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Mar 3, 2025 · 30m · the-pitch

#28 Is This Entrepreneur Ready to Take On Facebook?

Cesar Kuriyama · 9m spoken Josh Muccio · 6m spoken Daniel Gulati · 4m spoken Michael Hyatt · 2m spoken Phil Nadel · 2m spoken Jillian Manus · 16s spoken News Anchor · 13s spoken
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Entrepreneur Cesar Kuriyama pitches his private video journaling app, 1 Second Everyday, to a panel of venture capitalists on The Pitch. Facing pointed questions about competition from tech giants and the pressures of institutional scale, Cesar ultimately chooses to remain bootstrapped while validating his new subscription model.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Josh holds 27.4% of the talking time here. How this is scored →

Josh as informed peer 6.7 Guest teaching 4.0 Guest disagreement 2.3 Josh pushing back 5.0
05100:0010:0020:0030:001:46–4:40 · Josh as informed peer 5/10 The Genesis and Mechanism of 1 Second Everyday Cesar introduces the origins of 1 Second Everyday and explains how it acts as a chronological video journal rather than a traditional broadcast network. The investors ask clarifying questions about product mechanics with zero hostility.4:41–7:21 · Josh as informed peer 6/10 Company Financials and Shifting to a Subscription Model Michael Hyatt quickly catches Cesar when he describes spending as 'burn', clarifying that since the company makes more than it spends, it is simply profitable. Cesar outlines his roadmap for converting from a $4.99 one-time fee to a recurring annual subscription.7:22–11:21 · Josh as informed peer 7/10 Assessing Social Media Giants and the Subscription Threat Daniel and Phil press Cesar on why consumers would pay a subscription and how he can build a defensible moat against Facebook and Instagram copying the feature. Cesar counters by arguing that user backlash and an ad-free privacy focus give him an opening.11:22–15:43 · Josh as informed peer 8/10 Debating the Merits of Venture Capital vs Bootstrapping Daniel and Phil grill Cesar on whether he actually wants VC capital or if he is better off keeping a profitable lifestyle business. Cesar admits he is reluctant to enter an all-or-nothing trajectory, prompting Phil to challenge the logic of taking outside money before validating subscriptions.15:46–21:00 · Josh as informed peer 7/10 Investor Decisions and Daniel's Conditional Interest The investors announce their decisions; Phil passes due to competitive threats, Michael suggests raising big or not at all, while Daniel offers conditional interest if Cesar proves he truly wants to scale. Cesar remains polite and receptive to the feedback.21:03–29:26 · Josh as informed peer 7/10 Post-Pitch Investor Discussion on Competitive Moats The investors passionately debate whether capital can create a moat against copycats, followed by Josh catching up with Cesar at SXSW. Cesar reflects on Daniel's advice regarding raising money to create versus raising to scale.1:46–4:40 · Guest teaching 4/10 The Genesis and Mechanism of 1 Second Everyday Cesar introduces the origins of 1 Second Everyday and explains how it acts as a chronological video journal rather than a traditional broadcast network. The investors ask clarifying questions about product mechanics with zero hostility.4:41–7:21 · Guest teaching 5/10 Company Financials and Shifting to a Subscription Model Michael Hyatt quickly catches Cesar when he describes spending as 'burn', clarifying that since the company makes more than it spends, it is simply profitable. Cesar outlines his roadmap for converting from a $4.99 one-time fee to a recurring annual subscription.7:22–11:21 · Guest teaching 4/10 Assessing Social Media Giants and the Subscription Threat Daniel and Phil press Cesar on why consumers would pay a subscription and how he can build a defensible moat against Facebook and Instagram copying the feature. Cesar counters by arguing that user backlash and an ad-free privacy focus give him an opening.11:22–15:43 · Guest teaching 3/10 Debating the Merits of Venture Capital vs Bootstrapping Daniel and Phil grill Cesar on whether he actually wants VC capital or if he is better off keeping a profitable lifestyle business. Cesar admits he is reluctant to enter an all-or-nothing trajectory, prompting Phil to challenge the logic of taking outside money before validating subscriptions.15:46–21:00 · Guest teaching 3/10 Investor Decisions and Daniel's Conditional Interest The investors announce their decisions; Phil passes due to competitive threats, Michael suggests raising big or not at all, while Daniel offers conditional interest if Cesar proves he truly wants to scale. Cesar remains polite and receptive to the feedback.21:03–29:26 · Guest teaching 5/10 Post-Pitch Investor Discussion on Competitive Moats The investors passionately debate whether capital can create a moat against copycats, followed by Josh catching up with Cesar at SXSW. Cesar reflects on Daniel's advice regarding raising money to create versus raising to scale.1:46–4:40 · Guest disagreement 1/10 The Genesis and Mechanism of 1 Second Everyday Cesar introduces the origins of 1 Second Everyday and explains how it acts as a chronological video journal rather than a traditional broadcast network. The investors ask clarifying questions about product mechanics with zero hostility.4:41–7:21 · Guest disagreement 2/10 Company Financials and Shifting to a Subscription Model Michael Hyatt quickly catches Cesar when he describes spending as 'burn', clarifying that since the company makes more than it spends, it is simply profitable. Cesar outlines his roadmap for converting from a $4.99 one-time fee to a recurring annual subscription.7:22–11:21 · Guest disagreement 3/10 Assessing Social Media Giants and the Subscription Threat Daniel and Phil press Cesar on why consumers would pay a subscription and how he can build a defensible moat against Facebook and Instagram copying the feature. Cesar counters by arguing that user backlash and an ad-free privacy focus give him an opening.11:22–15:43 · Guest disagreement 4/10 Debating the Merits of Venture Capital vs Bootstrapping Daniel and Phil grill Cesar on whether he actually wants VC capital or if he is better off keeping a profitable lifestyle business. Cesar admits he is reluctant to enter an all-or-nothing trajectory, prompting Phil to challenge the logic of taking outside money before validating subscriptions.15:46–21:00 · Guest disagreement 2/10 Investor Decisions and Daniel's Conditional Interest The investors announce their decisions; Phil passes due to competitive threats, Michael suggests raising big or not at all, while Daniel offers conditional interest if Cesar proves he truly wants to scale. Cesar remains polite and receptive to the feedback.21:03–29:26 · Guest disagreement 2/10 Post-Pitch Investor Discussion on Competitive Moats The investors passionately debate whether capital can create a moat against copycats, followed by Josh catching up with Cesar at SXSW. Cesar reflects on Daniel's advice regarding raising money to create versus raising to scale.1:46–4:40 · Josh pushing back 2/10 The Genesis and Mechanism of 1 Second Everyday Cesar introduces the origins of 1 Second Everyday and explains how it acts as a chronological video journal rather than a traditional broadcast network. The investors ask clarifying questions about product mechanics with zero hostility.4:41–7:21 · Josh pushing back 4/10 Company Financials and Shifting to a Subscription Model Michael Hyatt quickly catches Cesar when he describes spending as 'burn', clarifying that since the company makes more than it spends, it is simply profitable. Cesar outlines his roadmap for converting from a $4.99 one-time fee to a recurring annual subscription.7:22–11:21 · Josh pushing back 6/10 Assessing Social Media Giants and the Subscription Threat Daniel and Phil press Cesar on why consumers would pay a subscription and how he can build a defensible moat against Facebook and Instagram copying the feature. Cesar counters by arguing that user backlash and an ad-free privacy focus give him an opening.11:22–15:43 · Josh pushing back 7/10 Debating the Merits of Venture Capital vs Bootstrapping Daniel and Phil grill Cesar on whether he actually wants VC capital or if he is better off keeping a profitable lifestyle business. Cesar admits he is reluctant to enter an all-or-nothing trajectory, prompting Phil to challenge the logic of taking outside money before validating subscriptions.15:46–21:00 · Josh pushing back 6/10 Investor Decisions and Daniel's Conditional Interest The investors announce their decisions; Phil passes due to competitive threats, Michael suggests raising big or not at all, while Daniel offers conditional interest if Cesar proves he truly wants to scale. Cesar remains polite and receptive to the feedback.21:03–29:26 · Josh pushing back 5/10 Post-Pitch Investor Discussion on Competitive Moats The investors passionately debate whether capital can create a moat against copycats, followed by Josh catching up with Cesar at SXSW. Cesar reflects on Daniel's advice regarding raising money to create versus raising to scale.

speaking balance: gold is Josh, purple is the guest (3 minute bins)

0:00 · Josh 59.9% · guest 40.1%0:00 · Josh 59.9% · guest 40.1%3:00 · Josh 47.2% · guest 52.8%3:00 · Josh 47.2% · guest 52.8%6:00 · Josh 11.9% · guest 88.1%6:00 · Josh 11.9% · guest 88.1%9:00 · Josh 9.9% · guest 90.1%9:00 · Josh 9.9% · guest 90.1%12:00 · Josh 6% · guest 94%12:00 · Josh 6% · guest 94%15:00 · Josh 12.5% · guest 87.5%15:00 · Josh 12.5% · guest 87.5%18:00 · Josh 11.8% · guest 88.2%18:00 · Josh 11.8% · guest 88.2%21:00 · Josh 42.6% · guest 57.4%21:00 · Josh 42.6% · guest 57.4%24:00 · Josh 30.4% · guest 69.6%24:00 · Josh 30.4% · guest 69.6%27:00 · Josh 38.9% · guest 61.1%27:00 · Josh 38.9% · guest 61.1%30:00 · Josh 100% · guest 0%30:00 · Josh 100% · guest 0%
Sharpest disagreement ▶ 13:45 Cesar asserts self-sufficiency if investors decline

Cesar pushes back against Phil's skepticism by firmly asserting that if VCs won't back him at this valuation, he generates enough revenue to build it himself.

 Hardest push from Josh ▶ 14:05 Phil rejects taking money before running experiments

Phil Nadel directly challenges Cesar's premise, arguing that a profitable business should never take dilutive VC money to run early unproven experiments.

 Biggest teaching moment ▶ 6:06 Hyatt schooling on cash burn versus expense

Michael Hyatt quickly and firmly corrects Cesar's terminology, reminding him that a profitable company has operational spend, not burn rate.

 Josh holds their own ▶ 9:08 Daniel analyzes feature velocity and platform risk

Daniel Gulati demonstrates deep industry knowledge by detailing how platforms like Instagram crushed Snapchat with Stories, questioning Cesar's defensibility.
the scores for every segment, with the reasoning behind each
ChapterTopicJosh as informed peerGuest teachingGuest disagreementJosh pushing backWhy
The Genesis and Mechanism of 1 Second Everyday 5412 Cesar introduces the origins of 1 Second Everyday and explains how it acts as a chronological video journal rather than a traditional broadcast network. The investors ask clarifying questions about product mechanics with zero hostility.
Company Financials and Shifting to a Subscription Model 6524 Michael Hyatt quickly catches Cesar when he describes spending as 'burn', clarifying that since the company makes more than it spends, it is simply profitable. Cesar outlines his roadmap for converting from a $4.99 one-time fee to a recurring annual subscription.
Assessing Social Media Giants and the Subscription Threat 7436 Daniel and Phil press Cesar on why consumers would pay a subscription and how he can build a defensible moat against Facebook and Instagram copying the feature. Cesar counters by arguing that user backlash and an ad-free privacy focus give him an opening.
Debating the Merits of Venture Capital vs Bootstrapping 8347 Daniel and Phil grill Cesar on whether he actually wants VC capital or if he is better off keeping a profitable lifestyle business. Cesar admits he is reluctant to enter an all-or-nothing trajectory, prompting Phil to challenge the logic of taking outside money before validating subscriptions.
Investor Decisions and Daniel's Conditional Interest 7326 The investors announce their decisions; Phil passes due to competitive threats, Michael suggests raising big or not at all, while Daniel offers conditional interest if Cesar proves he truly wants to scale. Cesar remains polite and receptive to the feedback.
Post-Pitch Investor Discussion on Competitive Moats 7525 The investors passionately debate whether capital can create a moat against copycats, followed by Josh catching up with Cesar at SXSW. Cesar reflects on Daniel's advice regarding raising money to create versus raising to scale.

Statements from this episode (10)

Assertion Supported
1 Second Everyday was the most backed app in Kickstarter history
“Over 11,000 people backed it, the most people that had ever backed an app on Kickstarter.”
Josh Muccio Mar 3, 2025 ▶ 3:23
Assertion Not publicly verifiable
1 Second Everyday became the number one paid app in early 2018
“It seemed to strike such a chord that it became the number one paid app in the app store for the first week of 20 18. And then it hit number one again a month later.”
Josh Muccio Mar 3, 2025 ▶ 4:31
Assertion Not checkable as stated
Kuriyama: 1 Second Everyday generated $1.3M in 2017 revenue
“1.3 million.”
Cesar Kuriyama Mar 3, 2025 ▶ 4:43
Assertion Not checkable as stated
Kuriyama: 1 Second Everyday has 400K MAU and 100K DAU
“So we have about 400,000 monthly active users right now, about a 100,000 daily active users.”
Cesar Kuriyama Mar 3, 2025 ▶ 4:49
Assertion Not checkable as stated
Kuriyama: 19M of 65M total moments were logged in past 90 days
“Lifetime, we've logged about sixty five million kind of moments or something, but like in just in the past 90 days, we've logged nineteen million of them.”
Cesar Kuriyama Mar 3, 2025 ▶ 5:26
Disclosure
Kuriyama: 1 Second Everyday has never raised outside capital
“We've never raised a single dime so far. We've done everything. We only hired when we could afford it.”
Cesar Kuriyama Mar 3, 2025 ▶ 8:39
Insight
Gulati: Selling equity puts founders on the hook for a full exit
“Once you sell a part of your company, you're kind of on the hook to sell the whole company.”
Daniel Gulati Mar 3, 2025 ▶ 14:55
Insight
Gulati: The biggest consumer tech companies are horizontal UGC platforms
“I just fundamentally believe that the biggest companies in consumer tech are horizontal user-generated content platforms.”
Daniel Gulati Mar 3, 2025 ▶ 18:43
Prediction Not checkable as stated
Hyatt: Kuriyama needs $5M to $10M in VC to fend off clones
“I think he needs five, ten million bucks. I think he needs to go hard or go home. I'm telling you, this thing is, Is, is so going to be copied.”
Michael Hyatt Mar 3, 2025 ▶ 21:25
Prediction Not checkable as stated
Nadel: Big tech platforms will replicate 1 Second Everyday and crush it
“He'll get some more traction, and then they'll introduce it, and they'll crush him.”
Phil Nadel Mar 3, 2025 ▶ 22:07
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