Currently — building Wildfront

Building small, profitable software businesses — slowly, and with taste.

I'm Mac. I've been making SaaS since 2007. After a long stretch of failed attempts, I grew one from $0 to $61k MRR in 30 months and sold it. Now I'm compounding a small portfolio of focused products under Wildfront, and writing about what I'm learning as I go.

01 / Path

A working timeline

2007 First SaaS attempt.Learned what "product-market fit" actually means by not having it.
2010 Joined a startup incubator.Shipped a few products. Met the people who shaped the next decade.
2013 — 16 A run of small bets.Side projects, apps, micro-SaaS. Most failed. A few taught a lot.
2017 One year as a digital nomad.Built, travelled, wrote the playbook for how I actually want to live.
2020 Started Castanet.A LinkedIn outreach tool. The one that finally worked.
2022 $0 → $61k MRR in 30 months.Solo founder. No ads. Sold it to a portfolio acquirer.
2023 Launched The SaaS Bootstrapper.Newsletter, podcast, a library of essays for founders like me.
2024 Started Wildfront.A holding company for focused, profitable SaaS — owned long-term.
2025 Acquired ViewExport and Branded Charts.Added two small products to the portfolio. Operating, not flipping.
Now Operating the portfolio, writing weekly.ChurnZap in beta. Wildfront Plus community open. Articles most Tuesdays.
02 / Currently

Projects I'm running

Wildfront

→

A portfolio of focused, profitable software businesses — built slowly, owned long-term, and grown with taste.

Holding co · wildfront.co

Wildfront Newsletter

→

Insights from buying, building, and operating SaaS companies — guided by first principles.

Newsletter · frontier.wildfront.co

Wildfront Plus

→

A private community for serious bootstrap founders building real businesses — sharing progress, deals, and lessons as we go.

Community · invite only

Demandbird

→

Demand generation for B2B SaaS — built for founders who want pipeline, not just traffic.

SaaS · demandbird.com

ViewExport

→

Simple, compliant Slack exports for eDiscovery, audits, and internal investigations — without the enterprise bloat.

SaaS · viewexport.com

Branded Charts

→

Turn raw data into clean, on-brand charts and visuals your audience actually wants to share.

SaaS · brandedcharts.com

ChurnZap

→

Reduce churn at the moment users try to cancel — with smart offers, insights, and flexible cancellation flows.

SaaS · churnzap.com
03 / Writing

Essays & articles

Journey

  1. $0 to $61k MRR in 30 monthsJourney
  2. One year as digital nomadsJourney
  3. I made a $50k entrepreneurial mistakeJourney
  4. What I learned from a startup incubatorJourney

Strategy

  1. Stop setting goalsStrategy
  2. I hit $60k MRR by ignoring the competitionStrategy
  3. Create a portfolio of small betsStrategy
  4. How to transition from the 9-5 grind to freedomStrategy
  5. Just. Keep. Going. An overnight success can take many years.Strategy
  6. What I wish I had been told when starting outStrategy

Validation

  1. 9 criteria for selecting your best business ideaValidation
  2. You don't need to validate your ideaValidation
  3. Validating the viability of your productValidation
  4. How do you know when it's time to give up on your SaaS?Validation

Marketing

  1. Driving traffic through RedditMarketing
  2. The most powerful SaaS growth leverMarketing
  3. The best kind of marketingMarketing
  4. Influencer marketingMarketing
  5. On advertising and paid mediaMarketing

Mindset

  1. You don't need the skills you think you need as an entrepreneurMindset
  2. Fear versus regretMindset
  3. Don't let a lack of expertise hold you backMindset
  4. Connection over perfectionMindset
  5. Reaching success through osmosisMindset
  6. Aim to cringe at your own past workMindset

Customer acquisition

  1. How to get your first five customersAcquisition
  2. How to get customers 6–50Acquisition