AI for Founders with Ryan Estes Cold email, LinkedIn, and the $2M lead gen playbook
Royan Nidea on Scaling to $100K Months with Setters Philippines
In this episode of AI for Founders, Ryan Estes sits down with Royan Nidea, founder of Setters Philippines, a consulting and lead generation firm that has scaled to millions in revenue by helping coaches, consultants, and B2B founders consistently land qualified calls and build thought leadership.
Royan shares how he generated $16 million from just 4,000 emails, the five-step process he uses to scale clients to $100K months, and why balancing automation with personalization is the key to sustainable growth. He opens up about the early challenges of building his company, the mistakes that shaped his playbook, and the systems he relies on today.
Whether you’re a founder, consultant, or B2B leader looking to create a predictable pipeline, this episode is packed with frameworks and insights you can apply immediately.
Key Takeaways
- How Setters Philippines scaled to ~$2 million in revenue and serves global B2B clients.
- The exact outreach process Royan uses to generate millions with cold email and LinkedIn.
- Why “30 calls + 30 days of content” is the engine for growth and credibility.
- The balance between personalization and automation in modern lead generation.
- Lessons learned from early mistakes and the importance of building lean but effective teams.
- The role of systems, technology, and virtual assistants in freeing founders to focus on growth.
- How Royan thinks about ethics, long-term relationships, and sustainable scaling.
Frameworks Discussed
- 5-Step Scaling Process: Cold Email → LinkedIn Outreach → Appointment Setting → Content Systems → Sales Conversion
- 30/30 Rule: Book 30 calls and publish 30 days of content per month to build both pipeline and credibility.
- Personalization at Scale: Mixing automation tools with human touch to maximize ROI.
- Lean Operations Model: A small but specialized team driving $2M+ revenue.
Resources & Links
- Setters Philippines
- Royan Nidea on LinkedIn
- Indian Business Times: How Virtual Assistants Can Help Businesses
For more founder-focused conversations, visit: AI for Founders | Ryan Estes