Ten thousand ads, all built by hand. Julius Körfgen left that grind to build Uplane, software that automates it, then sold to his first customers before writing a line of code. Uplane reached a million dollars in ARR in about six months.

Julius makes the case for selling before building: the cold outreach that got strangers on calls, the one-week sprint from discovery call to working demo, and why he refuses to run a free pilot. Without a dollar attached, he argues, you cannot tell a real business case from a polite conversation.

Plus: why Julius threw out per-seat pricing and now charges a share of ad spend, so Uplane only earns more when the customer's campaigns do better.

Uplane runs around twenty people across San Francisco and Berlin. Julius and his two co-founders raised their first funding round close to a year before the product existed, AG1 is a customer, and a project with Deutsche Bahn is underway.

This episode is brought to you by:

🤖 Hobbes → Don't book a demo. Take one.

🔑 Key Lessons

• 🤝 Sell before you build: Julius closed customers before writing a line of code. His discovery calls ended with a promise to return in a week with a solution, which forced both a real deadline and a real answer about demand.
• 🎯 Frame outreach as learning, not selling: His cold LinkedIn messages said he had just left his job and was exploring an idea, and asked for a few questions. People opened up about problems they would never have shared with a pitch.
• 💰 Never run a free pilot: Without a dollar attached you cannot tell a business case from a polite conversation. Julius has watched founders stay attached to an idea for months because nobody ever asked them to pay for it.
• ⚡ A week is long enough to build the thing you promised: Three founders and one week produced demos that won real customers. Scrappy was fine; fake was not, and he argues AI removes the excuse for a mock-up that does nothing.
• 💰 Align pricing with the outcome you claim: Uplane charges a fixed fee covering costs plus a variable share of ad spend. Julius says it makes the pitch easier, because he only earns more when the customer's campaigns do better.
• 🏢 Be reachable faster than an agency can be: Uplane answers customers within 120 seconds. Julius treats speed of response as the main structural advantage an early-stage company has over an incumbent agency.
• 🧠 Volume is not the constraint anymore: AI made producing ads nearly free, so the bottleneck moved to picking the roughly ten percent that perform. Companies pushing more output without connecting it to analytics are solving the wrong half.

Chapters

• Introduction
• What Uplane does and the problem it solves
• Ten thousand ads by hand
• Deciding to leave and build it
• The cold LinkedIn outreach that worked
• Standing out when everyone uses AI to personalise
• The first customer
• Why free pilots are a trap
• The one-week sprint from call to demo
• The 120-second response rule
• Throwing out per-seat pricing
• Attribution and charging on ad spend
• Guardrails and atomic content
• Lightning round

Resources

• Full show notes: https://saasclub.io/492
• Join 5,000+ SaaS founders: https://saasclub.io/email