How to build a newsletter business - Louis Nicholls, SparkLoop

Louis Nicholls has dived deep into the world of newsletter referral programs, and he's learnt a thing or too along the way. This chat is packed with advice about speaking to your customers, avoiding shiny object syndrome and how to grow a newsletter.
Louis Nicholls is the co-founder of SparkLoop, a product that helps newsletter operators grow through referral partnerships. Indie hackers might know Louis from his Sales for Founders course which he ran a few years ago, as well as his many other projects.

What we covered in this episode:
  • How Sparkloop Started
  • How Louis met his cofounder Manuel
  • Going Niche vs Broad
  • Pursuing a growing market
  • What is your unique competitive advantage?
  • Avoiding shiny object syndrome
  • Speaking to your customers
  • How does a newsletter referral program work?
  • Can you start a referral program from the beginning?
  • What’s the value of a newsletter subscriber?
    • Sparkloop calculator
  • Sparkloop growth from day 1
  • How big is Sparkloop?
  • How to start and grow a newsletter
  • Louis’ favourite newsletters
Follow Me
Sponsor - Ahrefs

Thank you to Ahrefs for sponsoring Indie Bites. Ahrefs is the most complete and valuable SEO tool on the market. Bootstrapped companies such as VEED and Transistor have used Ahrefs extensively to understand how to craft their SEO strategies, which have been such a pivotal part of their growth.

If you want to get more traffic from Google on your side-project, I’d recommend first trying out Ahrefs Webmaster Tools for free. You’ll see what keywords your pages are ranking for, understand how Google sees your content and discover what changes you need to improve your search ranking. You should also check out their YouTube channel to understand both the basics of SEO and some more advanced techniques.

To try out Ahrefs Webmaster Tools, head to

Creators and Guests

James McKinven
James McKinven
Host of the Indie Bites podcast & founder of PodPanda.
How to build a newsletter business - Louis Nicholls, SparkLoop
Broadcast by