Den

What do they actually do

Den is an AI-native team workspace that combines chat, lightweight docs, and a visual agent builder so teams can create and run AI agents that work across their existing tools (e.g., Slack, Notion, Google Workspace, GitHub, Salesforce). It’s available as a web app and a native macOS app; Windows and mobile apps are listed as “coming soon” home pricing download.

Today it targets individuals and small-to-mid sized teams that want to prototype or run basic automations without engineering-heavy setups. Den offers a free tier and paid plans with metered credits and agent limits, and emphasizes one‑click integrations plus a no‑code builder to get agents working on company data quickly pricing home.

Who are their target customer(s)

• Solo knowledge worker or founder wearing many hats: Loses time searching across Slack, email, docs, and repos; wants quick answers and small automations without writing code or hiring engineers.
• Early-stage startup team (product/ops): Needs simple prototypes that connect to company tools but lacks bandwidth to build or maintain integrations and data pipelines.
• Support or operations lead at an SMB: Repetitive triage, summaries, and follow-ups take significant time; wants agents that can read conversations and act in existing apps.
• Product or project manager coordinating cross‑team work: Struggles to keep PRs, docs, and meeting notes in sync; needs a single place to surface context and generate action items.
• IT/security or procurement lead at a mid‑market company evaluating pilots: Wants to test automation but needs access controls, auditability, and basic enterprise security before wider rollout.

How would they acquire their first 10, 50, and 100 customers

• First 10: Hand-sell pilots to close networks: run one‑on‑one demos for founder friends, YC connections, and beta signups; build a custom agent in their workspace and leave a working template with free or bespoke credits so they can try it on real data pricing home.
• First 50: Scale with repeatable templates and community playbooks: host weekly public demos, publish turnkey agent templates (support triage, meeting notes, PR summaries), and seed startup/creator communities while offering referral credits blog pricing.
• First 100: Convert pilots into paid SMB deals and add strategic integrations: run 30–60 day paid pilots for support/ops and PM teams, add SSO/compliance to reduce procurement friction, and co‑sell via major app partners/consultants pricing Y Combinator.

What is the rough total addressable market

Top-down context:

Den sits at the intersection of collaboration/productivity, AI agents/conversational assistants, and hyperautomation/RPA—categories that sum to many tens of billions today with forecasts growing toward the low hundreds of billions over the next 5–10 years (note overlaps) IDC Grand View—productivity Grand View—conversational AI KBV—hyperautomation.

Bottom-up calculation:

Using a people-based lens: ~644M–997M global knowledge workers × Den Pro’s public $20/mo (~$240/yr) implies an upper‑bound TAM of ~$155B–$239B/year at 100% penetration ILO Den pricing.

Assumptions:

• Definitions of "knowledge worker" follow ILO ranges and may over/under-count specific roles.
• Seat-based pricing uses Den’s public Pro price and assumes no discounts, free use, or seat sharing.
• Top‑down categories overlap; summed figures are upper bounds, not additive TAM.

Who are some of their notable competitors

• Glean: Enterprise-focused, no‑code agent builder that indexes company data with permissioning and governance; overlaps on “build agents that read your tools,” but is aimed at large orgs with strict controls Glean agent builder.
• Zapier: General no‑code automation platform now offering AI Actions and GPT integrations; overlaps on multi‑app automation for non‑technical users, but centers on workflow orchestration rather than a shared chat+docs workspace AI Actions ChatGPT integrations.
• StackAI: Platform for building and deploying AI agents for ops/ITSM use cases (e.g., ticket routing, runbooks); overlaps on routine ops automation but is oriented to enterprise workflows and governance StackAI.
• Relevance AI: Visual platform to create and manage a "workforce" of AI agents for business processes; overlaps on multi‑agent automation and visual builders with a focus on coordinating many agents Relevance AI.
• Flowise (open‑source): Open-source visual/low‑code agent builder popular with technical teams; overlaps on visual assembly but is more developer/DIY‑oriented (self‑hosted, extensible) versus Den’s packaged team workspace Flowise.