Default Profitable

Ep 151 Lessons Learned From The First 150 Episodes (and What Comes Next)

Matt Nettleton, Host of Default Profitable: Bootstrapped Businesses Don't Need a Plan—Just Guts and Adjustments
In this milestone episode of Default Profitable, host Matt Nettleton takes a solo dive into the podcast's journey after 150 episodes, reflecting on the raw realities of bootstrapped businesses. Drawing from interviews with 143 Indianapolis entrepreneurs—from a lasagna chef turned commercial kitchen owner to a freight giant with 800 employees—Matt highlights the consistent themes of resourcefulness, trial-by-fire decisions, and the myth-busting truth that most successful ventures start without perfect plans or deep pockets. He announces an exciting pivot: expanding guest invites beyond Indy to any bootstrapped business owner nationwide, focusing on revenue-generating stories that impact economies, employees, and markets, while keeping episodes punchy at 20 minutes.
Have you ever wondered why bootstrapped founders thrive on scarcity while funded ones often flounder in bad choices? What does it take to launch without six months' savings, a flawless strategy, or even a clear grasp of what clients actually want to buy? Ever pondered how 143 real-world entrepreneurs ditched the internet checklists, embraced worthless plans that taught invaluable lessons, and pivoted from selling what they loved to what pays the bills? And why does understanding your market mean realizing your passions might not match buyer needs? M
Learn more about Matt Nettleton at https://www.linkedin.com/in/mattnettleton.
Listen to more Bootstrap Business Leaders at https://defaultprofitable.com or subscribe to Default Profitable on your favorite podcast platform.

Ep150 Ashley Beck Cuellar, Founder of Sales Spark: I Thought Everyone Had a Sales Coach

In this episode of Default Profitable, I sit down with Ashley Beck Cuellar, a sales powerhouse who's traded 17 years of slinging automotive direct mail for building her own coaching empire. We dive into the wild ride of leaving a cushy gig at Perk Marketing, the eye-opening realities of entrepreneurship, and why having an outside sales coach isn't just nice—it's a game-changer for ditching robotic pitches and selling like a real human. From outbound hustles to leveraging LinkedIn like a pro, Ashley shares the gritty details on starting, growing, and managing a sales training business without all the fluff.
Have you ever wondered why everyone assumes sales pros come with built-in coaches, only to find out most are flying solo? What does it take to bootstrap a full-cycle sales training outfit after feeding a software startup beast for years? Ever pondered how dropping flyers at local businesses or tapping "best places to work" lists can snag your first clients? And why does selling yourself feel like straight-up narcissism when you're killer at hawking everyone else's stuff? 
Learn more about Ashley Beck Cuellar and Sales Spark at https://www.linkedin.com/in/ashley-beck-cuellar.
Listen to more Indianapolis Business Leaders at https://defaultprofitable.com or subscribe to Default Profitable on your favorite podcast platform.

Ep149 Mike Hurley, Founder of WarmUp: Pivoting from SaaS Sorrow to Agency Success

In this episode of Default Profitable, I sit down with Mike Hurley, a lifelong Indianapolis resident who's turned his sales and marketing savvy into a thriving digital agency called WarmUp. We dive into his journey from side hustle to full-time venture, including the tough pivot after losing a co-founder during COVID, and how he's navigated the wild ride of entrepreneurship—balancing failures, funding, and finding profitability in a market that's got agencies on the ropes.
Ever wondered what it takes to ditch the corporate paycheck for the chaos of building your own biz, only to reinvent it mid-stream after tragedy strikes? Or how slowing down to craft killer checklists can save your sanity and scale your operations? What kind of grit turns a B2B SaaS flop into a go-to-market engineering powerhouse that's cashflow positive today? Mike shares it all, wrapping up with a humorous nod to his early days raising a "fart in the wind" round from friends and family—proof that even small bets can lead to big wins if you're willing to learn fast.
Learn more about Mike Hurley and WarmUp at https://www.linkedin.com/in/warmupmike.
Listen to more Indianapolis Business Leaders at https://defaultprofitable.com or subscribe to Default Profitable on your favorite podcast platform.

Ep148 Josh Brammer, Founder of Lantern: Don't Feed the Growth Monster – Or It'll Devour Your Dreams

In this episode of Default Profitable, host Matt Nettleton chats with Josh Brammer, a seasoned marketing veteran turned business coach, about the gritty realities of starting, running, and scaling creative businesses. Drawing from his experience managing four agencies, selling one, and now guiding solopreneurs through Lantern, Josh shares candid insights on entrepreneurial pitfalls, the importance of clarity over vague ideas, and why focus trumps endless growth. Topics range from pivoting after an agency exit amid AI disruptions to translating skills like video editing and youth pastoring into business empathy, all while emphasizing profitable problem-solving over ego-driven ventures.
Have you ever wondered if your "brilliant" business idea is really just an entrepreneurial seizure waiting to flop? What does it take to pivot from agency life to coaching without accidentally restarting a consulting grind? And what kind of founder realizes that feeding the growth monster with random projects leads to a bloated, insatiable beast? Josh unpacks these with humor, revealing how his youth pastor days taught him to sell tough concepts—like a Jewish carpenter to skeptical seventh graders—better than any sales pitch.
Learn more about Josh Brammer and Lantern at https://www.linkedin.com/in/joshuabrammer.
Listen to more Indianapolis Business Leaders at https://defaultprofitable.com or subscribe to Default Profitable on your favorite podcast platform.

Ep147 Chris Theisen, Founder of Bullpen Consulting: From Layoff Strikeouts to Solopreneur Home Runs

In this episode of the Default Profitable Podcast, host Matt Nettleton chats with longtime acquaintance Chris Theisen about the rollercoaster of building a marketing business in Indianapolis. They dive into Chris's 15-year evolution from social and digital marketing roles to founding Bullpen Consulting in early 2024, sparked by a corporate layoff. Key topics include navigating the shift from employee to owner, blending sales strategies with marketing tech, the pitfalls of solopreneurship, and practical advice for aspiring entrepreneurs on positioning, pipeline building, and validating offers that clients actually want to buy.
Have you ever wondered what it takes to turn repeated layoffs into a thriving solo venture, especially in the ever-shifting world of marketing technology? What kind of mindset shift is needed to prioritize client needs over personal passions when crafting your business offer? How do you avoid the trap of overcommitting to delivery work while neglecting sales pipelines that keep the revenue flowing? And what lessons from co-owning a digital agency during COVID can prevent first-time founders from bashing their heads against unsellable strategies? On a lighter note, Chris shares the heartwarming trivia that his daughter, who had her pancreas removed at age three due to rare acute pancreatitis, tricked her liver into producing insulin and enjoyed eight insulin-free years of just being a kid—complete with way too much eating and zero baths missed.
Learn more about Chris Theisen and Bullpen Consulting at https://www.linkedin.com/in/chrisjtheisen.
Listen to more Indianapolis Business Leaders at https://defaultprofitable.com or subscribe to Default Profitable on your favorite podcast platform.

Ep146 Patrick O'Donnell, Outsourced VP of Sales at Sales Xceleration and Co-Owner of Barringer's Tavern: From Corporate Comfort to Entrepreneurial Chaos

In this episode of Default Profitable, host Matt Nettleton chats with Patrick O'Donnell, a serial entrepreneur who traded a stable corporate career in sales leadership for the unpredictable world of small business ownership. Patrick opens up about his transition from large public companies to launching a fractional sales leadership practice with Sales Xceleration in 2018 and co-owning Barringer's Tavern, a historic spot in South Indianapolis, since 2019. The discussion dives into the mindset shifts required for entrepreneurship, the challenges of juggling multiple ventures, navigating COVID disruptions, and the hard-won lessons from building sales pipelines while managing restaurant operations—all while prioritizing family life in Indianapolis.
Have you ever wondered what hidden skills atrophy after years in corporate America, like realizing no one's delivering your stapler anymore? What does it take to shift from a structured 9-to-5 to the all-encompassing entrepreneurial lifestyle, where delegating turns into doing it all yourself? How do you balance the passion of sales leadership with the gritty realities of restaurant ownership, especially when one feels like a perfect fit and the other... not so much? And what kind of resilience is needed to watch a client struggle to let go of the sales reins, only to see them thrive? Patrick wraps with a humorous self-reflection: after ditching the corporate grind, he often looked in the mirror and congratulated himself on "buying" a full-time job that demands twice the hours for half the security.
Learn more about Patrick O'Donnell and Sales Xceleration and Barringer's Tavern at https://www.linkedin.com/in/patrickwodonnell.
Listen to more Indianapolis Business Leaders at https://defaultprofitable.com or subscribe to Default Profitable on your favorite podcast platform.

Ep145 Chris Wilkey, Professor and Director of the Center for Professional Selling at Ball State University: From DJ Gigs to Sales Mastery – Why Listening Trumps Talking Every Time

In this episode of Default Profitable, host Matt Nettleton chats with Chris Wilkey about the evolution of professional selling, drawing from Chris's eclectic career path that spans software sales, running a digital marketing agency and wedding DJ business, to leading Ball State's Center for Professional Selling. They dive into the misconceptions of sales as mere persuasion, the value of sales education in higher ed, lessons from entrepreneurial missteps, and practical advice for young business owners on adapting plans, scaling operations, and prioritizing customer service to build lasting success.
Have you ever wondered why top salespeople succeed by asking questions rather than pushing products? What does it take to turn a flawed business plan into a thriving venture through active listening and quick pivots? What kind of resilience is needed to learn from failures like undervaluing services or niching down to "boring" but profitable industries? Chris wraps up with a humorous nod to his DJ origins, kickstarted when his dad bought him equipment and quipped, "Hire yourself for the school dance – that'll pay for it!"
Learn more about Chris Wilkey and Ball State University's Center for Professional Selling at https://www.linkedin.com/in/chriswilkey.
Listen to more Indianapolis Business Leaders at https://defaultprofitable.com or subscribe to Default Profitable on your favorite podcast platform.

Ep144 Daniel Herndon, Brand Strategist and Founder of HRNDN: Your Secret Weapon for Building a Business Empire

In this episode of Default Profitable, host Matt Nettleton chats with Daniel Herndon about the raw realities of launching, pivoting, and scaling a business. From his roots in a touring rock band to becoming a sought-after brand strategist, Daniel shares his journey of turning side hustles into sustainable ventures, emphasizing how charging upfront, embracing uncertainty, and focusing on problem-solving over titles can lead to long-term success. The conversation dives into entrepreneurial myths, the grind of startup life, and the freedom found in narrowing your focus for a balanced, fulfilling career.
Have you ever wondered how a rock musician books gigs nationwide and pivots to landing corporate clients with bigger budgets? What does it take to start a business with just $790, no plan, and zero savings – and still thrive 17 years later? Ever pondered why skipping the "rules" like 30-day terms or job creation obsession might accelerate your growth? And what kind of mindset turns agency ownership into solo brand mastery for more life outside the hustle? Fun fact: Daniel's mysterious side includes collecting bourbon – his pick for a solid pour is Maker's Mark Special Select, because who needs rare hunts when tasty and accessible wins?
Learn more about Daniel Herndon and HRNDN at https://www.linkedin.com/in/danielherndon.
Listen to more Indianapolis Business Leaders at https://defaultprofitable.com or subscribe to Default Profitable on your favorite podcast platform.

Ep143 Shane Nichols, Author of White Collar Prospecting: Say Goodbye to Soul-Crushing Cold Calls

In this episode of Default Profitable, host Matt Nettleton chats with Shane Nichols, a seasoned media sales veteran turned author, about his journey from traditional sales roles in newspapers, magazines, radio, TV, and college sports sponsorships to launching a side hustle based on innovative B2B prospecting strategies. Shane shares how post-COVID challenges at Ball State University inspired him to dive deep into modern marketing tactics, culminating in his book that teaches salespeople to replace grueling cold calls with lead-generating systems. The conversation explores the evolution of sales in a changing landscape, from apathetic fan bases and budget crunches in college athletics to building personal brands on LinkedIn.
Have you ever wondered why getting sales appointments feels harder than ever, even with a strong product like NCAA sports sponsorships? What does it take to turn a haphazard cold-calling routine into a streamlined marketing machine that generates 20-25 leads a year? How can direct mail, social media, and lead magnets transform your B2B prospecting from stressful to autopilot? Shane reveals the secrets behind his success at Ball State, where he hit revenue goals by focusing on renewals and upsells after marketing did the heavy lifting. Fun fact: Shane's first big lead at Ball State was from a ketchup company inquiring about sponsorships—because who knew condiments and Cardinals basketball were a match made in heaven?
Learn more about Shane Nichols at https://www.linkedin.com/in/shaneb2bleadgenerator.
Listen to more Indianapolis Business Leaders at https://defaultprofitable.com or subscribe to Default Profitable on your favorite podcast platform.

Ep142 Eric Dunaway, Assistant Professor of Economics at Wabash College

Join host Matt Nettleton as he sits down with Eric Dunaway, an assistant professor of economics at Wabash College. They delve into the unique approach Wabash takes towards business education, emphasizing real-world experience over traditional classroom learning. Eric shares insights on the importance of critical thinking, the role of randomness in decision-making, and how poker can teach valuable business lessons.
Key Topics:
The unconventional business program at Wabash College The value of learning through experience How poker and sports betting relate to business strategies The importance of critical thinking and adaptability in business Recommended reads for aspiring entrepreneurs: "Thinking in Bets" by Annie Duke and "Fooled by Randomness" by Nassim Nicholas Taleb
 
You can learn more about Eric on linkedin https://www.linkedin.com/in/eric-dunaway-08b23636b/