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Aug 14, 2020 · 21m · top-founders

LogoPackage Sells $80k One Time To Fuel New SaaS Tool MVP

Michael Bruny-Groth · 12m spoken Nathan Latka · 5m spoken Frank Bien · 4s spoken Eric Yuan · 4s spoken Vivek Bhaskaran · 2s spoken
0:00 / 0:00

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

Graphic designer turned software founder Michael Bruny-Groth discusses how he generated $180,000 in lifetime sales selling an Adobe Illustrator plugin via high-commission affiliate marketing. He also details his strategic roadmap to expand the business into a recurring B2B SaaS platform for client-side digital asset management.

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 31.8% of the talking time here. How this is scored →

Nathan as informed peer 4.1 Guest teaching 1.6 Guest disagreement 0.7 Nathan pushing back 2.6
05100:0010:0020:000:11–2:41 · Nathan as informed peer 0/10 Host Announcement: GetLatka Subscription and Episode Preview Monologue segment consisting of host promotional announcements, archival clips, and introductory guest biography. Host-side interactive metrics remain at zero per monologue guidelines.2:42–4:45 · Nathan as informed peer 4/10 From Alpha Scripts to Paid Illustrator Extension Latka directs the discussion toward early development costs and sales figures, prompting the guest to get straight to the numbers. Michael openly walks through the transition from an alpha MVP script to a paid Adobe extension.4:45–7:45 · Nathan as informed peer 5/10 Affiliate Marketing Strategy and the Logo Geek Partnership Latka drills into affiliate economics and tracking mechanisms, confirming Gumroad stats and commission payouts. Michael provides precise breakdown numbers on the Logo Geek partnership.7:45–10:22 · Nathan as informed peer 6/10 Lifetime Extension Sales and Conceptualizing a B2B SaaS Model Latka challenges Michael on why he relies on one-time sales instead of recurring SaaS revenue. Michael defends his one-time pricing model as an audience-aligned differentiator before introducing his upcoming SaaS portal idea.10:22–14:41 · Nathan as informed peer 4/10 Live Demo: The Logo Package Portal Bubble Prototype Michael walks through a live screen-share demo of his Bubble prototype. Latka asks operational UX questions and clarifies how clients interact with file formats.14:41–18:25 · Nathan as informed peer 7/10 Customer Discovery, Pre-Payments, and Development Financing Latka heavily pushes Michael on why he does not collect upfront pre-payments from designers to fund development. Michael firmly defends his pacing and validation methodology, rejecting the rushed launch approach.18:26–20:30 · Nathan as informed peer 3/10 The Famous Five: Insights, Influences, and Entrepreneurial Lessons Rapid-fire Famous Five round where Latka jokingly teases Michael about his book choice contrasting with his launch timeline. Michael holds his ground humorously and provides closing answers.0:11–2:41 · Guest teaching 0/10 Host Announcement: GetLatka Subscription and Episode Preview Monologue segment consisting of host promotional announcements, archival clips, and introductory guest biography. Host-side interactive metrics remain at zero per monologue guidelines.2:42–4:45 · Guest teaching 1/10 From Alpha Scripts to Paid Illustrator Extension Latka directs the discussion toward early development costs and sales figures, prompting the guest to get straight to the numbers. Michael openly walks through the transition from an alpha MVP script to a paid Adobe extension.4:45–7:45 · Guest teaching 2/10 Affiliate Marketing Strategy and the Logo Geek Partnership Latka drills into affiliate economics and tracking mechanisms, confirming Gumroad stats and commission payouts. Michael provides precise breakdown numbers on the Logo Geek partnership.7:45–10:22 · Guest teaching 2/10 Lifetime Extension Sales and Conceptualizing a B2B SaaS Model Latka challenges Michael on why he relies on one-time sales instead of recurring SaaS revenue. Michael defends his one-time pricing model as an audience-aligned differentiator before introducing his upcoming SaaS portal idea.10:22–14:41 · Guest teaching 3/10 Live Demo: The Logo Package Portal Bubble Prototype Michael walks through a live screen-share demo of his Bubble prototype. Latka asks operational UX questions and clarifies how clients interact with file formats.14:41–18:25 · Guest teaching 2/10 Customer Discovery, Pre-Payments, and Development Financing Latka heavily pushes Michael on why he does not collect upfront pre-payments from designers to fund development. Michael firmly defends his pacing and validation methodology, rejecting the rushed launch approach.18:26–20:30 · Guest teaching 1/10 The Famous Five: Insights, Influences, and Entrepreneurial Lessons Rapid-fire Famous Five round where Latka jokingly teases Michael about his book choice contrasting with his launch timeline. Michael holds his ground humorously and provides closing answers.0:11–2:41 · Guest disagreement 0/10 Host Announcement: GetLatka Subscription and Episode Preview Monologue segment consisting of host promotional announcements, archival clips, and introductory guest biography. Host-side interactive metrics remain at zero per monologue guidelines.2:42–4:45 · Guest disagreement 0/10 From Alpha Scripts to Paid Illustrator Extension Latka directs the discussion toward early development costs and sales figures, prompting the guest to get straight to the numbers. Michael openly walks through the transition from an alpha MVP script to a paid Adobe extension.4:45–7:45 · Guest disagreement 0/10 Affiliate Marketing Strategy and the Logo Geek Partnership Latka drills into affiliate economics and tracking mechanisms, confirming Gumroad stats and commission payouts. Michael provides precise breakdown numbers on the Logo Geek partnership.7:45–10:22 · Guest disagreement 1/10 Lifetime Extension Sales and Conceptualizing a B2B SaaS Model Latka challenges Michael on why he relies on one-time sales instead of recurring SaaS revenue. Michael defends his one-time pricing model as an audience-aligned differentiator before introducing his upcoming SaaS portal idea.10:22–14:41 · Guest disagreement 0/10 Live Demo: The Logo Package Portal Bubble Prototype Michael walks through a live screen-share demo of his Bubble prototype. Latka asks operational UX questions and clarifies how clients interact with file formats.14:41–18:25 · Guest disagreement 3/10 Customer Discovery, Pre-Payments, and Development Financing Latka heavily pushes Michael on why he does not collect upfront pre-payments from designers to fund development. Michael firmly defends his pacing and validation methodology, rejecting the rushed launch approach.18:26–20:30 · Guest disagreement 1/10 The Famous Five: Insights, Influences, and Entrepreneurial Lessons Rapid-fire Famous Five round where Latka jokingly teases Michael about his book choice contrasting with his launch timeline. Michael holds his ground humorously and provides closing answers.0:11–2:41 · Nathan pushing back 0/10 Host Announcement: GetLatka Subscription and Episode Preview Monologue segment consisting of host promotional announcements, archival clips, and introductory guest biography. Host-side interactive metrics remain at zero per monologue guidelines.2:42–4:45 · Nathan pushing back 2/10 From Alpha Scripts to Paid Illustrator Extension Latka directs the discussion toward early development costs and sales figures, prompting the guest to get straight to the numbers. Michael openly walks through the transition from an alpha MVP script to a paid Adobe extension.4:45–7:45 · Nathan pushing back 2/10 Affiliate Marketing Strategy and the Logo Geek Partnership Latka drills into affiliate economics and tracking mechanisms, confirming Gumroad stats and commission payouts. Michael provides precise breakdown numbers on the Logo Geek partnership.7:45–10:22 · Nathan pushing back 3/10 Lifetime Extension Sales and Conceptualizing a B2B SaaS Model Latka challenges Michael on why he relies on one-time sales instead of recurring SaaS revenue. Michael defends his one-time pricing model as an audience-aligned differentiator before introducing his upcoming SaaS portal idea.10:22–14:41 · Nathan pushing back 2/10 Live Demo: The Logo Package Portal Bubble Prototype Michael walks through a live screen-share demo of his Bubble prototype. Latka asks operational UX questions and clarifies how clients interact with file formats.14:41–18:25 · Nathan pushing back 7/10 Customer Discovery, Pre-Payments, and Development Financing Latka heavily pushes Michael on why he does not collect upfront pre-payments from designers to fund development. Michael firmly defends his pacing and validation methodology, rejecting the rushed launch approach.18:26–20:30 · Nathan pushing back 2/10 The Famous Five: Insights, Influences, and Entrepreneurial Lessons Rapid-fire Famous Five round where Latka jokingly teases Michael about his book choice contrasting with his launch timeline. Michael holds his ground humorously and provides closing answers.

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

0:00 · Nathan 57% · guest 43%0:00 · Nathan 57% · guest 43%3:00 · Nathan 17.9% · guest 82.1%3:00 · Nathan 17.9% · guest 82.1%6:00 · Nathan 36.1% · guest 63.9%6:00 · Nathan 36.1% · guest 63.9%9:00 · Nathan 30.6% · guest 69.4%9:00 · Nathan 30.6% · guest 69.4%12:00 · Nathan 16% · guest 84%12:00 · Nathan 16% · guest 84%15:00 · Nathan 35.6% · guest 64.4%15:00 · Nathan 35.6% · guest 64.4%18:00 · Nathan 29.6% · guest 70.4%18:00 · Nathan 29.6% · guest 70.4%21:00 · Nathan 0% · guest 100%21:00 · Nathan 0% · guest 100%
Sharpest disagreement ▶ 17:14 Michael defends timeline against rapid launch advice

Michael firmly rejects Latka's suggestion to build fast and ship in a month, asserting that he prefers doing things his own way to maintain product quality.

 Hardest push from Nathan ▶ 16:16 Latka insists on pre-payment cash arbitrage

Latka directly challenges Michael's survey approach, arguing that collecting customer cash before paying developers is the ultimate arbitrage strategy.

 Biggest teaching moment ▶ 9:26 Michael breaks down subscription fatigue among designers

Michael educates Latka on why a one-time payment structure serves as a competitive advantage for design tools given the overwhelming number of SaaS subscriptions freelancers already pay.

 Nathan holds their own ▶ 16:16 Latka outlines pre-order financing playbook

Latka demonstrates his SaaS expertise by instructing Michael on how to validate demand through paid beta pre-orders and utilize refundable deposits to finance development risk-free.
the scores for every segment, with the reasoning behind each
ChapterTopicNathan as informed peerGuest teachingGuest disagreementNathan pushing backWhy
Host Announcement: GetLatka Subscription and Episode Preview 0000 Monologue segment consisting of host promotional announcements, archival clips, and introductory guest biography. Host-side interactive metrics remain at zero per monologue guidelines.
From Alpha Scripts to Paid Illustrator Extension 4102 Latka directs the discussion toward early development costs and sales figures, prompting the guest to get straight to the numbers. Michael openly walks through the transition from an alpha MVP script to a paid Adobe extension.
Affiliate Marketing Strategy and the Logo Geek Partnership 5202 Latka drills into affiliate economics and tracking mechanisms, confirming Gumroad stats and commission payouts. Michael provides precise breakdown numbers on the Logo Geek partnership.
Lifetime Extension Sales and Conceptualizing a B2B SaaS Model 6213 Latka challenges Michael on why he relies on one-time sales instead of recurring SaaS revenue. Michael defends his one-time pricing model as an audience-aligned differentiator before introducing his upcoming SaaS portal idea.
Live Demo: The Logo Package Portal Bubble Prototype 4302 Michael walks through a live screen-share demo of his Bubble prototype. Latka asks operational UX questions and clarifies how clients interact with file formats.
Customer Discovery, Pre-Payments, and Development Financing 7237 Latka heavily pushes Michael on why he does not collect upfront pre-payments from designers to fund development. Michael firmly defends his pacing and validation methodology, rejecting the rushed launch approach.
The Famous Five: Insights, Influences, and Entrepreneurial Lessons 3112 Rapid-fire Famous Five round where Latka jokingly teases Michael about his book choice contrasting with his launch timeline. Michael holds his ground humorously and provides closing answers.

Statements from this episode (13)

Assertion Not checkable as stated
Logo Package Express cuts logo export time from an hour to minutes
“They need to create logo files for their clients when they're done with a logo design project, and it can take anywhere from 45 minutes to an hour or more, and logo package express is a piece of software that gets it done in about three to five minutes.”
Michael Bruny-Groth Aug 14, 2020 ▶ 2:11
Disclosure
Logo Package operates as a one-time purchase Adobe Illustrator extension
“The revenue model is essentially, it's a one-time purchase for the software. It's an extension for Adobe Illustrator. And basically, it's just getting new customers to come in and buy is the main way that revenue grows.”
Michael Bruny-Groth Aug 14, 2020 ▶ 2:26
Assertion Not checkable as stated
Initial Logo Package Express extension cost about $5,000 to develop
“It was about 5000 dollars to do the development.”
Michael Bruny-Groth Aug 14, 2020 ▶ 3:42
Assertion Not checkable as stated
Updated Logo Package Express extension cost around $15,000 to build
“But most recently I'm about to launch a new version of the extension actually. And that was more, that was closer to 15,000 dollars for all of that work.”
Michael Bruny-Groth Aug 14, 2020 ▶ 3:46
Disclosure
Logo Package pays affiliates 30% to 40% commission on sales
“For all of my affiliates, I'm between 30 and 40% just to keep them motivated and wanting to promote it.”
Michael Bruny-Groth Aug 14, 2020 ▶ 6:00
Assertion Not checkable as stated
Logo Geek affiliate partnership drove $20,000 in Logo Package sales
“The amount of sales that have come from Ian from Logo Geek is 20,000 dollars.”
Michael Bruny-Groth Aug 14, 2020 ▶ 6:47
Disclosure
Logo Package extension typically sells for $79 through affiliate discounts
“The price of the extension is 99 dollars, but I typically sell it for about 79 dollars because I give that deal to a lot of my affiliates.”
Michael Bruny-Groth Aug 14, 2020 ▶ 7:36
Assertion Not checkable as stated
Logo Package Express has sold 2,426 copies of its Illustrator extension
“Overall, the extension has sold 2426 copies.”
Michael Bruny-Groth Aug 14, 2020 ▶ 8:29
Assertion Not checkable as stated
Logo Package Express has generated approximately $180,000 in lifetime sales
“The total sales is right around 175,000, and then that first version sold about 5000. So 180 is very close to the lifetime sales so far.”
Michael Bruny-Groth Aug 14, 2020 ▶ 9:04
Insight
Designers won't pay for handoff tools unless their clients want them
“Ultimately designers have to pay for this new tool, but clients have to want to use it or else designers won't pay.”
Michael Bruny-Groth Aug 14, 2020 ▶ 10:43
Insight
Small teams should pre-validate with prototypes instead of fast-building and pivoting
“I know a lot of people like to build something as quickly as possible and then pivot when it doesn't work. I'd rather build something that I'm pretty sure it's going to work, especially because I don't have a huge teams of people either. It's usually just me a…”
Michael Bruny-Groth Aug 14, 2020 ▶ 11:39
Assertion Not checkable as stated
75% of surveyed designers expressed willingness to pay for new portal
“Would you be willing to pay for this? That was my first question. Would you be willing to pay for this? And about 75% of the people I interviewed said they would.”
Michael Bruny-Groth Aug 14, 2020 ▶ 15:42
Disclosure
Bruny-Groth considers profit-sharing to avoid upfront SaaS development costs
“And one of the things I'm majorly considering is actually a partnership to build this. So where there's profit sharing and kind of not have to pay that upfront cost of development.”
Michael Bruny-Groth Aug 14, 2020 ▶ 16:29
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