Distribution courses for builders who can ship, but still need customers.
Saveable, step-by-step playbooks built from complete founder podcast transcripts, verified sources, and practical Lead Scorer workflows.
Browse by series
One series studies the path to the first customers. The other reconstructs the complete distribution system from first users to scale.
The First 100 Customers Course
33 articlesStep-by-step studies of how SaaS founders moved from no customers to their first evidence-backed acquisition milestone.
From zero to the first repeatable customers
Latest course
The First 100 Customers Course #34: How TabaPay Turned 10 Warm Relationships Into Partner-Led Inbound
The SaaS Distribution Course
21 articlesComplete distribution systems, from the first users to scalable channels, economics, constraints, and transitions.
From first users to a complete distribution system
Latest course
The SaaS Distribution Course #22: How Supademo Stacked Free Work, Search, and Sharing to Reach $1M ARR
Browse by topic
Latest guides
First 100 Customers #33 19 min
The First 100 Customers Course #33: How Lightfield Turned Empty Office Space Into Its First 5 Customers
A source-backed course for turning a stranded asset into embedded product use, converting complaints into proof, and graduating from five early customers to a trusted referral network.
First 100 Customers #32 20 min
The First 100 Customers Course #32: How Autoklose Turned a 2,400-Person Waitlist Into Its First 20 Customers
A source-backed course for building a qualified pre-launch buyer room, converting interest into scheduled actions, and turning the first paid cohort into product evidence.
First 100 Customers #29 18 min
The First 100 Customers Course #29: How Browserless Turned GitHub Help Into Its First 10 Customers
A source-backed course for finding live technical pain, answering it usefully in public, converting the first ten customers, and turning support into a compounding documentation channel.
First 100 Customers #28 20 min
The First 100 Customers Course #28: How Deel Turned 200 YC Interviews Into Its First 100 Customers
A practical course for using one bounded founder community, exhaustive interviews, direct support, and repeated customer requests to reach an evidence-backed first 100 customers.
First 100 Customers #27 19 min
The First 100 Customers Course #27: How 7Learnings Sold Consulting Before Software to Reach Its First $1M ARR
A source-backed course for using paid services to unlock proprietary data, converting it into a reversible enterprise pilot, and turning proof into the first ten customers.
First 100 Customers #26 18 min
The First 100 Customers Course #26: How StatusPage Turned 20 Developer Relationships Into Its First $1,000 MRR
A source-backed course for turning practitioner relationships into a paid SaaS soft launch, segmenting buyer evidence, and crossing from warm trust to a repeatable channel.
SaaS Distribution #19 20 min
The SaaS Distribution Course #19: How Deliverect Turned POS Partners Into an 80,000-Location Channel
A practical course on validating restaurant pain manually, converting references into introductions, and building a partner-led SaaS distribution system with attribution and rep activation.
First 100 Customers #25 18 min
The First 100 Customers Course #25: How Torii Turned 70 Free Alpha Companies Into Its First Unaffiliated Customer
A source-backed course for separating technology test beds from target buyers, narrowing an enterprise ICP, and proving a first-customer channel with an unaffiliated account.
First 100 Customers #24 17 min
The First 100 Customers Course #24: How Lodgerin Turned 850 Meetings Into Its First Customer
A source-backed course for using founder-led meetings to find the buyer's live operational burden, switch problems without abandoning the ICP, and earn the first institutional customer.
First 100 Customers #23 18 min
The First 100 Customers Course #23: How LinkSquares Turned Nearly 100 Buyer Interviews Into Its First 10 Customers
A source-backed course for using narrow buyer interviews, a demoable wedge, paid proof, and stranger revenue to separate interest from a repeatable first-customer motion.
First 100 Customers #22 19 min
The First 100 Customers Course #22: How SightCall Turned Weekly Salesforce Visits Into Its First Major Customer
A source-backed course for earning one distribution host, proving an embedded workflow, and converting a partner-owned problem into a first major enterprise customer.
SaaS Distribution #17 18 min
The SaaS Distribution Course #17: How Bespoke Turned Human Replies Into 150+ Public Deployments
A practical course for turning manual service evidence into institutional distribution, partner-led expansion, and customer-pulled product wedges without pretending an early pilot is a scalable channel.
SaaS Distribution #16 19 min
The SaaS Distribution Course #16: ChatGPT Killed the Funnel · The Datasaur Rebuild
A practical course on rebuilding SaaS distribution after a category shock: diagnose channel failure, sell the completed job, change the buyer, productize delivery, and measure the full lifecycle.
First 100 Customers #17 17 min
The First 100 Customers Course #17: How Matik Turned LinkedIn Alumni Into Its First 20 Customers
A practical course for finding people who remember the workflow your SaaS replaces, converting that portable context into warm founder-led sales, and earning the right to scale.
SaaS Distribution #15 22 min
The SaaS Distribution Course #15: How Within Reached Nearly $20M ARR by Following One Conference Signal
A practical course on Within's event-led distribution system: weighted customer evidence, bounded market bets, paid validation, quarterly kill metrics, and channel concentration.
SaaS Distribution #14 18 min
The SaaS Distribution Course #14: How Nebulock Turned 90 Interviews Into a Six-Week Enterprise Close
A step-by-step course on Nebulock's enterprise distribution system: 90 customer interviews, weekly design partners, repeatable POCs, and procurement mapped before the proof ends.
SaaS Distribution #13 17 min
The SaaS Distribution Course #13: How Ragic Moved More Than Half Its Revenue Upmarket Without Outbound
A step-by-step course on Ragic's bootstrapped distribution system: consulting cash flow, inbound intent, departmental expansion, partner leverage, and enterprise packaging.
First 100 Customers #16 18 min
The First 100 Customers Course #16: How Storyy Turned a $5K Promise Into a Repeatable Content System
A practical course for selling one expensive manual outcome, documenting delivery, productizing the repeated workflow, and moving from an individual buyer to a retained team account.
First 100 Customers #15 18 min
The First 100 Customers Course #15: How Uplane Turned a One-Week Demo Into Its First Paying Customer
A practical course for using cold discovery, a seven-day working-demo sprint, manual delivery, and a payment gate to win a first B2B SaaS customer before the product is complete.
First 100 Customers #11 20 min
The First 100 Customers Course #11: How Help Scout Turned One Shared Office Into Its First 50 Customers
A source-backed course for finding one concentrated buyer environment, running founder-led problem demos, calling every signup, and turning early access into activation evidence.
SaaS Distribution #10 18 min
The SaaS Distribution Course #10: How Herd Security Built a 90% Trial Win Rate on Founder-Led Outbound
A source-backed course on Herd Security's founder-led system: narrow account selection, outbound, qualified trials, rapid product feedback, retention, and the scale gate.
First 100 Customers #10 24 min
The First 100 Customers Course #10: How Templafy Turned a 10-Person Pilot Into a Company-Wide Deal
A source-backed course for selling a point of view before the product is finished, converting a small enterprise pilot into a real decision, and expanding without running endless proofs of concept.
First 100 Customers #8 22 min
The First 100 Customers Course #8: How Safebooks Reached About 15 Enterprise Customers With a $125,000 Headcount Anchor
A source-backed course for pricing one urgent enterprise workflow, landing a bounded first use case, and expanding only when each next use case has its own ROI.
SaaS Distribution #7 20 min
The SaaS Distribution Course #7: How Peec AI Built a $10M ARR Loop From Social to AI Search
A practical course on Peec AI's signal-led distribution system: problem interviews, social-signal outreach, mid-market pricing, founder content, word of mouth, AI search, and referrals.
First 100 Customers #7 21 min
The First 100 Customers Course #7: How Wash-Dry-Fold POS Pre-Sold Three External Systems Before Reseller Approval
A step-by-step course for turning vertical workflow expertise into paid pre-sales, manual onboarding, and a productisation gate before building custom SaaS.
SaaS Distribution #6 20 min
The SaaS Distribution Course #6: How Notch Grew ARR 12x After Its Original Market Said No
A practical course on Notch's enterprise distribution system: reject education-heavy markets, map relationship paths, qualify paid POCs, prove generic requirements, and expand from production evidence.
SaaS Distribution #5 19 min
The SaaS Distribution Course #5: How Astral Turned 100M Monthly Installs Into an Enterprise Funnel
A practical course on Astral's proof-led developer distribution system: a narrow free wedge, benchmark content, same-day support, open-source signals, and a paid hosted adjacency.
First 100 Customers #5 20 min
The First 100 Customers Course #5: How Ninety Turned Four Years in One Community Into Its First 1,000 Customers
A step-by-step course for earning distribution inside a practitioner community, converting trusted partners into a referral channel, and adding paid reach only after the market understands the problem.
SaaS Distribution #4 18 min
The SaaS Distribution Course #4: How Litix Reached 85% of Massachusetts School Districts Mostly Through Word of Mouth
A practical course for turning founder credibility, responsive service, customer advocacy, association trust, and peer proof into a measurable distribution system.
First 100 Customers #2 17 min
The First 100 Customers Course #2: What Connect The Dots Learned From a Churned First $5K Deal
A step-by-step course for turning a trusted relationship and a timely buyer trigger into a bounded paid bet, then using activation and retention, not the introduction, to decide whether to scale.
