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Chris Koerner on The Koerner Office Podcast
He Makes $4K/Day "Dropshipping" Cakes
3 min read28 Apr 2026Worth watching
TL;DR
William Lindholm built a $120K/month business in 6 months by sending physical cakes to prospects as a sales tool — what he calls 'cold caking.' The core thesis is that as AI floods digital channels with noise, physical gifting becomes the only reliable way to cut through to real humans.
Key points
1
William pivoted from automated birthday cake deliveries (a Norway-based $150K ARR business) to 'cold caking' — sending branded cakes to sales prospects — after birthday automation failed to gain traction in the US market.
2
Cold caking achieves a 35% meeting booking rate compared to the 2-3% industry average for cold calling, making the economics work for any offer with a high enough average contract value.
3
Next week his company fulfills 1,000 cakes for a single client — Archie.com, a dental software company — sending cakes to dental offices across San Francisco, Florida, and Houston, following a successful pizza campaign they ran previously.
4
William built an AI agent using Claude connected to a Superhuman MCP that autonomously sources bakeries every 2 hours, sends bulk order inquiries, negotiates discounts, and only flags deals to William for a thumbs up or thumbs down — scaling from 1 to 15 bakery partners in one month.
5
The dead internet theory underpins the long-term business case: as AI makes digital outreach indistinguishable from spam, physical gifting becomes the only channel that reaches a human directly, and William wants his company to own the data on what gifts convert best.
Actionable insights
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Use cold cakes for any service with an average contract value above ~$2,000 — real estate agents, SEO agencies, AI consultants, and SaaS companies are all viable. An $80 cake that books a meeting worth $10K+ is a no-brainer ROI.
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Add a QR code to the cake linking to a personalized audit (SEO audit, AI audit, website review) to make the physical gift interactive and trackable — one SEO agency William works with is already doing this.
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Build a retention cake program alongside cold outreach — sending a cake to existing clients on their anniversary with you costs little but generates referrals and locks in loyalty through the law of reciprocity.
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Replicate William's AI agent setup: use Claude with a Superhuman MCP email integration and a detailed negotiation prompt to automate vendor sourcing and price negotiation, only involving yourself at the final approval step.
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Front-load payment terms to maintain positive cash flow — collect payment from clients on day one, then negotiate net-30 terms with bakeries to avoid needing outside funding even at high revenue volumes.
Notable quotes
“In a world like that, we're not going to be able to send cold emails, we're not going to be able to send LinkedIn DMs or cold call anyone cuz there's going to be too much noise. So the way you cut through to someone in the future, which we really believe in, is physical gifting.”
“The tediousness is the moat.”
“I lived in a closet for the whole duration of that.”
Worth watching?
✅
Worth watching the full video?
Watch if you want to see the live agent demo and hear William explain his exact negotiation prompts — the key numbers and strategy are all here, but the agent walkthrough and founder energy are worth the runtime.
Saved you some time? The creator still deserves a like.
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