TLDR Founders

TLDR FOUNDERS 2024-07-10

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02STRATEGIES & TACTICS

HOW TOP B2B COMPANIES GOT THEIR FIRST 100 CUSTOMERS

This article looks at the strategies that successful B2B SaaS companies like Retool, Amplitude, Hubspot, Brex, Gusto, Rippling, Loom, and Typeform used to acquire their first 100 customers. Common themes among these companies include focusing on a narrow target market, building an MVP based on customer feedback, and leveraging personal networks and communities for early traction. Many of these companies also relied on a sales-led approach, with founders directly engaging in customer conversations to validate their product hypotheses and iterate on pricing and features.

commandbar.com5 min read

WHAT COUNTS AS A CUSTOMER?

Companies are becoming more liberal in defining what constitutes a customer, partly due to the adoption of PLG strategies and usage-based pricing. When analyzing a company, it's best to start with the position that anyone who paid within the last 12 months is a customer and then work backwards from there, as there are incentives for companies to exclude certain groups of users to improve metrics such as churn, net dollar retention rate, and average deal size.

mostlymetrics.com2 min read

3 MISTAKES WHEN SETTING UP B2B REFERRALS — AND HOW TO AVOID THEM

Financially incentivized referral programs often fail for B2B companies due to incorrect pricing expectations, lack of organic word-of-mouth growth, and a transactional approach to users. To succeed, companies should offer meaningful incentives, build a foundation of genuine user advocacy, and connect with customers authentically to inspire them to refer others.

elenaverna.substack.com6 min read

03TOOLS & RESOURCES

AIRBOOK

Airbook is like Notion, but connected to your data sources. Generate insights across sources together using SQL or No-code.

airbook.ioTool

ECHO

Manage, execute, and improve your sales playbooks like an experienced sales rep.

echothat.aiTool

04MISCELLANEOUS

HOW FIVE DYSFUNCTIONS ARE RUINING TEAMS AND COMPANIES

Conflicts at work can be beneficial when focused on solving problems rather than blaming or judging people. Building trust, being open to respectful disagreements, ensuring commitment, promoting accountability, and focusing on team results are key to overcoming dysfunctions in teams and organizations. Meetings provide a great opportunity to observe and address these dysfunctions.

read.perspectiveship.com10 min read

YOUR PRICING PAGE HAS ONE JOB

A well-designed pricing page is crucial for SaaS businesses as it enables buyers to estimate their costs both today and in the future. To achieve this, the pricing page should clearly present the available options, convey how pricing works and what's included, and display the prices that determine the monthly or annual cost. Simpler pricing models tend to outperform more complex ones and can shape a positive perception of the company and product.

wrap-text.equals.com3 min read

THE VR WINTER CONTINUES

Despite the current hype around generative AI, many of the technology and business trends from late 2022 are still relevant and progressing. Virtual and augmented reality devices are improving in terms of price, specs, and capabilities, but have not yet achieved mass-market product-market fit, with only a small percentage of people using VR headsets daily. While the future potential of extended reality (xR) technologies is exciting, it remains uncertain how large of a role they will ultimately play.

ben-evans.com2 min read