Startups For the Rest of Us

Can bootstrapped founders really invent a new category with AI or is it a trap? In this solo episode, Rob Walling answers a fresh batch of listener questions covering SaaS marketing, global expansion, and strategic positioning. He shares advice on whether inventing a new product category is ever worth it and the nuances of updating your positioning after launch. Want to get your question answered? Drop it here. [https://www.startupsfortherestofus.com/contact]  TOPICS WE COVER:  * (2:53) – Vertical vs. horizontal vs. orthogonal positioning as a bootstrapper * (12:37) – Is AI making it easier to create a new category? * (21:19) – How to break through mental blocks and actually launch * (28:36) – Local vs. global marketing for SaaS * (33:01) – Self-driving cars: Rob’s past prediction and what reverse statistics can teach founders LINKS FROM THE SHOW:  * MicroConf Remote [https://microconf.com/remote] - Nov 5th, 2025 | Use promo code STARTUPS15 for 15% off your ticket. * TinySeed [https://tinyseed.com/program] - SaaS accelerator for ambitious B2B founders * Invest in TinySeed [https://tinyseed.com/invest]  * Episode 783 | Bootstrapping ScrapingBee to $5M ARR and an 8-Figure Exit [https://www.startupsfortherestofus.com/episodes/episode-783-bootstrapping-scrapingbee-to-5m-arr-and-an-8-figure-exit] * Episode 728 | Bootstrapping Gymdesk to a More Than $32.5M Exit [https://www.startupsfortherestofus.com/episodes/episode-728-bootstrapping-gymdesk-to-a-more-than-32-5m-exit] If you have questions about starting or scaling a software business that you’d like for us to cover, please submit your question [https://www.startupsfortherestofus.com/contact] for an upcoming episode. We’d love to hear from you! Subscribe & Review: iTunes [https://podcasts.apple.com/us/podcast/startups-for-the-rest-of-us/id366931951] | Spotify [https://open.spotify.com/show/2Ww2e4JNO2cfxWC2ImR7DJ]

What's it really like to attend MicroConf? In this episode, Rob Walling and Laura Sprinkle, founder of Rootabl, recap MicroConf Europe 2025 in Istanbul. They discuss the MicroConf vibe, standout talks on AI, affiliate marketing, and SaaS growth, as well as the value of networking and connecting while getting outside the conference room.   TOPICS WE COVER:  * (5:01) – The friendly, diverse MicroConf crowd * (8:06) – Impressions on Istanbul * (9:24) – Marc Thomas on lifecycle marketing * (11:34) – Michelle Hansen & John Knox on networking  * (13:04) – MicroConf Excursions * (16:45) – Einar Volset on SaaS Buyers * (20:27) – Rob’s AI talk * (23:27) – Laura’s talk about affiliate programs * (24:47) – Jesse Schoberg on ranking in ChatGPT and Google's AI * (26:31) – Attendee-Led Workshops * (27:58) – Kevin Sahin’s unfiltered lessons scaling to $2M * (31:12) – James Mooring’s journey to $2M ARR LINKS FROM THE SHOW:  * Get your Ticket for MicroConf [https://microconf.com/us-flagship] - Portland, Oregon, on April 12 -14, 2026 | Use promo code ROB50 for $50 off your ticket. * TinySeed [https://tinyseed.com/program] * Join MicroConf Connect [https://microconf.com/connect] * Deploy Empathy by Michelle Hansen [https://deployempathy.com/] * The Hard Thing About Hard Things by Ben Horowitz [https://www.amazon.com/-/es/Por-Horowitz-dif%C3%ADcil-cosas-duras/dp/0062273205/ref=sr_1_1?adgrpid=100750256294&dib=eyJ2IjoiMSJ9.0j4xaXwGlf6RMGEnZUYPn3_Zr64GsoeZZ4e1UdaSwDi8Sb7jOonqixrTDLtWFGBKICbZyzTaZL5xmY7cpn2FTdpKFGRGZGpzeVvog6fG5RWnk5uyVeNIMN724Pxurr31JEqhHecXZioxDGP9295Iaj-Nrsa2Ser-FvO4T6JCEWqqJhG6DTcZ7kW93gRoWeO6XssYrQc88757RcKN15_qQW1DFY_gqcZKLmvHBSc0pNo.DLHKBg3x_Sf9-iDjhqKY_im4DraW7d-Tk-Tuc7Y4zG4&dib_tag=se&hvadid=602463923227&hvdev=c&hvlocphy=9215196&hvnetw=g&hvqmt=e&hvrand=12999553132331658920&hvtargid=kwd-81611274449&hydadcr=456_1015033769&keywords=the+hard+thing+about+hard+things&mcid=67622a4530e032beacb38f3218bf8b2d&qid=1760455530&sr=8-1] * There’s ONLY 5 Ways to Use AI in SaaS (prove me wrong) [https://youtu.be/ABnIUv7G9IA] * Rob Walling (@robwalling) | X [https://x.com/robwalling] * Rootabl [https://rootabl.com/] * Laura Sprinkle | LinkedIn [https://www.linkedin.com/in/imlaurasprinkle/] * Laura Sprinkle (@imlaurasprinkle) | X [https://x.com/imlaurasprinkle] If you have questions about starting or scaling a software business that you’d like for us to cover, please submit your question [https://www.startupsfortherestofus.com/contact] for an upcoming episode. We’d love to hear from you! Subscribe & Review: iTunes [https://podcasts.apple.com/us/podcast/startups-for-the-rest-of-us/id366931951] | Spotify [https://open.spotify.com/show/2Ww2e4JNO2cfxWC2ImR7DJ]

Where’s the best place to publish if you’re starting content from scratch? In this episode, Rob Walling flies solo, answering your questions on marketing and audience building. He covers what to do when your channels stop scaling, where to publish early on, and the "media company first" approach. Episode Sponsor: Are you a non-technical founder with solid revenue and real traction, but your technology is holding you back? You should check out today's sponsor, Designli [https://designli.co/fortherestofus]. They specialize in helping founders like you who are stuck with messy code, unclear roadmaps, or a dev team that just doesn’t get it. And for listeners of the pod, Designli is offering their Impact Week completely free. That’s a one-week, no-obligation audit where their team dives into your code, your design system, and your product roadmap to show you exactly what’s working, what’s broken, and what needs to happen next. If it’s a fit, you can move on to SolutionLab, a three-week sprint where Designli takes over your codebase and architects a real roadmap for growth, led by a full-time, cross-functional team. If your tech is the bottleneck to your next stage of growth, check them out at https://designli.co/fortherestofus [https://designli.co/fortherestofus]. TOPICS WE COVER:  * (1:50) – Can a SaaS founder exit through a management buyout? * (6:46) – What to do when your marketing isn't scaling anymore * (16:28) – How to market a product while searching for product-market fit * (23:27) –  Where to publish content when building an audience from scratch * (27:38) – Should you build a media company before launching your SaaS? LINKS FROM THE SHOW:  * Get your Ticket for MicroConf Remote [https://microconf.com/remote] - November 5, 2025 * Exit Strategy [https://exitstrategybook.com/] * The SaaS Playbook [https://saasplaybook.com/] * Rob Walling (@robwalling) | X [https://x.com/robwalling] * Episode 576 | Don’t Become a Media Company (A Rob Solo Adventure) [https://www.startupsfortherestofus.com/episodes/episode-576-dont-become-a-media-company-a-rob-solo-adventure] If you have questions about starting or scaling a software business that you’d like for us to cover, please submit your question [https://www.startupsfortherestofus.com/contact] for an upcoming episode. We’d love to hear from you! Subscribe & Review: iTunes [https://podcasts.apple.com/us/podcast/startups-for-the-rest-of-us/id366931951] | Spotify [https://open.spotify.com/show/2Ww2e4JNO2cfxWC2ImR7DJ]

Can churn ever be good in SaaS? In this episode, Rob Walling is joined by fan favorite Derrick Reimer for a listener Q&A. They break down what it takes to compete with well-funded incumbents, how to decide whether to pivot or push forward, when a technical co-founder is truly necessary, the right time to think about trademarks, and the difference between “good churn” and “bad churn” especially when customers fall outside your ICP. Episode Sponsor: AI is completely changing how people discover brands and content online, and Ahrefs [https://ahrefs.com/awt] has built a full-blown SaaS marketing platform to help you stay ahead. With over 15 years of real-world web data, and AI that actually understands marketing, Ahrefs helps you measure your brand presence, build authority, and monitor reputation across search, social, and AI platforms like ChatGPT, Google AIOs, Perplexity, and more. You can also dig into what’s driving your competitors’ visibility and spot market gaps before they do, helping you create content that ranks and drive new traffic to your business. There's no need to juggle a bunch of disconnected tools- get Ahref’s all-in-one platform to make your brand unmissable in a fast-moving world.  Try it free at ahrefs.com/awt [http://ahrefs.com/awt]. TOPICS WE COVER:  * (3:35) – Competing with well-funded incumbents * (12:47) – Should you focus on competitors or customers? * (20:20) – Pivot, press on, or move on: how to decide * (29:09) – Finding and vetting a technical co-founder or partner * (39:04) – When should you pursue trademarks? * (44:24) – Is churn ever good for a startup? LINKS FROM THE SHOW:  * MicroConf US 2026 - Portland, Oregon [https://microconf.com/us-flagship] - Use Promo Code ROB50 for $50 off. * MicroConf Connect [https://microconf.com/connect] * BIMI (Brand Indicators for Message Identification) [https://bimigroup.org/] * SavvyCal [https://savvycal.com/] * Derrick Reimer | LinkedIn [https://www.linkedin.com/in/derrick-reimer-93916020/] * Derrick Reimer (@derrickreimer) | X [https://x.com/derrickreimer] If you have questions about starting or scaling a software business that you’d like for us to cover, please submit your question [https://www.startupsfortherestofus.com/contact] for an upcoming episode. We’d love to hear from you! Subscribe & Review: iTunes [https://podcasts.apple.com/us/podcast/startups-for-the-rest-of-us/id366931951] | Spotify [https://open.spotify.com/show/2Ww2e4JNO2cfxWC2ImR7DJ]

What if you could get all 15 years of this podcast bundled up into one episode?  In episode 800, Rob Walling goes solo for a special milestone installment of Startups For the Rest of Us. He covers the 12 foundational commandments that shape his approach to SaaS, hard-won lessons forged from years of building, investing in, and advising startups. TOPICS WE COVER:  * (3:46) – #1: Nuance beats absolutes * (6:52) – #2: Make hard decisions with incomplete information * (9:16) – #3: Avoid the classic traps * (12:22) – #4: Don't build without real evidence * (15:14) – #5: Marketing beats product * (19:08) – #6: Fewer customers, better customers * (21:01) – #7: Respect (and fear) the platform * (24:04) – #8: Build your network, not just your audience * (26:30) – #9: Overnight success takes a decade * (28:45) – #10: Stack small wins * (31:22) – #11: Be careful who you listen to * (33:15) – #12: The hardest battles are in your own head LINKS FROM THE SHOW: * MicroConf US 2026 - Portland, Oregon [https://microconf.com/us-flagship] - Use Promo Code ROB50 for $50 off. * Invest in TinySeed Fund Three [https://tinyseed.com/invest] * SaaS Playbook [https://saasplaybook.com/] * The Entrepreneur's Guide to Keeping Your Sh*t Together [https://www.amazon.com/Entrepreneurs-Guide-Keeping-Your-Together-ebook/dp/B079SNX6NB] * Exit Strategy [https://exitstrategybook.com/] * Episode 685 | 7 Things You Should Never Do [https://www.startupsfortherestofus.com/episodes/episode-685-7-things-you-should-never-do-a-rob-solo-adventure] * Episode 700 | Playing the Long Game [https://www.startupsfortherestofus.com/episodes/episode-700-playing-the-long-game] * Episode 735 | The 8 Levels of SaaS Platform Risk [https://www.startupsfortherestofus.com/episodes/episode-735-the-8-levels-of-saas-platform-risk-a-rob-solo-adventure] If you have questions about starting or scaling a software business that you’d like for us to cover, please submit your question [https://www.startupsfortherestofus.com/contact] for an upcoming episode. We’d love to hear from you! Subscribe & Review: iTunes [https://podcasts.apple.com/us/podcast/startups-for-the-rest-of-us/id366931951] | Spotify [https://open.spotify.com/show/2Ww2e4JNO2cfxWC2ImR7DJ]