Episode 773 | How to Find Your Early Customer Profile (ECP)
In this episode, Rob Walling and Maja Voje, author of Go to Market Strategist, dive into early customer profiles (ECPs) and why they matter more than ideal customer profiles (ICPs) early on. They explore practical, scrappy marketing tactics for B2B SaaS founders and share real-world advice on customer acquisition, community building, and staying authentic while growing.
Episode Sponsor:
This podcast is brought to you by Mercury. I've been banking with Mercury for years and whenever I set up a new account, I'm reminded why traditional banking feels stuck in the past.
When our previous bank faced solvency issues, we needed to spin up new accounts quickly that could handle millions in funds across multiple businesses. Mercury had us up and running almost immediately.
I manage half a dozen different Mercury accounts across a wide range of companies – from my personal, single-member LLC to MicroConf, our 7-figure global events and education platform, to TinySeed, our venture fund and accelerator. Mercury easily handles them all.
The interface is elegantly simple for daily banking, paying invoices, and sending and receiving international wires, yet powerful enough to handle the multi-step approval processes we needed to put in place when funding founders with large transfers.
Anytime founders ask me who they should set up their accounts with, I send them to mercury.com.
Mercury is a financial technology company, not a bank. Banking services provided through Choice Financial Group, Column N.A., and Evolve Bank & Trust; Members FDIC.
Topics we cover:
(3:02) – What Go-to-Market actually means for bootstrapped founders
(7:14) – Early Customer Profile (ECP) vs. Ideal Customer Profile (ICP)
(10:30) – Common mistakes founders make when choosing their ECP
(13:48) – Real-world B2B SaaS examples of successful ECP launches
(18:29) – Why GTM actions must come before GTM motions for scrappy startups
(21:52) – Warm outreach and fishing in the right forums: practical tactics for early traction
Links from the Show:
MicroConf Growth Retreat | London, UK - May 14-16, 2025
Invest in TinySeed
Maja Voje | LinkedIn
GTM Strategist
Go-To-Market Strategist: (Maja's book)
If you have questions about starting or scaling a software business that you’d like for us to cover, please submit your question for an upcoming episode. We’d love to hear from you!
Subscribe & Review: iTunes | Spotify
Listen to Episode 773
--------
30:15
Episode 772 | A Highly Effective Framework for SaaS Positioning
How do you position your SaaS for success?
In episode 772, Rob Walling talks with Anthony Pierri of Fletch about a proven approach to product positioning. They discuss key lessons from 400+ startups, focusing on workflows, competitive alternatives, and why narrowing your audience matters.
Topics we cover:
(6:59) – What is positioning, really?
(11:16) – Why your homepage matters more than your pitch deck
(14:17) – Workflow-based segmentation vs. firmographics
(17:39) – Positioning against competitive alternatives
(31:13) – The #1 mistake founders make with positioning
Links from the Show:
MicroConf Growth Retreat | London, UK - May 14-16, 2025
Invest in TinySeed
Get Access to Anthony’s MicroConf New Orleans Talk
Anthony Pierri (@anthonypierri) | LinkedIn
Anthony Pierri (@apierriPMM) | X
Fletch
If you have questions about starting or scaling a software business that you’d like for us to cover, please submit your question for an upcoming episode. We’d love to hear from you!
Subscribe & Review: iTunes | Spotify
--------
35:24
Episode 771 | What Changes As You Grow, AI Agents, Patents, and More Listener Questions (with Craig Hewitt)
Can SaaS companies survive the rise of AI Agents?
In episode 771, Rob Walling is joined by Craig Hewitt to answer listener questions. They discuss the changes that happen while transitioning from a small startup to a multi-million dollar SaaS, competing against larger competitors, and maintaining startup culture as teams grow. They also share thoughts on AI agents in the SaaS space and the relevance of patents for bootstrapped businesses.
Episode Sponsor:
This podcast is brought to you by Mercury. I've been banking with Mercury for years and whenever I set up a new account, I'm reminded why traditional banking feels stuck in the past.
When our previous bank faced solvency issues, we needed to spin up new accounts quickly that could handle millions in funds across multiple businesses. Mercury had us up and running almost immediately.
I manage half a dozen different Mercury accounts across a wide range of companies – from my personal, single-member LLC to MicroConf, our 7-figure global events and education platform, to TinySeed, our venture fund and accelerator. Mercury easily handles them all.
The interface is elegantly simple for daily banking, paying invoices, and sending and receiving international wires, yet powerful enough to handle the multi-step approval processes we needed to put in place when funding founders with large transfers.
Anytime founders ask me who they should set up their accounts with, I send them to mercury.com.
Mercury is a financial technology company, not a bank. Banking services provided through Choice Financial Group, Column N.A., and Evolve Bank & Trust; Members FDIC.
Topics we cover:
(2:41) – Marketing and sales strategies while scaling
(9:31) – Keeping the startup culture through growth
(14:50) – Can SaaS survive autonomous agents?
(21:03) – AI wrapper tools
(25:15) – Patent strategy for startups
(29:30) – Competing against VC-backed companies
Links from the Show:
MicroConf Remote: Early-Stage SaaS Sales
Invest in TinySeed
Craig Hewitt (@TheCraigHewitt) | X
Craig Hewitt (@craighewitt.com) | Bluesky
Rouge Startups
Castos
Omar Zenhom
Omar Zenhom’s MicroConf Talk
AI Agents vs SaaS - Who Wins the Future of Software?
Episode 542 | 10x in Two Years, Past $3M ARR with SquadCast
If you have questions about starting or scaling a software business that you’d like for us to cover, please submit your quest...
--------
38:48
Episode 770 | Revenue vs. Profit, Asking for Permission, and Mike Tyson (A Rob Solo Adventure)
Is it more important for entrepreneurs to focus on revenue or profit?
In episode 770, Rob Walling goes solo to explore the relationship between revenue and profit in SaaS, and the dangers of waiting for permission. He also draws inspiration from Mike Tyson’s work ethic and George Lucas’ visionary mindset to encourage entrepreneurs to push through obstacles and innovate.
Topics we cover:
(2:41) – MRR versus ARR
(8:04) – Don’t ask for permission, don’t give in to defeatism
(14:38) – Inventing to pursue novel visions
(18:48) – Mike Tyson’s training regimen
(20:48) – You don’t need to be the best in the world
Links from the Show:
MicroConf Growth Retreat
Discretion Capital
Email Einar
Rob Walling (@robwalling) | X
Rob Walling | LinkedIn
If you have questions about starting or scaling a software business that you’d like for us to cover, please submit your question for an upcoming episode. We’d love to hear from you!
Subscribe & Review: iTunes | Spotify
--------
25:05
Episode 769 | Key Insights from MicroConf 2025 in New Orleans
Did you miss out on MicroConf US in New Orleans?
In episode 769, Rob Walling welcomes Derrick Reimer back to share highlights from MicroConf New Orleans. They dive into the event's vibrant atmosphere, standout founder talks, and the energizing mix of new and familiar faces that made this gathering in the Big Easy truly special.
Topics we cover:
(1:40) – MicroConf New Orleans audience breakdown
(5:50) – Upcoming MicroConf events
(9:05) – 5 Lessons That Exits Teach Us About Running Our Business
(12:35) – Anthony Pierri’s talk about homepage positioning
(15:16) – 4 New Orleans excursions
(17:17) – Talks on copywriting, pricing, and LinkedIn outreach
(25:57) – Reviewing attendee feedback
Links from the Show:
MicroConf Connect Applications Open Until April 9th
MicroConf Growth Retreat
MicroConf Europe 2025
MicroConf Remote
Exit Strategy by Sherry Walling, PhD & Rob Walling
Derrick Reimer (@derrickreimer) | X
Derrick Reimer(@derrickreimer.com) | Bluesky
SavvyCal
Episode 737 | Key Takeaways from MicroConf Europe 2024 (With Derrick Reimer)
Anthony Pierri (@apierriPMM) | X
Lianna Patch (@punchlinecopy.com) | Bluesky
Street Pricing by Marcos Rivera
Episode 765 | TinySeed Tales s4e9: Making the hardest decision
If you have questions about starting or scaling a software business that you’d like for us to cover, please submit your question for an upcoming episode. We’d love to hear from you!
Subscribe & Review: iTunes | Spotify
The original podcast for bootstrapped and mostly bootstrapped startups, this show follow the stories of founders as they start, acquire, and grow SaaS companies. Hear when they fail, struggle, succeed, and take you with them through the tumultuous life of a SaaS founder. If you like Mixergy, This Week in Startups, or SaaStr, you’ll enjoy Startup for the Rest of Us.
UK