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Nov 12, 2018 · 20m · top-founders

1206 He Helps B2B SaaS CEO's Launch User Conferences

Simone Vincenzi · 11m spoken Nathan Latka · 6m 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 episode of The Top Entrepreneurs, host Nathan Latka interviews GTEx co-founder Simone Vincenzi on how entrepreneurs and B2B SaaS founders can build market authority and drive revenue through high-converting live events and user conferences.

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 36% of the talking time here. How this is scored →

Nathan as informed peer 6.4 Guest teaching 3.2 Guest disagreement 1.8 Nathan pushing back 4.8
05100:0010:0020:000:59–3:33 · Nathan as informed peer 5/10 Introducing Simone Vincenzi and GTEx's Live Event Strategy Latka opens by probing GTEx's business model and event cadence. Vincenzi explains his strategy of hosting live experiential tasters to funnel clients into speaking coaching and high-ticket courses.3:34–6:43 · Nathan as informed peer 7/10 Event Unit Economics, Upsell Programs, and Company Margins Latka meticulously calculates unit economics, pressing Vincenzi to clarify how $6k event costs yield $150k+ in revenue through backend upsells. Vincenzi breaks down GTEx's $900k revenue and $700k cost structure as they scale their team.6:43–9:58 · Nathan as informed peer 6/10 Why Run 200 Events: Brand Building vs. Direct Revenue Latka directly questions the logic of running 200 events instead of focusing on three lucrative ones. Vincenzi firmly defends his multi-event strategy, arguing that stage volume drives essential brand equity, authority, and media visibility.10:01–14:30 · Nathan as informed peer 8/10 Pay-to-Play Speaking Dynamics and Partnering with Gary Vee When Vincenzi claims they bought 25,000 books to book Gary Vee, Latka catches the arithmetic flaw, calculating that wholesale book costs would exceed the keynote fee. Vincenzi concedes he did not personally manage the contract, prompting Latka to demand deals Vincenzi actually ran.14:32–18:56 · Nathan as informed peer 6/10 Conference Economics, Keynote Fees, and B2B SaaS Strategy Vincenzi explains the financial mechanics of big-name keynote events like Les Brown, detailing how selling paid speaking slots subsidizes celebrity speaker fees. He then outlines how B2B SaaS founders can run low-pressure lead generation conferences.0:59–3:33 · Guest teaching 3/10 Introducing Simone Vincenzi and GTEx's Live Event Strategy Latka opens by probing GTEx's business model and event cadence. Vincenzi explains his strategy of hosting live experiential tasters to funnel clients into speaking coaching and high-ticket courses.3:34–6:43 · Guest teaching 2/10 Event Unit Economics, Upsell Programs, and Company Margins Latka meticulously calculates unit economics, pressing Vincenzi to clarify how $6k event costs yield $150k+ in revenue through backend upsells. Vincenzi breaks down GTEx's $900k revenue and $700k cost structure as they scale their team.6:43–9:58 · Guest teaching 4/10 Why Run 200 Events: Brand Building vs. Direct Revenue Latka directly questions the logic of running 200 events instead of focusing on three lucrative ones. Vincenzi firmly defends his multi-event strategy, arguing that stage volume drives essential brand equity, authority, and media visibility.10:01–14:30 · Guest teaching 2/10 Pay-to-Play Speaking Dynamics and Partnering with Gary Vee When Vincenzi claims they bought 25,000 books to book Gary Vee, Latka catches the arithmetic flaw, calculating that wholesale book costs would exceed the keynote fee. Vincenzi concedes he did not personally manage the contract, prompting Latka to demand deals Vincenzi actually ran.14:32–18:56 · Guest teaching 5/10 Conference Economics, Keynote Fees, and B2B SaaS Strategy Vincenzi explains the financial mechanics of big-name keynote events like Les Brown, detailing how selling paid speaking slots subsidizes celebrity speaker fees. He then outlines how B2B SaaS founders can run low-pressure lead generation conferences.0:59–3:33 · Guest disagreement 1/10 Introducing Simone Vincenzi and GTEx's Live Event Strategy Latka opens by probing GTEx's business model and event cadence. Vincenzi explains his strategy of hosting live experiential tasters to funnel clients into speaking coaching and high-ticket courses.3:34–6:43 · Guest disagreement 1/10 Event Unit Economics, Upsell Programs, and Company Margins Latka meticulously calculates unit economics, pressing Vincenzi to clarify how $6k event costs yield $150k+ in revenue through backend upsells. Vincenzi breaks down GTEx's $900k revenue and $700k cost structure as they scale their team.6:43–9:58 · Guest disagreement 4/10 Why Run 200 Events: Brand Building vs. Direct Revenue Latka directly questions the logic of running 200 events instead of focusing on three lucrative ones. Vincenzi firmly defends his multi-event strategy, arguing that stage volume drives essential brand equity, authority, and media visibility.10:01–14:30 · Guest disagreement 2/10 Pay-to-Play Speaking Dynamics and Partnering with Gary Vee When Vincenzi claims they bought 25,000 books to book Gary Vee, Latka catches the arithmetic flaw, calculating that wholesale book costs would exceed the keynote fee. Vincenzi concedes he did not personally manage the contract, prompting Latka to demand deals Vincenzi actually ran.14:32–18:56 · Guest disagreement 1/10 Conference Economics, Keynote Fees, and B2B SaaS Strategy Vincenzi explains the financial mechanics of big-name keynote events like Les Brown, detailing how selling paid speaking slots subsidizes celebrity speaker fees. He then outlines how B2B SaaS founders can run low-pressure lead generation conferences.0:59–3:33 · Nathan pushing back 2/10 Introducing Simone Vincenzi and GTEx's Live Event Strategy Latka opens by probing GTEx's business model and event cadence. Vincenzi explains his strategy of hosting live experiential tasters to funnel clients into speaking coaching and high-ticket courses.3:34–6:43 · Nathan pushing back 5/10 Event Unit Economics, Upsell Programs, and Company Margins Latka meticulously calculates unit economics, pressing Vincenzi to clarify how $6k event costs yield $150k+ in revenue through backend upsells. Vincenzi breaks down GTEx's $900k revenue and $700k cost structure as they scale their team.6:43–9:58 · Nathan pushing back 6/10 Why Run 200 Events: Brand Building vs. Direct Revenue Latka directly questions the logic of running 200 events instead of focusing on three lucrative ones. Vincenzi firmly defends his multi-event strategy, arguing that stage volume drives essential brand equity, authority, and media visibility.10:01–14:30 · Nathan pushing back 8/10 Pay-to-Play Speaking Dynamics and Partnering with Gary Vee When Vincenzi claims they bought 25,000 books to book Gary Vee, Latka catches the arithmetic flaw, calculating that wholesale book costs would exceed the keynote fee. Vincenzi concedes he did not personally manage the contract, prompting Latka to demand deals Vincenzi actually ran.14:32–18:56 · Nathan pushing back 3/10 Conference Economics, Keynote Fees, and B2B SaaS Strategy Vincenzi explains the financial mechanics of big-name keynote events like Les Brown, detailing how selling paid speaking slots subsidizes celebrity speaker fees. He then outlines how B2B SaaS founders can run low-pressure lead generation conferences.

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

0:00 · Nathan 47.4% · guest 52.6%0:00 · Nathan 47.4% · guest 52.6%3:00 · Nathan 35.7% · guest 64.3%3:00 · Nathan 35.7% · guest 64.3%6:00 · Nathan 30.5% · guest 69.5%6:00 · Nathan 30.5% · guest 69.5%9:00 · Nathan 52.8% · guest 47.2%9:00 · Nathan 52.8% · guest 47.2%12:00 · Nathan 27.7% · guest 72.3%12:00 · Nathan 27.7% · guest 72.3%15:00 · Nathan 19.4% · guest 80.6%15:00 · Nathan 19.4% · guest 80.6%18:00 · Nathan 39.4% · guest 60.6%18:00 · Nathan 39.4% · guest 60.6%
Sharpest disagreement ▶ 8:24 Vincenzi dismisses Latka's single-event philosophy

Vincenzi counters Latka's critique by stating that while Latka's preference for fewer events works for him, different founders require high-frequency speaking to build media authority.

 Hardest push from Nathan ▶ 14:25 Latka demands first-hand deal numbers after catching an error

Latka stops Vincenzi from discussing partner-led arrangements after exposing questionable book volume numbers, insisting on hearing only about deals Vincenzi directly executed.

 Biggest teaching moment ▶ 16:10 Vincenzi details conference arbitrage mechanics

Vincenzi provides a detailed breakdown of how promoters offset a $100k keynote fee by charging secondary speakers $10k to $20k per stage slot and leveraging affiliate lists.

 Nathan holds their own ▶ 13:54 Latka runs the wholesale math on book speaking deals

Latka instantly calculates that purchasing 25,000 books at wholesale prices would cost a quarter million dollars, proving the claimed speaking deal economics were impossible.
the scores for every segment, with the reasoning behind each
ChapterTopicNathan as informed peerGuest teachingGuest disagreementNathan pushing backWhy
Introducing Simone Vincenzi and GTEx's Live Event Strategy 5312 Latka opens by probing GTEx's business model and event cadence. Vincenzi explains his strategy of hosting live experiential tasters to funnel clients into speaking coaching and high-ticket courses.
Event Unit Economics, Upsell Programs, and Company Margins 7215 Latka meticulously calculates unit economics, pressing Vincenzi to clarify how $6k event costs yield $150k+ in revenue through backend upsells. Vincenzi breaks down GTEx's $900k revenue and $700k cost structure as they scale their team.
Why Run 200 Events: Brand Building vs. Direct Revenue 6446 Latka directly questions the logic of running 200 events instead of focusing on three lucrative ones. Vincenzi firmly defends his multi-event strategy, arguing that stage volume drives essential brand equity, authority, and media visibility.
Pay-to-Play Speaking Dynamics and Partnering with Gary Vee 8228 When Vincenzi claims they bought 25,000 books to book Gary Vee, Latka catches the arithmetic flaw, calculating that wholesale book costs would exceed the keynote fee. Vincenzi concedes he did not personally manage the contract, prompting Latka to demand deals Vincenzi actually ran.
Conference Economics, Keynote Fees, and B2B SaaS Strategy 6513 Vincenzi explains the financial mechanics of big-name keynote events like Les Brown, detailing how selling paid speaking slots subsidizes celebrity speaker fees. He then outlines how B2B SaaS founders can run low-pressure lead generation conferences.

Statements from this episode (9)

Assertion Not checkable as stated
GTEx generates £150k to £170k per 20 conference attendees after upsells
“So total revenues that we make after the upsell, generally with every 20 people we make a 150,000 in sales between a 150,000 to 170,000 every 20 people. And then our costs are 6000.”
Simone Vincenzi Nov 12, 2018 ▶ 3:55
Assertion Not checkable as stated
GTEx sells a £15,000 upsell package that costs £4,000 to deliver
“We sell the upsell for about 15,000, and the costs are 4000.”
Simone Vincenzi Nov 12, 2018 ▶ 5:02
Assertion Not checkable as stated
GTEx reached roughly £900,000 in trailing 12-month revenue
“Over the past four months, a bit less than seven figures. So around 900,000.”
Simone Vincenzi Nov 12, 2018 ▶ 5:58
Disclosure
GTEx runs 200 events annually but only three flagship conferences
“So I do 200 events in total, but some events, they are for filling up this one. Some of these events are external events. Some of these events are events that we run with our clients. So of this particular conference, we run about three a year.”
Simone Vincenzi Nov 12, 2018 ▶ 7:01
Insight
Pay-to-play speaking works as customer acquisition only with backend monetization
“Pay to play works if you have a strong back end, where then you can monetize is a, is advertisement. So you will pay an event promoter to put you on a stage because they do all the hard work really. And that's why it works. So it works if I can convert and the…”
Simone Vincenzi Nov 12, 2018 ▶ 10:33
Insight
Major keynote speakers lower their fees during book launch campaigns
“Sometimes if the speaker is doing a big promotion for their book, it's actually the best time To get a large keynote speaker because they will lower the speaking fees to sell more books so they can become a New York time bestseller.”
Simone Vincenzi Nov 12, 2018 ▶ 13:35
Assertion Not checkable as stated
Motivational speaker Les Brown charges a $100,000 keynote speaking fee
“And Les Brown would speak for a fee. So generally is about a 100,000.”
Simone Vincenzi Nov 12, 2018 ▶ 14:50
Assertion Not checkable as stated
Secondary event speakers pay $5,000 to $20,000 for stage time
“Other speaker will actually pay can be 5000 or 10,000 or 20,000, depending on what kind of event is that. And they will then be able to be that on that stage.”
Simone Vincenzi Nov 12, 2018 ▶ 16:44
Assertion Not checkable as stated
A 1,000-person conference venue typically costs £10,000 to £20,000
“If you look at a venue for that one, actually we were able to get it for only 5000 pounds, which was insane, but generally you're looking for a venue of a thousand people between, 10,000 to 20,000, depending from the season.”
Simone Vincenzi Nov 12, 2018 ▶ 17:10
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