If Part 1 got you rethinking PLG, churn, and why human connection matters, welcome back. The SaaS game today isn’t just about great code or viral growth anymore. It’s about smarter revenue plays, mastering sales in a new way, and tapping underrated hacks that get you noticed in the noise.
These lessons come from founders who’ve thrived despite the chaos - people like Andy Allen (Hike SEO), Scott Leese (sales expert), and Stuart Townsend (Podcast Hawk). No fluff here - just the kind of hard-earned wisdom that indie hackers and small teams can actually use.
If you missed Part 1, catch up for insights on why PLG isn’t magic, AI’s SEO chaos, the pre-signup churn fix, and why picking up the phone still wins. Now, let’s dive into the last three lessons - lessons five through seven - the ones that could change your SaaS strategy forever.
5. Beyond Subscriptions: Secondary Revenue Is Your Safety Net
Subscriptions are neat and predictable, but in 2025, relying on just one revenue stream is risky. Many successful founders blend software with services or affiliate programs to boost stability and growth.
Andy Allen’s Hike SEO started as a tool for small businesses overwhelmed by SEO. But users kept asking, “Can you just do it for us?” Services took off, almost turning the company into an agency.
His fix? Find what he calls the “perfect shade of gray” - keep service revenue to complement, not overshadow, subscriptions.
Look at Shopify: their millions come from subscriptions, payment processing cuts, and a huge marketplace of apps and services. Kajabi and other platforms do this too, hosting vetted freelancers and taking a cut.
From community chats, Adam White (SEOJet) shared his experience. His backlink finder tool users wanted hands-on help building links. Partnering with agencies on affiliate commissions increased customer lifetime value and let him scale ad budgets.
“Focus on total customer revenue, not just cutting CAC.”
— Adam White
Secondary revenue models include:
- In-house service add-ons (consulting, done-for-you)
- Affiliate partnerships with agencies or freelancers
- Marketplaces for related products or services
- Transaction fees or commissions
| Model | Pros | Cons |
|---|---|---|
| Service add-ons | High revenue, stronger relationships | Risk of agency creep, harder to scale |
| Affiliate partnerships | Low overhead, extended reach | Less control over quality |
| Marketplaces | Network effects, recurring fees | Complexity in management |
| Transaction fees | Passive income, aligned incentives | Requires critical mass |
Takeaway:
Make a list of services or add-ons your users might need around your product. Test affiliate programs or light-touch services to increase revenue without losing focus. For solo devs, even small secondary income streams can boost your marketing budget and improve retention.
6. Selling to Big Fish? Focus on Adoption Friction, Not Price Wars
Sales intimidates many founders - cold calls feel icky, and pricing battles are exhausting. But Scott Leese, a sales pro for founders who hate selling, shared a refreshing insight:
“Price rarely kills enterprise deals. It’s the work involved in switching that scares them.”
Large companies stick to old systems because change means:
- Training teams
- Building new integrations
- Managing projects and workflows
The real battle isn’t money - it’s reducing adoption friction.
Scott’s advice:
- Offer custom integrations and onboarding
- Train their trainers to ease transition
- Charge for these services as part of the deal
Enterprises have budgets for this kind of support. Once they’re in, they rarely leave - switching costs are too high.
For small businesses, keep it self-serve and simple. For bigger fish, tailor your sales and onboarding to remove every obstacle.
| Adoption Friction Point | How to Reduce It | Benefit |
|---|---|---|
| Training teams | Provide dedicated onboarding and training | Faster ramp-up, fewer dropouts |
| Integration complexity | Build or offer custom integrations | Fits smoothly into existing workflows |
| Internal resistance | Create champions with trainer programs | Better internal buy-in |
| Workflow disruption | Offer pilot programs or phased rollouts | Lower perceived risk |
Takeaway:
If you’re chasing enterprise sales, audit your onboarding process for friction points. Package solutions that smooth the switch - and watch your close rates and revenue rise. Practice demos weekly with the mindset: “How can I make this seamless?”
7. Podcasts: Your Low-Effort Swiss Army Knife for Content, Connections, and Backlinks
Podcasts aren’t just casual chats anymore. They’re a powerful, underused marketing tool for SaaS founders.
Stuart Townsend (Podcast Hawk) and my own journey confirm this:
- One interview generates multiple pieces of content (audio, video clips, blog posts)
- It’s an excuse to reach out to your dream contacts (I’ve gotten replies from Seth Godin-level folks!)
- Podcast show notes are prime real estate for free, high-quality backlinks
Compared to guest blog posts, podcasts provide backlinks without the hassle and cost.
“Podcasts let you build relationships and backlinks at the same time.”
— Stuart Townsend
Podcasts aren’t direct sales machines. Instead, they build awareness and help you gather leads via follow-up content.
How to start:
- Guest on 5 to 10 niche podcasts each quarter
- Or start your own, inviting your Dream 100 guests
- Repurpose episodes into blogs, videos, and social posts
| Podcast Strategy | Outcome | Effort Level |
|---|---|---|
| Guest appearances | Builds relationships, backlinks | Moderate |
| Hosting your own show | Control content, build audience | Higher upfront, long-term payoff |
| Repurposing content | Maximizes reach | Low once episodes recorded |
Takeaway:
Podcasting is an efficient content flywheel. It leverages relationships and boosts SEO with minimal ad spend. For indie hackers especially, it’s a smart alternative to writing or video content.
Final Thoughts
There you have it - the full seven founder lessons to help you navigate SaaS in a noisy, fast-changing world. These aren’t overnight hacks. They’re mindset shifts and strategies to build resilient, sustainable growth.
Whether it’s vetting customers before signup, easing enterprise onboarding, or podcasting your way to visibility, pick one lesson and start today.
What stood out most to you? Share your thoughts in the comments - I’m excited to hear your take.
Keep building smart and steady. Here’s to your next breakthrough.
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