SAMMY Labs

What do they actually do

SAMMY Labs runs a screen‑aware AI agent that explores a company’s web or desktop app, maps UI states and click paths, and turns those into up‑to‑date onboarding guides, docs, in‑app walkthroughs, and automated support answers. This is a live, shipped product with an SDK, hosted API, and dashboard, not just a concept (YC profile, Quick Start).

Teams add a small client package and auth token and wrap the app with SAMMY’s provider; the agent then navigates the UI, records paths (render‑based or video), and keeps generated content synchronized with product changes. It can push guides and answers into existing tools like Intercom, Zendesk, and Notion, and can flag UI changes while running continuous UI checks tied to common customer issues. Pricing is per “update,” starting at $0.03 (Quick Start, Homepage, Pricing).

Who are their target customer(s)

• Product teams at growing SaaS companies: They need to scale onboarding and keep documentation accurate. They currently lose time rewriting guides after every UI change and see churn when instructions go stale.
• Customer support managers: They handle many repetitive how‑to tickets and want faster, consistent answers. Help articles and macros fall out of sync with the product, creating rework and inconsistent responses.
• Onboarding / customer‑success reps: They want in‑app walkthroughs and personalized guides but lack headcount to build and maintain them. They need a way to push step‑by‑step help into chat widgets and learning centers without manual upkeep.
• QA and product‑ops teams: They need continuous checks on the UI to catch regressions tied to real user problems. Today they burn cycles investigating whether a bug caused support volume to spike.
• Compliance, legal, and ops teams at regulated/enterprise customers: They must keep SOPs and audit trails current across versions. Stale documentation creates audit risk and extra manual work to prove processes were followed.

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

• First 10: Use YC introductions and founder networks to run 2–4 week, hands‑on pilots with product/support leaders at seed–Series A SaaS companies; lean on the quick SDK install to show value fast and offer discounted per‑update credits to reduce friction (YC profile, Quick Start, Pricing).
• First 50: Standardize a self‑serve funnel (trial credits, clear per‑update pricing, docs and sample repos), publish marketplace listings for key integrations (Intercom/Zendesk/Notion), and scale content/SEO around in‑app onboarding and automated docs so inbound converts without bespoke sales (Quick Start, Pricing).
• First 100: Add a direct enterprise motion (AE/CS hires, SLAs, compliance/audit features) and pursue channel partnerships with CS consultancies and support‑platform marketplaces to win regulated and larger accounts, backed by quantified case studies (Homepage, YC profile).

What is the rough total addressable market

Top-down context:

SAMMY sits across knowledge management/docs, help desk/self‑service, customer success/onboarding, and parts of software testing/QA. Recent estimates put these markets at roughly ~$22B, ~$14B, ~$1.5–1.8B, and ~$55–60B respectively, implying a large (tens of billions) opportunity even allowing for overlap (Grand View Research – KM, FMI – Help Desk, Grand View Research – Customer Success, GMI – Software Testing).

Bottom-up calculation:

A conservative TAM excluding the large, overlapping testing market is ≈$38B (KM + Help Desk + Customer Success). If 10–20% of that spend goes to automation that maps UI and generates/maintains docs, in‑app guides and answers, the near‑term SAM is ~$3.8–7.6B; 0.5–1% share would be ~$19–76M in ARR.

Assumptions:

• Overlap exists across categories; we conservatively exclude most software testing/QA from the core TAM.
• Only a minority (10–20%) of KM/help‑desk/customer‑success budgets is allocated to automation that maps UI and auto‑maintains content.
• Initial share capture is modest (0.5–1%) given early stage and evolving enterprise readiness.

Who are some of their notable competitors

• WalkMe: Enterprise digital adoption platform for in‑app guidance and automation; competes for onboarding and walkthrough budgets in large organizations.
• Whatfix: Digital adoption platform focused on in‑app guidance, knowledge, and analytics; strong in enterprise rollouts and process training.
• Pendo: Product analytics and in‑app guides used to onboard users, announce changes, and drive adoption; overlaps on walkthroughs and embedded help.
• Scribe: Automatically creates step‑by‑step guides from user actions on screen; overlaps on auto‑generated documentation and how‑to content.
• Zendesk: Help desk and knowledge base platform with AI features; SAMMY’s generated content can live here, but it also competes for self‑service and support automation spend.