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Aug 16, 2016 · 17m · top-founders

EP 388: TrueBill Saves You $ On All Those Monthly Subscriptions You Pay

Nathan Latka · 8m spoken Yahya Mokhtarzada · 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, host Nathan Latka interviews Truebill co-founder and CEO Yahya Mokhtarzada to discuss how the subscription-management platform scaled to 50,000 users, secured $1.75 million in seed funding, and generates revenue through targeted brand partnerships while remaining free for consumers.

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 54.4% of the talking time here. How this is scored →

Nathan as informed peer 4.4 Guest teaching 2.8 Guest disagreement 1.4 Nathan pushing back 2.4
05100:0010:001:04–3:24 · Nathan as informed peer 4/10 Introducing Yahya Mokhtarzada and Truebill's Value Proposition Nathan introduces Yahya and asks clear foundational questions about Truebill's value proposition and monetization structure. Yahya explains the free consumer model and affiliate recommendation revenue.3:24–6:17 · Nathan as informed peer 5/10 Launch Timeline, Revenue Growth, and Seed Funding SAFE Terms Nathan pushes on why Truebill avoided SaaS in favor of paid acquisitions and questions the startup's runway. When Nathan mischaracterizes SAFE notes as simply having no interest or discount, Yahya clarifies how valuation caps and early-stage SAFEs work.6:18–8:59 · Nathan as informed peer 6/10 Targeted Partner Recommendations and Data Monetization Philosophy Nathan presses on the monetization of underlying consumer transaction data and asks whether investors could buy the data. Yahya breaks down their partner pitch model and explains why selling raw data is currently an unnecessary distraction.8:59–11:30 · Nathan as informed peer 5/10 User Growth Metrics, Activation Levers, and Long-Term Expansion Nathan drills down into user acquisition numbers, lifetime user counts, and activation metrics. Yahya outlines their long-term vision of moving beyond affiliate recommendations into direct payment processing.11:33–15:33 · Nathan as informed peer 2/10 Mid-Roll Sponsor Breaks: HostGator and Austin Live Event Segment includes mid-roll sponsor reads and the Famous Five lightning round. Dynamic is light and conversational, with brief playful banter when Nathan accuses Yahya of quickly Googling a book title.1:04–3:24 · Guest teaching 2/10 Introducing Yahya Mokhtarzada and Truebill's Value Proposition Nathan introduces Yahya and asks clear foundational questions about Truebill's value proposition and monetization structure. Yahya explains the free consumer model and affiliate recommendation revenue.3:24–6:17 · Guest teaching 6/10 Launch Timeline, Revenue Growth, and Seed Funding SAFE Terms Nathan pushes on why Truebill avoided SaaS in favor of paid acquisitions and questions the startup's runway. When Nathan mischaracterizes SAFE notes as simply having no interest or discount, Yahya clarifies how valuation caps and early-stage SAFEs work.6:18–8:59 · Guest teaching 3/10 Targeted Partner Recommendations and Data Monetization Philosophy Nathan presses on the monetization of underlying consumer transaction data and asks whether investors could buy the data. Yahya breaks down their partner pitch model and explains why selling raw data is currently an unnecessary distraction.8:59–11:30 · Guest teaching 2/10 User Growth Metrics, Activation Levers, and Long-Term Expansion Nathan drills down into user acquisition numbers, lifetime user counts, and activation metrics. Yahya outlines their long-term vision of moving beyond affiliate recommendations into direct payment processing.11:33–15:33 · Guest teaching 1/10 Mid-Roll Sponsor Breaks: HostGator and Austin Live Event Segment includes mid-roll sponsor reads and the Famous Five lightning round. Dynamic is light and conversational, with brief playful banter when Nathan accuses Yahya of quickly Googling a book title.1:04–3:24 · Guest disagreement 1/10 Introducing Yahya Mokhtarzada and Truebill's Value Proposition Nathan introduces Yahya and asks clear foundational questions about Truebill's value proposition and monetization structure. Yahya explains the free consumer model and affiliate recommendation revenue.3:24–6:17 · Guest disagreement 2/10 Launch Timeline, Revenue Growth, and Seed Funding SAFE Terms Nathan pushes on why Truebill avoided SaaS in favor of paid acquisitions and questions the startup's runway. When Nathan mischaracterizes SAFE notes as simply having no interest or discount, Yahya clarifies how valuation caps and early-stage SAFEs work.6:18–8:59 · Guest disagreement 1/10 Targeted Partner Recommendations and Data Monetization Philosophy Nathan presses on the monetization of underlying consumer transaction data and asks whether investors could buy the data. Yahya breaks down their partner pitch model and explains why selling raw data is currently an unnecessary distraction.8:59–11:30 · Guest disagreement 1/10 User Growth Metrics, Activation Levers, and Long-Term Expansion Nathan drills down into user acquisition numbers, lifetime user counts, and activation metrics. Yahya outlines their long-term vision of moving beyond affiliate recommendations into direct payment processing.11:33–15:33 · Guest disagreement 2/10 Mid-Roll Sponsor Breaks: HostGator and Austin Live Event Segment includes mid-roll sponsor reads and the Famous Five lightning round. Dynamic is light and conversational, with brief playful banter when Nathan accuses Yahya of quickly Googling a book title.1:04–3:24 · Nathan pushing back 2/10 Introducing Yahya Mokhtarzada and Truebill's Value Proposition Nathan introduces Yahya and asks clear foundational questions about Truebill's value proposition and monetization structure. Yahya explains the free consumer model and affiliate recommendation revenue.3:24–6:17 · Nathan pushing back 4/10 Launch Timeline, Revenue Growth, and Seed Funding SAFE Terms Nathan pushes on why Truebill avoided SaaS in favor of paid acquisitions and questions the startup's runway. When Nathan mischaracterizes SAFE notes as simply having no interest or discount, Yahya clarifies how valuation caps and early-stage SAFEs work.6:18–8:59 · Nathan pushing back 3/10 Targeted Partner Recommendations and Data Monetization Philosophy Nathan presses on the monetization of underlying consumer transaction data and asks whether investors could buy the data. Yahya breaks down their partner pitch model and explains why selling raw data is currently an unnecessary distraction.8:59–11:30 · Nathan pushing back 2/10 User Growth Metrics, Activation Levers, and Long-Term Expansion Nathan drills down into user acquisition numbers, lifetime user counts, and activation metrics. Yahya outlines their long-term vision of moving beyond affiliate recommendations into direct payment processing.11:33–15:33 · Nathan pushing back 1/10 Mid-Roll Sponsor Breaks: HostGator and Austin Live Event Segment includes mid-roll sponsor reads and the Famous Five lightning round. Dynamic is light and conversational, with brief playful banter when Nathan accuses Yahya of quickly Googling a book title.

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

0:00 · Nathan 53.7% · guest 46.3%0:00 · Nathan 53.7% · guest 46.3%3:00 · Nathan 37.2% · guest 62.8%3:00 · Nathan 37.2% · guest 62.8%6:00 · Nathan 32.3% · guest 67.7%6:00 · Nathan 32.3% · guest 67.7%9:00 · Nathan 50.8% · guest 49.2%9:00 · Nathan 50.8% · guest 49.2%12:00 · Nathan 77.6% · guest 22.4%12:00 · Nathan 77.6% · guest 22.4%15:00 · Nathan 87.3% · guest 12.7%15:00 · Nathan 87.3% · guest 12.7%
Sharpest disagreement ▶ 13:36 Playful pushback on Googling book title

In a very collegial interview, Yahya's only direct pushback is firmly denying Nathan's accusation that he Googled Howard Schultz's book title.

 Hardest push from Nathan ▶ 4:15 Challenging the sustainability of free model

Nathan challenges the free product model, pointing out that Truebill can only afford it temporarily because of venture funding.

 Biggest teaching moment ▶ 5:13 Correcting host on SAFE terms and caps

Yahya politely educates Nathan on how SAFE agreements work after Nathan assumes they simply mean zero interest and no discount.

 Nathan holds their own ▶ 6:17 Framing user data exploitation mechanics

Nathan demonstrates sharp business acumen by dissecting the underlying reality of Truebill's data model and demanding exact commercial deal terms.
the scores for every segment, with the reasoning behind each
ChapterTopicNathan as informed peerGuest teachingGuest disagreementNathan pushing backWhy
Introducing Yahya Mokhtarzada and Truebill's Value Proposition 4212 Nathan introduces Yahya and asks clear foundational questions about Truebill's value proposition and monetization structure. Yahya explains the free consumer model and affiliate recommendation revenue.
Launch Timeline, Revenue Growth, and Seed Funding SAFE Terms 5624 Nathan pushes on why Truebill avoided SaaS in favor of paid acquisitions and questions the startup's runway. When Nathan mischaracterizes SAFE notes as simply having no interest or discount, Yahya clarifies how valuation caps and early-stage SAFEs work.
Targeted Partner Recommendations and Data Monetization Philosophy 6313 Nathan presses on the monetization of underlying consumer transaction data and asks whether investors could buy the data. Yahya breaks down their partner pitch model and explains why selling raw data is currently an unnecessary distraction.
User Growth Metrics, Activation Levers, and Long-Term Expansion 5212 Nathan drills down into user acquisition numbers, lifetime user counts, and activation metrics. Yahya outlines their long-term vision of moving beyond affiliate recommendations into direct payment processing.
Mid-Roll Sponsor Breaks: HostGator and Austin Live Event 2121 Segment includes mid-roll sponsor reads and the Famous Five lightning round. Dynamic is light and conversational, with brief playful banter when Nathan accuses Yahya of quickly Googling a book title.

Statements from this episode (10)

Disclosure
Mokhtarzada: Truebill stays free for consumers, monetizing via recommendations
“So we keep true will completely free for users. And that opens up a couple of new channels for us in the form of intelligent recommendations.”
Yahya Mokhtarzada Aug 16, 2016 ▶ 2:01
Disclosure
Truebill combed standard affiliate networks before pursuing direct partnership deals
“So what we did firstly was we just sort of signed on to Commission Junction and a few other affiliate programs and combed through to see, you know, what would be interesting or more actually what would be contextually relevant for users. And then we just sort …”
Yahya Mokhtarzada Aug 16, 2016 ▶ 3:00
Assertion Not checkable as stated
Truebill grew monthly revenue from $500 to $4,000 in month two
“So the first month that we turned on revenue, we did just 500 dollars. The second month that went up to about 4000 dollars.”
Yahya Mokhtarzada Aug 16, 2016 ▶ 3:45
Prediction Not checkable as stated
Mokhtarzada predicts Truebill will hit $50,000 monthly revenue within 12 months
“So I think that around 12 months we should be making 50,000 dollars a month.”
Yahya Mokhtarzada Aug 16, 2016 ▶ 4:04
Insight
Mokhtarzada: Charging users to save them money creates a fundamental conflict
“And I think there's just, you're fundamentally at odds. If you're trying to charge the user money to save the money at the same time.”
Yahya Mokhtarzada Aug 16, 2016 ▶ 4:20
Assertion Supported
Truebill raised $1.75 million in total seed capital
“So we've actually raised about 1.75 million in total capital. We closed that in the last month actually.”
Yahya Mokhtarzada Aug 16, 2016 ▶ 4:48
Assertion Not checkable as stated
Mokhtarzada admits Truebill lacks user volume to meaningfully move partner metrics
“Realistically for none of the companies that we're working with right now, do we have enough volume to move the needle for them to be meaningful?”
Yahya Mokhtarzada Aug 16, 2016 ▶ 7:06
Disclosure
Truebill is not selling user spending data to investors
“And that's just a distraction that, you know, we're well capitalized at the moment, so we're not not pursuing.”
Yahya Mokhtarzada Aug 16, 2016 ▶ 8:53
Assertion Not checkable as stated
Truebill signs up 10k to 15k users per month
“I think last month we signed up about 10 or 15,000 users.”
Yahya Mokhtarzada Aug 16, 2016 ▶ 9:07
Assertion Not checkable as stated
Truebill reports 50,000 lifetime signups since January 2016 launch
“It's around 50,000.”
Yahya Mokhtarzada Aug 16, 2016 ▶ 9:17
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