Setter AI

Before writing a single line of code, Joseph set up a minimal landing page on a pre-existing, already-indexed domain. The page had one H1 keyword ("cold call automation") sourced from Ahrefs — high search volume, low difficulty — plus AI-generated demo audio from ElevenLabs faking the product, and a Calendly link as the sole CTA. The page was immediately submitted to Google Search Console for fast indexing (within 24 hours). Organic search traffic landed prospects directly on the demo, which drove demo call bookings. On those calls, Joseph used the "deposit framework": rather than asking people to pay for a non-existent product, he offered a $500 one-time, 100% refundable deposit that secured the buyer a spot in the first product launch. This created urgency and real financial commitment. The first $500 Stripe payment arrived in February 2024, before any code was written. A company with over $1B in revenue also booked a call, which confirmed the opportunity was real and underserved. Once the actual Setter AI website launched, it ranked on page one within a week and eventually reached #1 worldwide for the target keyword — converting ongoing organic traffic into paying customers at price points ranging from $50/month up to $5,000/month.

Joseph had an existing domain from a prior business, already indexed by Google, which allowed the fake landing page to rank within 24 hours — a replication blocker for first-time founders with no prior web presence. Both founders also had prior software/freelance experience enabling rapid technical execution once validation was confirmed.

SEO (programmatic + content) combined with YouTube long-form video

Paid ads were tried but reduced margins from 90%+ down to ~80%; not identified as a meaningful growth driver. Hired freelancers for some work, which also added cost without being highlighted as effective. Applied to YC five times, received one interview, never accepted.