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Dec 26, 2019 · 15m · top-founders

1615 Secrets to Cold Traffic to Demo to Sales Funnel with $1.8m ARR SalesProcess CEO

Nick Kozmin · 7m 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, host Nathan Latka speaks with Nick Kozmin, founder of salesprocess.io, about scaling a bootstrapped B2B sales accelerator to a $1.8 million run rate with an ultra-lean team. Nick breaks down his quantitative VSL funnel methodology, pricing models, and how he reinvests profits into client equity.

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 44.6% of the talking time here. How this is scored →

Nathan as informed peer 6.0 Guest teaching 2.2 Guest disagreement 1.6 Nathan pushing back 4.8
05100:0010:000:52–3:32 · Nathan as informed peer 5/10 VSL Funnels and Predictable Unit Economics Nathan probes Nick's revenue metrics, distinguishing between cash collected and GAAP revenue, while clarifying the exact full-time status of his commission-only sales reps.3:33–6:29 · Nathan as informed peer 6/10 Pricing Tiers and Info-Product Packaging Nathan challenges Nick's positioning to clarify whether the business is an agency, SaaS, or info-product, pressing on whether revenue is truly recurring.6:29–9:46 · Nathan as informed peer 6/10 Nick's Background: Door-to-Door Sales to Midnight Detailing Nathan digs into whether Nick has automated his methodology with actual software code or is simply selling consulting templates and playbooks.9:46–11:58 · Nathan as informed peer 8/10 Capturing Value: Angel Investing in Portfolio SaaS Nathan breaks down SaaS enterprise multiples to push Nick on capturing enterprise equity value rather than just taking fixed training fees.11:59–14:38 · Nathan as informed peer 5/10 Capital Growth, Distributed Team, and Retention Nick clarifies that the training membership launched recently so retention data is fresh, while Nathan runs through the Famous Five questions.0:52–3:32 · Guest teaching 2/10 VSL Funnels and Predictable Unit Economics Nathan probes Nick's revenue metrics, distinguishing between cash collected and GAAP revenue, while clarifying the exact full-time status of his commission-only sales reps.3:33–6:29 · Guest teaching 2/10 Pricing Tiers and Info-Product Packaging Nathan challenges Nick's positioning to clarify whether the business is an agency, SaaS, or info-product, pressing on whether revenue is truly recurring.6:29–9:46 · Guest teaching 2/10 Nick's Background: Door-to-Door Sales to Midnight Detailing Nathan digs into whether Nick has automated his methodology with actual software code or is simply selling consulting templates and playbooks.9:46–11:58 · Guest teaching 2/10 Capturing Value: Angel Investing in Portfolio SaaS Nathan breaks down SaaS enterprise multiples to push Nick on capturing enterprise equity value rather than just taking fixed training fees.11:59–14:38 · Guest teaching 3/10 Capital Growth, Distributed Team, and Retention Nick clarifies that the training membership launched recently so retention data is fresh, while Nathan runs through the Famous Five questions.0:52–3:32 · Guest disagreement 1/10 VSL Funnels and Predictable Unit Economics Nathan probes Nick's revenue metrics, distinguishing between cash collected and GAAP revenue, while clarifying the exact full-time status of his commission-only sales reps.3:33–6:29 · Guest disagreement 2/10 Pricing Tiers and Info-Product Packaging Nathan challenges Nick's positioning to clarify whether the business is an agency, SaaS, or info-product, pressing on whether revenue is truly recurring.6:29–9:46 · Guest disagreement 2/10 Nick's Background: Door-to-Door Sales to Midnight Detailing Nathan digs into whether Nick has automated his methodology with actual software code or is simply selling consulting templates and playbooks.9:46–11:58 · Guest disagreement 2/10 Capturing Value: Angel Investing in Portfolio SaaS Nathan breaks down SaaS enterprise multiples to push Nick on capturing enterprise equity value rather than just taking fixed training fees.11:59–14:38 · Guest disagreement 1/10 Capital Growth, Distributed Team, and Retention Nick clarifies that the training membership launched recently so retention data is fresh, while Nathan runs through the Famous Five questions.0:52–3:32 · Nathan pushing back 4/10 VSL Funnels and Predictable Unit Economics Nathan probes Nick's revenue metrics, distinguishing between cash collected and GAAP revenue, while clarifying the exact full-time status of his commission-only sales reps.3:33–6:29 · Nathan pushing back 5/10 Pricing Tiers and Info-Product Packaging Nathan challenges Nick's positioning to clarify whether the business is an agency, SaaS, or info-product, pressing on whether revenue is truly recurring.6:29–9:46 · Nathan pushing back 5/10 Nick's Background: Door-to-Door Sales to Midnight Detailing Nathan digs into whether Nick has automated his methodology with actual software code or is simply selling consulting templates and playbooks.9:46–11:58 · Nathan pushing back 6/10 Capturing Value: Angel Investing in Portfolio SaaS Nathan breaks down SaaS enterprise multiples to push Nick on capturing enterprise equity value rather than just taking fixed training fees.11:59–14:38 · Nathan pushing back 4/10 Capital Growth, Distributed Team, and Retention Nick clarifies that the training membership launched recently so retention data is fresh, while Nathan runs through the Famous Five questions.

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

0:00 · Nathan 39.4% · guest 60.6%0:00 · Nathan 39.4% · guest 60.6%3:00 · Nathan 36.8% · guest 63.2%3:00 · Nathan 36.8% · guest 63.2%6:00 · Nathan 39.2% · guest 60.8%6:00 · Nathan 39.2% · guest 60.8%9:00 · Nathan 48.9% · guest 51.1%9:00 · Nathan 48.9% · guest 51.1%12:00 · Nathan 57.8% · guest 42.2%12:00 · Nathan 57.8% · guest 42.2%15:00 · Nathan 84.9% · guest 15.1%15:00 · Nathan 84.9% · guest 15.1%
Sharpest disagreement ▶ 12:21 Nick defends capital allocation approach

Nick pushes back against Nathan's suggestion to build pure tech by stating he solely cares about immediate return on his own capital.

 Hardest push from Nathan ▶ 4:30 Nathan challenges SaaS classification

Nathan directly challenges Nick on whether his model requires constant monthly deal hustle rather than generating true stackable recurring software revenue.

 Biggest teaching moment ▶ 13:06 Nick corrects renewal history assumption

Nick corrects Nathan's misconception that the product has a multi-year renewal history by clarifying that the group training product only launched this year.

 Nathan holds their own ▶ 9:46 Nathan lays out SaaS multiple economics

Nathan demonstrates domain expertise by calculating exact MRR multiples and lifetime value compounding to show why pure SaaS captures vastly more equity value than coaching.
the scores for every segment, with the reasoning behind each
ChapterTopicNathan as informed peerGuest teachingGuest disagreementNathan pushing backWhy
VSL Funnels and Predictable Unit Economics 5214 Nathan probes Nick's revenue metrics, distinguishing between cash collected and GAAP revenue, while clarifying the exact full-time status of his commission-only sales reps.
Pricing Tiers and Info-Product Packaging 6225 Nathan challenges Nick's positioning to clarify whether the business is an agency, SaaS, or info-product, pressing on whether revenue is truly recurring.
Nick's Background: Door-to-Door Sales to Midnight Detailing 6225 Nathan digs into whether Nick has automated his methodology with actual software code or is simply selling consulting templates and playbooks.
Capturing Value: Angel Investing in Portfolio SaaS 8226 Nathan breaks down SaaS enterprise multiples to push Nick on capturing enterprise equity value rather than just taking fixed training fees.
Capital Growth, Distributed Team, and Retention 5314 Nick clarifies that the training membership launched recently so retention data is fresh, while Nathan runs through the Famous Five questions.

Statements from this episode (12)

Insight
SaaS acquisition funnels should return $3 per $1 spent within 30 days
“So essentially we build machines where you can spend one dollar for SaaS companies. We spend one dollar. You should make at least three dollars back in like 30 days.”
Nick Kozmin Dec 26, 2019 ▶ 2:00
Disclosure
Salesprocess.io reached $2.2M in revenue and $1.8M in cash collected
“Well, 2.2 in in revenue, but since we're bootstrapped, I just look at cash collected. We're at like 1.8.”
Nick Kozmin Dec 26, 2019 ▶ 2:15
Disclosure
Salesprocess.io representatives conduct five to eight sales demos per day
“I do five to six demos a day, and then Joseph's doing five to eight demos a day.”
Nick Kozmin Dec 26, 2019 ▶ 3:01
Disclosure
Salesprocess.io reached $1.8M in cash collected with only two team members
“So there's, to get, we got to 1.8 with just me and Joseph.”
Nick Kozmin Dec 26, 2019 ▶ 3:10
Disclosure
Kozmin: All sales reps at salesprocess.io work commission-only
“Commission only. Everyone's commission only.”
Nick Kozmin Dec 26, 2019 ▶ 3:24
Disclosure
Kozmin: Salesprocess.io annual contract values range from $6K to $15K
“So our contract value is anywhere from six grand to 15,000 a year.”
Nick Kozmin Dec 26, 2019 ▶ 3:40
Disclosure
Salesprocess.io operates as an info product rather than an agency
“It's not an agency, it's a, like, info product.”
Nick Kozmin Dec 26, 2019 ▶ 4:36
Assertion Not checkable as stated
Outbound sales for $50K+ enterprise deals yield 5 to 20 monthly demos
“We usually, if they're just doing outbound, if they're selling something over, like, 50 grand, they're looking at five to 20 demos a month. If they're a little bit lower price point where they're selling, like, SMBs, like, we can get, like, 120 demos a month.”
Nick Kozmin Dec 26, 2019 ▶ 5:31
Disclosure
Kozmin: Early agency charged $100K plus 15% lift for two yearly clients
“I started seven years ago, but I was kind of like a, I would go in, I can only help two customers at a time. So I'd go in for half a year and I was, I'd roll up my sleeves and do all the work. So I'd build the funnel. I'd get on the phone. I'd build the sales …”
Nick Kozmin Dec 26, 2019 ▶ 5:57
Insight
Enterprise funnels for $50K+ deals must book meetings, not offer trials
“Whereas some of someone who's doing a 50,000 dollar, a 100,000 dollar enterprise deal, they're going to use a video sales letter to book meetings against the calendar. They're not going to be, it's no free trial for a hundred grand. Right. They're gonna use th…”
Nick Kozmin Dec 26, 2019 ▶ 9:24
Insight
SaaS growth becomes purely a function of cash and time post-product-market fit
“Like our thesis is like, we can get them to that point of inflection where if they solve lead generation, And they solve the predictable sales method. All it is, is a function of cash and time to get to a certain point.”
Nick Kozmin Dec 26, 2019 ▶ 11:30
Prediction Not checkable as stated
SalesProcess.io's current business model will inevitably hit a growth plateau
“And I'm going to hit a, I'm going to hit a plateau, and then I'm going to have to do something else to keep the growth going.”
Nick Kozmin Dec 26, 2019 ▶ 12:35
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