---
aliases: ["2024"]
Is A: Year
Created at: "2024-01-01"
Has: ["[[24q1]]", "[[24q2]]", "[[24q3]]", "[[24q4]]"]
---
# 2024

## Theme

2024 was the growth year — the year Refactoring went from "successful newsletter" to "real business." At the start of January, I had ~35,000 subscribers, ad-hoc sponsor deals, no podcast, and a vague sense that this could become something bigger. By December, the newsletter had crossed 50k subscribers, revenue had more than doubled, the podcast was a genuine channel, and I had a small team helping me run things. The word that keeps coming back when I think about this year is *professionalization*.

But 2024 was also the year I stopped being just a content creator and started being a founder. Launching sponsorship packages, hiring an editor, building a sponsor CRM, creating a premium tier — these aren't creative acts, they're business-building acts. And toward the end of the year, starting [[24q4-laputa-start]] added a product dimension that I hadn't anticipated. I ended the year wearing more hats than ever, but feeling more focused than ever. Paradox noted.

## Highlights

- Newsletter grew from ~35k to 50k+ subscribers — [[2024-reach-50k-subscribers]] achieved in November
- Revenue more than doubled: [[measure-sponsorship-mrr]] went from EUR 5.5k in January to EUR 11.4k in December — [[2024-double-revenue]] hit
- Launched the podcast in [[24q1]] — grew from 0 to 8k+ downloads/month across two seasons ([[24q1-podcast-season-1]], [[24q3-podcast-season-2]])
- Shipped [[24q3-premium-tier]] with 320+ paid subscribers by year end
- Completed both gran fondos — Nove Colli ([[24q2-spring-gran-fondo]]) and Maratona dles Dolomites — [[2024-complete-two-gran-fondos]] done
- Published [[24q2-10-pillar-articles]] including "Staff Engineer vs. Manager" (50k+ views)
- Delivered [[24q3-codemotion-talk]] to ~400 attendees — first major conference appearance
- Built the team: [[person-matteo-cellini]] on partnerships, [[person-paco-furiani]] on operations, freelance editor for content
- [[24q4-black-friday-campaign]] drove 2,800 new subscribers in 10 days
- Started building [[24q4-laputa-start]] — the PKM tool I'd been dreaming about for years

## By the numbers

- **Subscribers**: 35k to 50.2k (+43%)
- **Sponsorship MRR**: EUR 5.5k to EUR 11.4k (+107%)
- **Podcast downloads**: 0 to 8.2k/month (24 episodes across 2 seasons)
- **Premium subscribers**: 0 to 320 (launched in [[24q3]])
- **Books read**: 26 — [[2024-read-24-books]] exceeded by 2
- **Cycling km**: 6,200 km — [[measure-cycling-km-per-month]] averaged ~517 km
- **Gran fondos**: 2/2 — Nove Colli (7h42m), Maratona dles Dolomites (9h15m)
- **Open rate**: [[measure-open-rate]] averaged 44.2%, up from 41.8% in 2023
- **Conference talks**: 1 (Codemotion Milan)
- **Total revenue**: ~EUR 155k (sponsorships + premium + speaking)

## Reflections

Looking back at 2024, the thing I'm most proud of isn't any single achievement — it's the system. At the start of the year, everything ran through me. By December, [[person-matteo-cellini]] was closing sponsor deals I never even saw, [[person-paco-furiani]] was handling invoicing and logistics autonomously, and the editor was shipping polished drafts on a weekly cadence. I built leverage, not just output.

The podcast was the surprise of the year. I'd been so anxious about launching it — imposter syndrome about my speaking voice, worry about production quality, fear that nobody would listen. But the format I landed on (20-minute focused deep dives) resonated immediately. Season 2 adding guest interviews was the right evolution. By December, the podcast was driving subscriber growth, sponsor interest, and content ideas in a way I hadn't anticipated. It's now an essential pillar, not a side experiment.

The premium tier launch in Q3 validated something I'd been unsure about: that people would pay for curated, structured content even when the free version was already high quality. The 320 subscribers at EUR 12/month represent a small but meaningful revenue stream — and more importantly, a direct relationship with my most engaged readers. The AMA calls are gold for understanding what engineering leaders actually struggle with.

If I'm being honest about what didn't go well: I pushed too hard in Q3. The combination of the premium launch, Codemotion, and Maratona training left me running on fumes by October. The Black Friday campaign in Q4 was successful but felt mechanical — I was going through motions rather than creating with energy. That's a warning sign I need to heed going into [[2025]]. The business can scale, but my energy can't scale linearly with it. I need to hire more, delegate more, and protect creative time more aggressively. The Laputa project ([[24q4-laputa-start]]) is a wildcard heading into next year — it could be a distraction or it could be the most important thing I build. We'll see.
