
# Chess Moves (Example)

> This is a fictional example to show the **format**. Replace with your own thinking when you write your real Chess Moves note.

A lot has changed since the last chess moves update.

Goal is still the same:

- Reach $10k/mo in recurring revenue from work I genuinely enjoy, so I can stop taking client projects that drain me.



Specifically, I need to make $10k/mo from the following stuff:

- **Freelance design retainers** — 2-3 long-term retainer clients at $2-3k/mo each. Stable base income while the product grows.
- **Template shop** — selling Figma + Notion templates I already use in client work. Low effort, compounds over time.
- **SaaS app (main bet)** — a small focused tool for indie designers to ship landing pages faster. This is where I want most of my energy long-term.
- **Workshops / cohort** — quarterly paid workshops on the same topics, also feeding the audience for the app.



The value flywheel funnel:

- I share build-in-public posts and short videos about the SaaS as I build it.
- That drives newsletter signups.
- Newsletter readers buy templates (low friction) and join workshops (medium friction).
- Workshop attendees become app early users (high trust).
- Happy app users become case studies, which feed the next round of build-in-public content.



What is the MAIN driver of new audience?

- Build-in-public posts on X / LinkedIn
- Short demo videos showing the app
- Guest appearances on design podcasts
- Templates shared free as lead magnets



What is the MAIN driver of trial-to-paying users?

- Onboarding that gets them to a finished landing page in under 5 minutes
- A library of starter templates inside the app
- A short email sequence with a real use case per day for the first week
- Live office hours once a month for paying users



Wild card thought: a mobile companion for capturing inspiration on the go would probably get me to dogfood the product way more than I do now.



What are the metrics I need to track across the board?

- Newsletter subs
- Template store revenue
- App trial signups
- App paying users
- MRR
- Churn
- LTV



What's the gameplan?

1. Ship v1 of the SaaS app to a private beta of 20 users.

2. Set up the template shop properly:

- Pick the storefront platform
- Repackage 3 templates I already use
- Write the launch posts

3. Lock in a third retainer client to stabilize income while the app grows.

4. Plan the first paid workshop for next quarter and pre-sell seats.
