Nathan Latka

Check out founderpath.com.

So Callum, just to pull the story forward here, with the website and the concept we see on our screen right now, your 2014-2015 version, did you pass a million dollars of annual revenue with this concept or no?

So you basically, I guess, give me the quick quote here.

You went from half, repeat this, I guess, if it's true.

You went from about half a million of revenue in 2017 to...

to five years later doing $10 million of revenue.

Is that about right?

Yeah.

Yeah, that's correct.

Okay.

So take us into the growth tactics there, right?

What happened?

I mean, based off the digital footprint you've left, it looks like you invested significantly starting in late 2021 at SEO just by how much you're being indexed by the Wayback Machine.

You also have very, very high domain rating, which really, I mean, you popped that back in 2016, but then you further optimized it.

It looked like in this 2018 onward period.

What were your top growth channels in 2018, 2019?

Break that viral loop down for me, because a lot of people think viral loop is all about like, I can't do a viral loop because I'm not a document signing tool.

There's not two people for every one thing, right?

So how did you actually mathematically and psychologically engineer one user turning into three?

Calum, the question here is the chicken and egg problem, right?