Building a Media-First SaaS Agency, Why We Love Texas and...

What this episode covers

After a deal-closing trip to Dallas and Austin, Ian and Wes dive into cultural differences between the US and Europe, the boldness of American founders, and why Austin might be the ultimate tech base for their next wave of growth.They also reveal Noco’s new Webflow Enterprise Partner status, unpack the playbook to build a $10M ARR AI agent business, and debate whether media should become the business itself.Chapters:(0:00) - Intro & why we vanished(2:00) - Texas trip recap: Dallas, Austin, Shake Shack & ClearBlade(5:00) - US vs Europe mindset: opportunity vs risk(10:30) - Coffee, roadside diners, and cultural details(13:50) - Austin impressions & Waymo weirdness(19:00) - Comedy clubs, nightlife, and 6th Street observations(24:00) - Why Austin might be our new business base(29:00) - Noco’s local targeting strategy explained(34:00) - Eli5’s bottlenecks and growth constraints(38:30) - The content pivot & lead magnet strategy(42:00) - Greg Isenberg’s playbook breakdown(48:00) - Putting media before services: the hard shift(53:00) - Why personal brand still matters (but has limits)(58:00) - The Every.to model and what we’re building(1:04:00) - Noco updates: Webflow Enterprise Partner status(1:08:00) - CRO dashboard and automation at Noco(1:14:00) - GROK, AI companions & MechaHitler mode(1:22:00) - Final thoughts: summer planning & European maximalismThe WORK IN PROGRESS podcast hosted by Ian Piepenbrock and Wes Botman, two founders who are scaling and refining their businesses every day. Wes Botman is founder and CEO at ⁠⁠Eli5⁠⁠ (https://eli5.io), a software studio making complex ideas simple and accessible.Ian Piepenbrock is CEO at ⁠⁠Noco⁠⁠ (https://noco.agency), an agency dedicated to helping B2B SaaS and tech companies grow through strategic web design and branding. Watch/listen on Spotify: https://open.spotify.com/show/2cOqBRM... Follow us on X for more raw insights, thoughts, and a good dose of founder reality: Wes: ⁠⁠@wesbotman⁠⁠ (https://x.com/wesbotman) Ian: ⁠⁠@lamswolprins (https://x.com/lamswolprins)

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Frequently Asked Questions

How long is this episode of WORK IN PROGRESS?

This episode is 1 hour and 31 minutes long.

When was this WORK IN PROGRESS episode published?

This episode was published on July 24, 2025.

What is this episode about?

After a deal-closing trip to Dallas and Austin, Ian and Wes dive into cultural differences between the US and Europe, the boldness of American founders, and why Austin might be the ultimate tech base for their next wave of growth.They also reveal...

Can I download this WORK IN PROGRESS episode?

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