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The Indie Hackers Podcast

#249 – The Keys to Making $1M/Year as a Solo Founder with Brett Williams of DesignJoy

55 min episode · 2 min read
·
Brett Williams

Episode

55 min

Read time

2 min

Topics

Career Growth, Productivity, Remote Work

AI-Generated Summary

Key Takeaways

  • Productized service pricing: Charge fixed monthly subscriptions ($4,995-$5,500) instead of hourly rates to shift client perception from buying time to buying business outcomes, enabling premium pricing and predictable revenue without scope negotiations.
  • Zero meeting policy: Eliminate all client calls and manage everything through Trello boards and asynchronous communication. This allows serving one client per hour weekly while maintaining quality, as meetings consume time that could complete three to four client projects.
  • Price increases control demand: Double prices when overwhelmed rather than hiring, as higher rates attract better clients and reduce volume to manageable levels. Each price increase historically increased rather than decreased demand, contrary to founder fears about pricing out the market.
  • Skill velocity through repetition: Build superhuman execution speed by processing thousands of similar requests over years. Williams handles 40-50 concurrent clients by developing pattern recognition and workflow efficiency that typical designers lack without equivalent volume experience.

What It Covers

Brett Williams explains how he built DesignJoy into a $1M+ annual revenue solo design agency, serving 40-50 clients simultaneously through unlimited subscription-based design work at $5,000+ monthly rates.

Key Questions Answered

  • Productized service pricing: Charge fixed monthly subscriptions ($4,995-$5,500) instead of hourly rates to shift client perception from buying time to buying business outcomes, enabling premium pricing and predictable revenue without scope negotiations.
  • Zero meeting policy: Eliminate all client calls and manage everything through Trello boards and asynchronous communication. This allows serving one client per hour weekly while maintaining quality, as meetings consume time that could complete three to four client projects.
  • Price increases control demand: Double prices when overwhelmed rather than hiring, as higher rates attract better clients and reduce volume to manageable levels. Each price increase historically increased rather than decreased demand, contrary to founder fears about pricing out the market.
  • Skill velocity through repetition: Build superhuman execution speed by processing thousands of similar requests over years. Williams handles 40-50 concurrent clients by developing pattern recognition and workflow efficiency that typical designers lack without equivalent volume experience.

Notable Moment

Williams reveals he maintained original clients at their 2017 pricing of $400 monthly for years while new clients paid ten times more, creating unsustainable workload that forced difficult decisions about ungrandfathering legacy customers to preserve business viability.

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Episode Transcript

What's up, everybody? This is Cortland from ndhackers.com, and you're listening to the n d hackers podcast. More people than ever are building cool stuff online and making a lot of money in the process. And on this show, I sit down with these indie hackers to discuss the ideas, the opportunities, and the strategies they're taking advantage of so the rest of us can do the same. Alright. I'm here with Brett Williams. Brett, how's it going? Great, man. How are you? Doing excellent. It's nice to meet you. I've been seeing your name pop up constantly on anti hackers, on Twitter for, like, the last couple years, and it's crazy. You have this crazy business. You're making over $1,000,000 a year as a one person design agency. Yeah. It's pretty, it it's it's pretty, pretty crazy. It's been a crazy ride for I've been going at it. Yeah. I've been at any actors around for, gosh, many many years, but going at this for for five. So it's I've been around the block a couple of times with this thing. Yeah. Yeah. Yeah. It's it's like the most inspirational possible story because, like, who doesn't wanna make a million dollars by themselves? Right? Every indie hacker is like, if I could just, like, not hire a whole team, not manage a bunch of people, if I could work like, looks like looks like you're in your apartment. I assume you just work from home and make a ton of money doing what I love. Like, that's the dream. And you've you've, like, hit that dream, and you've been there for some time. Like, it wasn't wasn't just like yesterday. You've been posting about this for years. I was reading some of your old comments on indie hackers when you had just kinda started Designjoy, things are going okay, and one of them you talked about this fear that it wouldn't scale. You're thinking, you know, I'm doing this on the side. I've got a full time job or, you know, a different job. I'm working on these design projects for people. You know, I'm already at the point where I've got six or seven customers. I'm not sure if I could possibly scale this business. So maybe I think you said maybe I'm forever doomed to be a lifestyle business. And here you are. You clearly push past that point. Yeah. I mean, it's it's partly, you know, my own self doubt, but also, you know, I've had a lot of people over the years that I've just spoken to that that also kind of put that doubt in in as well. You know, when I explain the model and explain the fact that I'm doing myself, I mean, you have people on one hand that say, you know, getting clients will never be your bottleneck. It'll be scaling this thing. And then you have other, you know, the other side is, like, you're gonna burn yourself out. …

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