SaaS growth

How To Sell a Business Platform to International Markets: How We Built 140+ Accounts and Reached $13K MRR

Charles Higgins

Charles Higgins

— 12 min read
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In the original interview video with its creator, we shared our journey from being a media buyer at an agency to launching a full SaaS business powered by a unified business platform. We grew to 140+ sub-accounts and reached $13,000 monthly recurring revenue in months — not years. This article lays out that entire journey, step by step: the decisions we made, the automations that actually move the needle, the pricing and packaging that reduced churn, and the playbook you can use to replicate our growth in international markets.

Table of Contents

Overview: What you’ll get from this article

  • A clear timeline of how we transitioned from agency media buyer to SaaS owner.
  • The core automations and funnels we use to deliver measurable results for clients.
  • A breakdown of our pricing tiers, fulfillment model, and how we stopped chasing churn.
  • Marketing strategies that worked — and those we’re still testing (short form, webinars).
  • Practical checklist and FAQ so you can put a plan in motion today.

Where we started and why it mattered

We began as media buyers inside a digital marketing company, focused on ads and optimization. But our background included IT and CRM configuration, which meant we were comfortable with software, automations and process design. When we discovered a modern business platform that combined CRM, funnels, calendars, chat, and automations, everything clicked.

Instead of immediately trying to sell it, we taught. We created tutorials in our native language and published a free course that explained how to map a funnel, connect tools, and automate lead follow-up. That course was the springboard: it attracted entrepreneurs, local businesses, and curious marketers. Before long the audience turned into clients.

Timeline highlights:

  • April: discovery of the platform and first serious experimentation.
  • January (next year): launch of a free course to get people comfortable with the platform.
  • 14 months: reached ~100 active accounts while building content and side offerings.
  • October: we left the agency role and went full-time into the SaaS business.
  • Months after launching: scaled to 140+ sub-accounts and achieved $13K MRR.

How we transitioned from employee to SaaS founder

The transition was incremental and strategic. We kept the agency work at first and used evenings and weekends to create content, snapshots (templates) and a community. Three moves made the transition safe and scalable:

  1. Teach publicly. The content we published helped potential customers understand the platform’s value and made sales conversations shorter.
  2. Offer tiers. We structured our service as DIY, done-with-you, and done-for-you so prospects could choose the right level of support and price point.
  3. Systematize onboarding. Prebuilt funnels and snapshots let us deploy accounts fast so we could focus on optimization and results rather than one-off builds.

We didn’t walk away from the job until the recurring revenue and pipeline supported it. If you’re reading this and considering the same move, aim to reach steady income for several months before you go full-time.

Who we serve and the offers that sell

Our focus is local service businesses and content creators across international markets — clinics, medspas, restaurants, consultants, insurance agents, car repair shops, and influencers. We purposefully started non-niched to validate demand and to create a set of reusable automations that most businesses need.

Main offer structure:

  • Local service package: Ads management (Meta or local ad channels) + platform backend automations for lead qualification and bookings. Price range we used: $697–$1,497 depending on budget and features.
  • DIY SaaS subscription: Affordable access to a sub-account with templates, support resources, and community access.
  • Done-for-you solutions: Full build, ad management, and ongoing optimization for higher-ticket clients.

Why this mix works: lower-priced DIY gets volume and awareness, done-with-you offers capture those who need assistance but want to stay hands-on, and done-for-you captures high-value clients who want guaranteed outcomes. This multi-tier model helped us balance cash flow, capacity, and growth.

Prebuilt funnels and snapshots: the time-saving secret

One of the biggest accelerators in our growth was shipping snapshots and funnel packages that clients could import and adapt. Instead of guiding every client through building a funnel from scratch, we gave them a plug-and-play structure that handled the most common use cases:

  • Appointment booking funnels (calendar-first flows for law firms, consultants, clinics).
  • Lead magnet funnels (ebook or webinar funnels for local businesses and info products).
  • Review and reputation funnels (post-appointment review requests to drive local visibility).
  • Missed-call and text-back automations (capture and qualify leads who failed to convert).

We packaged those funnels by vertical suggestions (e.g., for lawyers use the calendar funnel; for local services use the booking/review bundle). That guidance reduced confusion and increased adoption.

The core automations that drive growth and retention

At the center of our client playbook are three simple automations that together create consistent revenue and happier customers:

  1. Lead qualification + booking flow. We capture leads, ask qualification questions via SMS or chat, and then automatically push qualified prospects into scheduling. This reduces no-shows and increases appointment quality.
  2. Appointment outcome + review trigger. After an appointment, we send a follow-up sequence (15–24 hours later) that asks for feedback and requests a public review if the outcome was positive. Reviews feed local search and social proof.
  3. Missed-call & immediate response automation. For missed calls or late inquiries we trigger a quick SMS and chat follow-up to re-engage the lead while the intent is still warm.

"The simple still works."

We repeatedly emphasized simplicity. Complex multi-branch automations look impressive but are harder to maintain and train clients on. The three automations above are robust, measurable, and repeatable across industries.

How we found clients and how to package ads with automations

Most of our early clients came from organic content and word of mouth. We did some paid advertising sporadically, but organic inbound from our videos proved higher quality and higher lifetime value.

When a lead requested help with ads, we packaged ads management with the platform back-end. That bundle is powerful because ads drive leads and the platform handles qualification and scheduling — the full lead-to-appointment path. Selling both together increases perceived value, raises your average ticket, and improves account stickiness.

Example packages for ad-driven clients:

  • Base: Ads setup + funnel import + booking automations (good for local businesses starting from scratch).
  • Growth: Ads + A/B testing + SMS follow-ups + review campaign (for businesses ready to scale).
  • Premium: All of the above + reporting dashboard + conversion optimization + monthly strategy calls.

How we reduced churn from 50% to ~10%

Churn was our early enemy. When people joined and couldn’t find guided help, many left within weeks. The turning point was implementing regular live support and smart onboarding automations.

What we changed:

  • Weekly office hours: Twice-weekly live Zoom sessions where clients can ask questions, show screens, and get immediate answers. This gave clients confidence and solved issues faster than written tickets.
  • Targeted module follow-ups: We built automations that detected when a client finished a specific lesson or module and invited them to the next office hour. This solved predictable friction points.
  • Community hub: A collaboration space where clients could post video questions and receive answers (less noise than a WhatsApp group and better for searchable knowledge).

When we combined proactive invitations to office hours with a place for people to ask more technical questions, churn dropped dramatically. The math was simple: helping clients through the first 60–90 days is the biggest retention lever.

Support model: why keeping ticketing in-house matters

We initially tried outsourcing some support but reversed course. We discovered that doing ticketing in-house allowed us to learn fast and turn support questions into product improvements and content ideas.

In-house ticketing advantages:

  • Direct feedback loop to improve templates, funnels and onboarding materials.
  • Faster resolution for unique international issues (payment methods, local integrations).
  • Better relationship and trust with customers — which improved conversion from free to paid tiers.

Team size, outsourcing and when to delegate

We stayed intentionally small for as long as possible. One full-time founder plus three trusted freelancers covered onboarding, funnel builds, and social media. Small teams keep quality high and overhead low.

When to delegate:

  • Routine office hours that follow a script or checklist.
  • Standard funnel builds that use a snapshot we’ve already created.
  • Social content scheduling and repurposing tasks.

We will delegate more as we scale, but we remain cautious about handing over customer-facing touchpoints until new team members are trained and aligned with our standards.

International markets: opportunities and practical constraints

Operating across borders brings both massive opportunity and operational friction. We focused on Portuguese-speaking markets at first (Brazil, Portugal, Angola, Mozambique), which made it easier to own a language-specific niche.

Key international lessons:

  • Language is a competitive moat. Producing localized content in a language with far fewer content creators is a multiplier for authority and lead generation.
  • Local tools and payment methods matter. Some markets rely on local payment rails (e.g., PIX or boleto) and messaging platforms (e.g., WhatsApp) that require specific integrations or workarounds. If your platform doesn’t natively support them, find compatible local services or third-party bridges.
  • Translation quality is crucial. Early poor translations can create confusion. Provide clear local language documentation and give feedback on translations so the platform improves for everyone.
  • Local support channels reduce churn. Use the preferred regional messaging tools but avoid overloading them; centralize structured Q&A in a collaboration hub for better resolution.

Handling outages and reliability scares

Unexpected outages (for example, DNS/CDN incidents) will happen. When they do, transparent communication and calm support are the stabilizers. We learned to:

  • Communicate facts quickly to clients rather than silence.
  • Explain the scope — whether it’s platform-wide or a third-party provider.
  • Offer workarounds and timeline expectations while engineers resolve the issue.

Clients appreciate clarity more than technical detail during outages.

Marketing channels that worked and those we’re testing

Content and organic distribution were our growth engine. Long-form video tutorials on YouTube created high-quality leads and shortened sales cycles because prospects were already educated.

Marketing learnings:

  • YouTube (long-form) = best lead quality. People who consumed a lot of our long-form content often felt like they knew us and converted quickly.
  • Short-form content = reach and top-of-funnel awareness. We under-indexed here at first, and it’s now a focus for scale. Short-form helps expose people who don’t yet know they have the problem.
  • Webinars = testing ground for conversion optimization. We ran live webinars and A/B tested the pitch and registration flow. Early results produced leads but limited conversions, so we pivoted to follow-up calls and WhatsApp outreach for better conversion feedback.
  • Ads = acceleration when paired with strategic creative and funnels. Ads alone are a myth; they only scale when the funnel, offer and onboarding are optimized.

Pricing, packaging and the one metric to watch

We learned to focus on one KPI above all: average ticket value (AOV). Increasing AOV by offering higher tiers or bundling ads with automation had a larger impact on MRR than simply acquiring more low-value subscribers.

Pricing guidelines we followed:

  • Keep offers simple and predictable: clear tiers with transparent pricing and no hidden fees.
  • Provide obvious upgrade paths: clients move from DIY to done-with-you or done-for-you as they see results.
  • Use a hybrid of subscription + implementation fee for premium builds — that stabilizes cash flow.

How we handled churn and onboarding

Two big changes made the most difference:

  1. Weekly office hours: Twice-weekly live sessions where clients could jump in, screen-share and get support.
  2. Smart learning automations: After a client completes certain learning modules, the system invites them to a related office hour. That guidance reduces confusion right when they need help.

Combining live support with targeted automation dramatically reduced churn. We also learned to convert support requests into content: if many people ask the same question, we make a short tutorial and add that to the knowledge hub.

Mindset and resilience: overcoming imposter syndrome

We fought self-doubt early on. The antidote was simple: teach publicly and iterate. Putting content out there forced us to answer real questions and see real results. Nothing builds confidence faster than helping someone launch an automation that produces a booked appointment.

We also adopted a blue-ocean mindset: for many non-English markets, the competition for business automation content was nil. That gave us permission to create, learn in public, and scale without being intimidated by established players in English-language markets.

Biggest setbacks and how we recovered

Major setbacks included:

  • High churn during early months because clients didn’t receive proactive help.
  • Translation and feature limitations in other markets that added friction.
  • Payment rails that delay cash flow for local clients (e.g., some local methods process payouts much slower than typical credit cards).
  • Platform outages caused panic among clients.

How we recovered:

  • We doubled down on weekly live support and targeted onboarding automations.
  • We sourced local payment processors and integrations when necessary.
  • We communicated constantly during outages and offered alternatives and reassurance.
  • We improved our learning materials and added community-based Q&A to reduce redundant questions.

What we’d do differently if we started today

If we had to start again knowing what we know now, we would:

  • Invest earlier in short-form content to scale top-of-funnel reach.
  • Create a robust, searchable knowledge base from day one and pair it with office hours.
  • Build a structured onboarding path with automations that invite clients to help sessions at predictable friction points.
  • Offer an explicit multi-tier plan (DIY / done-with-you / done-for-you) from the start.

Tactical playbook: how to replicate our process

Follow these tactical steps to launch a similar SaaS or sub-account business powered by a unified business platform:

  1. Create free, valuable content in your target language that explains core use cases and shows the platform in action.
  2. Build 3–5 prebuilt snapshots and funnels (booking, review, lead magnet, missed-call text back, info product funnel).
  3. Offer 3 pricing tiers (DIY subscription, done-with-you, done-for-you premium).
  4. Set up weekly office hours and invite new signups automatically after key learning modules.
  5. Keep ticketing in-house at first so you can learn and iterate quickly.
  6. Measure AOV and churn weekly; prioritize AOV growth and first-90-days retention.
  7. Test short-form content and webinars for top-of-funnel reach and faster scaling.

Quick MRR Minute (Fast Answers)

  • One indispensable SaaS we keep: Our internal knowledge/automation tool — it’s the backbone of onboarding and support.
  • Best tactic for getting the first 20–30 subs: Publishing content consistently and helping people solve the same few problems.
  • Number one churn killer: Not offering live, accessible support.
  • One metric to track: Average ticket value (AOV).
  • Biggest scaling myth: That you can just throw money at ads and expect sustained growth without a proven offer and onboarding.

FAQs

How do we price our SaaS or sub-account plans?

Keep it simple: a low-cost DIY subscription for self-starters, a mid-tier done-with-you plan that includes weekly office hours and snapshots, and a premium done-for-you tier for full builds and ads management. Transparent pricing and clear upgrade paths reduce objections and make the value easy to evaluate.

What automations should we build first?

Start with the three core automations: lead qualification to booking, appointment-outcome to review trigger, and missed-call/text-back. These are quick to deploy and generate visible results (booked appointments and reviews).

How do we handle support without a large team?

Use a combination of a searchable knowledge hub, pre-recorded walkthrough videos, and two live office-hour sessions per week. Train one person to run office hours and prepare a support script. Keep ticketing in-house initially so feedback loops stay short, and automate invites to office hours right after clients finish key modules.

Should we niche by industry or by feature?

Either approach works. Niching by industry makes marketing easier because your messaging can be specific. Niching by feature (e.g., reputation management, review funnels, evergreen webinars) allows you to sell the same toolset across industries. We started broad, validated patterns, then planned a niche move into influencer automations because that was an opportunity in our market.

How do we overcome payment and localization issues in international markets?

Research local payment methods and partner with regional processors when necessary. For messaging-heavy markets that rely on platforms like WhatsApp, provide clear instructions and integrations. Where the platform lacks a native feature, look for compatible third-party tools and document the setup for clients.

Are ads necessary to scale?

Ads help accelerate growth once your funnel and onboarding are proven. Start with organic content to validate demand and product-market fit. Once conversion rates are stable, ads can scale your acquisition, but ads alone won’t solve poor onboarding or product mismatch.

How do we reduce churn?

Deliver value fast (booked appointments, qualified leads), provide live help during the first 60–90 days, and convert recurrent support into content so common problems stop recurring. The single most effective retention tactic we used was scheduled, consistent office hours combined with targeted invites tied to learning milestones.

Final thoughts: the mindset behind scaling internationally

We learned that scaling a SaaS or a multi-account business in international markets is less about the platform itself and more about trust, communication and practical support. By focusing on things that save time and reduce tech headaches for busy owners — prebuilt funnels, simple automations, weekly help sessions, and localized content — we created predictable revenue and strong client relationships.

Our recommendation is straightforward: start by teaching, then productize what you teach into snapshots and support tiers. Be customer-centric more than product-centric. Measure average ticket value and first-90-days retention. If you do these things well, you’ll find the market is much bigger and more receptive than it looks from the outside.

We hope this playbook helps you build and scale your own business software offering in international markets. If you’re ready to act today, begin by creating one helpful tutorial, build one reliable automation (booking + review), and schedule your first weekly office hour — then iterate from there.

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