How to Start a Podcast for Your Startup

A modern playbook for starting a podcast that builds authority, drives pipeline, and scales without a big team or budget.

Startups don’t need more content.

They need leverage.

A podcast can be one of the highest-leverage growth channels a startup can build—but only if it’s designed as a system, not a side project. Most startup podcasts fail because they chase downloads, publish inconsistently, or treat the show like a branding experiment instead of a business asset.

This playbook shows you how to start a podcast for your startup the right way:

with clear goals, a repeatable operating model, and a direct line to brand, trust, and pipeline.

This playbook is for:

• Founders building authority and high-leverage relationships
• Marketing leaders looking for a durable top-of-funnel channel
• Content and growth teams who want one system that feeds SEO, social, sales, and partnerships

If you’re wondering:

• How do we start a podcast without wasting time?
• What do you need to start a podcast that converts?
• How much does it really cost to start a podcast—and what’s the minimum that works?

You’re in the right place.

If you’re starting a podcast as a hobby, this isn’t for you.
If you want a podcast that compounds for your startup, keep reading.

By the end of this playbook, you’ll have:

• A fully operational startup podcast engine
• A weekly cadence with one new episode plus one strategic rerun
• A video-first show distributed across podcast apps, YouTube, social, and your website
• A system that turns guests into warm opportunities, listeners into qualified leads, and episodes into long-term SEO and brand assets

This is not theory.

It’s a proven operating model.

STEP 1: Understand What a Startup Podcast Really Is (Podcast ≠ Content)

Before you think about microphones, guests, or episode ideas, you need to reset how you think about podcasting.

For startups, a podcast is not a content experiment.

It is not a branding side project.

And it is not something you do “when you have time.”

A startup podcast is a growth system.

Its job is to:

• build authority in your category
• create direct access to decision-makers
• develop trust before sales conversations
• compound value across SEO, social, partnerships, and sales

When run correctly, a podcast becomes infrastructure. Each episode strengthens the system. When run incorrectly, it becomes another abandoned channel.

Why Most Startup Podcasts Fail

Most startup podcasts fail for predictable reasons:

• no clear business goal
• inconsistent publishing
• weak guest strategy
• no distribution plan
• success measured by downloads alone

These shows may ship episodes, but they never compound. They don’t move pipeline, and they don’t justify the time spent producing them.

What Makes a Podcast a Startup Asset

A podcast becomes a startup asset when:

• the host is credible to your ICP
• the show is designed around business outcomes
• guests are chosen intentionally
• episodes are planned, not improvised
• distribution is built into the workflow
• results are measured beyond vanity metrics

At that point, your podcast is no longer “content.”

It’s a repeatable engine that creates leverage every week.

The Mental Shift You Must Make

If you want your podcast to work, you must stop asking:

• “What should we talk about this week?”

And start asking:

• “What conversation would move our ICP (Ideal Customer Profile) closer to trusting us?”

That single shift changes:

• who you invite as guests
• how you prepare for episodes
• what clips you distribute
• how sales uses the content

Once you understand this, you’re ready for the next step: defining exactly who the podcast is for, what success looks like, and how you’ll measure it.

That’s what STEP 2 covers.

STEP 2: Define Your Podcast Goal, ICP, and Success Metrics

Before you record a single episode, you need to decide what success actually looks like.

Most startup podcasts stall because they skip this step. They start publishing without alignment, then wonder why the show feels busy but doesn’t move the business forward.

This step gives your podcast a job.

a. Define the Primary Goal

Your podcast should have one primary business goal. Everything else is secondary.

Common startup podcast goals include:

• building category authority
• opening conversations with dream accounts
• supporting sales with long-form trust content
• creating a durable top-of-funnel channel

Pick the goal that matters most over the next 6–12 months.

If you try to optimize for everything, you’ll optimize for nothing.

A simple test:

• If the podcast succeeds, what changes in the business?

If you can’t answer that clearly, don’t move forward yet.

b. Define Your ICP (One Listener, Not Everyone)

Your podcast is not for “anyone interested.” It is for a very specific buyer or decision-maker.

Define:

• role or title
• company size or stage
• problem they are actively trying to solve
• urgency level
• buying context

Then ask:

“What does this person need to hear in the next 90 days to move closer to buying?”

That question should guide:

• episode topics
• guest selection
• tone and depth
• calls to action

A podcast designed for one clear ICP will outperform a generic show every time.

c. Define What You Will Not Optimize For

Just as important as defining success is defining what you will ignore.

Most startups should not optimize early for:

• chart rankings
• viral clips
• total downloads
• mass appeal

Those metrics often pull the show away from the people who actually buy.

Clarity here prevents distraction later.

d. Choose the Right Success Metrics

Downloads alone do not measure success for a startup podcast.

Instead, track indicators tied to trust and pipeline:

• guests who become opportunities
• inbound leads mentioning the podcast
• sales conversations influenced by episodes
• YouTube watch time and completion
• website traffic from episode pages

These metrics tell you whether the podcast is doing its real job.

Why This Step Matters

Once your goal, ICP, and metrics are defined:

• guest outreach becomes easier
• episode planning becomes faster
• distribution becomes more focused
• internal buy-in becomes stronger

Most importantly, your podcast stops being “content” and starts behaving like a system.

With this foundation in place, you’re ready to design the podcast itself: the promise, the format, and the guest strategy that power growth.

That’s exactly what STEP 3 covers.

STEP 3: Design the Podcast Strategy (Promise, Format, Guest Mix)

With your goal and ICP defined, it’s time to design the podcast itself. This step turns abstract intent into a show that’s easy to plan, easy to run, and hard to copy.

The mistake most startups make is jumping straight to booking guests.

The right move is locking the strategy first.

a. Craft a Clear Show Promise

Your show needs a one-sentence promise that answers:

“Why should my ICP spend an hour listening to this instead of anything else?”

A strong promise is:

• benefit-driven
• specific to your audience
• grounded in real outcomes

Examples:

• “Operator-level breakdowns with founders, so startups can build pipeline without guessing.”
• “Practical conversations with leaders solving [problem], so [ICP] can make better decisions faster.”

This promise becomes your filter.

If an episode doesn’t reinforce it, you don’t record it.

b. Choose a Format You Can Sustain

Consistency beats novelty.

For most startups, the highest-leverage format is:

• 45–60 minute interviews
• one primary host
• one guest

Long enough to build trust, short enough to ship weekly.

Once the show is stable, you can layer in:

• roundtables
• multi-guest episodes
• seasonal series

But don’t start with complexity. Reliability matters more than variety.

c. Design the Guest Strategy (Your Growth Engine)

Your guest list is your growth strategy.

Every guest should fall into one of three categories:

• Prospects — potential buyers or partners
• Customers — proof, credibility, and lived experience
• Category amplifiers — trusted voices your ICP already follows

This approach does three things:

• creates warm relationships before sales conversations
• transfers authority from guests to your brand
• expands reach through guest networks

If a guest doesn’t help you build trust with your ICP, skip them.

d. Set a Cadence You Can Actually Maintain

The fastest way to kill a startup podcast is overcommitting.

Minimum viable cadence:

• 1 new episode per week

Once you have a backlog:

• + 1 weekly rerun (best-of, themed, or curated)

This cadence:

• builds listener habit
• signals consistency to platforms
• gives you more surface area for discovery

Publishing weekly for a year beats publishing daily for a month.

e. Decide What the Podcast Is Not

Clarity here prevents drift.

Decide upfront:

• topics you won’t cover
• guest types you’ll avoid
• episode styles that don’t fit the show

This protects the promise and keeps the podcast focused as it scales.

Why This Step Matters

When the strategy is clear:

• guest outreach becomes repeatable
• prep calls are faster
• episodes feel cohesive
• distribution gets easier
• the show compounds instead of fragmenting

At this point, you know what you’re building.

Next, you need to decide how you’re going to build it—the tools, budget, and setup required to start without overengineering or overspending.

‍

That’s what STEP 4 covers.

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STEP 4: Choose the Stack (What You Need to Start a Podcast)

This is the step where most startups either overcomplicate things or underspend in the wrong places.

Starting a podcast does not require a studio, a full-time team, or expensive gear.

It does require a small, intentional stack that prioritizes quality, consistency, and reuse.

This step answers three core questions:

• what do you need to start a podcast
• how much is it to start a podcast
• how to start a podcast on a budget without hurting quality

The Minimum Viable Podcast Stack (Startup-Grade)

If you’re starting a podcast from scratch, this is all you actually need.

Recording (Remote-First, Video-Native)

Use a tool that records locally and exports separate audio and video tracks.

Requirements:

• local recording (not browser-only capture)
• separate tracks per speaker
• 1080p–4K video
• high-quality audio export

This allows:

• clean post-production
• professional sound
• easy clip creation

Video-first is non-negotiable. Even if audio is your primary output, video powers distribution.

Microphones & Setup (Keep It Simple)

You do not need studio gear to sound professional.

Reliable startup options:

• dynamic USB/XLR microphones
• basic boom arm or desk stand
• wired headphones

Focus on:

• consistent mic placement
• quiet rooms
• basic lighting

Clean input beats expensive equipment.

Hosting & Distribution

Your hosting platform should:

• distribute to all major podcast apps
• generate a clean RSS feed
• support analytics

From there:

• submit to Apple Podcasts
• enable Spotify distribution
• set up YouTube Podcast playlists

Avoid Apple-only links. Always use universal podcast links so listeners land in their preferred app.

Your Podcast Website (Non-Negotiable)

If you want the podcast to compound, it needs a home you control.

Your website should include:

• episode pages (CMS-driven)
• embedded players
• transcripts
• show notes
• internal links to related content

This turns each episode into:

• a searchable asset
• a sales enablement tool
• a long-term SEO page

Podcast platforms distribute. Your site converts.

How Much Does It Cost to Start a Podcast?

Here’s the reality for startups.

Starting a Podcast on a Budget

$1.5k–$3.5k per month

• part-time producer or contractor
• freelance audio/video editing
• founder or internal host

This is enough to ship weekly with quality.

Standard Startup Setup

$5k–$12k per month

• dedicated producer
• consistent editing
• branded visuals
• tighter ops

This is where podcasts start to feel like real infrastructure.

You do not need a studio to win. You need a system you can sustain.

What Not to Overinvest In Early

Avoid spending early on:

• studio builds
• fancy intros you can’t maintain
• custom motion for every episode
• complex tech stacks

These add friction without improving outcomes.

Why This Step Matters

When your stack is simple and intentional:

• production stays consistent
• costs stay predictable
• quality stays high
• the team can focus on content and distribution
• You now have everything you need to start a podcast.

Next, you’ll build the operating system that makes this stack run smoothly week after week—without burnout or chaos.

That’s exactly what STEP 5 covers.

STEP 5: Build the Production Operating System (So Episodes Ship Every Week)

Most startup podcasts don’t fail because of bad ideas.

They fail because production depends on motivation instead of process.

This step turns your podcast from a recurring scramble into a predictable operation.

A good production system does two things:

• removes decision-making from week-to-week execution
• ensures episodes ship on time without burning the team

Define Clear Roles (Even If One Person Wears Multiple Hats)

Your podcast only needs three core functions:

• Host — the credible voice who leads the conversation
• Producer — owns guests, prep, scheduling, publishing
• Engineer — handles audio/video editing and quality control

In early-stage startups, one person may cover more than one role. That’s fine. What matters is that ownership is clear.

Podcasts break when responsibilities are vague.

The 30-Minute Guest Prep Call (Non-Negotiable)

This is the single highest-leverage part of the entire system.

Every guest goes through a 30-minute prep call before recording.

Use it to align on:

• the audience and episode goal
• 3–5 story beats
• concrete examples, data, or lessons
• topics to avoid
• the CTA or takeaway

This prevents:

• rambling conversations
• unfocused episodes
• awkward live corrections

Great episodes are planned. They are not improvised.

Use a Run-of-Show (ROS) for Every Episode

A Run-of-Show keeps conversations tight without making them scripted.

A simple structure:

• cold open (hook)
• host introduction
• Act I: context and credibility
• Act II: playbook or lessons
• Act III: mistakes, metrics, or tradeoffs
• CTA

This gives the episode a narrative spine and makes it easier to edit, clip, and summarize.

Standardize the Post-Production Checklist

Every episode should follow the same post-production steps:

• audio cleanup (EQ, compression, noise removal)
• loudness normalization
• export WAV and MP3
• export full video
• generate short clips
• write show notes
• add chapters or timestamps
• quality-check final assets

When this checklist is consistent, quality becomes predictable.

Batch Work to Stay Ahead

The fastest way to lose momentum is producing episodes one at a time.

Instead:

• book guests in batches
• record multiple episodes per week
• stay at least 2–4 episodes ahead

A small buffer eliminates stress and protects consistency.

Why This Step Matters

When the production system is locked in:

• episodes ship without chaos
• quality stays consistent
• the team spends less time coordinating and more time improving
• the podcast becomes dependable infrastructure

At this point, you don’t just have a show. You have a machine that produces assets every week.

Next, you’ll learn how to make sure every episode actually gets seen, heard, and reused across channels instead of dying on publish day.

That’s what STEP 6 covers.

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STEP 6: Publish, Distribute, and Repurpose Every Episode (Creation Alone Is Not Enough)

Publishing an episode is not the finish line.

For startups, it’s the starting point.

Most podcasts fail here. Episodes go live, get a small spike of listens, then disappear. The problem isn’t the content. It’s the lack of a distribution system.

This step ensures every episode earns its keep.

Start With a Single Source of Truth

Every episode should have one “home base.”

That home base is:

• an episode page on your website
• with embedded players
• a written summary
• full transcript
• internal links
• clear CTAs
• This page becomes:
• the canonical URL for sharing
• a long-term SEO asset
• a sales enablement resource

Platforms distribute. Your site compounds.

Publish to Podcast Apps (But Don’t Stop There)

Your audio should go live on all major podcast apps via your hosting platform.

Best practices:

• use universal podcast links, not Apple-only links
• include a clear promise in the episode title and description
• add timestamps or chapters when supported

Podcast apps capture habitual listeners. They are not where discovery ends.

YouTube Is a Primary Channel, Not a Bonus

For startups, YouTube is non-negotiable.

Publish:

• full-length video episodes
• short-form clips (Shorts)

Why this matters:

• YouTube is the largest podcast discovery surface
• episodes rank for guest names and topics
• watch time compounds over time

Treat YouTube as a search engine, not a social platform.

Repurpose Intentionally (Not Randomly)

Every episode should generate a predictable set of assets:

• 3–5 short clips (9:16)
• 1–2 square clips (1:1)
• quote graphics
• pull-quote text for LinkedIn
• a long-form written summary

These assets should map back to:

• your ICP’s problems
• your show’s promise
• your business goals

Random clips get views. Intentional clips create leads.

Use Your Owned Channels Every Week

At minimum:

• feature the episode in your newsletter
• share on founder or company LinkedIn
• embed in relevant blog or resource pages

Your owned channels ensure the episode gets baseline reach even before algorithms kick in.

Create a Simple Weekly Distribution Checklist

Consistency beats creativity.

A basic weekly rhythm:

• publish episode
• post 2–3 clips
• send newsletter feature
• share 1 long-form post
• engage with comments

This keeps distribution from becoming optional.

Why This Step Matters

When distribution is built into the workflow:

• episodes don’t die on publish day
• content reaches beyond existing subscribers
• the podcast feeds other growth channels
• the system compounds over time

At this point, your podcast is visible.

Next, you’ll learn how to accelerate that visibility and measure whether the show is actually contributing to the pipeline.

That’s what STEP 7 covers.

STEP 7: Add Paid Growth and Measure Pipeline Impact

Once your podcast is publishing consistently and distribution is running smoothly, you can layer in paid growth. This step is about acceleration, not rescue.

Paid promotion works only when the underlying system is already solid.

Start With a Modest Paid Boost

You do not need a massive budget to amplify a startup podcast.

A common starting range:

$3k–$10k per month

The goal is not to “scale ads.”

The goal is to:

• seed initial listeners
• increase surface area for discovery
• accelerate what is already resonating

If the show doesn’t convert organically, paid will only make that failure more expensive.

The Core Paid Play

For most startups, the simplest and most effective setup is:

• short video clips as ads
• distributed on Meta platforms (Facebook and Instagram)
• driving traffic to a universal podcast link, not an Apple-only link

Use three audience layers:

• Cold — ICP-based targeting
• Warm — video viewers, site visitors
• Remarketing — past listeners and engagers

This creates a clean funnel from discovery to habitual listening.

What to Measure (Ignore Vanity Metrics)

Downloads alone are not enough.

Track metrics that signal trust and intent:

• cost per unique click
• video watch time and completion
• episode page visits
• guest-to-opportunity conversion
• sales conversations influenced by the podcast

If sales teams reference episodes, you’re on the right path.

Tie the Podcast Into Sales and Partnerships

The highest ROI often comes from internal use.

Make episodes easy for:

• sales to send during active deals
• founders to share in warm outreach
• partners to reference in conversations

When your podcast becomes part of how you sell, it stops being optional.

Refresh Creative, Not Strategy

Paid performance drops when creative gets stale.

Rotate:

• clips
• hooks
• headlines

But keep:

• the core message
• the ICP focus
• the destination link

Consistency builds recognition. Recognition builds trust.

Why This Step Matters

When paid growth is layered in correctly:

• good episodes reach more of the right people
• discovery happens faster
• pipeline signals appear sooner
• the podcast proves its business value

At this stage, your podcast is no longer just visible—it’s measurable.

Next, you’ll bring everything together with a focused launch plan that gets your podcast live, consistent, and compounding within the first 90 days.

That’s exactly what STEP 8 covers.

STEP 8: Launch Your First 90-Day Startup Podcast Sprint

This is where strategy turns into momentum.

Most startup podcasts fail because they launch slowly, publish inconsistently, or never build a backlog. A 90-day sprint solves all three problems by forcing focus, batching, and cadence from day one.

The goal of this sprint is simple:

• get the podcast live
• establish a weekly rhythm
• build a content buffer
• generate early signals of traction

Days 1–14 — Foundations

Lock the fundamentals before you record anything.

By the end of week two, you should have:

• finalized the show name and one-sentence promise
• defined your ICP and primary goal
• booked at least 8 guests (mix of prospects, customers, and amplifiers)
• built your podcast website (home, episode template, subscribe page)
• connected a custom domain for brand and SEO
• set up your hosting platform and prepared your Apple Podcasts submission
• created basic visual assets (thumbnails, lower thirds, clip templates)

Use Appendix A during Days 1–14 to make sure your setup is complete before you start recording. It’s the fastest way to avoid launch delays.

This phase prevents rework later.

Days 15–30 — Record and Bank

Shift fully into production mode.

During this phase:

• run 30-minute prep calls with every guest
• record 6–8 episodes using your video-first setup
• complete post-production for at least 4 full episodes, plus clip packages

Run every guest through the prep workflow in Appendix B. It keeps recording weeks tight, repeatable, and easy to scale.

By the end of this phase, you should have:

• multiple episodes ready to ship
• a small buffer to protect consistency
• zero pressure to “figure it out live”

Days 31–45 — Ship the Launch

Now you go live.

Launch with:

• 3 published episodes
• 1 trailer episode

This gives new listeners enough content to binge and decide whether to subscribe.

At the same time:

• turn on a modest paid awareness campaign
• send traffic to a universal podcast link
• announce the show across owned channels

Then begin your cadence:

• 1 new episode per week
• 1 strategic rerun once you have a back catalog

Days 46–90 — Optimize and Scale

Once the show is live, shift into improvement mode.

Focus on:

• increasing short-form clips to 3–5 per week
• hosting one roundtable or multi-guest episode for a reach spike
• tracking guest-to-opportunity data in your CRM
• monitoring which clips and episodes drive the most engagement
• refreshing paid creatives weekly and killing anything underperforming

This is where patterns start to emerge.

What Success Looks Like After 90 Days

By the end of this sprint, you should have:

• a consistent weekly publishing rhythm
• a repeatable guest and prep workflow
• a growing content library
• early signals of pipeline influence
• a podcast that feels operational, not fragile

At this point, the podcast is no longer a launch.

It’s a system.

Why This Step Matters

The first 90 days determine whether your podcast compounds or stalls.

This sprint removes hesitation, enforces discipline, and creates the momentum needed for long-term success. Most teams quit at month two. The ones who follow a clear sprint plan keep going—and win.

Next, we’ll walk through a real-world case study that shows how this system works in practice.

Case Study: How Rupa Health Built a Podcast That Drove Real Growth

To see how this system works in the real world, look at how Rupa Health built The Root Cause Medicine Podcast into a durable growth and trust engine.

This wasn’t a passion project or a brand experiment. It was a deliberate, system-driven podcast designed to support authority, relationships, and pipeline.

The Context

Rupa Health serves practitioners in functional and holistic medicine. Their buyers are highly educated, skeptical, and relationship-driven. Traditional performance marketing alone was not enough to build trust at scale.

The podcast had one clear job:

• elevate brand authority
• reach practitioners where they already learn
• build trust before sales conversations
• turn industry relationships into long-term leverage

How Rupa Applied the System

STEP 1–2: Clear Goal and ICP

Rupa’s ICP was defined precisely: practitioners who needed deep, credible education. The goal was not downloads. It was trust and reach within a very specific professional audience.

This clarity shaped every decision that followed.

STEP 3: Strategy Before Guests

The show centered on long-form, educational conversations led by a credible internal host: Kate Kresge, Head of Medical Education.

This gave the podcast:

• peer-level credibility
• consistent tone and depth
• authority that could not be outsourced

Guest selection followed a clear strategy:

• respected practitioners
• researchers and educators
• category leaders trusted by the audience

No random guests. No filler episodes.

STEP 4: Simple, Scalable Stack

Rupa used a remote, video-first recording setup that allowed:

• high-quality audio and video
• clean post-production
• efficient repurposing

They avoided overengineering and focused on reliability.

STEP 5: Strong Production Discipline

Every guest went through a 30-minute prep call to align on:

• episode angle
• story beats
• key data points
• no-go topics

This single practice dramatically increased episode quality and reduced wasted recording time.

Production ran with clear ownership:

• host
• producer
• engineer

No ambiguity. No scrambling.

STEP 6: Distribution Built Into the Workflow

Episodes were distributed across:

• podcast apps
• a dedicated podcast website with transcripts
• YouTube full-length videos
• social clips and quote graphics
• newsletters

Each episode became a multi-channel asset, not a one-time post.

STEP 7: Early Paid Awareness

Rupa layered in a modest paid boost to:

• seed early listeners
• accelerate discovery
• build initial momentum

Paid promotion amplified what was already working. It didn’t try to compensate for weak content.

The Results

Within months, the podcast reached 50,000+ downloads per month and became one of Rupa Health’s strongest brand assets.

More importantly, it delivered:

• sustained authority in their category
• warm relationships with prospects and partners
• direct pipeline from guest relationships
• a long-term content engine that continues to compound

What This Case Study Proves

Rupa’s success wasn’t about luck or celebrity guests. It came from running a podcast like a system:

• clear goal and ICP
• credible host
• disciplined prep
• consistent cadence
• built-in distribution
• measured outcomes

This is the same system you just walked through.

If it works in a highly regulated, trust-heavy industry like healthcare, it works for startups willing to run it with discipline.

A Startup Podcast Is a System, Not a Side Project

Starting a podcast for your startup is not about chasing downloads or shipping content for the sake of it.

When done right, a podcast becomes:

• a trust engine
• a relationship accelerator
• a durable top-of-funnel channel
• a compounding brand and SEO asset

The difference between podcasts that stall and podcasts that work is not ideas.

It’s execution.

The startups that win:

• define a clear goal and ICP
• design the show before booking guests
• run tight prep and production workflows
• build distribution into every episode
• measure success by pipeline, not vanity metrics

This playbook is structured as a system because systems only work when they’re run consistently.

That consistency requires people:

• a producer who owns guests, prep, and publishing
• an editor who ensures every episode sounds and looks professional
• support roles that keep the operation moving week after week

This is where Hire Overseas becomes a force multiplier.

Hire Overseas helps startups build cost-effective, high-quality podcast and content teams so this system actually runs. Instead of stitching together freelancers or overhiring locally, you get vetted producers, editors, and operators who can own execution—without breaking your budget.

Follow the steps in this playbook and pair them with the right team, and your podcast won’t just launch.

It will compound.

That’s how a startup podcast becomes an asset your competitors can’t easily replicate.

FAQs About Starting a Podcast for Your Startup

How long should a startup podcast run before we decide if it’s “working”?

Give it 12 episodes minimum before you judge performance. Early data is noisy. What matters is whether you’re seeing repeatable signals: better guest replies, more “I saw your show” messages, higher-quality inbound, and faster trust in sales conversations.

Should the founder host the podcast, or can marketing run it?

If your ICP buys based on trust in operators, a founder or exec host usually performs best. If the show is more educational (and less personality-driven), a strong marketing host can work—as long as they can hold a senior conversation and ask sharp, credible questions.

Do we need a “big name” guest to grow?

No. Startup podcasts win with relevance, not celebrity. A guest who is exactly your buyer, your buyer’s boss, or your buyer’s trusted educator will outperform a big name that your ICP doesn’t care about.

Should we do seasons or publish continuously?

For startups, continuous publishing is usually better because it builds compounding discovery and habit. Seasons can work if you have a tight theme and production window, but they often create gaps that kill momentum.

How do we prevent episodes from sounding like sales pitches?

Set a simple rule: no product mention until the last 60 seconds, and only if it’s contextually relevant. The goal is to earn trust first—product plugs too early reduce completion and referrals.

Should we do scripted solo episodes or interviews only?

Interviews are easier to sustain early. Add solo episodes when you have strong POVs and want to own a keyword/theme (e.g., “Startup podcast distribution playbook”). If you can’t write a tight outline, don’t force solo content.

What should we outsource first if we want the podcast to scale?

Outsource the work that creates consistency:

• editing + finishing
• clip packaging
• episode page formatting + publishing support

Keep strategy, guest selection, and the actual conversation in-house (or tightly guided).

Appendix A: Starting a Podcast Checklist (Startup Edition)

Use this checklist before you record your first episode.

It answers, in practical terms, what you need to start a podcast, what’s optional, and what commonly gets missed.

1. Strategy & Setup (Do This First)

☐ Define the podcast’s primary business goal

☐ Define your ICP (role, company size, problem)

☐ Write a one-sentence show promise

☐ Decide on cadence (minimum: 1 new episode/week)

☐ Choose the host (must be a credible SME)

☐ Decide what the show will not cover

If this section isn’t clear, don’t move forward yet.

2. Recording & Equipment (Minimum Viable)

You do not need a studio.

Required

☐ Remote recording tool with local recording + separate tracks

☐ Dynamic microphone (USB or XLR)

☐ Wired headphones

☐ Stable internet connection

☐ Quiet recording space

Nice to Have (Optional)

☐ Boom arm or mic stand

☐ Basic key light

☐ Neutral or lightly branded background

Rule of thumb:

Clean audio + consistent setup beats expensive gear.

3. Recording Standards (So You Sound Professional)

☐ Record audio at 48 kHz / 24-bit

☐ Normalize final output to:

• −16 LUFS (stereo)
• −19 LUFS (mono)

☐ Peak ≤ −1 dB

☐ Record video at 1080p or higher

These standards prevent rejection, distortion, and rework.

4. Hosting & Distribution

☐ Choose a podcast hosting platform

☐ Generate a valid RSS feed

☐ Submit to:

• Spotify
• Apple Podcasts (RSS validated + 3000×3000 artwork)

☐ Set up a YouTube Podcast playlist

☐ Create a universal podcast link (not Apple-only)

Avoid Apple-only links. They suppress non-Apple listeners.

5. Website & SEO (Non-Negotiable)

☐ Create a podcast hub on your website

☐ Build a CMS template for episode pages

☐ Include on every episode page:

• embedded players
• written summary
• timestamps
• full transcript
• internal links

☐ Add PodcastSeries + PodcastEpisode schema

Your website is where podcast value compounds.

6. Launch Requirements

Before launch, you should have:

☐ At least 3 episodes fully produced

☐ 1 trailer episode

☐ Thumbnail + clip templates

☐ Newsletter announcement ready

☐ Founder/company social posts drafted

Never launch with a single episode.

7. Weekly Cadence Checklist

Every week:

☐ Publish 1 new episode

☐ Post 2–3 short clips

☐ Send 1 newsletter feature

☐ Share on LinkedIn (founder or company)

☐ Respond to comments

☐ Invite next guests

Consistency matters more than optimization early.

8. Budget Reality Check

Typical startup ranges:

Starting a podcast on a budget: $1.5k–$3.5k/month

Standard startup setup: $5k–$12k/month

If you can’t sustain the monthly cost for 6 months, reduce scope.

Appendix B: Production & Ops Templates

These templates exist to make the podcast repeatable and delegable.

Use them exactly as written or adapt them slightly—but do not skip them.

1. Guest Research & Prep Sheet

Guest Name:

Role / Company:

Why Now: (news, launch, insight, trend)

Audience Fit:

Why does our ICP care about this guest?

Episode Thesis (1 sentence):

What will the listener walk away understanding?

5 Story Beats:

1.

2.

3.

4.

5.

Concrete Examples / Numbers:

(links, metrics, screenshots)

No-Go Topics:

CTA Options:

(book, resource, signup, follow)

Clip Moments to Target:

(controversial take, lesson, quote)

2. 30-Minute Prep Call Agenda

0–5 min

☐ Align on audience and episode goal

5–15 min

☐ Walk through story beats

☐ Confirm examples and data

15–25 min

☐ Identify strong clip moments

☐ Clarify no-go topics

25–30 min

☐ Confirm CTA

☐ Answer guest questions

No prep call = lower quality episode.

3. Run-of-Show (ROS) Template

☐ Cold open (hook or insight)

☐ Host intro

☐ Act I — Context and credibility

☐ Act II — Playbook / lessons

☐ Act III — Mistakes, tradeoffs, metrics

☐ CTA and close

This keeps episodes focused without sounding scripted.

4. Post-Production Checklist

☐ Audio cleanup (EQ, compression, de-essing)

☐ Loudness normalization

☐ Export WAV + MP3

☐ Export full video

☐ Cut short clips (9:16 + 1:1)

☐ Write show notes

☐ Add timestamps / chapters

☐ Create thumbnail

☐ Final QC pass

Quality issues compound quickly if this is skipped.

5. Weekly Publishing & Distribution Checklist

Publish Day

☐ Episode live on hosting platform

☐ YouTube episode published

☐ Episode page live on website

Same Week

☐ 2–3 short clips published

☐ Newsletter feature sent

☐ LinkedIn post published

☐ Internal team notified (sales, partnerships)

Ongoing

☐ Engage with comments

☐ Invite next guests

☐ Track mentions in sales calls

How to Use These Appendices

• Appendix A helps you start cleanly and avoid setup mistakes
• Appendix B ensures the podcast runs without founder heroics

Together, they turn the playbook into an operating system.