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Jan 22, 2023 · 18m · top-founders

CMO at 106 year old Wine Brand Launches QR Code, Tipsy on ARPU!

Dante Colombatti · 10m spoken Nathan Latka · 5m spoken
0:00 / 0:00

gold bands on the timeline = statements, start to end. Hover to read, click to jump. CC turns on captions

Nathan Latka interviews Dante Colombatti, Marketing Director at the historic 106-year-old San Antonio Winery, about creating Joy QR to solve offline advertising attribution across billboards, TV, and retail packaging. Colombatti shares how he invested $113,000 to develop the SaaS tool, captured over 16,000 scans across 58 active campaigns, and is navigating early software commercialization.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Nathan holds 35.1% of the talking time here. How this is scored →

Nathan as informed peer 4.8 Guest teaching 2.3 Guest disagreement 1.3 Nathan pushing back 2.3
05100:0010:001:55–4:53 · Nathan as informed peer 3/10 Welcoming Dante Colombatti and San Antonio Winery Legacy Nathan introduces Dante and sets up the interview warmly. Dante explains how Stella Rosa's extensive out-of-home advertising drove the need for custom, aesthetically styled QR codes and bio link builders.4:53–7:48 · Nathan as informed peer 4/10 Stella Rosa's Scan Attribution, Channel Distribution, and Analytics Nathan drills into scan volume and attribution tracking. Dante clarifies scan numbers and explains out-of-home channel analytics across billboards, TV, and packaging.7:48–10:36 · Nathan as informed peer 5/10 Software Commercialization, Pricing Strategy, and MVP Investment Nathan probes Dante's early freemium and low price points, pointing out that charging $1.99 might as well be free. Dante details his MVP development expenses and revised pricing tiers.10:36–16:14 · Nathan as informed peer 7/10 Engineering Collaboration with Slovakia and Inspiration to Launch SaaS Nathan offers strategic SaaS advice on positioning Joy QR specifically for wine brands to avoid competing head-on with entrenched SEO giants. Dante shares his engineering setup in Slovakia, inspired directly by Latka's podcast.1:55–4:53 · Guest teaching 2/10 Welcoming Dante Colombatti and San Antonio Winery Legacy Nathan introduces Dante and sets up the interview warmly. Dante explains how Stella Rosa's extensive out-of-home advertising drove the need for custom, aesthetically styled QR codes and bio link builders.4:53–7:48 · Guest teaching 3/10 Stella Rosa's Scan Attribution, Channel Distribution, and Analytics Nathan drills into scan volume and attribution tracking. Dante clarifies scan numbers and explains out-of-home channel analytics across billboards, TV, and packaging.7:48–10:36 · Guest teaching 2/10 Software Commercialization, Pricing Strategy, and MVP Investment Nathan probes Dante's early freemium and low price points, pointing out that charging $1.99 might as well be free. Dante details his MVP development expenses and revised pricing tiers.10:36–16:14 · Guest teaching 2/10 Engineering Collaboration with Slovakia and Inspiration to Launch SaaS Nathan offers strategic SaaS advice on positioning Joy QR specifically for wine brands to avoid competing head-on with entrenched SEO giants. Dante shares his engineering setup in Slovakia, inspired directly by Latka's podcast.1:55–4:53 · Guest disagreement 1/10 Welcoming Dante Colombatti and San Antonio Winery Legacy Nathan introduces Dante and sets up the interview warmly. Dante explains how Stella Rosa's extensive out-of-home advertising drove the need for custom, aesthetically styled QR codes and bio link builders.4:53–7:48 · Guest disagreement 1/10 Stella Rosa's Scan Attribution, Channel Distribution, and Analytics Nathan drills into scan volume and attribution tracking. Dante clarifies scan numbers and explains out-of-home channel analytics across billboards, TV, and packaging.7:48–10:36 · Guest disagreement 1/10 Software Commercialization, Pricing Strategy, and MVP Investment Nathan probes Dante's early freemium and low price points, pointing out that charging $1.99 might as well be free. Dante details his MVP development expenses and revised pricing tiers.10:36–16:14 · Guest disagreement 2/10 Engineering Collaboration with Slovakia and Inspiration to Launch SaaS Nathan offers strategic SaaS advice on positioning Joy QR specifically for wine brands to avoid competing head-on with entrenched SEO giants. Dante shares his engineering setup in Slovakia, inspired directly by Latka's podcast.1:55–4:53 · Nathan pushing back 1/10 Welcoming Dante Colombatti and San Antonio Winery Legacy Nathan introduces Dante and sets up the interview warmly. Dante explains how Stella Rosa's extensive out-of-home advertising drove the need for custom, aesthetically styled QR codes and bio link builders.4:53–7:48 · Nathan pushing back 2/10 Stella Rosa's Scan Attribution, Channel Distribution, and Analytics Nathan drills into scan volume and attribution tracking. Dante clarifies scan numbers and explains out-of-home channel analytics across billboards, TV, and packaging.7:48–10:36 · Nathan pushing back 3/10 Software Commercialization, Pricing Strategy, and MVP Investment Nathan probes Dante's early freemium and low price points, pointing out that charging $1.99 might as well be free. Dante details his MVP development expenses and revised pricing tiers.10:36–16:14 · Nathan pushing back 3/10 Engineering Collaboration with Slovakia and Inspiration to Launch SaaS Nathan offers strategic SaaS advice on positioning Joy QR specifically for wine brands to avoid competing head-on with entrenched SEO giants. Dante shares his engineering setup in Slovakia, inspired directly by Latka's podcast.

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

0:00 · Nathan 84.7% · guest 15.3%0:00 · Nathan 84.7% · guest 15.3%3:00 · Nathan 18.2% · guest 81.8%3:00 · Nathan 18.2% · guest 81.8%6:00 · Nathan 18.2% · guest 81.8%6:00 · Nathan 18.2% · guest 81.8%9:00 · Nathan 7.7% · guest 92.3%9:00 · Nathan 7.7% · guest 92.3%12:00 · Nathan 42% · guest 58%12:00 · Nathan 42% · guest 58%15:00 · Nathan 39.2% · guest 60.8%15:00 · Nathan 39.2% · guest 60.8%18:00 · Nathan 30.6% · guest 69.4%18:00 · Nathan 30.6% · guest 69.4%
Sharpest disagreement ▶ 13:47 Pushing back against withholding tool from competitor wineries

Dante rejects Nathan's assumption that he would want to restrict Joy QR from competitor wine brands, insisting on the contrary that broad adoption across the industry is welcome.

 Hardest push from Nathan ▶ 8:44 Challenging ultra-low micro-pricing

Nathan questions Dante's initial $1.99/month pricing tier, bluntly remarking that charging such nominal amounts is effectively no better than being free.

 Biggest teaching moment ▶ 5:06 Correcting total scan metrics and code counts

Dante quickly corrects Nathan's mistaken assumption that they only had 58 scans, explaining that 58 represents the active QR codes yielding over 16,000 scans.

 Nathan holds their own ▶ 12:19 Analyzing search engine dominance and advising vertical niche strategy

Nathan displays SaaS market expertise by analyzing incumbent competitors' massive SEO moats and recommending a dedicated vertical landing page tailored specifically to wine brands.
the scores for every segment, with the reasoning behind each
ChapterTopicNathan as informed peerGuest teachingGuest disagreementNathan pushing backWhy
Welcoming Dante Colombatti and San Antonio Winery Legacy 3211 Nathan introduces Dante and sets up the interview warmly. Dante explains how Stella Rosa's extensive out-of-home advertising drove the need for custom, aesthetically styled QR codes and bio link builders.
Stella Rosa's Scan Attribution, Channel Distribution, and Analytics 4312 Nathan drills into scan volume and attribution tracking. Dante clarifies scan numbers and explains out-of-home channel analytics across billboards, TV, and packaging.
Software Commercialization, Pricing Strategy, and MVP Investment 5213 Nathan probes Dante's early freemium and low price points, pointing out that charging $1.99 might as well be free. Dante details his MVP development expenses and revised pricing tiers.
Engineering Collaboration with Slovakia and Inspiration to Launch SaaS 7223 Nathan offers strategic SaaS advice on positioning Joy QR specifically for wine brands to avoid competing head-on with entrenched SEO giants. Dante shares his engineering setup in Slovakia, inspired directly by Latka's podcast.

Statements from this episode (5)

Assertion Not checkable as stated
Stella Rosa Generated 16,589 QR Scans Across 58 Codes in 30 Days
“We did 58 QR codes, and we're at we're at in the last, we're at 16,589.”
Dante Colombatti Jan 22, 2023 ▶ 5:12
Disclosure
Colombatti: Joy QR cost about $113,000 to develop
“I spent today, I spent about my friend is there, a 113,000 dollars.”
Dante Colombatti Jan 22, 2023 ▶ 10:04
Insight
Latka: The primary moat for top QR code companies is SEO
“The flip side to this is the largest QR code companies in the world. Their number one moat is SEO. Like they have free QR code builder. Like they just fricking dominate.”
Nathan Latka Jan 22, 2023 ▶ 12:30
Assertion Not checkable as stated
Colombatti: Joy QR has 25 paid customers and 6,700 free users
“So we got a whopping 20 25 members and on the paid, and we have 6700 on the free.”
Dante Colombatti Jan 22, 2023 ▶ 14:15
Assertion Not checkable as stated
Colombatti: Joy QR generates $140 in monthly recurring revenue
“It's a 140.”
Dante Colombatti Jan 22, 2023 ▶ 14:49
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