You Can’t Build an Open Source Business Blind: Stirling PDF Case Study
StirlingPDF is one of the largest PDF platforms on GitHub, with an open-source core and an enterprise offering around it. Their platform includes:
Overview
StirlingPDF is one of the largest PDF platforms on GitHub, with an open-source core and an enterprise offering around it. Their platform includes:
- A PDF web app
- A developer API for automated PDF workflows
- Agent-driven PDF automation
Open source drives demand, and like many commercial open source companies, the business model relies on enterprise conversion.
The challenge
Before Scarf, StirlingPDF could see the typical user activity (web traffic, GitHub traction, inbound interest) but couldn’t operationalize it at the account level.
They lacked reliable answers to:
- Which companies were actually deploying the product
- Which accounts showed repeat engagement
- Which signals should trigger outreach vs nurture
As CEO Matt Joseph put it:
“I don’t think it’s possible to build a business around open source unless you know which companies are using it.”
What they implemented
StirlingPDF built a practical GTM loop using:
- Scarf analytics for account-level adoption signals
- Lead generation to identify likely buyers in ICP-fit accounts
- Scarf API to embed usage data in internal systems
- Scarf Pixel to connect usage with site/docs/demo behavior
That created an operating rhythm: detect usage, score fit, route action, and follow up on any incomplete intent.
Outcomes
Better targeting
They moved from broad outbound to usage-informed prioritization. As a small team, spending time on the right prospects is essential, and Scarf helps Matt and team focus outreach to a smaller, higher-signal set of accounts.
Recovered pipeline
They now capture opportunities that previously went dark. One concrete example was finding organizations that started the process of scheduling a demo, but didn’t complete booking. By having extra visibility StirlingPDF can proactively connect with organizations even if they don’t make it all the way to booking a meeting on their own.
Sharper ICP
They combine usage signals with customer conversations to improve segmentation and messaging.
Stronger strategic narrative
Matt can now quantify enterprise adoption with evidence beyond stars and downloads, which has proven critical for fundraising, investor updates, and internal alignment.
Two headline findings:
- 60,000+ companies used StirlingPDF software in the past year
- Adoption across roughly 75% of the Fortune 500
Matt’s summary:
“It’s not just GitHub stars and total downloads. There’s real companies who are doing real stuff with us.”
Why it matters
For companies like StirlingPDF, open source demand is only as useful as your ability to turn it into action. In the very early stages at a commercial open source startup, one component of that action is selling the story and vision of the company, and bringing it to life with concrete traction and outcomes.
With Scarf, the StirlingPDF team can focus on building a great product and open source community, without having to build their business in the dark.
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