34 new tactics from 2 episodes this week. Here are the 12 with the most detail to copy.

Cal AI · B2C · AI calorie tracking app

Ask fitness creators to scan their meals with your app in what-I-eat videos

Converted very well and scaled across creators; founder gives no numbers

How: Cal AI asked fitness creators, many of whom had never had a brand deal, to scan their food with the app in the weekly what-I-eat videos they already posted, then copied the format across many creators.

“So it was super easy to ask them to just, oh, when you're showing your food in those videos, just scan it with Cal AI. And that was the thesis.”

Sub Club by RevenueCat, 2026-10-14 · Read it in context

Cal AI · B2C · AI calorie tracking app

Keep popups out of creator videos so the core demo plays uninterrupted

Kept the scan-analyze-result sequence clean; founder says it worked really well

How: Cal AI's on-camera demo was scan, analyze, result. A streak popup appeared after each day's first scan, so creators were told never to film their first scan of the day.

“So we would make sure our influencers didn't show their first scan of the day because we didn't want to interrupt the one, two, three punch”

Sub Club by RevenueCat, 2026-10-14 · Read it in context

Cal AI · B2C · AI calorie tracking app

Pay creators a flat fee that breaks even on their average views

Viral hits become pure profit; founder says that's where the real money is

How: Cal AI set flat rates so a creator's average views roughly broke even, avoiding per-view pricing; the money came from occasional mega-viral videos, all of which was profit.

“You base your breakeven point or profitable rate on their average views and it's like, okay, this is the most likely scenario. We'll break even, maybe get a little profit. And where you make your real money is when they have one video go mega viral and all that is profit.”

Sub Club by RevenueCat, 2026-10-14 · Read it in context

Cal AI · B2C · AI calorie tracking app

Never pay creators more per 1,000 views than you earn per 1,000 views

Means turning down many creators; no outcome numbers

How: Cal AI measured revenue per 1,000 views from sales spikes on days a creator posted versus zero sales on days nobody did, then priced each deal below it. Many creators said no.

“Once you get that number, it's like you can't pay a CPM that is higher than that RPM, otherwise you are guaranteed to not be profitable.”

Sub Club by RevenueCat, 2026-10-14 · Read it in context

pdfFiller · online PDF editor

Publish a search page for every form or document people look for

4.8B keywords and 35M pages; the main source of a $106M product's traffic

How: pdfFiller managed about 4.8 billion keywords across about 35 million pages, finding which keyword clusters convert and covering as many as possible. The founder says it is weakening as search and AI change.

“We have under management, as far as I remember, 4.8 billion keywords. And uh we had 35 million pages. This stuff has changed significantly. So, it worked really well for us for quite a while.”

Top Founders with Nathan Latka, 2026-10-14 · Read it in context · Listen from 11:26

US Legal Forms · legal form templates

Use a library of ready-made forms to send traffic to your main product

Small $6M product that adds a lot of traffic to pdfFiller; guest gives no traffic numbers

How: US Legal Forms, about 85,000 lawyer-built forms earning about $6M a year, mainly sends search traffic to pdfFiller. No traffic numbers given.

“US Legal is about, I think, 6 million, something like that. It contributes a lot of traffic and a lot of value to pdfFiller.”

Top Founders with Nathan Latka, 2026-10-14 · Read it in context · Listen from 4:20

signNow · e-signature app

Buy a small product, rebuild it, and push it with your own marketing

Grew from ~$3M to ~$35M a year; took a while

How: pdfFiller bought signNow when it made about $3M a year, rebuilt the whole product and applied its marketing to it. It took a while.

“We bought it. It was doing about $3 million a year. Uh now it's about 35. So, it didn't really I mean, we had to rebuild the entire product, and we had to, you know, weaponize the marketing stuff. So, it took a while.”

Top Founders with Nathan Latka, 2026-10-14 · Read it in context · Listen from 8:54

Cal AI · B2C · AI calorie tracking app

Test many video angles with one willing creator, then copy the winner

Found the format that worked, which was then copied across fitness creators

How: Fitness creator Dawson Gibbs let Cal AI try different angles and formats without charging per extra request; once one worked, Cal AI copied it to other fitness creators.

“And his willingness to just put out content, iterate on content, try different angles, different formats, it allowed us to quickly find what worked for Cal AI. And once we found that format that worked, we could just copy and paste it across the millions of fitness influencers out there.”

Sub Club by RevenueCat, 2026-10-14 · Read it in context

Cal AI · B2C · AI calorie tracking app

Give creators a build of your app with your name and logo on screen

Founder says it made the message clearer; no numbers

How: Cal AI made a creator-only version of the app so its name and logo were visible while creators scanned food on camera. One of several small touches; no numbers.

“Yeah, so you'd see Cal AI and then the little logo as well. And yeah, there's also we'd do these little things so that it just made it easier for our marketing materials to communicate the message that we wanted it to.”

Sub Club by RevenueCat, 2026-10-14 · Read it in context

Cal AI · B2C · AI calorie tracking app

Check the audience, not just the creator, before sponsoring a new niche

No download spike after thousands of dollars; viewers don't want to track · didn't work

How: Cal AI paid a couple of big UFC creators thousands of dollars, reasoning fighters count every calorie. Posts produced no download spike: their viewers don't want to track calories.

“the average person watching UFC is doing so on their couch as they're drinking beer and eating pizza with their friends. The last thing they want to think about is tracking their calories because that's just going to give them bad news.”

Sub Club by RevenueCat, 2026-10-14 · Read it in context

Cal AI · B2C · AI calorie tracking app

Sign funny, charismatic creators on cheap deals before their views take off

One creator went from ~10K views to a 7M-view video, then never under 500K

How: Cal AI signed a creator getting 10,000-12,000 views and stayed friendly through two quiet months; in month three one video hit 7 million views. Jake says a couple of similar stories happened.

“he was getting 10,000, 12,000 views. And then month three, he had a video get seven million views. And then from that point forward, there's never under 500,000 views.”

Sub Club by RevenueCat, 2026-10-14 · Read it in context

Cal AI · B2C · AI calorie tracking app

Send creators surprise bonuses when a month goes well

Founder says creators referred their friends; no numbers

How: Cal AI paid unrequested bonuses, even to creators without a bonus clause, and stayed kind to ones it couldn't afford. Jake says creators then referred their friends; no numbers.

“And if you're miserable to work with, they're not going to refer other creators to you, but if you're the best brand they've ever worked with, they're going to be shouting it from their rooftops.”

Sub Club by RevenueCat, 2026-10-14 · Read it in context

Browse every tactic on GTM Sauce, each with the conversation around its quote.

Episodes this week

• Top Founders with Nathan Latka: This Ugly Website Does $106M/Year (866,000 Pay For It) (2026-10-14)
• Sub Club by RevenueCat: How Cal AI turned creators into a growth machine — Jake Castillo, Cal AI (2026-10-14)