Early Stage 2021

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Bootstrapping, managing product-led growth and knowing when to fundraise

Published April 8, 2021

Product-led growth is all the rage in the Valley these days, and we had two leading thinkers discuss how to incorporate it into a startup at TechCrunch Early Stage 2021. Tope Awotona is the CEO and founder of Calendly, which bootstrapped for much of its existence before raising $350 million at a $3 billion valuation from OpenView and Iconiq. And on the other side of that table and this interview sat Blake Bartlett, a partner at OpenView who has been leading enterprise deals based around the principles of efficient growth.

In this interview, the two talk about bootstrapping and product-led growth, expanding internationally, when to bootstrap and when to fundraise, and how VCs approach a profitable company (carefully, and with a big stick). Oh, and how to spend $350 million.

Quotes have been edited and condensed for quality.

Bootstrapping is directly tied to product-led growth

Product-led growth is all about efficiency — spending all of a startup’s capital and time on perfecting its product to capture new users and help the most fervent customers advocate for the product with others or perhaps the managers approving their expenses. That’s directly related to bootstrapping, since by evading VC investment, a startup has to be much more tied to customers in the first place.

Tope Awotona:

With no marketing at all, Calendly began to take off. So the initial users were in higher education, and very quickly we moved to the commercial sector. And all of that was because of the virality of the product. Seeing that, we just began to invest more into virality. So the combination of self-serve, which is incredibly capital efficient, because you don’t need all of these sales people, and also the virality, instead of spending a bunch of dollars on advertising, you can really rely on the virality of the product and rely on the network of the users to really propagate and to enable distribution, just those are the two things that really allowed us to be successful. (Timestamp: 7:49)

We later discussed how the extreme focus on users can drive efficiency through product-led growth.

Blake Bartlett:

It’s the product and the distribution model, and they need to be tightly aligned. Tope spoke to some of this, but I think first and foremost, even outside of metrics, it’s just how is the business built? And on the product front, the product is built, the jobs to be done, so to speak, are oriented towards the actual user of the product, not their boss. SaaS historically was built for the boss because the boss owns the the budget for that department. So if you’re building a sales tool, build for the VP of Sales, and then hopefully the AEs will, you know, go along with it. But now with product-led growth, you’re actually building for that user. … Eventually, you can build the things on top that the boss cares about like the admin panel, and the KPIs and all that kind of stuff. (Timestamp: 29:35)

Product-led growth and international expansion

Four strategies for getting attention from investors

Published April 8, 2021

Being a successful early-stage investor is about a lot more than simply identifying trends. A successful VC needs to think several steps ahead. For MaC Venture Capital founder Marlon Nichols, it’s an ability that’s helped him spot big names like Gimlet Media, MongoDB, Thrive Market, PlayVS, Fair, LISNR, Mayvenn, Blavity and Wonderschool early on.

Nichols joined us on TechCrunch Early Stage to discuss his strategies for early-stage investing, and how those lessons can translate into a successful launch for budding entrepreneurs. Success involves not only a solid team and great ideas, it also requires the willingness and ability to change and adapt to an ever-changing world.

Getting ahead of the trends

Anyone can identify trends once they’ve broken, but a successful investor needs to see several steps ahead of the pack. This ability helps VCs know where to focus their attention and, eventually, how to weed out the snake oil from the true value pitches.

For us, that means taking a look at emerging behavioral trends and shifts in culture. What we’re looking to understand is where people and companies are going to spend their time and money – not only today, but in the future. So we do research to see if there are supporting factors for this thing sticking around and being successful. If that answer is yes, then we can dig a bit deeper. (Timestamp: 4:33)

Diverse from day one

Setting up a management board for success with Dave Easton

Published April 8, 2021

Viewed from the outside, board selection and corporate governance can seem like a bit of a black box — particularly at a startup. Generation Investment Management partner Dave Easton spoke at TechCrunch Early Stage about how to build a board as a founder, and specifically how to build a board you can live with. Easton’s own ample experience serving on boards as both a full member and as an observer, as well as Generation’s focus on building sustainable, ethically managed, mission-driven businesses helped peel back the curtain on the murky topic of good governance.

On the composition of boards

Easton noted that many boards end up overcrowded — in terms of both the number of people and also the background of those present. Mixing up the type of board members you have managing your corporate governance is key, he said, especially as a company grows in size and maturity.

In terms of fields, the sorts of things that we find that often go wrong is when your board is stacked full of investors. I think investors are great — I’m an investor. I think there are super useful things investors do. But five investors is not very useful, right — it’s just more people who will generally think the same. So a typical thing that we’re doing when we come in is, we’re saying we’re not taking a board seat, we’re gonna give our board seats to an operator — someone who actually knows what they’re doing. When you’re in the earliest stages it’s probably fine to avoid operators and just have one or two investors. Particularly operators who come from, like bigger company backgrounds, they’re not necessarily so helpful when you’re getting product-market fit. But as you get bigger and bigger, you know, operators start to trump investors, and we think boards need to move more heavily in that direction. (Time stamp: 09:34)

Don’t put settled topics up for debate

On the subject of what should actually take place at well-run board meetings, Easton said that one of the most common pitfalls he’s encountered is when management sort of performatively offers up subjects for debate. It’s something that’s easy to do, but it also ends up not only being wasteful of the time of those present, it also leaves a bad taste in basically everyone’s mouths.

Building and leading an early-stage sales team with Zoom CRO Ryan Azus

Published April 7, 2021

This year at Early Stage, TechCrunch spoke with Zoom Chief Revenue Officer (CRO) Ryan Azus about building an early-stage sales team. Azus is perhaps best known for leading the video-calling giant’s income arm during COVID-19, but his experience building RingCentral’s North American sales organization from the ground up made him the perfect guest to chat with about building an early-stage sales team.

We asked him about when founders should step aside from leading their startup’s sales org, how to build a working sales culture, hiring diversely, how to pick customer segments and how to build a playbook.

Below, TechCrunch has compiled a number of key comments from Azus, and afterward we’ve included the full video from the interview as well as a transcript. Let’s go!

When should founders let others run sales?

Nearly every startup leans on its CEO as its first salesperson. After all, who else knows the product and can talk it up like the startup’s leader? But having the CEO as point-person for sales scales poorly. So, when is the right time to have someone else step in?

Fairly early on. First off, CEOs need to solve customer needs. And so it’s important to be very hands-on for a while to really understand while you’re trying to figure out product-market fit. And then bringing in some of those sales people as you start seeing something [good].

Part of it is also knowing what type of salesperson you need. [ … ] Who is your core audience? What persona are you going after? And trying to find people that know and understand selling something that’s primarily very transactional to small businesses, [or] e-commerce lead, or selling something that’s more enterprise — those are different animals, different segments that you’re going after. One mistake [startups make] is hiring the wrong type of salesperson. (Time stamp: 5:29)

Top VCs, founders share how to build a successful SaaS company

How much product-market fit is enough?

How to kick the 10 worst startup habits with Fuel Capital’s Leah Solivan

Published April 7, 2021

Fuel Capital General Partner Leah Solivan joined us at TechCrunch Early Stage 2021 to talk about how to avoid early mistakes in building your startup. Solivan has ample experience on both sides of the fence, as she founded TaskRabbit and led it to exit through an acquisition by Ikea in 2017. She shared a list of 10 things to avoid in total, but here are some highlights of what to watch out for.

Share your ideas freely

Solivan urged founders to not be shy about sharing their ideas, as some people can tend to be secretive about their startup concept. The notion that giving up your idea somehow means you’ll end up with more competition is not a legitimate concern in the end, Solivan said. Instead, sharing that idea with as many people as you can is much more likely to generate positive results than negative.

I can’t tell you how many times I would be giving a presentation. And someone after the presentation would come up to me and say, oh my goodness, I had this same idea for TaskRabbit, like 10 years ago. And I’d be like, great! What did you do with that idea? And I think the point is, is that the idea itself isn’t the magic — the magic is in the execution of your idea and actually turning that idea into a business. (Time stamp: 01:42)

Take everyone’s advice, but make the call

We’re talking startup sales with Zoom CRO Ryan Azus at TechCrunch Early Stage

Published February 16, 2021

TechCrunch is excited to announce that Zoom chief revenue officer (CRO) Ryan Azus is joining us at TechCrunch Early Stage on April 1.

Azus has worked at Cisco, RingCentral and most recently Zoom. In his previous roles he held a number of sales titles, including his final role at RingCentral where he was its executive vice president of global sales and services.

Zoom needs little introduction, having crossed over from enterprise software success story to consumer phenomenon during the COVID-19 pandemic, during which time companies, groups, individuals and families leaned on the video chat provider to stay in touch.

Remote work helps Zoom grow 169% in one year, posting $328.2M in Q1 revenue

Azus has been at the helm of Zoom’s money engine since mid-2019, which means that he has sat atop it during one of the most impressive periods of sales growth at any software company — ever.

So we’re glad that he’ll be at TC Early Stage this year, where we’ll pepper him with questions. Bring your own, of course, as we’ll be reserving around half our time for audience Q&A.

But the TechCrunch crew has a plethora of things we want to chat about too, including the importance of bottom-up sales during the pandemic, especially in contrast to the more traditional sales bullpen model that many startups have historically used; how to balance self-service sales and human-powered sales at a tech company that presents both options to customers, and their relative strength in 2021; changes to sales incentive metrics at Zoom over time from which startups might be able to learn; and how to maintain order and culture in a quickly scaling, remote sales organization.

We’re also curious how Zoom managed to adapt to the pandemic itself, like how long it took the company to reach full-strength from a sales perspective as it moved to remote work and customers that were also out of the office. The simple answer is that his company simply used more of its own product, but there’s more to the story that we want to hear.

Announcing the TC Early Stage Pitch-Off

Often at TechCrunch events we round up a cadre of executives from well-known technology companies and then hammer them for news. Early Stage is a bit different, focusing instead on extracting knowledge, tips and what-pitfalls-to-avoid from tech folks interested in helping startups do more, more quickly.

Azus won’t be coming alone. Bucky Moore from Kleiner will be in the house, along with Neal Sales-Griffin (a managing director at Techstars) and Eghosa Omoigui (a managing general partner at EchoVC Partners). The list goes on, as you can see here. (We’re also having a big pitch-off, so make sure to come to both days of the event.)

TC Early Stage continues TechCrunch’s recent spate of virtual events, so no matter where you are, you can tune in and learn. Register today to take advantage of early-bird pricing, don’t forget to bring your best questions, and we’ll see you in early April!

Just two weeks left to score early-bird passes for TC Early Stage

Published February 16, 2021

Tackling the learning curve that comes with building a startup is not for the faint of heart. So many questions, so little time to search out reliable, actionable advice. Enter TechCrunch Early Stage 2021 — two distinct, virtual bootcamps designed specifically for early-stage founders and open to entrepreneurs and startup enthusiasts.

Budget-friendly tips: TC Early Stage part one takes place April 1-2, and you have two weeks left to score the early-bird price and save up to $100. Founder passes cost $199 and Innovator passes (for investors and other startup fans) cost $299. The early-bird deadline ends at 11:59 p.m. (PST) on February 27. Buy a dual-event pass to learn and save even more (TC Early Stage — Marketing and Fundraising runs July 8-9). The TC Early Stage April and July bootcamps feature different speakers, topics and content.

At TC Early Stage, you’ll take part in interactive sessions and learn from the leading experts and investors who span the range of the startup ecosystem — operations, product lifecycle, fundraising and recruiting for starters. Here are just two examples of the people ready to help you move your startup dreams forward.

Learn from folks like Alexa von Tobel as she leads a discussion on Finance for Founders. Got questions about raising Series A funding? Don’t miss Bucky Moore of Kleiner Perkins as he breaks down that complicated topic.

Ready for an awesome plot twist? We’re adding an exciting opportunity on day two of both TC Early Stage bootcamps — the TC Early Stage Pitch-Off. Ten early-stage startups will get to pitch live to a global audience of investors, press and tech industry leaders. That kind of exposure can change a startup’s trajectory in the best possible way.

You’ll find all the Pitch-off details here — how it works, who qualifies to compete, what competitors receive and the prizes in store for the ultimate winner. Or cut to the chase and apply for the April 2 pitch-off here before the clock hits 11:59 p.m. PST on February 21.

Whether you’re competing or watching, Katia Paramonova, founder and CEO of Centrly (who attended Early Stage 2020), says a pitch critique shows you ways to strengthen your pitch deck:

The pitch deck teardown session was great. VCs reviewed my deck and gave specific, actionable advice. Watching them provide comments on other decks was helpful, too. We’re incorporating the feedback and when we start fundraising, the improved slides will make it easier for VCs to understand our value proposition.

TC Early Stage Operations & Fundraising takes place on April 1-2. Don’t miss this opportunity to learn the essentials of building a stronger startup. And don’t miss out on early-bird savings. Buy your pass (remember, you’ll save more and learn twice as much with a dual-event pass) before 11:59 p.m. PST on February 27.

Is your company interested in sponsoring or exhibiting at Early Stage 2021 — Operations & Fundraising? Contact our sponsorship sales team by filling out this form.

EchoVC’s Eghosa Omoigui to talk about how founders can avoid blind spots at Early Stage 2021

Published February 12, 2021

The All-22 tape is perhaps one of the most valued tools for professional football coaches because it allows the viewer to see all 22 players on the field at the same time. It improves a coach’s line of sight and, most importantly, helps avoid missing a critical motion or player.

The upshot: It removes the blind spot. The concept of this tool can — and should — be applied in the startup world as well. Successful founders and investors understand the playbook on both sides of the ball. For founders, that means being able to zoom out and see each of their employees’ points of view and being inclusive. Without an All-22 tape, founders can mistakenly spend too much on engineering while ignoring the product rollout strategy, or forget to communicate with employees outside of their bubble of interest. A company can become fragmented as more blind spots emerge, which can ultimately lead to oversights that damage its reputation, operations or even its ability to raise money from investors.

It’s a skillset that is developed through practice. Luckily, Eghosa Omoigui, the founder and managing general partner of EchoVC Partners, a seed and early-stage technology venture capital firm serving underrepresented founders and underserved markets, is coming to Early Stage 2021 to give early-stage founders the tools they need to develop their own All-22 tape.

TC Early Stage – Operations & Fundraising is a virtual event focused on early-stage founders happening on April 1 & 2. The event will include breakout sessions led by investors and experts that break down the most difficult parts of building a business.

Here’s a look of Omoigui’s talk:

The All-22 View

Improving line of sight and dynamic field of play aperture is rarely discussed but hugely important. Great founders, operators and investors have an understanding of playbooks on both sides of the ball. We’ll talk through learnings and some ideas on how to build muscle memory and skillsets.

Omoigui, who was previously director of consumer internet and semantic technologies at Intel Capital, will share his experiences and tips to help founders see every aspect of their company. Register for TC Early Stage 2021 today and catch his All-22 Tape talk.