Funnel teardown: Vercel (Frontend cloud and hosting)
Founder(s): Guillermo Rauch and team

Vercel's funnel runs through Next.js. The hosting is the product; the framework is the acquisition channel; the developer community is the distribution.

TL;DR: Vercel's funnel works because Vercel maintains Next.js, which makes Next.js documentation, examples, and community content effectively a permanent acquisition channel for Vercel hosting. The lesson for indie founders: owning the canonical reference for a tool in your category creates compounding distribution that paid acquisition cannot match.

What they sell: A frontend cloud platform with hosting, serverless functions, edge networking, and platform services (AI Gateway, Blob, Edge Config) for modern web apps.
Who it's for: Developers, startups, and enterprises building modern web applications, particularly those using Next.js or React.
Pricing: Hobby tier free (no commercial use); Pro ~$20/user/mo plus metered overages; Enterprise custom (verified 2026-05-17).

Hook pattern: Framework-coupled-hosting
The hero leads with Next.js capability and the hosting follows implicitly. Developers learning Next.js encounter Vercel inside the Next.js documentation, the Next.js examples, the deployment quick-starts. The hook is not 'come use Vercel' — it is 'come learn Next.js, the canonical platform happens to be Vercel.' This is the canonical Dream 100 play executed at platform scale.

Story pattern: Founder-led plus ecosystem-led
Story is layered: Guillermo Rauch's personal Twitter presence, the Vercel changelog, the Next.js release notes, the AI SDK blog, the customer case studies. Each layer reinforces the others. The story is built continuously through publishing rather than told in a marketing campaign.

Offer pattern: Commercial-use boundary plus metered overages
Hobby tier is generous; commercial use is forbidden. This is a structural upgrade trigger that fires precisely when the customer starts earning revenue. Pro at $20/user/mo plus metered usage means revenue scales with customer success without bill-shock. Enterprise is a sales conversation. Clean alignment between offer mechanics and customer state.

What's working:
Framework ownership (Next.js) creates a permanent acquisition channel through documentation, examples, and community content.|Commercial-use boundary as upgrade trigger fires conversion at the exact moment customers start earning revenue.|Round Pro price ($20/user/mo) is memorable and signals confidence rather than micro-optimized pricing.|Founder-led marketing through Guillermo Rauch's Twitter presence anchors the brand to a credible human.|Metered usage scales with customer success, lowering commitment friction.|AI SDK and AI Gateway extend the product surface into adjacent value without disturbing the core hosting model.|Customer case studies on the marketing site lean into recognizable companies, borrowing authority into the platform.

What to adapt:
If you can own the canonical reference (framework, tool, standard) in your category, the documentation becomes a permanent acquisition channel.|Use structural upgrade triggers (commercial use, scale threshold) rather than feature gates when possible. Structural triggers fire at value moments.|Round, memorable headline prices signal product confidence; odd numbers invite comparison-shopping.

What to avoid:
Do not free commercial use if your competitive position depends on monetizing small commercial users.|Do not adopt metered usage if your customer cannot predict their bill — bill-shock is the biggest churn driver in usage-priced SaaS.|Do not invest in maintaining a canonical reference unless you can sustain that investment for years; the acquisition channel only compounds with continued maintenance.

Brunson lens:
Hook: Dream 100 framework hook (Brunson canonical move) — own the canonical reference in your category and the audience comes to you.
Story: Continuous-publishing story across multiple layers (founder, changelog, blog, case studies) — the Brunson 'Attractive Character' compounded through ecosystem.
Offer: Three-rung Value Ladder with structural commercial-use trigger plus metered overages — Brunson 'two-step upsell' (subscription core plus usage upgrade) executed through alignment with customer state.
Value ladder tier: Front-end lead funnel (Hobby) plus subscription core (Pro) plus high-ticket Enterprise back-end.