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Jun 23, 2016 · 17m · top-founders

EP 334: Is He Creating The New Billion Dollar Direct Mail Industry?

Nathan Latka · 8m spoken Jake Jorgovan · 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 episode of The Top, host Nathan Latka interviews Jake Jorgovan, founder of Outbound Creative, to explore how hyper-personalized direct mail campaigns and video pitches help agencies win high-ticket enterprise clients. Jorgovan breaks down his agency's pricing tiers, unit economics, monthly recurring revenue metrics, and operational roadmap for scaling to $500,000 in annual revenue.

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 52.9% of the talking time here. How this is scored →

Nathan as informed peer 4.3 Guest teaching 1.8 Guest disagreement 1.0 Nathan pushing back 1.8
05100:0010:001:13–4:41 · Nathan as informed peer 4/10 Introducing Jake Jorgovan and Outbound Creative's Business Model Nathan explores Outbound Creative's business model, comparing their high-touch tactile campaigns to traditional direct mail on steroids. Jake outlines his retainer and commission structure along with real campaign examples.4:41–7:02 · Nathan as informed peer 4/10 Customer Success Blueprints, Early Financials, and Cost Structure Nathan presses Jake on early revenue numbers and whether material costs eat into reported revenue. Jake clarifies that physical mailer and production costs are directly billed through to clients.7:02–11:25 · Nathan as informed peer 5/10 Team Structure, Personalized Video Tactics, and Recurring Revenue Metrics Jake breaks down his monthly recurring revenue, upfront teardown pricing, and aggressive half-million dollar target. Nathan illustrates his familiarity with growth mechanics by detailing how pro forma sales assumptions play out.11:26–15:48 · Nathan as informed peer 4/10 Promotional Announcement: Nathan Latka Live in Austin During the Famous Five rapid fire, Nathan extends Jake's mention of Aaron Ross by citing past interview data on Ross's family and Salesforce background.1:13–4:41 · Guest teaching 2/10 Introducing Jake Jorgovan and Outbound Creative's Business Model Nathan explores Outbound Creative's business model, comparing their high-touch tactile campaigns to traditional direct mail on steroids. Jake outlines his retainer and commission structure along with real campaign examples.4:41–7:02 · Guest teaching 2/10 Customer Success Blueprints, Early Financials, and Cost Structure Nathan presses Jake on early revenue numbers and whether material costs eat into reported revenue. Jake clarifies that physical mailer and production costs are directly billed through to clients.7:02–11:25 · Guest teaching 2/10 Team Structure, Personalized Video Tactics, and Recurring Revenue Metrics Jake breaks down his monthly recurring revenue, upfront teardown pricing, and aggressive half-million dollar target. Nathan illustrates his familiarity with growth mechanics by detailing how pro forma sales assumptions play out.11:26–15:48 · Guest teaching 1/10 Promotional Announcement: Nathan Latka Live in Austin During the Famous Five rapid fire, Nathan extends Jake's mention of Aaron Ross by citing past interview data on Ross's family and Salesforce background.1:13–4:41 · Guest disagreement 1/10 Introducing Jake Jorgovan and Outbound Creative's Business Model Nathan explores Outbound Creative's business model, comparing their high-touch tactile campaigns to traditional direct mail on steroids. Jake outlines his retainer and commission structure along with real campaign examples.4:41–7:02 · Guest disagreement 1/10 Customer Success Blueprints, Early Financials, and Cost Structure Nathan presses Jake on early revenue numbers and whether material costs eat into reported revenue. Jake clarifies that physical mailer and production costs are directly billed through to clients.7:02–11:25 · Guest disagreement 1/10 Team Structure, Personalized Video Tactics, and Recurring Revenue Metrics Jake breaks down his monthly recurring revenue, upfront teardown pricing, and aggressive half-million dollar target. Nathan illustrates his familiarity with growth mechanics by detailing how pro forma sales assumptions play out.11:26–15:48 · Guest disagreement 1/10 Promotional Announcement: Nathan Latka Live in Austin During the Famous Five rapid fire, Nathan extends Jake's mention of Aaron Ross by citing past interview data on Ross's family and Salesforce background.1:13–4:41 · Nathan pushing back 1/10 Introducing Jake Jorgovan and Outbound Creative's Business Model Nathan explores Outbound Creative's business model, comparing their high-touch tactile campaigns to traditional direct mail on steroids. Jake outlines his retainer and commission structure along with real campaign examples.4:41–7:02 · Nathan pushing back 3/10 Customer Success Blueprints, Early Financials, and Cost Structure Nathan presses Jake on early revenue numbers and whether material costs eat into reported revenue. Jake clarifies that physical mailer and production costs are directly billed through to clients.7:02–11:25 · Nathan pushing back 2/10 Team Structure, Personalized Video Tactics, and Recurring Revenue Metrics Jake breaks down his monthly recurring revenue, upfront teardown pricing, and aggressive half-million dollar target. Nathan illustrates his familiarity with growth mechanics by detailing how pro forma sales assumptions play out.11:26–15:48 · Nathan pushing back 1/10 Promotional Announcement: Nathan Latka Live in Austin During the Famous Five rapid fire, Nathan extends Jake's mention of Aaron Ross by citing past interview data on Ross's family and Salesforce background.

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

0:00 · Nathan 60.5% · guest 39.5%0:00 · Nathan 60.5% · guest 39.5%3:00 · Nathan 27.6% · guest 72.4%3:00 · Nathan 27.6% · guest 72.4%6:00 · Nathan 35.1% · guest 64.9%6:00 · Nathan 35.1% · guest 64.9%9:00 · Nathan 45.5% · guest 54.5%9:00 · Nathan 45.5% · guest 54.5%12:00 · Nathan 67.3% · guest 32.7%12:00 · Nathan 67.3% · guest 32.7%15:00 · Nathan 86.5% · guest 13.5%15:00 · Nathan 86.5% · guest 13.5%
Sharpest disagreement ▶ 6:22 Reframing revenue calculations

In a very low-conflict interview, Jake gently corrects Nathan's assumption about material expenses by pointing out that all physical costs are billed separately as pass-throughs.

 Hardest push from Nathan ▶ 5:41 Drilling into convoluted first-year revenue

Nathan refuses to let Jake brush past early financial performance, prompting him to estimate a concrete number for his initial operating period.

 Biggest teaching moment ▶ 9:01 Explaining the paid discovery framework

Jake educates Nathan on how upfront teardown projects serve as a paid risk-reduction filter before locking clients into expensive monthly retainers.

 Nathan holds their own ▶ 10:39 Deconstructing spreadsheet projections

Nathan demonstrates operational expertise by breaking down the exact spreadsheet logic and execution hurdles founders face when scaling sales teams to reach ambitious targets.
the scores for every segment, with the reasoning behind each
ChapterTopicNathan as informed peerGuest teachingGuest disagreementNathan pushing backWhy
Introducing Jake Jorgovan and Outbound Creative's Business Model 4211 Nathan explores Outbound Creative's business model, comparing their high-touch tactile campaigns to traditional direct mail on steroids. Jake outlines his retainer and commission structure along with real campaign examples.
Customer Success Blueprints, Early Financials, and Cost Structure 4213 Nathan presses Jake on early revenue numbers and whether material costs eat into reported revenue. Jake clarifies that physical mailer and production costs are directly billed through to clients.
Team Structure, Personalized Video Tactics, and Recurring Revenue Metrics 5212 Jake breaks down his monthly recurring revenue, upfront teardown pricing, and aggressive half-million dollar target. Nathan illustrates his familiarity with growth mechanics by detailing how pro forma sales assumptions play out.
Promotional Announcement: Nathan Latka Live in Austin 4111 During the Famous Five rapid fire, Nathan extends Jake's mention of Aaron Ross by citing past interview data on Ross's family and Salesforce background.

Statements from this episode (6)

Disclosure
Outbound Creative charges $2K-$4K monthly retainers plus up to 15% commission
“Average retainer, they range Between anywhere from two grand to four grand and then a mixture of no commission on the high end of the cash down to up to a 15% commission on some clients who do on the lower cash side of the retainer.”
Jake Jorgovan Jun 23, 2016 ▶ 2:39
Disclosure
Outbound Creative sends physical cakes with custom URLs for B2B outreach
“The client is Lighthouse Conferencing. They're a Colorado based company. And one of the things we're doing for them to help get them in front of their clients is we're actually sending out cakes to their clientele with a custom URL on top. And so we put a cust…”
Jake Jorgovan Jun 23, 2016 ▶ 3:14
Insight
High-ticket B2B deals justify spending hundreds on physical direct mail outreach
“If you're doing deals that are 50, a 150,000, a 100,000 dollars, 200,000 dollars or more than like, you can spend a few hundred dollars to try to get in front of that because it's worth it if you get one out of even 10 of those.”
Jake Jorgovan Jun 23, 2016 ▶ 4:17
Disclosure
Outbound Creative passes all physical and mailing costs to clients
“What I ended up doing is I charged separately for our management and consulting fees. And then I just passed through any of the hard costs, the mailing costs, physical costs, all to the client.”
Jake Jorgovan Jun 23, 2016 ▶ 6:41
Assertion Not checkable as stated
Outbound Creative averages $15K monthly revenue with $11.5K in MRR
“We're generally averaging around 15 K per month right now. And I would say in our monthly recurring revenues sitting around 11 and a half.”
Jake Jorgovan Jun 23, 2016 ▶ 8:37
Assertion Not checkable as stated
Aaron Ross grew personal income to $1M working 20-30 hours weekly
“Aaron Ross of Predictable Revenue is definitely very interesting to me just because he's not just his business and his mindset there, but he's taken his personal income from 60 grand to over one million in personal income over five years while working only 20 …”
Jake Jorgovan Jun 23, 2016 ▶ 13:26
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