Screw Funding Development, Why Not Get Paid To Build Your Product? With Antonio Rillera

Antonio is the first Foundation student in history to get paid to build his SaaS for a customer. In addition, he will be re-selling this product for $500 to $1000 a month per customer. Listen in to find out how he did it.



Podcast transcript:

Starting from Nothing – The Foundation Podcast
Guest Name Interview – Antonio Rillera
Introduction: Welcome to Starting from Nothing – The Foundation Podcast, the place
where incredible entrepreneur show you how they built their businesses
entirely from scratch before they knew what the heck they were doing.
Dane: In this amazing interview on The Friday Small Wins episode, you’re going to
hear about how one of our students got his entire product idea funded. He
got his entire product funded by one customer, and he’s being paid $1,000 a
week to manage the development of it, to which he will then go and resell to
other people for $500 to $1,000 a month. This is one of the most exciting
pre-sales interviews we have conducted yet.
In addition, the guy’s just a really rad dude. You’re going to hear how he lives
his life, how he structures his meditations, and I hope you enjoy.
Hey everyone, welcome to another edition of Starting from Nothing. This is
take two of my interview with Antonio Rillera. This is the Friday Small Wins
Podcast. And on The Friday Small Wins Podcast we break down everything
that our current and past students have done to achieve their first pre-sale.
Antonio’s no exception to that, he’s an excellent sales man and very good at
Antonio, I think my favorite thing that I saw in one of the community chats
was you’re like, “Hey guys, this stuff works if you actually do it.”
Antonio: Yeah, what do you know?
Dane: What did you mean when you said that?
Antonio: Yeah, if you just take the action, right? You can learn information and keep
learning and learning and learning but until you actually go out and try to
implement something, you’re not going to get any results. You’re not just
going to magically wish something into your, I guess, your zone or your
influence, right? You have to go out and do something about it. You can if
you can attract things to you the way you think but, yeah, you have to really
go out there and take action. That’s a part of the process. That’s what I
meant by that.
Dane: Yeah. What is the result that you’ve got, that you’ve recently had that we’ll
be breaking down today?
Antonio: Sure. I guess it would be the initial pre-sales that I got through a project that
I’m working on in The Foundation that I’ve – basically working with a travel
company is what the customers. I’ve gotten some pre-sales from them to
build a booking engine for a niche within the travel space, which is for travel
agencies. We’re building basically a booking engine for travel agencies right
Dane: How many pre-sales do you have so far?
Antonio: Just one.
Dane: Just one.
Antonio: Yup.
Dane: How many more are you planning to get?
Antonio: A lot more. They’re actually going to be referring me to some other agencies
as well. From my research, there’s about 4,000 in Florida alone who could
use this system – potentially use this system. It’s a big industry and it’s all
more higher ticket so we can charge easily $500, $1,000 plus per month for
this type of solution which we’re delivering. It doesn’t need volume, huge
volume in numbers, to be a profitable, successful, long-term business.
Dane: How much was the first pre-sale for?
Antonio: The first pre-sale, they actually are develop – they’re paying to develop the
entire solution. This first customer is going to pay for the entire development
process and they’re also paying $1,000 a month for me to help manage it – or
$1,000 a week, sorry, for me to help manage the process.
Dane: I’m trying not to smile over here hearing this. Let me make sure I heard you
correctly. You basically figured out a way to get them to fund the entire
development of a product and pay you an additional $1,000 per week?
Antonio: Correct.
Dane: Lots to explore here, like I thought there would be.
Before we get into that, I want to just kind of rewind a little bit and just get
into who you are as a man and how you show up in the world because I think
who you are is a man and how you show up in the world is a big reason why
you have this pre-sale. I want to dissect your way of being here.
Antonio: Sure.
Dane: I also want to preface with your history, what got you to The Foundation. I’ve
got your bio here and I read it in take one and I’m going to read it here again
in take two. Antonio Rillera is an artist, designer, entrepreneur. As an artist,
he’s been obsessed with creating things, which eventually led to him being an
How old are you now, Antonio?
Antonio: I’m 27.
Dane: So since 16 he’s been starting businesses and is working to build a company
and brand that can impact the world in many ways. Also, what I mentioned
earlier but I’m going to say again, is you worked at LeadPages.
Antonio: I did. Yeah. I used to work as their front-end developer.
Dane: How did you get hired at LeadPages?
Antonio: It was way before LeadPages existed. It was the original company that Clay,
the owner of LeadPages now, he actually owns. I jumped in as their front-end
developer for their project The Marketing Show when it used to be called The
Marketing Show. Yeah, that’s how I started. Eventually, Clay started building
LeadPages and I was a part of that initial team who was getting things rolling.
That’s how I got in there.
Dane: How did you find Clay or Clay find you?
Antonio: I actually was looking for a job at the time. One of my businesses had failed
that was I working on and I was like I needed to get back into working for
now to bring in some income. I wanted a job that was actually going to teach
me something as well. I didn’t want to just get a job that was kind of boring
and not fulfilling in any way.
I was subscribed to the Marketing Show; saw that they were doing awesome
stuff. I saw Clay’s videos and loved what they were doing. One day on one of
his episodes, he posted that they were hiring a front-end developer. So I
reached out to them directly on the blog post, and I just said, “Hey, I’m
looking for a job” kind of thing and went to their whole application process,
talked with the owner, that’s how it happened. I just eventually got hired and
got started. Yeah.
Dane: You found The Marketing Show?
Antonio: Yeah, I found The Marketing Show. I went looking for the right place to get a
Dane: You were looking for The Marketing Show to find a job?
Antonio: No, no. I actually had just come across the post that they had done which
was, “We’re looking to hire a front-end developer.”
Dane: Where did you find that at?
Antonio: It was on their blog, The Marketing Show blog.
Dane: How did you find the blog?
Antonio: Oh, probably Google. I don’t remember how I actually got subscribed to The
Marketing Show. I’ve been subscribed to so many different internet
marketing things and all that that it was just one of the other things that I
was subscribed to.
Dane: See, Clay is just that good.
Antonio: He is. Yeah.
Dane: I actually interviewed Clay for LeadPages just last week. I’m not sure when
the interview actually gets posted but it’s good to talk to you after
connecting with him.
Antonio: Yeah. He’s a smart guy. Very cool guy.
Dane: He is very smart. I always feel up level when I hang out with him and I
imagine that’s how you felt as well?
Antonio: Yeah, absolutely.
Dane: That’s good.
You started as a front-end developer and then – if I go to or if
I’m looking at LeadPages, did you design the home page? Did you design the
lead pages? What did you actually do while you were there?
Antonio: Sure. Not recently the new homepage they have is completely different but
in the initial stages, I was definitely a part of their team. They have a team of
people. That’s what Clay does, he has an awesome team. He knows how to
surround himself with great people. I was a part of that process.
We would design pages with their designer, I would also help with the
designs, and I would move into front-end development which is putting up
the homepage and developing templates. In the initial, what, [unclear
00:08:25] of templates that came out in LeadPages, I was a part of that.
Helping them develop those, making them fast, doing all the tests and things
that we needed to make sure that they load fast, that they were optimized
for conversions. There was a lot of stuff behind the scenes that was going on
to really just make those pages what they are today.
Obviously, they’ve taken it to a whole another level now that they have
teams and all that stuff in place. It was a lot of fun for sure. We did a lot of
stuff back then. It was cool.
Dane: If you had such a great team, great environment, why did you leave
Antonio: Great question. That’s a great question. I wanted always to be an
entrepreneur myself. No matter how amazing the environment was, which it
really is at LeadPages. They went above and beyond to make sure that I was
always happy there. The reason I left was simply just because I wanted to
venture out on my own again, and build something on my own that I wanted
to do. I’ve always had this vision of building something great so that’s why I
left. It was just that vision was bigger than LeadPages at the time – staying at
Dane: It’s the resounding thing that I usually hear. You just wanted to build your
own thing.
Antonio: Exactly.
Dane: How did it feel for you being at LeadPages when you wanted to build your
own thing but you weren’t?
Antonio: It almost feels like being trapped. I guess it’s the easiest way to say it. No
matter how amazing the salary is or the job, the hours, the amount of time
they let me take off, or anything that they could possibly have thrown at me,
there was no fulfillment inside. When I woke up in the morning, I’m working
on my own thing. It just wasn’t there.
That’s what was more motivating for me to put aside a steady income, a
steady lifestyle to go venture out into the unknown and do what I wanted to
do, which was just build something that I own, right, and do something on
my own. I was willing to take that risk to do that just for that fulfillment to
actually do that, if that makes any sense.
Dane: Well, yeah. Do you see it as a risk?
Antonio: Calculated risk, right? Worst case scenario, I could always get another job –
that’s worst case scenario – which to me was worst case scenario. I don’t
want to have to go get another job. That’s not what I want to do.
Dane: If you ever need another job, we’ll probably be happy to hire you at The
Foundation. Front-end developer, please, come.
Antonio: There you go. I appreciate that. Hopefully I’ll never have to take up on that
offer. Yeah, that’s how it happened.
Dane: You wanted to build your own thing. When you were at LeadPages and you
couldn’t be building your own things, you’re building LeadPages, you felt
trapped. Is that right?
Antonio: In a way, yeah.
Dane: In a way.
Antonio: Yeah. Because I felt like I couldn’t dedicate the time and the focus I needed
to build my own thing, if I was working a full-time job just doing the full-time
dedication to LeadPages. Because whatever I do, just so you know, I put full
focus into it. With LeadPages, I was working day and night just to make sure
that that was going the best possible, in my role, in that company. Yeah. I just
reached a point where I was like, “Hey, I need to go back to building my own
thing.” That’s what happened.
Dane: You felt trapped in a way. You said no matter what they threw at you, you
felt it still didn’t fulfill you.
Antonio: Correct, yeah.
Dane: What does it feel like, I’m curious, for you not to feel fulfilled?
Antonio: What does it feel like to not feel fulfilled? That’s a good question. I think it
would be – I know it would be horrible, I guess, is a word. It’s horrible. It’s not

Dane: Agony comes up for me.
Antonio: Of course, yeah. You wake up every day, every morning, knowing that you’re
not doing something. To me, I don’t want to wake up morning and know I’m
not doing something great, or working on something great that could either
help other people affect humanity in some way, in the long-term, or things
like that. That I’m just working a job, I guess, just getting by. Even if I was
making a ton of money more than I was already making there, it’s still –
money is not the fulfilling thing for me. Money is just another thing, right?
Necessary evil I guess in the world but, yeah, it does so good in many ways.
Yeah. I just wanted to feel fulfilled, and that I was working on something
important also.
Dane: You wanted to feel fulfilled by building your own thing, and you want it to be
that you were working on something important.
Antonio: Correct.
Dane: How is it for you to share this right now?
Antonio: It feels great. I know there’s other people out there that need to hear it as
well. Hopefully this resonates with certain people that are out there.
Dane: Well, it resonates with me.
Antonio: Good. Even if it’s one person, man, that’s all that matters. Even if it’s one
person out there.
Dane: Yeah, I ask the question, what does it feel like to not feel fulfilled? It’s actually
a really funny question because it’s like, well, some form of miserable. You’ve
said horrible, mine was agony. If I were to clarify that question to you more
it’d be, “Hey Antonio, what does it feel like to not be fulfilled, in other words
not be building your own thing in the world?” You said horrible, right?
Antonio: Yeah, it sucks.
Dane: Was that your experience everyday you went to work at a wonderful
company doing great things in the world, no matter how great that company
was, you still wanted to build your own thing? Was that your experience
subconsciously you were feeling horrible?
Antonio: Exactly. Something was missing and it was – basically with LeadPages I had it
all. It was a great place to work. The income, everything, obviously was
fantastic. The team, the bosses, if we want to call them that, they wouldn’t
call themselves bosses either. It was just an amazing environment to work in,
but there was something inside of me that said I need to do more and I need
to go out and make it happen. My own body or mind, or whatever, wouldn’t
let me be happy until I was doing that. No matter how much money was
coming in, or anything like that, or how big of a project I was working on.
Dane: Your body wouldn’t let you be happy.
Antonio: Yeah. I guess you can call it that. Spirit, soul, however you want to say it but,
yeah, there was something in me that was saying, “You need to do more,
Dane: Was that voice, “You need to do more,” was it a loving, gentle nudge for you?
How does that voice sound in your body?
Antonio: Sound? I don’t know.
Dane: Is it more of a feeling?
Antonio: Yeah, it’s more of a feeling, a pit. That feeling your stomach like something’s
almost wrong, that you’re on the wrong path, I guess; the whole gut feeling.
I’ve always been really into following my gut, I’m just really looking inward
for the right signs of what I’m – any situation what I’m in to find that gut
feeling. I think that’s what it is. It’s not a word per se, it’s just that gut feeling.
“Hey, I’m not on the right path right now.”
Dane: Well, how about now?
Antonio: Definitely, definitely on the right path, moving forward and making things
happen. It’s exciting.
Dane: What does that feel like?
Antonio: Great. I wake up, jump out of bed in the morning, and just excited to start the
day knowing that I’m working on amazing things that again, that are my own,
and that are on the path to where I want to be.
Dane: How about that pit in your stomach?
Antonio: It’s not there anymore. Not that particular feeling of a fear – I guess you can
call it almost fear of not being great or fear of not doing something you’re
supposed to, like I’m holding back. It’s not there anymore. It’s like, okay, I’m
just going to take the risk and go out, and make things happen, and do what I
need to do. I’m building something that’s worth it. I’m going to help people in
many ways. Of course, be an entrepreneur and doing stuff on my own. It’s
just not there anymore. It shows up every once in a while I guess you can say,
when certain things come up, you know, that gut feeling but, yeah.
Otherwise, it’s pretty much gone.
Dane: How is it to realize the difference between where you were and where you
are now?
Antonio: It’s pretty amazing how far I’ve come in just a couple years. I think I was
working there about a year and a half, two years ago. Just that amount of
time, I’ve been working solo on my own and just making it happen, making it
work the best way that I can every day. At the same time building what I
need to build.
When I came across The Foundation, that’s what really was like a spark like,
okay, I can learn how to build a software business almost like LeadPages if
you want to say software as a service or something like that, and implement
what I want to implement into a software that can help people. Took that
leap and moved forward with that.
Dane: How many months currently are you into The Foundation?
Antonio: I believe I started November, so we’re about four or five months in.
Dane: You have a sale that’s making you $1,000 a week while they’re funding the
development of the product in the travel space.
Antonio: Yes.
Dane: I want to get into that here in a second but before I do, what’s it like for you –
how do you see the world? Because I’m curious how you look at the world in
such a way to make such gorgeous designs. How are you looking at the world
to do that?
Antonio: For me, at least, it’s always about subtracting. Most people want to add to
stuff. They want to continue to add more features, add more colors, or add
more designs or sections, whatever it is, in a landing page or software, or
anything, anything in life. But, for me, it’s about subtracting. What can we
remove that’s not essential to get the result? It’s really what it boils down to.
People buy stuff to solve a problem, or to fulfill a need, or a want, or
something like that.
When it comes to software … or even you look at Apple, Apple does a really
amazing job with this, and I think they just launched their new MacBook or
whatever. They took away even more. It’s a thinner laptop now. It doesn’t
have any USB ports. It has one port now to plug in all your stuff. If you see,
they’re subtracting. They’re trying to make it as simple as possible to get the
result which is just have a laptop that has a long battery life that you can take
anywhere with you, and that kind of stuff.
With landing pages, which what I did before, was the same thing. What can
we minimize or make simple to just get the result, which is a lead, right, get
people to fill out a form. Giving them the right amount of information, the
benefits they need, all that kind of stuff, immediately on one page to make a
decision to work with you or sign up as a lead. Same thing with software, at
least from my perspective.
Dane: I think you just changed my life in two minutes.
Antonio: Cool.
Dane: Do you have a light you can turn on in that room?
Antonio: I do, yeah. It’s actually – there is a light on.
Dane: That’s not sunlight?
Antonio: It’s getting dark outside so the room’s getting darker too.
Dane: We can see it. It’s good enough. You’re only a part vampire right now.
Antonio: Cool.
Dane: What can we remove that’s not essential to get the result?
Antonio: Correct. Yeah.
Dane: Is that the right way to ask it?
Antonio: Yeah, because if you think about it, look at like any kind of course, or
program, most of them want to add more modules, or let me give you 100
modules to learn how to run Facebook Ads or something like that, right?
People don’t care about watching another module or videos and all that
stuff. They just want to get the result which is to run successful Facebook
campaign or something like that. If you can find a way to get them the result
as quick as possible, that’s awesome. I think software helps people do that,
that’s why I love software.
Dane: That’s why I love software.
Antonio: Yeah, it’s like everything can be packaged into one and they can get the result
immediately by just purchasing or using a software, right?
Dane: Well, Antonio, you got my feet kicked back. They’re up on the desk now. I’m
actually relaxing, ready to have even more conversation with you. It’s funny,
the first two months of interviews I was kind of stuck frozen in my chair. I was
like, “Alright, I got to do this.” As I’ve been doing this more and more, I’ve
become more and more relaxed on the podcast. It’s fascinating to watch that
You’ve got me really inspired here. What can we remove that’s not essential
and still get the result? Tell me how you would do that on a lead page. Tell
me a lead page that you did that to, like a really specific instance.
Just already, dude, I’m already thinking. If I was interviewing front-end
designers, I might ask that question. “How do you view design? What makes
great design to you?” You’re like, “Well it’s about higher subtraction.” Oh my
gosh, yes please. I already want to go through all my stuff and start
This is what we talk about for transformation, too. I don’t know why I didn’t
think about it for the process of design. You know we talk about this like in
order to transform who you are, it’s really about restoration. It’s not about
adding new information in but subtracting false beliefs.
Antonio: Exactly. Removing barriers and removing false beliefs, all that kind of stuff.
Dane: To get to the result.
Antonio: Yup. It works for a lot of things, design, and software. What do you know?
Dane: Man, I feel like I can change the world right now.
Antonio: Yeah, let’s do it.
Dane: Let’s do it together. What did you do for a lead page? What did you remove,
Antonio: Man, yeah, that’s a tough one. There were so many pages that we worked
on. I think one of the coolest pages which became really popular on
LeadPages was the one that Clay, I think, he started running with which was
the one page background. It was like that huge background with the form
that everybody was using that; the kind of girl looking at the form, on the
beach, or whatever. That thing was being used everywhere. That kind of
really started up everything.
It’s such a simple page. It was just a background, a little box, and a lead box.
You can pop up a form and capture some info. It’s simple. It was converting
very well for a very long time. I think eventually it started slowing down
because many marketplaces were getting to use [unclear 00:24:31] in it, so I
think it started lose its effect. I’m sure it still converts pretty well today. That
would be one of them.
Dane: What is it about Clay’s mind that could create a simple design like that? Did
you get a chance to figure that out?
Antonio: I didn’t. Working with Clay I learned a ton, but there’s still a lot of stuff that
goes on in his mind I’m sure that’s just brilliant in what he does in doing lead
generation and all that. There’s a lot with Clay with subtracting, making it
simple, getting people the result is definitely, I’m sure, what he thinks about,
is I think so. With LeadPages it’s so simple to use, that’s why everybody loves
it, or most people.
Dane: Well, the 30,000 paying customers they had since we talked last, they did
that in two years.
Antonio: Exactly.
Dane: That’s nuts.
Clay’s been a friend for a while but we hadn’t talk for a year or two. Way back
before I even did Marketing Show, we were hanging out at this diner once.
We’re just eating food. This is before I started The Foundation; this is before
Clay started anything. We were hanging out, just chilling. Clay invited me into
this mastermind group where I met some of the top 100 websites in the
world, and these guys were like a lot more – they were different than I
expected. I don’t want to say anything else other than that.
We’d be sitting in a diner and he would be eating eggs. All of a sudden he’d
be like, “Dude …” and he would just go on a rant for 15 minutes about some
marketing concept that he just thought of while he was eating eggs. He
couldn’t shut his mind off. Is that how you saw him too?
Antonio: Yeah, absolutely. That’s Clay.
Dane: Yeah. It’s pretty good to be around that. Man, let’s talk about you. Let’s talk
about this travel thing. I want to talk about the pre-sale in the context of first
you get your mindset right, then you did idea extraction, you sketch a
solution, then you got to the pre-sale. I’d like to break down and dissect
everything you did under that. What did you do to get your mind right before
you began idea extraction, if that’s what you did in the first place?
Antonio: Yeah, for sure.
The mindset is a huge thing that I always work on. In The Foundation, you
guys have some really awesome modules on that too which goes into
removing barriers and stuff. But I would say working on yourself internally is
so important especially as an entrepreneur, it’s huge for achieving almost
anything, I would say. You have to believe that you can do it, and have a
conviction in yourself that you can do it.
In order to do that, you have to work on yourself, especially if you have a lot
of stuff holding you back, a lot of limiting beliefs. I wake up in the morning
and the first thing I do is meditate. Before I go to bed, that’s the last thing I
do, everyday. That’s something that I do every single day.
Dane: How long do you meditate for? Sorry, did you hear that?
Antonio: I think I’m losing you, Dane.
Dane: Oh, bummer.
Antonio: Yeah, signal here.
Dane: Do you hear me now? Testing, testing. We shall restart.
Antonio: Yes.
Dane: There you are. You were saying,
Antonio: Yes. Yeah, I meditate every morning.
Dane: Can you turn your video on, by any chance?
Antonio: Yup. Sure thing.
Dane: How many minutes are you usually meditating when you start?
Antonio: Just a few minutes. Nothing like 2-hour sessions or anything like that, it’s just
five, ten minutes in the morning just to set my day right. I kind of just vision
what I expect the day to look like, kind of the things that I want to happen.
And then just kind of center myself a little bit and start. That’s it. Just start
the day.
In the evening, I do the same thing before I go to bed. Just kind of imagine
what I want the next day to be and kind of go back or view the day that I just
went through, kind of in reverse. That’s about it. I just do that every single
day to kind of make sure that I work on myself internally too and get used to
doing that.
Dane: In the morning, you do what specifically on that meditation?
Antonio: I simply just center myself first, clear out my mind a little bit, do some
breathing, and then just kind of have a mental picture of what I want to
accomplish that day, maybe the major thing that I want to accomplish that
day. Let’s say getting a pre-sale. I actually see myself collecting the pre-sale,
like feeling what it feels like to hold the check in my hand, to do that, and
know what that feels like and everything. It may not happen that day, it may
happen a couple of days later, or weeks later, or months later, whatever, but
I do that every day and just kind of vision what I want to accomplish,
something. But just being very clear about it is important.
Dane: So in the morning you get centered and then you picture that big thing that
day and you are very clear about it.
Antonio: Yeah, and then I just go about my day. I’m not like, just sitting around all day
meditating or envisioning stuff. I’m actually going about my day and taking
action which is important. It’s almost like setting it in the back of my
subconscious like, okay, this is what you need to work on today, and let’s go
do it. Let’s go make some things happen to have that actually happen. That’s
what I do.
Dane: In the evening?
Antonio: In the evening I start out, again, just centering myself, breathing a little bit,
trying to clear my mind of all the stuff that I have to do the next day, or
anything like that. And then just being present in the moment, and then just,
again, reviewing the day, how it went, what maybe I could’ve done
differently, being grateful for what did happen whether it was good or bad.
And then just actually again visualizing what I want to accomplish the next –
maybe a big goal. I have this vision in my head of the big goal, and just always
keeping that in my mind, hoping that it will work on it while I’m sleeping too.
Again, putting my subconscious to work for me while I’m sleeping or while
I’m working during the day.
Dane: What is your big goal that you’re thinking about right now?
Antonio: It’s to run a very large enterprise on the level of Apple, or Virgin, or anything
like those big companies out there, Tesla. Doing things in the space of
technology is definitely a part of it, so having technology solve a lot of
humanities problems. Some of the things I’m really passionate about like
water, having water for everybody. Even third world countries that don’t
have available water. Using technology to do these things I think is really
My big vision overall aside from building a travel company software is to
really help humanity. I think eliminating some of those minor things like
water which a lot of us take for granted, for a lot of other people will raise all
of us up at once because we’re –
If you allow somebody to stop worrying about water, now they can go to
school and they can get educated. When they get educated, they can start
doing other things. They’ll learn how to use their mind, they’ll learn how to
do all these things to eventually maybe one day be a part of The Foundation
or something, right? These are things like – eliminating these things that hold
people back is kind of like my mission in life. Having a company that does that
in many, many ways is really important to me.
Dane: Having a company that eliminates things that hold people back from doing
what they want?
Antonio: Yeah. Minor things like water, or food, or shelter, things like that. And then
having this company also contribute to helping people realize who they really
are which is phenomenal human beings. You and I both know what people
are capable of, right? There are amazing things people can do if you give
them the chance. Yeah. That’s the mission, man. It’s a big vision.
Dane: If you give them the chance, yes. Most people just want to earn [unclear
00:33:42] a chance.
Antonio: Yeah. Exactly.
Dane: Did you have a chance?
Antonio: Always … I think we always do if we believe we do.
Dane: Growing up, did you have someone that gave you a chance?
Antonio: For sure. And I grew up rough. I grew up in circumstances where something
as simple as water was a challenge at certain points. The water got shut off at
my house or … We went through foreclosure in my home. We didn’t have a
home. We had to jump around from house to house and things like that.
Those things, while they grow you, they also motivate you to do stuff. That’s
probably why I have the vision to do this is because I don’t want the people
to experience. Or more importantly, to give people the opportunity to do
bigger things. Yeah, for sure, people get any chances, I guess. Those little
chances that I needed to take leverage and move forward, for sure.
Dane: At night, when you’re going to meditate, one night you might be thinking
about bringing a company like Apple, the next night it might be Tesla, the
next night it might be something along those lines in general. It would be in
the frame of helping humanity with the basic necessities and you’re
envisioning something along this flavor every night, is that accurate?
Antonio: Yes. Just visioning actually people in a third world country, somewhere where
they don’t have water actually enjoying the water, drinking the water, clean
water, things like that. Because of the technology that myself and my team
built. Things like that. That’s what I try to envision long term.
Short term, I do short term stuff too like getting a pre-sale or whatever. Longterm
visions are usually in that nature, and even beyond my lifetime. I’ve
envisioned, okay, when I’m gone 100 years or whatever something like that,
people are still benefitting from whatever I built while I was here, like the
legacy stuff. That’s super, super important I think to be aware of, and kind of
plan for in the future.
Dane: Have you always done this? Have you always been this way?
Antonio: Probably since I was in my early 20’s I’d say when I started first discovering
the stuff more. I read a lot of books, for sure. This stuff doesn’t just like come
from me. It’s just constantly – I’m an omnivorous reader. I love to read. So I
just read books like crazy. A lot of the stuff is just, again, self-development.
Reading from experts who talk about this stuff and just actually taking action
and implementing it daily is how I go about doing this which is building
myself up.
Dane: What do you mean it’s how you go about doing this? You do what?
Antonio: Like the meditating and all that stuff daily. It’s just from stuff that I’ve read in
different places and implemented into my life.
Dane: But how did your heart become this way? You’re not financially taken care of
yet to the point where you don’t have to worry about yourself, correct?
You’re not financially set yet.
Antonio: Yeah, I’m not like a millionaire or anything like that. I make a decent income,
yeah, for sure, through my client work and businesses and stuff, whatever,
but yeah.
Dane: And the $1,000 a week thing which I promise we’re getting into, but this is
actually … The reason he is able to do that is because of the stuff we’re
talking about right now. I just want to set a little context. For anyone
listening, if you’re wondering why I’m not getting into tactics, it’s because
they are useless without a proper foundation.
Antonio: Correct. I agree.
Dane: I’m so happy that you agree. It feels wonderful to hear that.
I want to talk just for a second on this, how did your heart get this way,
Antonio? How did you become – You’re not necessarily where I would
consider you’d want to be, financially, yet. However, you’re already thinking
about others. You’re already thinking about third world countries. You’re
already thinking about service. How does your heart become that way?
Antonio: That’s a great question. I guess it could attribute to the way I grew up. I didn’t
grow up with money. I always saw struggle in my family in my life, and that
was something that I felt could be changed. Just not only in a family level like
my own personal family, but on a global scale too. I think going through that
is a blessing. The way I grew up was a blessing. I had a loving family, even
though we struggled and money was an issue all the time. I think the whole
experience growing up was awesome because, hey, I’m who I am now
because of it.
I think maybe that answers your question, that’s what help me get there I
guess is that I’ve always cared about people and just helping people – serving
people, and doing that. A lot of that stuff, even more today, because I wasn’t
always this strong about it, it was more the last couple of years being an
entrepreneur, going out there and doing stuff, seeing how much service is
important in the world in general.
Dane: You’re married, yes?
Antonio: No, not yet.
Dane: Oh, engaged?
Antonio: Not yet either.
Dane: Not even engaged. Dating? My bad. Hopefully she doesn’t hear that. Another
person on your case. I met her when we were in Florida, yes?
Antonio: Yes, you did.
Dane: Same girl?
Antonio: Yes.
Dane: Thank God. You guys actually carried yourselves as if you were. Hopefully
she’s not listening to this. Never mind, you didn’t carry yourself – No, you
guys carried yourself … I could tell that she – I imagine that she had an impact
on your life.
Antonio: Absolutely, yeah.
Dane: Did she have a way in shaping your heart to be more of service?
Antonio: Oh yeah, absolutely. She has the same love with animals. She loves animals.
Helping the – yeah. Helping animals, strays, things like that; taking them in,
helping them get home and that kind of stuff. That’s definitely obviously
something I really love about her that’s help me also I guess, right? Help me
grow that part of myself as well.
Dane: It’s so clear to me how people seem to be designed so uniquely for different
gifts in their life. You don’t feel necessarily called to animals the way that you
see your girlfriend.
Antonio: Yeah.
Dane: I’m guessing your girlfriend doesn’t necessarily feel called to run a giant
enterprise that creates technology to provide water to people in third world
countries like you feel called.
Antonio: Yeah, exactly.
Dane: You are meditating twice a day right now and you are honoring these visions
that are in your body because you are someone who follows your gut, listens
to that pit in your stomach. Even when it says to leave a remarkable job at a
remarkable company, you still honor that voice and leave.
Antonio: Yeah, and I think that’s the hardest thing people - almost the hardest decision
to do for a lot of people. It is for me too, all the time. You almost know what
you’re supposed to do, but you don’t do it because of fear of what if. What
could happen if I sign up for this program, or quit a job, or travel the country,
or do whatever. There’s this fear of what if. But if we can learn to, I guess,
ignore that, or at least figure out a way to show that it’s not such a big deal,
then it helps. That’s what I think. I just say, “Hey, the worst case if I fail at this
whole entrepreneur thing, I’ll go get a job again.” It would suck for a year or
two years, or whatever. I had to suck it up. Eventually I can get back in again
and make something happen again, just be persistent about it.
Dane: Two years of suckage or a lifetime in misery.
Antonio: Exactly. Exactly.
Dane: What does it feel like to not feel fulfilled? Horrible, agony, miserable. You get
two years of pain or a lifetime of misery, you choose. There’s a difference
between pain and suffering. Suffering is seriously voluntary, as you continue
to put yourself in that situation. Pain is usually involuntary. That’s not always
the case. Let’s talk about how you picked the travel industry as a market.
Let’s get into this.
Antonio: Sure.
The travel industry was actually an old company I used to work for. This is
another company I worked for way before LeadPages. I was also there in the
landing page and front-end developer. We built landing pages like crazy for
them. I did as well. They were just focused on travel, obviously. Disney trips,
that sort of stuff.
Dane: Were they a lead gen company?
Antonio: They were both. They were a marketing company and also a hotel. They ran a
hotel, but they also ran a marketing company which does lead gen and all
that sort of stuff.
Dane: Did they do pretty well?
Antonio: They do. Yup.
Dane: I can imagine.
Antonio: Yeah. Absolutely well.
Dane: Lead gen companies are typically the companies you want to own, folks.
Antonio: Yup.
Dane: If you want to make lots of money of course. If you’re more in the impact
realm, lead gen isn’t too fulfilling.
Antonio: Yeah. Yeah, I used to work for them also.
Dane: So you used to work for this company.
Antonio: Yeah. The company that I’m doing a software for now, I used to work for
them. I was their employee. Many years went by after I stopped working for
them, obviously working with LeadPages and such. The Foundation came
around as well and I realized that I could position software to different
My sort of shortcut trick for The Foundation was – because in The Foundation
you guys have people email other prospects and people who potentially you
can find a problem with. My sort of shortcut – because that wasn’t really my
thing, like just sending out cold emails or anything like that. I love talking to
people and just getting on the phone or doing stuff with my warm markets.
My trick was I’m just going to reach out to people I know in the business
world and find out what kind of things they hate everyday that they’re
dealing with.
I started talking with my old boss basically at this travel company. Just
emailed him, struck up a conversation. We started talking about how they
had a really crappy booking engine that they used off-the-shelf and that
started everything. From there I went to their office again and sat with them
and we talked about everything, and that’s how it came about today. To
where now we’re building this monster of a booking engine that will service a
lot of other travel agencies around the world.
Dane: Okay, so you email your boss out of the blue a couple years go by?
Antonio: Yup.
Dane: What’s that first email say?
Antonio: Well, it was actually for – it wasn’t directly for The Foundation or to sell him
on any software, it was just, “Hey, how are you doing?” and we kind of struck
up a conversation about landing pages and stuff again. Then we were talking
about building some stuff and I started kind of using The Foundation
methods of, “Hey, what are you struggling with on a day to day basis?”
What’s your biggest pain is what I was looking for. What is your biggest pain
that you deal with on a daily basis? It was definitely around their booking
Dane: Was that like a, “Hey, how are you doing?” He replies back. “Hey, how the
lead page going?” He replies back. And then you’re like, “Oh, what are you
struggling with on a day to day basis?”
Antonio: Yeah, it was actually just an email back and forth, and then we got on the
phone because, again, he’s like, “Hey, let’s talk tomorrow about doing some
landing pages again.” It wasn’t about software. He wanted to hire me again
for some landing pages and I was like, “Sure.” So I started talking with him
and then we just started talking about software because I was like his
software really – his landing page is really the problem or the software. It’s
something else that’s the problem. We figured out that it wasn’t …
The landing pages were fine, it was generating leads. They know how to
generate leads, but the booking of those leads and processing those
submissions that are coming in was a whole different ball game that they
were not getting benefit from at all with their off-the-shelf system that they
were using.
Dane: Yeah. I know if I’m ever talking to a business and like, “Oh, we don’t have any
problem with leads. We generate lots of leads.” Usually my next question if
I’m super present is, “Well, what happens after you generate the lead?”
Antonio: Yup.
Dane: Because that’s all the work, that’s where the work begins.
For those listening, a general theme if you want to hold in your mind for idea
extraction is before, during, and after. Before the lead, during while the
lead’s being generated, and after. Or before the sale, during the sale, and
after the sale; before, during, and after is a great frame to like, “What
happens after this? What happened before this, and during?” It’s a good
process to go through.
You’re kind of in that – Well, okay, just pausing for a second. Just to make
sure I get this. You’re in The Foundation, you’re going through the content,
it’s turning on your sort of Foundation mindset, like your reticular activator’s
going on. You buy a Honda and you start seeing Hondas everywhere. You’re
in The Foundation and then all of a sudden your way of life and way of being
starts to attract circumstances in your life that you just naturally kind of
foundation people with.
Antonio: Exactly.
Dane: You get on the phone with them, and how does that first conversation go?
How do you actually get to the booking engine there on that first
Antonio: Again, the reticular activating system. I’m listening for problems in a way. In
my mind, I’m looking for problems that are coming out of his mouth like
while he was talking. We’re talking about landing pages, the usual marketing
stuff. Then I hear this stupid booking engine that we’re using is not working
the way it should be. We’re basically losing money is kind of what it came
around to.
I was like, “Hey, tell me more about that.” And then we went into just talking
about that. “Okay, what is it that you’re struggling with with this booking
engine?” “Oh, it doesn’t do this,” this feature, or “We’re having trouble
managing the leads after they come in.” Or “We’re having …”
The biggest thing that they struggle with, honestly, is because of the way
they do business, they have to really be careful about bringing in the right
leads and then making sure those people are actually confirmed and all that
for their vacation. Because there was a lot of travel agencies in the voucher
business where … It’s almost like they’re Groupon. They’re paying for these
vouchers to travel, and they’re not able to recover. They’re not able to
manage all that.
There’s all sort of holes in things and problems that these guys are dealing
with which is costing them a lot of money. So they’re losing potential money
that they can recapture. That’s exactly how I sold the idea of building it in the
first place, honestly, was reiterating that back to them. Everything they gave
me, I just gave it back to them and said, “Hey, this is what you told me.
You’re losing all this money per week; thousands and thousands and
thousands of dollars per week. Let’s build this thing to solve that and fix it so
you stop bleeding money.”
It’s basically what the whole conversation boiled down to when I got to that
point of the pre-sale, which I don’t know if I’m jumping ahead of what you
want to ask me, but yeah, that’s how it happened over time.
Dane: So you email your boss, you get a few emails back and forth, you get on the
phone. The first phone conversation lasts how long?
Antonio: It was short. Probably 20 minutes or so.
Dane: You found out about the booking system in that 20 minutes?
Antonio: Yeah. I realized that that was their biggest pain right now. That they’re
struggling with this booking engine, and that they wanted something else. I
said, “Hey, you know that I’m already doing development and stuff,
whatever. I can reach out – Is there a way I can get a meeting to sit down
with you and go over this?” He’s like, “Yeah, come in tomorrow, and we’ll
talk about it.”
The next day I went into their offices, talked with them briefly, and then we
kind of – Again, I just extracted as much information as I could about what
they were suffering about. How much money they were losing, how many
bookings they were not getting because of this, how much they were paying
out per transaction.
All these things, these intricate things; just asking questions. Just like The
Foundation teaches, just keep asking questions, digging in deeper, finding
that pain. Yeah, we figured out they were losing probably close to $5,000 to
$10,000 a week by not having something like this.
It’s very simple to sell it honestly. Once I figured that stuff out, we booked
another meeting the next week for another week and this time the meeting
was with the hotel owner, the main owner of the entire operations there. We
went into this office space that they have, a room.
Basically he was just there to hear me out and what I had to say about what
their booking engine and all that was doing, and about building a software
that could run all these bookings. I just reiterated, again, all the stuff that I
had found out before which was, “Hey, you’re losing five to ten grand a week
because you don’t have this yet.”
If this thing even cost 60 grand to build over the next six months, you would
recover that in no time. If you’re losing ten grand a week, 40 grand a month,
that’s a no brainer to build something that eventually will just continue to
bring you in more money after it’s built. Yeah, that’s kind of how it sold and
they were up for that.
Dane: Emails back and forth, first phone conversation for 20 minutes, you learn
about the pain. Initially he’s like, “Help me design lead pages.” So you got
your foot in the door that way plus there’s already trust there because he
was your boss previously. Then you come in for the meeting and you find out
all kinds of pains about this booking system. You start asking questions like
Antonio: Mostly just around their operations like what they were doing that they were
struggling with.
They had a couple other people there too when I was in that first meeting
around me who were like, “Yeah, we hate that the emails don’t come in.” Or,
“Yeah, we hate that this doesn’t – we have to do this one by one.” We found
out that they were doing so many things that could be literally just take
seconds in a software. That one person was emailing another person, who
was then emailing a hotel to confirm, who was then – the hotel was then
emailing them back. There was all this sort of back and forth communication
that could literally be simplified into one click of a mouse. With software,
click this and it sends the emails out to everybody as it should, that kind of
Dane: I want that.
Antonio: Yeah, it was just – they were doing things old school. They had spreadsheets
that they were working with and all these things that could be put into
software. That’s exactly what I’m working on now that we’re building it. Just
taking all that and making it easier for them.
Dane: You sat down and you just looked at every – you found, “Okay, hey, your pain
is a booking system. Then your questions were variations of how do you go
about doing X right now? Then they were like, “Well, we do this and we hate
this and we wish this, and this and this and this.” Is that essentially the shell
of the conversation?
Antonio: Exactly, yup.
Dane: I really like boiling down and simplifying idea extraction to, “Okay, what’s the
pain, mention the pain. Okay, how are you going about that process right
Antonio: Yeah.
Dane: And then you just like, “How are you going about that? How are you going
about that? How are you going about that? How are you going about that?
How do you do this? How do you do that?” Etc.
Antonio: Exactly.
Dane: And then in that process you’re like, “Oh, we have to do this. We have to
send four emails out.” And then your mind’s like, “Holy crap, that sounds
terrible.” Is that right?
Antonio: Yeah. In my mind I’m like, “Okay, that sounds horrible, but I know that can be
simplified, right, with software.” I just kind of write that down for later.
Almost like ammunition to tell them later, “Hey, this is what it’s going to –
when we build this thing, what it’s going to help you do. You’re not going to
have to do that anymore. Send out four emails or whatever it is.”
Dane: What is the pain of this booking system? Are you going to replace the old
booking system?
Antonio: Yeah, for sure.
Dane: For sure.
Antonio: Yeah, absolutely. This is going to replace what they’re using at the moment.
Dane: How much is it going to cost to build?
Antonio: We’ve gotten quotes in the $30,000 range, just about. $30,000 range for the
total vision of it but, yeah. It’s probably going to be – I’m obviously including,
just in case, it goes a little higher. But, yeah, about $30,000 range.
Dane: The customer is more than happy to pay this because they will make that
back in a month?
Antonio: Yup. So they’re already paying for it.
Dane: How did you pitch them? What was your pitch? How did you pre-sell it? How
did that conversation go? You said you gave them back everything they said.
Antonio: Yeah. With them it was very simple. I just said, “You’re losing ten grand a
week. Do you want to keep losing that?” It was that simple. I said you’re
losing 40 grand a month. It was there on paper for them and they could see
they were losing that per month by not having a proper booking engine. So I
said, “You want to keep bleeding that or would you rather start making
that?” That was pretty much how it went down. It was as simple as that. Not
that much more complicated.
Dane: But then how did you price it? How did you get them to fund all of the
Antonio: I basically just said, “This is what it’s going to cost. It’s going to cost let’s say
30 grand to build this thing or more.” I told them 60. I didn’t tell them 30. I
said it would be about 60 just to make sure that they were aware it was a big
project. I said, “This is probably going to cost about $60,000 over the next
couple months – six months or so.” Yeah. “We can get started and start
making payments on it. I would like to be also paid to manage it as well.”
That’s how that came about, too, getting weekly payments.
They obviously wanted a proposal type thing but I just put together
something pretty basic and showed them what it would cost over time to
build this thing out; obviously keeping in there that I maintain ownership of it
as well so that I can resell it to other travel agencies. Because they’re not
interested in reselling it, they’re just interested in using it.
Dane: Are they okay with you reselling it?
Antonio: Yup, absolutely.
Dane: They’re also okay with building it, paying to get it built?
Antonio: Yup.
Dane: They’re also okay with paying you a grand a week?
Antonio: Yeah.
Dane: Why do you think they’re okay with all that?
Antonio: Because of the pain of them – what they’re losing. It all boils down to that.
Dane: Yeah. If you’re having trouble getting pre-sales, it’s generally because the
pain isn’t great enough.
Antonio: Exactly. It’s absolutely that. Yeah.
Dane: The 40 grand a week, they’re losing that because why? What did you actually
Antonio: Well, their current booking engine that they were using – or that they are
using now – they’re almost just paying for this thing to notify their reps of
sales, or bookings that are coming in. They’re actually paying a percentage
for every booking that they’re using with this off-the-shelf system. That could
be a model I may explore later but …
For every booking that someone makes on one of their lead gen websites,
their lead pages, their landing pages, whatever you want to call it, they have
to pay a percentage for each one of those. They’re paying this company
thousands and thousands of dollars because they’re generating a lot of leads,
this is not like a small company that’s generating ten leads a week. They’re
generating thousands of leads a week. This adds up. Having their own system
that they’re just paying monthly for a flat rate is a big money saver for them.
That was one of the things.
The other thing was that this system that they were using off-the-shelf
actually didn’t do half of the stuff that they needed done also with like the
emails, the notifications, these kinds of things. Almost acting like a CRM in a
way. Not as robust as the CRM but almost being able to capture the leads
and store them. None of this stuff was happening that they were paying
dozens of employees to do which could basically remove that need as well.
And those employees can then be doing better things instead of just sending
emails all day.
There’s just so many things that were involved with cost around it, that they
were losing money just like crazy, of not having something that they could
use on their own. Yeah, something simple, right? Subtracting the pain from
their life, right?
Dane: Yes, and subtracting the difficulty.
Antonio: Exactly. Yeah.
Dane: Are you designing the software?
Antonio: Part of it, yeah. Not completely. But, yeah, I actually paid a designer to help
out with the whole design process too because I’m not the best UI designer. I
know my strengths and weaknesses as well. I’m a good landing page designer
for leads, but not so much UI.
Dane: Great. How did you find the UI designer?
Antonio: He was actually an old contact of mine as well. He did UI design just because I
was in the web space for a while. I reached out to him and I said, “Hey, can
you mockup some stuff for us?” So he did that and we paid him to do it.
Dane: How about the developer, how did you find him?
Antonio: Developer I found on oDesk. I went on oDesk and I actually used the exact
process from The Foundation to hire him. You guys have a bunch of emails,
templates, and things to hire a developer. I could say that was probably one
of the most important things that saved me a lot of time and headaches
probably in the whole process. Because I found an amazing developer. I have
really good things to say about him. But, yeah, I found him on oDesk using
the exact process from The Foundation; sending out emails, putting it on
oDesk. The qualification process that you guys put in The Foundation is what
helped me, really helped find him.
Dane: You’ve got a lot of things going for you really well here. I really like how
you’ve gone to your warm network and you’re really leveraging that. If
anybody’s in The Foundation currently, or thinking about The Foundation, or
thinking about getting started in entrepreneurship, I think one of the easier
ways to get your feet around entrepreneurship is to start in your warm
Use The Foundation process on your warm network. You didn’t have to send
any cold emails, you sent one email to one guy you know. You’re building one
product for one business, solving one pain with one problem, you’re getting
the entire product funded.
This is how I started every single one of my software products, with one
customer, one pain, they funded the entire product, and then I added
customers along the way and added features. That way I wasn’t pulled in five,
six, seven different directions. If I can get one customer to fund the entire
product, I don’t need to validate it with three, or four, or five other people.
Now, if I’m just starting out on entrepreneurship, if I don't trust myself as
much, then, yeah, I might want to validate it with more than one person.
When you’re like Antonio, or you’re like me, and you’ve done this awhile, you
can get away with just doing one. It just depends on what risk tolerance you
You said you found your designer in your warm network. If you didn’t have a
designer in your warm network, you could’ve used a similar process that we
teach in The Foundation. I want everyone listening to this, Antonio, to know
that it’s possible and to know that they could do what you did. Do you think
that’s true?
Antonio: Yes, without a doubt.
Dane: Why?
Antonio: I might sound like – It’s easier for someone to say, “Hey, he worked at
LeadPages. He has an advantage.” Or, “Hey, he had a warm market of hotel
or travel company that helped him.” It’s easy to say that. But we all have our
own strengths, right? We all have our own networks. There’s people we
know, there’s people in our families that we know who work for other
people. There’s always a way.
Even if you’re living the dessert, if you have internet, you can still email
people and that stuff’s in The Foundation too to be able to email people and
extract ideas and stuff. It’s possible. It’s absolutely possible. It’s just one step
at a time. Just one step at a time doing what you need to do, following a
process, and it works out. You just have to go through that process, that’s
what it is. It’s not going to happen overnight, for sure. It’s not.
Dane: Yeah. This was actually month four or five for you that you started talking to
this travel company.
Antonio: Yeah.
Dane: Why didn’t you go to them in like the first month of The Foundation?
Antonio: It was probably like the second or third month, I believe, because I already
started with talking to them in January. Close to the end of December when I
was already … I was in The Foundation November. That’s about two months
in that I actually started reaching into my warm market. I think the only delay
was the holidays and stuff in December. That was about it. But after that I
was like, let’s get this thing moving forward already.
Yeah, just cold emails. I had sent out a couple. I didn’t get any kind of
responses really, so I went straight to what I know best, which is warm
market. That’s how it happened.
Dane: You contact your boss, you got a few emails going back and forth, you’ve got
that initial 20-minute conversation, you book in-person consultation. You talk
with them and some of the team over there about the pain of the process.
Then you come back and you just regurgitate this pain. You say, “Hey look,
it’s costing you ten grand a week. Do you guys want to pay to fix this?” The
pain was so great. What I’m still not clear on is what was the pain solving
Antonio: The pain for them?
Dane: Yeah. How do they lose ten grand a week? How does that actually happen?
Antonio: I added that up basically through what they were paying the off-the-shelf
solution in percentages per lead and, also, the amount of work that the
employees were doing.
Dane: To make sure emails were going around?
Antonio: Yeah, to run the whole system.
Dane: What did the booking system do if it was charging so much? What is this
greedy entrepreneur?
Antonio: That’s the thing, there’s no existent solution for their space. They were using
an off-the-shelf solution for big hotel chains like Marriott and stuff that
they’re booking hotel rooms. These guys are not booking hotel rooms,
they’re booking vouchers and packages to travel to certain places. They were
just using something in a different way that already existed and paying a lot
of money for it, basically.
They had a big pain of just, “Hey, we don’t want to use this thing anymore
because it’s costing us a bunch of money. It’s not made for our industry, or
what we do. We need something better.” So I’m building something that’s
new to that specific industry, at least I think so. From what my research has
brought up I haven’t found anything in this space.
Dane: So you have theses pains, you have these problems you’ve learned. You send
them to a UI guy and he makes a UI out of everything that you send him?
Antonio: It’s not that easy. I kind of drew out, sketched out stuff, right? Just pen and
paper. “Here’s what I think it will be cool to look like with what I think how
this should work, this particular feature.” And then he does his magic and
makes a nice UI out of it. That’s kind of how it went down. I just sketch it out,
draw it out, or I’ve used apps too and stuff like that. Balsamic I think is one.
I’ve used Sketch – I think it’s Sketch3 or something like that; different
software. There’s a bunch of software out there that you can use.
Dane: Did you follow the sketching the solution content in The Foundation at all?
Antonio: I did, yeah. That was a huge starting point for me. I watch the modules and
then implement that stuff and say okay. That stuff’s gold in there, I can’t even
– the stuff [unclear 01:08:26] is gold. It’s all gold in there.
Dane: It is. Sketching the solution content is one of my favorites. Like I said, design
is one of the most valuable skills of the 21st century, in my opinion, if you
know how to design. And you can learn design, even if you’re not artistic, and
you can learn about going through or sketching the solution content.
Antonio: As a designer, I’ve learned so much in there, just so you know. Even as a
designer I’ve learned a ton of stuff in those modules.
Dane: Yeah. That’s a testament to who we have teaching that stuff.
Antonio: Yeah, exactly.
Dane: Yeah, the guy that teaches sketching the solution used to work at Tesla
designing UI for Tesla. He’s our guy that teaches sketching the solution. If you
can use a keyboard and a mouse, you can learn to sketch a solution. That is
my pitch to you there.
You basically followed The Foundation process really, really well.
Antonio: Yeah.
Dane: What were you just going to say?
Antonio: No, yeah. I’ve just been going step by step through the modules and just
taking action at each step. That’s it.
Dane: I’m trying to think about any holes that we may be missing. Everything that
you did sounds spot on to me, I would’ve done it the same way. I wouldn’t do
anything very different. In terms of advice moving forward, I don’t have a lot
because everything is really on track like the way that things should be
progressing sounds good. Everything sounds solid, Antonio. I’m really excited
to see you build this, and not just this but what you built beyond this.
Antonio: Same here.
Dane: What’s possible for you now?
Antonio: Can I say nothing? Nothing’s impossible? Everything’s possible. Nothing is
impossible, I guess. That goes back to mindset, man. That’s huge part of it. I
think you almost have to feel that way to do anything really significant. You
have to kind of work on yourself and say, “Okay, I can do this. This is possible.
I definitely attribute The Foundation to all that too.
Dane: Have you had any challenges that have come up for you along this way?
Antonio: Oh yeah, absolutely. Yeah. Tons of them. Even in the presell process like
knowing what to say. Knowing what to say and not losing the opportunity.
You’re almost always figuring out as you go, but with the help of what you
know from learning in The Foundation and things like that. In my own life
experience just like trying to put everything that I am with what I’m learning
and making things happen but there’s challenges of course. Even now that
we’re trying to build it, there’s challenges of what features are needed and
things like that.
I don’t think it’s the challenges that are such a big deal, they help you grow.
You can’t grow without challenges. I say bring ‘em on. Just keep bringing on
the challenges because that’s going to make the software better, it’s going to
make me better, everything. Obviously, challenges in a good way, right? We
don’t want really, really difficult challenges in certain aspects, but ones that
will help us grow if that makes sense.
Dane: Yeah, it’s perfect sense.
The problems or challenges don’t disappear, they actually get more complex.
The problems and challenges I’m facing now with the companies that I own
are far more challenging than the problems that I had when I was starting
out. It’s like new uncharted territory. I’m like, “Gosh, how do I solve this issue
The challenges don’t end, but what happens is that your freedoms just
continue to grow and grow and grow, and then work becomes a choice, not
an obligation. I love what we’re doing here at The Foundation. It’s super fun
to me. [unclear 01:12:38] I said that to Clay and he said, “My lifestyle is this
business. My lifestyle’s not the beach.” I was like, “That’s the same for me.”
My lifestyle is this business. I am so in love with it, with what we’re doing
Antonio, this would typically be the time of the interview where I would
invite people to apply for the next Foundation program but I was wondering
if I could put you on the spot and have you sell people or – Yeah, try and sell
or sell, or invite people to join The Foundation program.
Antonio: Sure. What are you waiting for? It’s the easiest thing I could say.
If you’re really in it to build a software business and … even anything. You
guys teach more than just software. You teach mindset, you teach really
important course stuff that you can almost go and start any business. I think
even the idea extraction information that you guys have, you can go turn that
into a business selling bacon which is actually one of the success stories you
guys have. You can take the skills that you learn in The Foundation and go put
them anywhere, whether or not you want to build software or not. They do a
great job teaching you how to build software but even without that, if you
wanted to go build anything, it’s a great place to be.
Yeah, what are you waiting for?
If you really want to make something and go and accomplish some big things,
you’re just looking for that little gut feeling. If you’re feeling that every day,
that’s the most important thing. If you’re listening to this and you have that
gut feeling that, “Hey, I’m not doing what I should be doing,” then take the
step. It will be a good one. You won’t regret it. I think once you look back,
you’ll say “I’m glad I did this.”
Yeah, not much of a sales pitch but I hope that helps anybody out there if
they’re on the fence about joining this.
Dane: I appreciate hearing it. I love hearing you speak about that. Especially the
part about using The Foundation framework to start any kind of business and
if you want to do SaaS, we’re really good at that as well.
Antonio: Yeah, exactly.
Dane: If you guys are interested in applying for our next program, you can do so
at Antonio, how can people reach out to you to
say thank you?
Antonio: Man, just Facebook I guess. Just look me up, Antonio Rillera. That’s fine with
me. Just add me on Facebook I guess. I’m cool with that. They can reach out
Dane: Antonio, thank you for your time today.
Antonio: No, thank you, Dane. I really appreciate you having me.
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