Stop building in the dark and find out if anyone will pay
You work through the lessons on your own, do the work between them, and check your thinking with a quiz at the end. You finish knowing which phase you are actually in and the one move that fits it, instead of adding another feature to a product nobody has agreed to buy.
One payment · Start the moment you buy
Lesson 1 of 2
The Coaching Ladder
1 min · Section 1, My first section
What changes
Before, during and after
Where you are now
You have been building the same product for months and it still does not feel ready to show anyone. You know how to onboard other people's customers, but talking to your own feels terrifying, so you keep adding features instead.
What the course changes
You learn how a solo SaaS business actually moves, from side project to first paying customer, and how the customer success instincts you already have become the way you validate and sell. The lessons are built for a team of one, not a team of ten.
Where you end up
You know which phase you are in, what that phase asks of you, and what to stop doing. You have a clear next conversation to have instead of a clear next feature to build, and you can describe what you are building as a founder would.
How it works
Self-paced, on your own time
Watch the lessons
Recorded lessons you take whenever you have the time, before work, after work or on a Saturday with coffee. No calendar, no cohort, no waiting on anyone.
Do the work
Each lesson ends with something to apply to your own product, not someone else's. The point is a real conversation or a real decision this week, not more notes in Notion.
Check yourself
A quiz at the end tells you plainly whether the ideas landed and where you still guess one phase too high. You leave with an honest read on where you stand.
What's inside
1 section, 2 lessons
About 1 minute of video · 1 quick quiz
Section 1My first sectionThis is my first section.
- LessonThe Coaching Ladder1 min
- LessonMy first recorded lesson1 min
- QuizMy first quiz1 question
Join
Cheaper than another month of building blind
One payment, lessons you keep, and a clear next move instead of another feature nobody asked for.
$20once
- 2 lessons, about 1 minute of video
- 1 quiz so you know you've got it
- Templates and files with the lessons
- Lifetime access, including new lessons
Your teacher
Peter Gustafson
I spent 10+ years in B2B SaaS across Customer Success, Product Management, Solutions Engineering and Operations, from startups to enterprise, and every role taught me the same things about how businesses grow: listen to customers, build what people want, and sell without being pushy. The most useful education, though, has been building my own thing from scratch. I teach this because I have stood in the doorway between operator and founder myself, and I want to save you the months I spent on the wrong side of it.
- Led a roughly $3M ARR book as a Customer Success leader
- Customer Success, Product and Solutions Engineering at Trading Technologies, The Washington Post and nZero
- Building my own software right now with the same AI-assisted workflows I teach
Ways to go further
When you want more support
The course is the method on your own. If you want other founders in the room, or my direct attention on your product, the same method comes with more guidance.
Group program
Solo Founder Mastermind
Biweekly group calls with all mastermind members (four to five people total, minimum three to ensure a full room even when someone can not make it). Monthly lunch-and-learn session: either a short presentation from Peter or a guest speaker.
For b2B SaaS operators who are building a side project on nights and weekends and want to get to a first paying customer without quitting their job first.
Pricing is shared on a call.
Questions people ask
Before you buy
Who is this course for?
B2B SaaS operators, often in Customer Success or operations, who are building a side project on nights and weekends and want a first paying customer without quitting their job first. If you have been building for a long time and still have not shown it to anyone, this is written for you.
What does it cover?
The curriculum above is the full list. In plain terms: how a solo SaaS business actually moves from side project to first revenue, which phase you are in, and how to turn the customer instincts you already use at work into conversations and sales for your own product.
Is it self-paced?
Yes. The lessons are recorded, so you take them in whatever order and on whatever schedule fits around your day job. There is no cohort to wait for and no calendar time to protect.
What do I need to get started?
A product or a product idea you are willing to put in front of real people, and the honesty to hear what they say. You do not need a finished MVP, a company, or a polished Figma file. The ugly version is fine.
Ship something this week instead of next month
Start the course today and find out whether the thing you have been building is real.