AI SaaS · Pricing · Growth
Two AI platforms, one very stubborn margin problem.
Matesub is a public subtitling SaaS. Matedub is the internal dubbing engine behind it, built on synthetic and cloned voices. I owned strategy, pricing, growth and the generative roadmap for both.
- ARR sustained
- ~€100kARR sustained
- new users per month
- +10knew users per month
- organic traffic in 4 months
- +200%organic traffic in 4 months
- languages shipped
- 150+languages shipped
AI subtitling and dubbing, priced to survive its own inference costs
01
Role
Product Manager for both platforms, coordinating cross-functional work across Engineering, AI, UX/UI, Growth and Marketing, and owner of quality and delivery on top of that.
- Owned the product lifecycle of both Matesub and Matedub
- Owned the SEO strategy for Matesub, from keyword research to optimized landing pages
- Analysed competitors on pricing, features and positioning to find product gaps
- Redesigned the pricing model using internal costs, LTV, channel rate, elasticity tests and user interviews
- Created detailed product flows in Miro and worked with designers on the experience
- Introduced bulk subtitle shifting and custom video start offsets in Matesub
- Worked with AI engineers on generative rewriting, lengthening and shortening of dubbing segments
- Supported the integration of synthetic voices and voice cloning
- Coordinated the migration from Elastic Transcoder to AWS, including testing and cross-team communication
- Tested new features and ensured stability across 150+ newly added languages
- Ran regression testing during the backend migration and major releases
02
Project
Matesub is a public-facing SaaS platform that lets creators, companies and professionals automatically generate, edit and synchronize subtitles with AI. Matedub is the internal dubbing platform for high-quality multilingual audio, built on synthetic voices and voice cloning. Together they streamline localization workflows and support thousands of localized audio and video outputs.
As Product Manager for both, my role was to guide their strategic evolution, improve the user experience and expand market positioning. Matesub, as a public product, needed a strong acquisition strategy, a refined pricing structure and new features for professional and casual users alike. Matedub, as an internal platform, focused on supporting internal dubbing pipelines and enabling high-quality AI-driven audio generation.
The first major area of work was competitor analysis. I examined pricing models, per-minute charges, subscription tiers, free limitations and user journeys to understand positioning and spot opportunities. Based on that research I redesigned the pricing structure by combining internal generation costs, usage data, user interviews and perceived value. The resulting model introduced annual plans and more flexible minute-based structures.
03
SEO
A major challenge for Matesub was its lack of organic visibility. I ran a large-scale keyword study covering thousands of search combinations across subtitles, languages and audiovisual workflows, then created optimized landing pages for the strongest clusters. This significantly expanded Matesub's organic reach.
- audio to text
- subtitle generator
- video to subtitles
- language-specific subtitle combinations
04
Product features
For Matesub I introduced editor features including bulk subtitle shifting: users select subtitles by index or time range and move them forward or backward by a chosen number of seconds. I also introduced custom video start offsets, so a video can start from a specific point instead of minute zero.
For Matedub I collaborated with AI engineers on generative features that let users lengthen, shorten or rewrite dubbing lines. The platform also incorporated synthetic voices and voice cloning.
05
Technical delivery
A major milestone was the backend migration from Elastic Transcoder to AWS, which required coordination across multiple teams, careful planning, testing and constant communication. I also supported custom enterprise features by translating client requirements into product specifications.
06
Results
- +200% organic traffic in 4 months
- 10k+ new users per month
- Increased conversion rate after the pricing redesign
- Improved retention through new features and UX improvements
- Reduced operational costs after the AWS migration
- 150+ new languages
- AI-powered dubbing workflows
Takeaways
- 01
Built a complete SEO strategy for a public SaaS product.
- 02
Redesigned pricing using market research, internal data and user interviews.
- 03
Coordinated a complex backend migration.
- 04
Integrated generative AI into subtitle and dubbing workflows.
- 05
Improved subtitle editing through advanced workflow features.
- 06
Contributed to AI-powered dubbing using synthetic and cloned voices.
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