling product feature. Creating the largest public repository of exit analyses demonstrates a deep, practical understanding of liquidation events, establishing Pulley as the go-to resource for understanding exit mechanics.

Internal Data Sources

Utilize Pulley’s waterfall calculator micro-service, its existing parser for SEC S-1 and S-4 filings to gather funding and exit data, and a historical stock price lookup API to value the transactions accurately.

Estimated Number of Pages

10,000+

Build dynamic dashboards, rendered as static pages, that compare after-tax cash compensation against projected equity value for every tech role, adjusted for local cost-of-living. The pages would feature an interactive simulator and a one-click import to model a personal offer in Pulley.

Example Keywords

• "equity vs salary Seattle senior engineer"
• "Austin seed-stage startup compensation"
• "Berlin startup equity calculator"
• "Series B product manager salary plus stock"

Rationale

This strategy targets a massive, high-value audience of tech talent—a key constituency for startups—who are making critical career decisions. By providing a unique tool that leverages proprietary data, Pulley can capture this audience at a moment of high intent and funnel them directly into its product.

Topical Authority

While Pulley has authority with founders, this play expands its authority to employees and job candidates. Using proprietary offer letter and cap table data that competitors don't expose positions Pulley as the most reliable source for total compensation data in the startup ecosystem.

Internal Data Sources

Combine data from Pulley's anonymized offer letter database (salary and equity grants), its cap table benchmarks categorized by company stage, and external cost-of-living data sourced via an AirOps API integration.

Estimated Number of Pages

6,000+

Create a dedicated page for every major crypto token that visualizes its tokenomics and vesting schedule. Each page would parse on-chain data to show team vs. investor allocations, vesting cliffs, and a real-time unlock countdown, with a CTA to model the distribution in Pulley's crypto product.

Example Keywords

• "ARB token vesting schedule"
• "APT token unlock dates"
• "OP circulating supply curve"
• "DAO treasury allocation MATIC"

Rationale

This play is a bold move into the high-value crypto vertical, where Pulley already has a product but minimal SEO presence. The information is highly sought after by investors and community members, and using public on-chain data allows for the creation of auto-updating, highly accurate pages that competitors in the traditional equity space cannot easily replicate.

Topical Authority

By becoming the most comprehensive resource for token vesting and distribution data, Pulley can establish dominant topical authority in the Web3 equity niche. This directly supports and drives leads for its token management products, differentiating it from competitors like Carta.

Internal Data Sources

Leverage Pulley’s token-distribution product module for visualization templates, connect to on-chain analytics data stored in Snowflake or queried via Dune/BigQuery, and use partner dashboards (e.g., Messari CSV exports) for supplementary data.

Estimated Number of Pages

10,000+

Generate benchmark reports that combine industry (e.g., AI, Biotech, FinTech) with region (e.g., Bay Area, NYC, Berlin) to show key fundraising metrics. Each page would display median seed/Series A valuations, typical option pool sizes, and average SAFE discount rates based on proprietary data.

Example Keywords

• "AI startup seed valuation 2024"
• "Berlin fintech option pool size"
• "biotech series A dilution average"
• "NYC SaaS pre-money valuation"

Rationale

This play answers one of the most fundamental questions every founder and early-stage investor has: "What's a normal valuation for a company like mine?" By providing answers based on proprietary, real-world data, Pulley can capture extremely high-intent traffic and establish itself as a source of truth for fundraising norms.

Topical Authority

Pulley's access to live fundraising and cap table data across thousands of companies gives it a unique and defensible data advantage. Publishing these benchmarks proves its expertise and authority, as the insights are proprietary and cannot be easily replicated by competitors or generic content farms.

Internal Data Sources

Utilize aggregated and anonymized cap table and fundraising round statistics tagged by NAICS code and HQ location, data from 409A valuation reports with industry classifications, and user-submitted SAFE and priced-round data.

Estimated Number of Pages

1,000+

Improvements Summary

Expand and optimize core product and comparison pages targeting high-intent keywords like 'cap table management software' and 'carta competitors.' Strengthen on-page SEO, add structured data, and improve internal linking to move key pages from page 2 to top 5 rankings.

Improvements Details

Increase word count and depth on the /products/cap-table-management page, add detailed comparison tables, FAQs, and interactive assets. Refresh and expand competitor and best-of guides with updated data, feature matrices, and lead magnets. Implement keyword-rich meta titles, structured FAQ schema, and cross-link all related guides and comparison pages using targeted anchor text.

Improvements Rationale

Current pages are thin and lack comprehensive keyword coverage, while competitors rank higher with long-form, structured content. By addressing keyword gaps, improving content depth, and strengthening internal links, the site can capture more high-intent traffic and improve rankings for valuable queries. These changes are expected to increase organic visitors and drive more conversions from founders actively searching for cap table management tools.