Nathan Latka

But I do, for those wondering and saying, man, I want to build Bootstrapped like Calum.

It sounds like, and correct me if any of this is wrong, but to summarize, your order of operations was basically building

you start off with viral coefficient using Twitter to get reviews, which then started fueling your programmatic SEO strategy on the review pages.

And once those were working, you moved on here and got pretty aggressive on LinkedIn ads and Google ads to the tune of about half a million votes per year.

Is that sort of the right order of operations?

Exactly.

That's great.

So you sell the business for $82 million cash.

Just any lessons, maybe just one lesson that you want to leave, the biggest mistake you made in your negotiations during the exit process.

What was upsetting post-close?

So there wasn't any part of the $82 million deal that you had to hit an earn out.

It's not like you made less because the company screwed up once you sold it to them, right?

So total cash stifling for you and your team, again, was that full 82 million bucks cash?

It's the common theme you see, right?

A private equity firm gets behind a company.

They say, Mr. Company or Mrs. Company, go buy a bunch of other companies.

That's what a private equity firm is supposed to do.

You know, you will aim them because you need obviously your stuff.

What is like AppHub and Silversmith, right?

So Silversmith puts 60 million bucks into AppHub.