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Jan 1, 2022 · 17m · top-founders

Zero to $800k in 5 Months, Advertising Attribution Platform Incrmntal Breaks 24 Customers

Mayor Sadra · 8m 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

In this interview, Incrmntal co-founder and CEO Mayor Sadra discusses scaling an ad incrementality measurement platform from zero to $70,000 in monthly recurring revenue in under six months. He details the startup's flat-rate SaaS pricing, growth tailwinds from Apple's privacy changes, engineering-first team structure, and upcoming $12 million Series A funding plans.

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 40.1% of the talking time here. How this is scored →

Nathan as informed peer 4.6 Guest teaching 2.9 Guest disagreement 1.9 Nathan pushing back 3.7
05100:0010:000:47–3:06 · Nathan as informed peer 4/10 Introducing Incrmntal's Ad Attribution and Incrementality Platform Latka explores Incrmntal's core value proposition and pricing tiers. Sadra explains why they deliberately avoid variable pricing based on media spend to eliminate measurement bias.3:07–5:38 · Nathan as informed peer 5/10 Securing Global Design Partners via Industry Network Latka presses Sadra on his background at AppLift, digging into revenue margins and asking whether investors made their capital back in the sale.5:38–7:59 · Nathan as informed peer 4/10 Beta Launch and Tailwinds from Apple's Privacy Changes Sadra initially demurs on customer numbers before providing an open beta estimate, while explaining how Apple's deprecation of IDFA provided massive market tailwinds.8:03–10:41 · Nathan as informed peer 5/10 Sponsor Break: Founderpath SaaS Valuation Benchmarking Tool Following an ad break, Latka questions whether Incrmntal needs to cross a $1M ARR run rate before pursuing venture capital, which Sadra refutes by emphasizing growth trajectory over round numbers.10:41–12:57 · Nathan as informed peer 5/10 Target Series A Capital Allocation and US Expansion Plans Latka firmly pushes back when Sadra suggests letting the market determine the fundraise target, prompting Sadra to clarify a $12M Series A goal and outline his US hiring plans.12:57–15:40 · Nathan as informed peer 6/10 Revenue Growth Velocity and No-Touch Sales Debate Latka challenges Sadra's ambition for a pure no-touch sales motion at $2k/month, using HubSpot as a counterexample, while Sadra defends his own customer experience.15:41–16:42 · Nathan as informed peer 3/10 The Famous Five Rapid-Fire Questions Standard rapid-fire Famous Five wrap-up covering reading habits, sleep, and CEO influences.0:47–3:06 · Guest teaching 3/10 Introducing Incrmntal's Ad Attribution and Incrementality Platform Latka explores Incrmntal's core value proposition and pricing tiers. Sadra explains why they deliberately avoid variable pricing based on media spend to eliminate measurement bias.3:07–5:38 · Guest teaching 3/10 Securing Global Design Partners via Industry Network Latka presses Sadra on his background at AppLift, digging into revenue margins and asking whether investors made their capital back in the sale.5:38–7:59 · Guest teaching 4/10 Beta Launch and Tailwinds from Apple's Privacy Changes Sadra initially demurs on customer numbers before providing an open beta estimate, while explaining how Apple's deprecation of IDFA provided massive market tailwinds.8:03–10:41 · Guest teaching 3/10 Sponsor Break: Founderpath SaaS Valuation Benchmarking Tool Following an ad break, Latka questions whether Incrmntal needs to cross a $1M ARR run rate before pursuing venture capital, which Sadra refutes by emphasizing growth trajectory over round numbers.10:41–12:57 · Guest teaching 2/10 Target Series A Capital Allocation and US Expansion Plans Latka firmly pushes back when Sadra suggests letting the market determine the fundraise target, prompting Sadra to clarify a $12M Series A goal and outline his US hiring plans.12:57–15:40 · Guest teaching 4/10 Revenue Growth Velocity and No-Touch Sales Debate Latka challenges Sadra's ambition for a pure no-touch sales motion at $2k/month, using HubSpot as a counterexample, while Sadra defends his own customer experience.15:41–16:42 · Guest teaching 1/10 The Famous Five Rapid-Fire Questions Standard rapid-fire Famous Five wrap-up covering reading habits, sleep, and CEO influences.0:47–3:06 · Guest disagreement 1/10 Introducing Incrmntal's Ad Attribution and Incrementality Platform Latka explores Incrmntal's core value proposition and pricing tiers. Sadra explains why they deliberately avoid variable pricing based on media spend to eliminate measurement bias.3:07–5:38 · Guest disagreement 2/10 Securing Global Design Partners via Industry Network Latka presses Sadra on his background at AppLift, digging into revenue margins and asking whether investors made their capital back in the sale.5:38–7:59 · Guest disagreement 2/10 Beta Launch and Tailwinds from Apple's Privacy Changes Sadra initially demurs on customer numbers before providing an open beta estimate, while explaining how Apple's deprecation of IDFA provided massive market tailwinds.8:03–10:41 · Guest disagreement 2/10 Sponsor Break: Founderpath SaaS Valuation Benchmarking Tool Following an ad break, Latka questions whether Incrmntal needs to cross a $1M ARR run rate before pursuing venture capital, which Sadra refutes by emphasizing growth trajectory over round numbers.10:41–12:57 · Guest disagreement 2/10 Target Series A Capital Allocation and US Expansion Plans Latka firmly pushes back when Sadra suggests letting the market determine the fundraise target, prompting Sadra to clarify a $12M Series A goal and outline his US hiring plans.12:57–15:40 · Guest disagreement 4/10 Revenue Growth Velocity and No-Touch Sales Debate Latka challenges Sadra's ambition for a pure no-touch sales motion at $2k/month, using HubSpot as a counterexample, while Sadra defends his own customer experience.15:41–16:42 · Guest disagreement 0/10 The Famous Five Rapid-Fire Questions Standard rapid-fire Famous Five wrap-up covering reading habits, sleep, and CEO influences.0:47–3:06 · Nathan pushing back 2/10 Introducing Incrmntal's Ad Attribution and Incrementality Platform Latka explores Incrmntal's core value proposition and pricing tiers. Sadra explains why they deliberately avoid variable pricing based on media spend to eliminate measurement bias.3:07–5:38 · Nathan pushing back 4/10 Securing Global Design Partners via Industry Network Latka presses Sadra on his background at AppLift, digging into revenue margins and asking whether investors made their capital back in the sale.5:38–7:59 · Nathan pushing back 4/10 Beta Launch and Tailwinds from Apple's Privacy Changes Sadra initially demurs on customer numbers before providing an open beta estimate, while explaining how Apple's deprecation of IDFA provided massive market tailwinds.8:03–10:41 · Nathan pushing back 3/10 Sponsor Break: Founderpath SaaS Valuation Benchmarking Tool Following an ad break, Latka questions whether Incrmntal needs to cross a $1M ARR run rate before pursuing venture capital, which Sadra refutes by emphasizing growth trajectory over round numbers.10:41–12:57 · Nathan pushing back 6/10 Target Series A Capital Allocation and US Expansion Plans Latka firmly pushes back when Sadra suggests letting the market determine the fundraise target, prompting Sadra to clarify a $12M Series A goal and outline his US hiring plans.12:57–15:40 · Nathan pushing back 6/10 Revenue Growth Velocity and No-Touch Sales Debate Latka challenges Sadra's ambition for a pure no-touch sales motion at $2k/month, using HubSpot as a counterexample, while Sadra defends his own customer experience.15:41–16:42 · Nathan pushing back 1/10 The Famous Five Rapid-Fire Questions Standard rapid-fire Famous Five wrap-up covering reading habits, sleep, and CEO influences.

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

0:00 · Nathan 44.6% · guest 55.4%0:00 · Nathan 44.6% · guest 55.4%3:00 · Nathan 33.8% · guest 66.2%3:00 · Nathan 33.8% · guest 66.2%6:00 · Nathan 56.3% · guest 43.7%6:00 · Nathan 56.3% · guest 43.7%9:00 · Nathan 20.4% · guest 79.6%9:00 · Nathan 20.4% · guest 79.6%12:00 · Nathan 42% · guest 58%12:00 · Nathan 42% · guest 58%15:00 · Nathan 46.8% · guest 53.2%15:00 · Nathan 46.8% · guest 53.2%
Sharpest disagreement ▶ 13:53 Sadra defends no-touch sales experience against Latka's claim

Sadra directly contradicts Latka's assertion that HubSpot enforces heavy sales touch by citing his own journey scaling to a $2k/month plan without any sales intervention.

 Hardest push from Nathan ▶ 10:45 Latka rejects passive market-driven fundraising

When Sadra deflects on how much capital to raise by saying let's see what the market brings, Latka forcefully interjects that a founder should never let the market dictate their capital requirements.

 Biggest teaching moment ▶ 6:24 Sadra explains the impact of Apple's IDFA deprecation

Sadra details how Apple's privacy policy change eliminated traditional device identifier attribution, instantly positioning Incrmntal's causal modeling product as the default market replacement.

 Nathan holds their own ▶ 13:42 Latka cites first-hand HubSpot onboarding data

Latka brings immediate empirical evidence from his own company's experience signing up for HubSpot to challenge Sadra's thesis on purely touchless mid-market SaaS sales.
the scores for every segment, with the reasoning behind each
ChapterTopicNathan as informed peerGuest teachingGuest disagreementNathan pushing backWhy
Introducing Incrmntal's Ad Attribution and Incrementality Platform 4312 Latka explores Incrmntal's core value proposition and pricing tiers. Sadra explains why they deliberately avoid variable pricing based on media spend to eliminate measurement bias.
Securing Global Design Partners via Industry Network 5324 Latka presses Sadra on his background at AppLift, digging into revenue margins and asking whether investors made their capital back in the sale.
Beta Launch and Tailwinds from Apple's Privacy Changes 4424 Sadra initially demurs on customer numbers before providing an open beta estimate, while explaining how Apple's deprecation of IDFA provided massive market tailwinds.
Sponsor Break: Founderpath SaaS Valuation Benchmarking Tool 5323 Following an ad break, Latka questions whether Incrmntal needs to cross a $1M ARR run rate before pursuing venture capital, which Sadra refutes by emphasizing growth trajectory over round numbers.
Target Series A Capital Allocation and US Expansion Plans 5226 Latka firmly pushes back when Sadra suggests letting the market determine the fundraise target, prompting Sadra to clarify a $12M Series A goal and outline his US hiring plans.
Revenue Growth Velocity and No-Touch Sales Debate 6446 Latka challenges Sadra's ambition for a pure no-touch sales motion at $2k/month, using HubSpot as a counterexample, while Sadra defends his own customer experience.
The Famous Five Rapid-Fire Questions 3101 Standard rapid-fire Famous Five wrap-up covering reading habits, sleep, and CEO influences.

Statements from this episode (14)

Assertion Partly supported
Sadra says Incrmntal's client roster includes Trainline, Fastic, and eToro
“Some companies that I can name is Trainline, the UK train tickets seller Fastic, which is a intermittent testing. And we're also working with eToro.”
Mayor Sadra Jan 1, 2022 ▶ 1:31
Disclosure
Incrmntal's monthly subscription pricing ranges from $1,000 to $5,000
“So basically our pricing is lying anywhere between a thousand bucks a month to five K a month, depending on the size and features the customers want.”
Mayor Sadra Jan 1, 2022 ▶ 2:29
Assertion Supported
Sadra previously led ad network AppLift to $100M revenue and 250 employees
“Previously I was CEO for an ad network called Uplift. It was 250 people, a hundred million dollars revenues, 15 offices around the world.”
Mayor Sadra Jan 1, 2022 ▶ 4:00
Assertion Not checkable as stated
Sadra's previous startup AppLift generated $100M gross revenue with 30% take rate
“Hundred million dollars was gross revenue running through the system. Cut was roughly 30%.”
Mayor Sadra Jan 1, 2022 ▶ 4:47
Assertion Not checkable as stated
Incrmntal has a few dozen paying customers live on its platform
“So again, we just launched open beta a couple of months ago. I would say we are a few dozens live on the platform.”
Mayor Sadra Jan 1, 2022 ▶ 6:03
Opinion
Apple's privacy changes killed the ability to perform proper marketing attribution
“Apple basically deprecated what is called a device identifier that many companies use for marketing tracking. This killed the ability to actually do attribution properly”
Mayor Sadra Jan 1, 2022 ▶ 6:42
Assertion Not checkable as stated
Incrmntal is currently onboarding three to four customers a week
“Even though we've been out in open paying beta only for a couple of months, now we're onboarding three, four customers a week.”
Mayor Sadra Jan 1, 2022 ▶ 6:58
Disclosure
Incrmntal raised $1M and $1.2M across two SAFE rounds
“Yeah. We did a million and then 1.2.”
Mayor Sadra Jan 1, 2022 ▶ 7:38
Disclosure
Incrmntal failed to raise from VCs pre-product and turned to angels
“So like when we started the company, we did speak with VCs to think that maybe we can fundraise on a deck before we have a product or traction or anything. That was obviously a big fail. So we ended up raising form angels.”
Mayor Sadra Jan 1, 2022 ▶ 9:01
Disclosure
Sadra plans to target approximately $12M for Incrmntal's next funding round
“I think we'll probably want to raise one. Sorry. Something like 12.”
Mayor Sadra Jan 1, 2022 ▶ 11:01
Disclosure
Incrmntal is currently doing zero outbound sales and relying on inbound
“Even though again, we have an insane pipeline inbound, which is nice. For we are not doing sales right now, but for sure there are clients where we are better off if we are approaching them proactively and not waiting for them to reach, reach us.”
Mayor Sadra Jan 1, 2022 ▶ 11:45
Disclosure
Sadra is the only non-engineer on Incrmntal's twelve-person team
“12 people. Everybody's an engineer other than me.”
Mayor Sadra Jan 1, 2022 ▶ 12:06
Disclosure
Incrmntal was entirely pre-revenue as recently as June 2021
“I was pre revenue in June this year.”
Mayor Sadra Jan 1, 2022 ▶ 13:11
Assertion Not checkable as stated
Incrmntal has experienced zero churn or subscription downgrades to date
“Not yet.”
Mayor Sadra Jan 1, 2022 ▶ 14:20
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