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Conversation
Highlights

 

Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech’s most innovative B2B founders. In today’s episode, we’re speaking with Eric Helitzer, CEO & Founder of SubBase, a construction materials management platform that has raised $5 Million in funding.

Here are the most interesting points from our conversation:

  • Origins of SubBase: Eric’s extensive background in construction management highlighted inefficiencies in material purchasing workflows, leading him to found SubBase in 2022.
  • Early Challenges: The first six months involved balancing software development with running multiple construction jobs, all while iterating on a promising MVP.
  • Initial Revenue Struggles: It took about a year to start generating revenue, with initial reluctance to charge for the software proving to be a significant learning experience.
  • Go-to-Market Strategy: SubBase’s GTM approach includes leveraging word-of-mouth, outbound efforts, marketing, and educational events to drive adoption.
  • Convincing the Industry: Eric discussed the challenges of persuading construction subcontractors to adopt new technology, emphasizing an approach that enhances existing workflows rather than disrupting them.
  • Future Vision: SubBase aims to digitize more of the financial aspects of material procurement, deepen integrations, and create a seamless onboarding experience for users.

 

Actionable
Takeaways

Charge Early to Identify True Customers:

Start charging for your product early to understand who truly values it and to identify your real ICP.

Leverage Relationships in Construction:

Success in the construction tech industry heavily relies on building strong relationships; prioritize understanding and networking within the industry.

Iterate Based on User Feedback:

Regularly update your product based on feedback from early users to ensure it meets market needs and improves user satisfaction.

Educational Marketing Approach:

In industries resistant to change, focus on educating potential users about the benefits and ROI of your product rather than just selling.

Adapt Your Sales Pitch:

Tailor your sales approach to show how your technology can enhance existing processes without causing major disruptions, especially in traditional industries like construction.

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