Directory · Building Underway · S1 · Episode 44

S1 · Episode 44

Documenting the moment a first customer signs up

filmed 16 October 2026 · 3:32

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Underway got its first paying customer today, a $29.99 sign-up from a complete stranger. The email came through attached to a business address, and the job role is exactly the kind of person I built this for. He skipped the trial and paid straight away, while a handful of other people are coming through on trial with their cards in. I started documenting from the beginning so I'd have moments like this on record.

The episode, in writing

by Richard Lovatt · from the episode above, checked against what was said

I am celebrating over $29.99 because I just got my first paying customer for Underway. Now, this is not the biggest achievement in life, but there's something about this feeling. It was like making my first sale in my sales job many, many years ago. I remember the feeling of it. And obviously since then, I've just done that over and over again, so you lose that ka-ching moment, which is good. You kind of get used to it 'cause you get really good. But there's something about building a bit of software, spending time on it, learning, knowing that you've created something that solves an issue, and then some random person on the internet saw your stuff and was like, "Yes, I need it."

There's your proof, guys. It genuinely made me so happy. I've got a bunch of people as well who have signed up on a trial, AKA, they've put their card in. They're coming through every day now, which is cool because that feels to me like they've got more skin in the game and I'm building that up. It's my birthday in four days, so let's hope we get more.

I saw this and I was like, "Yes," because I believe in it. I believe in it so much. This is the whole thing, like when I started this process, I was like, do you know what? I'm just gonna document from the start because I'm gonna be able to see all of those moments when it's hard, when I wake up and I'm a bit dejected, when things go well and I've added a new thing. I'm documenting the everything, the building, how I'm feeling. And one of those monumental times is getting your first customer.

Let's think about it, guys. Jeff Bezos never recorded this moment. Wouldn't it be so cool to watch Jeff Bezos get his first customer and how he felt? And I'm not BS-ing you in terms of trying to show excitement. My fiancée will tell you, I don't show excitement ever. There's one thing that gets me going, it's not the act of making money, it's achievement, my own achievement. I'm spurred on by my own goals. That literally gets me excited. But this feels, honestly, it feels great.

Do you know what's even better? I'll be honest with you. I'll be transparent with you. When it comes through on WAP, you can look at your customer and you see their email. The person who signed up, their email came through and it's attached to a business email. So I was like, "Oh, cool." I looked at it. This is the actual perfect customer, the most perfect person in their job role and what they do for what I want.

And do you know what? The guy signed up direct. He didn't do the trial. I'm just making this up in terms of like I'm assuming, but he saw everything. I don't know how long he followed along or whatever. I don't know him, complete stranger. Maybe one day I can get him on and do an interview. But he said, "Fuck it, I'm paying straight away."

So guys, more to come.

Read the transcript

You're reading that right, folks. I am celebrating over $29.99 because I just got my first paying customer for cust- for customer. Customer for customer. No. Got my first paying customer for Underwear. Now, this is not the biggest achievement in life, but there's something about, there's something about this feeling. It was like making my first sale in my sales job many, many years ago. I remember the feeling of it . And obviously since then, I've just done that over and over again, so you lose that like ka-ching moment, which is good. You kinda get used to it 'cause you get really good. But there's something about building a bit of software, spending time on it, learning, knowing that you've created something that solves an issue, and then some random person on the internet saw your stuff and was like, "Yes, I need it." And by the way, like, just to, just to show you guys, like, I think I'll show you a tab here. I think I can show you. Like, look. Like, there's proof. There's your proof, guys. Like, it genuinely made me so happy. I've got a coup- I've got a bunch of people as well who have signed up on a trial, AKA, they've put their card in. They're coming through every day now, which is cool because that feels to me like they've got more skin in the game and I'm building that up. So soon, you know- It's my birthday in four days, so let's hope we get more. Um, but yeah, honestly, I saw this and I was like, "Yes," because I believe in it. I believe in it so much, and like I wanted... This is the whole thing, like when I started this process, I was like, do you know what? I'm just gonna document from the start because I'm gonna be able to see all of those moments when it's hard, when I wake up and I'm a, I'm a bit dejected, when things go well and I've added a new thing. I'm documenting the pro- the everything, the building, how I'm feeling. And one of those monumental times is getting your first customer. And usually, I mean, let think, let's think about it, guys. Jeff Bezos never recorded this moment. Wouldn't it be so cool to watch Jeff Bo- Bezos get his first customer and like how he felt? And I'm not BS-ing you in terms of trying to show excitement. I mean, my fiancée will tell you, I don't show excitement ever. There's one thing that gets me going is, is it's not the act of making money, it's like achievement, my own achievement. I'm spurred on by my own goals. That literally gets me excited. But this feels, honestly, it feels great. And um, and do you know what's even better? Like, I'll be, I'll be honest here. I'll be honest. I'll be transparent with you. When it comes through on WAP, you can look at your customer and you see their email, right? And I, I've... The, the person who signed up, their email came through and it's attached to a business email. So I was like, "Oh, cool." I looked at it. This- the actual perfect customer, the, the most perfect person in their job role and what they do for what I want. And do you know what? The guy signed up direct He didn't do the trial. He was like, uh, obvious- I'm just making this up in terms of like I'm assuming, but he saw everything. I don't know how long he followed along or whatever. I don't know him, complete stranger. I, I mean, maybe one day I can get him on and do an interview. But he said, "Fuck it, I'm paying straight away." So guys, more to come

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