
Bootstrapped Web
Brian Casel (@casjam) and Jordan Gal (@jordangal) share their raw and real behind-the-scenes of their entrepreneur journeys. From bootstrapping software startups to raising money to selling and exiting businesses, to growing teams and the emotional rollercoaster that is startup life. It's all here in Brian and Jordan's weekly(ish) updates.
Latest episodes

Jan 9, 2025 • 40min
Our final episode (for now)
It's true. We're calling this a final episode—for now—but don't unsubscribe! We promise to pop into the feed every few months to catch up :)
But for now, we're taking a breather and staying focused on executing our businesses in 2025: Jordan's crankin on Rosie, Brian's building Instrumental Products.
Don't be a stranger!
Connect with Jordan:
Follow Jordan on Bluesky / Twitter
Rosie
Connect with Brian:
Follow Brian on Bluesky / Twitter
Instrumental Products
Instrumental.dev - Components for Rails
Clarityflow
Subscribe to Brian's new podcast with Justin Jackson: The Panel

Dec 13, 2024 • 1h 7min
Year-end takeaways & goals
2024 look-back and takeaways. 2025 goals. Let's go!
Connect with Brian:
Follow Brian on Bluesky / Twitter
Brian's products:
Building! Instrumental.dev
Instrumental Products
Clarityflow
Connect with Jordan:
Follow Jordan on Bluesky / Twitter
Jordan's company, Rosie

Dec 6, 2024 • 1h 7min
Bluesky.
Bluesky takes. Activation funnels. Retention. Delegating. Demo videos. Video marketing. Sick vacations.
Connect with Jordan:
Follow Jordan on Bluesky / Twitter
Jordan's company, Rosie
Connect with Brian:
Follow Brian on Bluesky / Twitter
Brian's products:
Building! Instrumental.dev
"One Month MVP" service
Clarityflow

Nov 8, 2024 • 57min
Building out of a job
Putting in more hours to put in less. Building systems for delivering software. Deploying demo video(s). Listening to customers. Using a business to deepen your craft. News detox.
Connect with Brian:
Follow Brian on Bluesky / Twitter
Brian's products:
Building! Instrumental.dev
"One Month MVP" service
Clarityflow
Connect with Jordan:
Follow Jordan on Bluesky / Twitter
Jordan's company, Rosie

Nov 1, 2024 • 55min
"Thank you for solving my problem."
Bluesky is having a moment. Halloween. Customers telling us their problems are solved. Essential onboarding. Calm before the (hiring) storm. Projects are waiting. The podcasting election.
Bluesky starter packs to follow:
Founders & Bootstrappers
Podcasters
Ruby on Rails People
Laravel Friends
Connect with Jordan:
Follow Jordan on Twitter
Jordan's company, Rosie
Connect with Brian:
Follow Brian on Bluesky / Twitter
Brian's products:
Building! Instrumental.dev
"One Month MVP" service
Clarityflow

Oct 25, 2024 • 1h 7min
Probably fine
Join us in the (free) Bootstrapped Web community on Ripple.fm
Today:
Political noise. Removing features. Positioning. Products for developers. Idea wireframes (as a service). Hiring a video editor. Retainer-based hiring. Frequent flyer miles. Apple picking.
Brian's stuff:
Brian's products:
New! Instrumental.dev
"One Month MVP" service
Clarityflow
Brian on Twitter: @casjam
Jordan's stuff:
Jordan's product, Rosie
Jordan on Twitter: @jordangal

Oct 18, 2024 • 1h 14min
Funnels & Moonshots
Hey we didn't talk about WordPress this week! But we did talk about Elon... Also: Brian's working on a components product (instrumental.dev), Jordan's figuring out onboarding (heyrosie.com), and Brian's starting to scale consulting (onemonth.app).
Join our free community for Bootstrapped Web listeners
Connect with Jordan:
Jordan's company, Rosie
Jordan on Twitter: @jordangal
Connect with Brian:
Brian's products:
New! Instrumental.dev
"One Month MVP" service
Clarityflow
Brian on Twitter: @casjam

Oct 11, 2024 • 54min
Products For Builders
Join us in the (free) Bootstrapped Web community on Ripple.fm
Today:
Brian's new product (Instrumental.dev). Comparing the open-source leadership styles of Matt, DHH, and Taylor. Building products for builders. Components. Tightening the team. Scaling consulting from 1 to...? Let's Go Mets.
Brian's stuff:
Brian's products:
New! Instrumental.dev
"One Month MVP" service
Clarityflow
Brian on Twitter: @casjam
Jordan's stuff:
Jordan's product, Rosie
Jordan on Twitter: @jordangal

Sep 27, 2024 • 1h 1min
Pressing Questions
Brian and Jordan's expert (lol) takes on WordPress-land. Car shopping. Netflix rec's. Funnel tracking. Customer observations. Over-building.
Join our free community for Bootstrapped Web listeners
If you're wondering "what's happening in WordPress?", our friend Matt Medieros published this excellent "just the facts" timeline.
Connect with Jordan:
Jordan's company, Rosie
Jordan on Twitter: @jordangal
Jordan on Threads: @jordangal
Connect with Brian:
Brian's MVP serice OneMonth.app
Brian's SaaS, Clarityflow
Brian on Twitter: @casjam
Brian on Threads: @brian.casel

Sep 20, 2024 • 56min
Onboarding Funnels
Brian Casel, a SaaS entrepreneur known for 'One Month MVP' and Clarityflow, teams up with Jordan Gal, founder of Rosie, to dive deep into optimizing onboarding funnels. They explore the emotional nuances of self-employment, sharing hilarious concert recovery stories and discussing the impact of user feedback on product development. The duo also highlights new strategies for subscription pricing, addresses onboarding oversights, and debates privacy-friendly analytics tools, ensuring a customer-centric approach in their businesses.
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