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Jun 6, 2021 · 15m · top-founders

Build a Website On Notion? Founder Gets first 70 Customers at $10/mo!

Noah Bragg · 8m spoken Nathan Latka · 4m spoken Eric Yuan / Vivek · 6s spoken Frank Bien · 6s spoken
0:00 / 0:00

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In this interview with Nathan Latka, solo software founder Noah Bragg explains how he built Potion.so, a no-code website builder powered by Notion, reaching over 70 paying subscribers and $700 in monthly recurring revenue. Bragg outlines his build-in-public marketing strategies, conversion funnel optimization, and plans to raise bootstrapper funding to transition into full-time indie hacking.

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 35.3% of the talking time here. How this is scored →

Nathan as informed peer 5.6 Guest teaching 2.4 Guest disagreement 1.2 Nathan pushing back 2.6
05100:0010:001:34–4:41 · Nathan as informed peer 5/10 Noah Bragg's Background and the Coffee Pass Startup Nathan probes Noah on his previous business Coffee Pass and breaks down the unit economics and pricing tiers for Potion.so. Noah transparently explains his modest profits from Coffee Pass and his early distribution via Notion communities.4:42–8:07 · Nathan as informed peer 6/10 Product Hunt Launch Metrics and Conversion Performance Nathan presses to clarify Noah's Product Hunt launch metrics, specifically distinguishing website visits from signups. Noah details his onboarding email drips, video guides, and conversion metrics from trial to paid.8:07–10:19 · Nathan as informed peer 7/10 Transition to Full-Time and Alternative Fundraising Strategy Nathan challenges Noah's fundraising plans, pointing out that alternative venture funds like TinySeed or Earnest Capital still take 10-12% equity. Noah stands firm on building a calm, sustainable lifestyle business rather than riding the VC unicorn treadmill.10:20–13:25 · Nathan as informed peer 5/10 Scaling Growth Channels and Bootstrapped MVP Development Noah outlines future distribution via affiliate marketing and upmarket documentation features. Nathan humorously asks about the website's design assets, and Noah admits to buying an inexpensive illustration kit.13:25–15:15 · Nathan as informed peer 5/10 Famous Five Questions with Noah Bragg Nathan runs through his Famous Five lightning-round questions and delivers a crisp, numbers-driven outro summarizing Noah's MRR and customer traction.1:34–4:41 · Guest teaching 3/10 Noah Bragg's Background and the Coffee Pass Startup Nathan probes Noah on his previous business Coffee Pass and breaks down the unit economics and pricing tiers for Potion.so. Noah transparently explains his modest profits from Coffee Pass and his early distribution via Notion communities.4:42–8:07 · Guest teaching 3/10 Product Hunt Launch Metrics and Conversion Performance Nathan presses to clarify Noah's Product Hunt launch metrics, specifically distinguishing website visits from signups. Noah details his onboarding email drips, video guides, and conversion metrics from trial to paid.8:07–10:19 · Guest teaching 3/10 Transition to Full-Time and Alternative Fundraising Strategy Nathan challenges Noah's fundraising plans, pointing out that alternative venture funds like TinySeed or Earnest Capital still take 10-12% equity. Noah stands firm on building a calm, sustainable lifestyle business rather than riding the VC unicorn treadmill.10:20–13:25 · Guest teaching 2/10 Scaling Growth Channels and Bootstrapped MVP Development Noah outlines future distribution via affiliate marketing and upmarket documentation features. Nathan humorously asks about the website's design assets, and Noah admits to buying an inexpensive illustration kit.13:25–15:15 · Guest teaching 1/10 Famous Five Questions with Noah Bragg Nathan runs through his Famous Five lightning-round questions and delivers a crisp, numbers-driven outro summarizing Noah's MRR and customer traction.1:34–4:41 · Guest disagreement 1/10 Noah Bragg's Background and the Coffee Pass Startup Nathan probes Noah on his previous business Coffee Pass and breaks down the unit economics and pricing tiers for Potion.so. Noah transparently explains his modest profits from Coffee Pass and his early distribution via Notion communities.4:42–8:07 · Guest disagreement 1/10 Product Hunt Launch Metrics and Conversion Performance Nathan presses to clarify Noah's Product Hunt launch metrics, specifically distinguishing website visits from signups. Noah details his onboarding email drips, video guides, and conversion metrics from trial to paid.8:07–10:19 · Guest disagreement 2/10 Transition to Full-Time and Alternative Fundraising Strategy Nathan challenges Noah's fundraising plans, pointing out that alternative venture funds like TinySeed or Earnest Capital still take 10-12% equity. Noah stands firm on building a calm, sustainable lifestyle business rather than riding the VC unicorn treadmill.10:20–13:25 · Guest disagreement 1/10 Scaling Growth Channels and Bootstrapped MVP Development Noah outlines future distribution via affiliate marketing and upmarket documentation features. Nathan humorously asks about the website's design assets, and Noah admits to buying an inexpensive illustration kit.13:25–15:15 · Guest disagreement 1/10 Famous Five Questions with Noah Bragg Nathan runs through his Famous Five lightning-round questions and delivers a crisp, numbers-driven outro summarizing Noah's MRR and customer traction.1:34–4:41 · Nathan pushing back 2/10 Noah Bragg's Background and the Coffee Pass Startup Nathan probes Noah on his previous business Coffee Pass and breaks down the unit economics and pricing tiers for Potion.so. Noah transparently explains his modest profits from Coffee Pass and his early distribution via Notion communities.4:42–8:07 · Nathan pushing back 3/10 Product Hunt Launch Metrics and Conversion Performance Nathan presses to clarify Noah's Product Hunt launch metrics, specifically distinguishing website visits from signups. Noah details his onboarding email drips, video guides, and conversion metrics from trial to paid.8:07–10:19 · Nathan pushing back 5/10 Transition to Full-Time and Alternative Fundraising Strategy Nathan challenges Noah's fundraising plans, pointing out that alternative venture funds like TinySeed or Earnest Capital still take 10-12% equity. Noah stands firm on building a calm, sustainable lifestyle business rather than riding the VC unicorn treadmill.10:20–13:25 · Nathan pushing back 2/10 Scaling Growth Channels and Bootstrapped MVP Development Noah outlines future distribution via affiliate marketing and upmarket documentation features. Nathan humorously asks about the website's design assets, and Noah admits to buying an inexpensive illustration kit.13:25–15:15 · Nathan pushing back 1/10 Famous Five Questions with Noah Bragg Nathan runs through his Famous Five lightning-round questions and delivers a crisp, numbers-driven outro summarizing Noah's MRR and customer traction.

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

0:00 · Nathan 60.6% · guest 39.4%0:00 · Nathan 60.6% · guest 39.4%3:00 · Nathan 23.5% · guest 76.5%3:00 · Nathan 23.5% · guest 76.5%6:00 · Nathan 27.5% · guest 72.5%6:00 · Nathan 27.5% · guest 72.5%9:00 · Nathan 29.1% · guest 70.9%9:00 · Nathan 29.1% · guest 70.9%12:00 · Nathan 29.5% · guest 70.5%12:00 · Nathan 29.5% · guest 70.5%15:00 · Nathan 94.4% · guest 5.6%15:00 · Nathan 94.4% · guest 5.6%
Sharpest disagreement ▶ 9:44 Noah rejects the unicorn VC model

Noah pushes back against the conventional high-growth tech path, asserting that he prefers to build a slow, calm business to support his family rather than building a venture unicorn.

 Hardest push from Nathan ▶ 9:26 Nathan questions the need for outside capital

Nathan pushes Noah on why he needs $120k to $150k in capital and gives up equity if his personal burn rate and lifestyle expenses are already minimal.

 Biggest teaching moment ▶ 5:14 Noah corrects funnel metrics distinction

Noah clarifies to Nathan that the 2,800 figure represented total top-of-funnel web visits rather than signups, detailing the actual paid conversion rates.

 Nathan holds their own ▶ 9:09 Nathan breaks down alternative financing equity terms

Nathan demonstrates deep startup financing fluency by instantly outlining the typical 10% to 11% equity dilution and buyback terms associated with Earnest Capital and TinySeed.
the scores for every segment, with the reasoning behind each
ChapterTopicNathan as informed peerGuest teachingGuest disagreementNathan pushing backWhy
Noah Bragg's Background and the Coffee Pass Startup 5312 Nathan probes Noah on his previous business Coffee Pass and breaks down the unit economics and pricing tiers for Potion.so. Noah transparently explains his modest profits from Coffee Pass and his early distribution via Notion communities.
Product Hunt Launch Metrics and Conversion Performance 6313 Nathan presses to clarify Noah's Product Hunt launch metrics, specifically distinguishing website visits from signups. Noah details his onboarding email drips, video guides, and conversion metrics from trial to paid.
Transition to Full-Time and Alternative Fundraising Strategy 7325 Nathan challenges Noah's fundraising plans, pointing out that alternative venture funds like TinySeed or Earnest Capital still take 10-12% equity. Noah stands firm on building a calm, sustainable lifestyle business rather than riding the VC unicorn treadmill.
Scaling Growth Channels and Bootstrapped MVP Development 5212 Noah outlines future distribution via affiliate marketing and upmarket documentation features. Nathan humorously asks about the website's design assets, and Noah admits to buying an inexpensive illustration kit.
Famous Five Questions with Noah Bragg 5111 Nathan runs through his Famous Five lightning-round questions and delivers a crisp, numbers-driven outro summarizing Noah's MRR and customer traction.

Statements from this episode (13)

Assertion Not checkable as stated
Bragg: Coffee Pass had around 25 shops and $300 monthly profit
“We had around 25 coffee shops that were using it, but we were probably only doing like 300 dollars a month in our own profit.”
Noah Bragg Jun 6, 2021 ▶ 2:13
Assertion Not checkable as stated
Bragg: 85% of Potion users choose single-site tier, yielding $9 ARPU
“Usually, you know, the probably 85% of people are just doing one site. I think my average revenue per customer is around nine dollars, so that, that's, it just ticks up a little bit.”
Noah Bragg Jun 6, 2021 ▶ 3:23
Assertion Not checkable as stated
Noah Bragg: Building in public on Twitter drove ~85% of Potion customers
“So mostly what I've been doing is just building in public on Twitter. I'd say probably about 85% of my customers have come from that.”
Noah Bragg Jun 6, 2021 ▶ 3:44
Assertion Not checkable as stated
Bragg: Potion generated 4,300 website visits over two-day launch
“So I got 2.8 K on the first day. And then yesterday I got another 1.5 K and about half of those were from product hunt.”
Noah Bragg Jun 6, 2021 ▶ 4:52
Assertion Not checkable as stated
Bragg: About 50% of Potion's credit card upfront trials convert to paid
“So, so people that actually sign up with the credit card upfront trial, right now, my numbers around 50% of those end up becoming paid customers.”
Noah Bragg Jun 6, 2021 ▶ 5:24
Assertion Not checkable as stated
Bragg: Potion gained 65 trial signups over two launch days
“Day of, I got 39 signups with credit card up front, and yesterday, so the day after, 26.”
Noah Bragg Jun 6, 2021 ▶ 5:49
Assertion Not checkable as stated
Bragg: Potion has 79 paying subscribers prior to Product Hunt launch
“I have right now, 79 paid subscribers, and so that, that's obviously all before Product Hunt, and have around almost that number of people that are on the trial currently.”
Noah Bragg Jun 6, 2021 ▶ 7:27
Assertion Not checkable as stated
Bragg: Potion reaches $700 in monthly recurring revenue
“Yeah, I'm right at 700 dollars MRR.”
Noah Bragg Jun 6, 2021 ▶ 7:51
Disclosure
Noah Bragg avoids traditional VC, targeting TinySeed and Earnest Capital
“So I don't want to go on the VC track. I'm more interested in investors like tiny seed or earnest capital, things like that.”
Noah Bragg Jun 6, 2021 ▶ 9:10
Disclosure
Noah Bragg rejects unicorn goals, aiming for a calm business
“I'm not trying to build the next unicorn or anything like that. And so I want to, you know, I want to build like a calm kind of business that I can enjoy that, you know, works at least for me, hopefully a small team at some point.”
Noah Bragg Jun 6, 2021 ▶ 9:45
Disclosure
Noah Bragg delays full-time jump until October stock option cliff
“Some of the other reason is I actually have some stock options with my current company that, Come about October. So I'm also kind of waiting for that, but that October cliff.”
Noah Bragg Jun 6, 2021 ▶ 10:07
Disclosure
Bragg: Potion homepage illustration was a roughly $100 stock image kit
“Okay, no, that was like a, I don't know, a hundred dollar, like, image kit that I bought.”
Noah Bragg Jun 6, 2021 ▶ 12:05
Disclosure
Bragg explores taking Potion upmarket to host API and help docs
“One of the areas I've really looked a lot into is kind of actually going up market to companies with like API docs and help docs.”
Noah Bragg Jun 6, 2021 ▶ 12:54
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