Nadav identified a large real estate CRM whose CEO he had contact with from being a former client. Before building any interface, he cold-messaged the CEO on WhatsApp, pitched an API integration of the voicemail tool (claiming it was "already built"), and sent a cloned voice demo using footage of the CEO from a YouTube podcast. The CEO agreed to a meeting; they closed a $20,000 integration fee, which funded building the actual platform. This single enterprise client gave them their first months of product feedback (thousands of end-users on the CRM's platform) and paid $10,000/month for over a year. Once the product was stable enough, they built a basic website/interface and launched cold email campaigns — a channel they were already expert in through their agency, Primatica. They blasted cold emails to their target market (real estate and outbound sales companies) and began converting signups. Pricing was set high from day one: $500, $1,000, and $2,000/month tiers — Nadav refused to offer cheaper plans even when prospects pushed back, wanting only high-ticket clients. Their first five standalone paying clients put them at $2,500 MRR. A critical early lever was building a credit card pre-authorization check on free trials, which lifted trial-to-paid conversion from 12% to 50% — making paid acquisition economics viable from early on.
Voice Drop
Ringless voicemail platform with AI-powered personalized voice cloning for outreach
8 moves, in order
- Pre launch / SeedCold outreach whatsapp direct
Nadav cold-messaged the CEO of a large real estate CRM on WhatsApp (had the number from being a former client). Sent a cloned-voice demo made from the CEO's YouTube appearance. Pitched a 1-month integration with no live product. Closed a $20K integration deal that funded the entire platform build.
$20,000 upfront + $10,000/month retained for 12+ months from first clientMRR $10k - Months 1–3 post launchEnterprise client feedback loop
Used the CRM client's thousands of end-users as a live beta. No public interface existed — only an API backend. Every bug and piece of feedback was funneled directly to their single developer to iterate rapidly on core functionality.
Product matured enough to build public interface; no new revenue addedMRR $10k - Public LaunchCold email
Leveraged their existing cold email agency (Primatica) to blast cold emails targeting real estate and outbound sales companies. Set pricing at $500/$1,000/$2,000/month and refused all requests for cheaper tiers.
First 5 standalone paying clients; $2,500 MRR from those aloneMRR $2.5k - Early GrowthConversion rate optimization
Built a credit card pre-authorization check on free trial signups (inspired by car rental deposit holds). Users with insufficient funds are blocked from starting trials, eliminating fake/limited cards and dramatically improving trial quality.
Trial-to-paid conversion rate increased from 12% to 50%; maintained at 50% since - Months 3–8Google ads ppc
Launched Google Search ads targeting keywords like 'ringless voicemail', 'voice drop', 'cold calling', 'call center'. With a 50% trial conversion rate and $500 average ticket (~$2,000 LTV), they set a hard cap of $200 per free trial acquisition cost, yielding ~$400 CAC for a $2,000 LTV customer.
Grew approximately $5,000 MRR per month; reached ~$15K MRR after 3–4 months of public launchMRR $15k - Month ~8 (crisis point)Google ads ppc
At ~$30–35K MRR, over-scaling Google Ads made the business unprofitable. Cut ad budget to roughly 25% of prior spend and implemented automated Google Ads budget rules: if 7-day avg cost-per-conversion >$300, reduce budget 15%; if <$200, increase 15%; otherwise hold steady.
Restored profitability; stable and more efficient ad spend going forwardMRR $35k - Month ~9–10 (breakthrough)Enterprise sales outbound
Began closing enterprise clients capable of sending millions of messages/month as infrastructure matured. Deployed two dedicated sales reps for enterprise calls. First major enterprise client paid $30,000 in a single month, nearly doubling MRR overnight. Enterprise close rate reached 40–50% vs. 25% for SMB.
Surpassed $100K MRR; one client alone contributed $30K in one monthMRR $100k - Scaling to $150KMulti channel paid social
Expanded beyond Google Ads into Facebook, Twitter/X, YouTube, Reddit, and TikTok advertising to diversify traffic and reach new audiences. Record of 12 free trials in a single day achieved; team expects to surpass that significantly.
Reached $150K MRR (up from $140K referenced in post title)MRR $150k
Nadav had 5+ years running a real estate company spending $10–20K/month on ringless voicemail marketing, giving him deep domain knowledge of the buyer persona, pricing tolerance, and competitive landscape. He and Robbie also owned a cold email agency (Primatica), making their primary acquisition channel essentially free and expert-level. Prior experience closing $20K–$80K real estate deals removed psychological barriers to high-ticket B2B sales.
Google Ads (PPC on ringless voicemail / cold outreach keywords), combined with a 50% trial-to-paid conversion rate enabled by the card pre-authorization mechanism
AI inbound call agent feature built on ElevenLabs API — spent ~2 months of a developer's time, rebuilt from scratch using LiveKit after ElevenLabs' API proved unreliable; feature launched but only 5–10 clients use it out of hundreds/thousands. Also, early aggressive Google Ads scaling caused Voice Drop to become unprofitable at ~$30–35K MRR; they had to cut budget to a quarter and implement automated budget rules before growth resumed.
How I Built a $140K/month SaaS in 18 Months
boot.dev
Interactive online learning platform for back-end software engineering skills
Tweet Hunter / Taplio (+ 5 new startups: SuperX, Outrank, Revid, Fever, Postinker)
Twitter/LinkedIn growth tools sold for $8M; now 5 new SaaS products at $400k+/month
Supademo
AI-powered interactive product demo tool for B2B SaaS companies