In this episode, Wes Bush interviews Ricardo, founder of BetterPic, about how he acquired and scaled an AI headshot company from $1.5K to $270K MRR in just 18 months - all while working part-time. Ricardo reveals his acquisition strategy, focus on fundamentals, and the three key moats that make BetterPic hard to compete with in the crowded AI photo generation market.



Key Takeaways:

[00:01:17] The unconventional $1 acquisition story



[00:05:55] The product was "complete shit" initially - 10% refund rate vs 2% today

[00:11:17] Why they invested in SEO and marketing automation early on

[00:14:15] Building the foundations: marketing automation flows for 20-30 users that scale to thousands

[00:16:30] Scaling AOV from $15 to $47 and how it unlocked new channels

[00:21:25] How 9% conversion rates attracted top affiliates (vs industry standard 1-2%)

[00:24:44] The 3 moats: 24/7 support, SEO dominance, and lowest COGS in the industry

[00:27:16] Building a 50/50 marketing-tech team (unusual for most tech companies)

[00:32:12] Channel breakdown: 80K from affiliates, 80K from Google Ads, plus SEO and Reddit

[00:39:17] Current metrics: 7,000 monthly clients, 20 team members, 3-minute support response time

[00:42:07] What he'd do differently: go all-in sooner instead of staying part-time



Learn more about Ricardo:

<a href="https://www.linkedin.com/in/ricardo-ghekiere/?originalSubdomain=be" target="_blank">Connect with Stijn on LinkedIn</a>

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