James Ashford built a bootstrapped SaaS for £4,000 on WordPress and sold it to Sage for 8 figures—without raising a single dollar of outside funding. In this episode, early-stage B2B SaaS founders will learn the bootstrapped SaaS playbook that beat competitors with $75M in funding.

James breaks down exactly how to build a sellable asset from day one. You will learn why he printed logos of potential acquirers on his wall before getting his first customer, the "market like a celebrity chef" strategy that made his content go viral, and the "shock and awe" onboarding that impressed acquirers during due diligence.

In this episode, James also shares how trading 10% of his software for 10% of an accounting firm gave him instant credibility as an outsider, and why skipping conferences to hire a videographer was the smartest bootstrapped SaaS marketing decision he made.

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🔑 Key Lessons

• 🚀 Small tech, big exit: James built an 8-figure bootstrapped SaaS on a £4,000 WordPress plugin MVP—proving you don't need massive funding.


• 📚 Market like a celebrity chef: Give away your methodology for free. People still buy because they want it done faster.


• 🎯 Built to sell from day one: Before his first customer, James calculated his exit number and printed acquirer logos on his wall.


• 💡 Bootstrapped SaaS forces creativity: When conferences cost £25K, he hired a videographer instead and dominated online.


• 📋 Playbooks enable premium exits: Every process documented. Acquirers pay more when they see exactly how the business runs.

Chapters

• The "Don't Wish It Were Easier" Philosophy


• What GoProposal Does for Accountants


• Characteristics of the Solution: Close in 15 Minutes


• From Business Consultant to SaaS Founder


• The £4,000 WordPress MVP That Scaled


• Why Not Knowing Tech Was an Advantage


• Trading Equity for Credibility


• Writing a Bestselling Book in 2 Weeks


• Getting the First 100 Customers


• The Bootstrapped SaaS Marketing Playbook


• Outpacing Competitors with Speed


• Creating Content Without Being an Expert


• The Power of Proximity to Customers


• The PATH Method: Pain, Aspirations, Traps, How


• Onboarding: The Shock and Awe Approach


• Growing to 1,100+ Customers


• Why He Skipped Conferences for a Videographer


• Preparing for Exit from Day One


• The M&A Process and Due Diligence


• Why He Never Raised Money


• Life After Exit: The Crash and Recovery


• Small Tech, Big Exit: The New Project


• Lightning Round

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Resources

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