Ready to build your own Founder-Led Growth engine? Book a Strategy Call
Frontlines.io | Where B2B Founders Talk GTM.
Strategic Communications Advisory For Visionary Founders
Building in the Shadows: How DeepSet’s Founder Turned Early Market Skepticism into Strategic Advantage
Most AI infrastructure companies measure their journey through the lens of ChatGPT’s November 2022 release. But for DeepSet founder Malte Pietsch, the story starts much earlier – in an era when AI’s mainstream potential wasn’t yet obvious.
“Back then when we actually started, no one talked about llms, few talked about nap back then,” Malte recalls of DeepSet’s early days. “And were in this early phase where it was with early signs that it comes easier to use these kind of transformer models.”
This early-mover position presented both opportunities and challenges. While the market wasn’t yet ready for widespread AI adoption, it provided DeepSet with something arguably more valuable: time to build deep customer understanding through hands-on work.
The Bootstrap Advantage
Instead of rushing to raise venture capital, DeepSet took an unconventional path. They started with just €5,000, building a profitable professional services business that allowed them to work directly with enterprises implementing AI solutions.
“We started basically doing professional services. We built custom AI solutions, learning solutions for enterprise customers,” Malte explains. This approach proved surprisingly profitable, but the team maintained clarity about their ultimate destination: “We didn’t want to build a professional service company.”
The Open Source Foundation
DeepSet’s go-to-market strategy crystallized around what Malte calls a “sandwich motion” – using their open-source product, Haystack, to build credibility with developers while simultaneously engaging business decision-makers.
“It’s really a lot of developers out there know it, tried it, like it and typically like the devs are not our buyers,” he explains. “They don’t swipe the credit card and pay the check for this commercial platform, but they help a lot in this buying process.”
This dual-track approach creates a powerful dynamic in enterprise sales conversations. When business stakeholders engage technical teams for validation, DeepSet already has advocates in place: “At some point, of course they ask the developers about hey, what is that technology? Does it make sense? Do you trust us.”
The ChatGPT Inflection Point
While many AI companies scrambled to adjust their positioning post-ChatGPT, DeepSet’s focus remained steady on production deployment. “Last year, I think that was where a lot of this noise happened, where so much new things became possible. So a lot of cool ideas, great ideas, exciting demos,” Malte reflects. “But I think at some point, if you don’t want to become hype and just a bubble, you need to show the value coming out of things.”
The Sales Evolution One of the most candid insights Malte shares is about the timing of building their sales organization. “I would probably also hire a sales team earlier, to be honest. So we did, I think, for a very long time, Founder led sales and only hired last October.”
This transition highlighted a crucial learning for technical founders: while founder-led sales provides valuable early market insights, scaling requires systematic processes to handle increasing market interest effectively.
The Power of Customer Proximity
For technical founders building in the AI space today, Malte emphasizes one critical lesson: “Be close to your customers. So I think for us, this bootstrapping phase was incredibly valuable because we just learned so much about really pain points of these customers in various companies before we had anything.”
He warns against a common pitfall among technical founders: “It’s very risky if you are a tech company, if you build a very deep tech product that you may sometimes focus too long on just the technology because you have this vision, you have this idea, you just need to build it, but then maybe you hit the market too late.”
DeepSet’s journey offers a masterclass in strategic patience – demonstrating how methodical market understanding and disciplined product evolution can build foundations for sustained growth, even in a hype-driven market. Their story suggests that sometimes the best way to capitalize on a technology revolution isn’t to chase the latest trend, but to build deliberately based on deep customer understanding.
Focus on developing tools that enable engineers to efficiently build and deploy AI features, reducing time spent on non-differentiating tasks.
Use open-source products as a strategy to build credibility among developers and create a community around your technology.
Actively seek feedback from early users or customers to shape your product strategy, ensuring that your offerings meet real market needs.
Choose investors based on alignment with your vision and their potential to add value beyond capital, rather than optimizing for the highest valuation.
Consider transitioning from founder-led sales to a dedicated sales team earlier to scale customer engagement and streamline the sales process.
CEO & Co-Founder of Forethought
Deon Nicholas, CEO & Co-Founder of Forethought: $92 Million Raised to Power the Future of Customer Support with AI
CEO of Fireflies
Krish Ramineni, CEO of Fireflies: $19 Million Raised to Build the Future of AI Meeting Assistants
Co-Founder of Fluence Labs
Tom Trowbridge, co-founder of Fluence Labs: $9 Million Raised to Build the Future of Decentralized P2P Computing
CEO & Founder of illumex
Inna Tokarev Sela, CEO & Founder of illumex: $13 Million Raised to Power the Future of Enterprise LLM Deployments
CEO of SEMRON
Aron Kirschen, CEO of SEMRON: $7.3M Raised to Build Ultra-Efficient 3D AI Chips
Co-Founder and CEO of Peak
Richard Potter, Co-Founder and CEO at Peak: $118 Million Raised to Power the Future of AI-Enabled Businesses
Co-Founder & COO of Ducky AI
James O’Brien, Co-Founder & COO of Ducky: $2.7 Million Raised to Build Internal Data Search for LLMs
CEO and Co-Founder of Weaviate
Bob van Luijt, CEO and Co-Founder of Weaviate: Over $67 Million Raised to Power the Future of Vector Databases
CEO & Co-Founder of Portrait Analytics
David Plon, CEO & Co-Founder of Portrait Analytics: $10M Raised to Build an AI-Powered Thought Partner for Institutional Investors
CEO and Co-Founder of Openlayer
Gabriel Bayomi, CEO and Co-Founder of Openlayer: $4.8 Million Raised to Power the Future of Machine Learning Testing
Founder & Managing Partner of Embedding VC
Funding the Future: Roger Luo, Managing Partner at Embedding VC
CEO of Crowdbotics
Anand Kulkarni, CEO of Crowdbotics: $58 Million Raised to Power the Future of Rapid Application Development
CEO & President of Knownwell
David DeWolf, CEO & President of Knownwell: $2 Million Raised to Build the Future of Commercial Intelligence
CEO and Co-Founder of Moderne
Jonathan Schneider, CEO & Co-Founder of Moderne: $20 Million Raised to Build the Future of Code Remediation
CEO & Co-Founder of Datavolo
Joe Witt, CEO & Co-Founder of Datavolo: $21 Million Raised to Unlock the Potential of Unstructured Data for AI
Field CTO & Co-Founder of CoactiveAI
William Gaviria Rojas, Field CTO & Co-Founder of CoactiveAI: $44 Million Raised to Build the Future of Multimodal AI Applications
CEO and Co-Founder of MindsDB
Jorge Torres, CEO and Co-Founder of MindsDB: $50 Million Raised to Enable Developers to Integrate Machine Learning into Applications
CEO of Trustero
Phillip Liu, CEO of Trustero: $8 Million Raised to Build the Future of Compliance AI
CEO & Co-Founder of Deep Infra
Nikola Borisov, CEO & Co-Founder of Deep Infra: $9 Million Raised to Build the Future of AI Model Hosting
CEO & Founder of Vectara
Amr Awadallah, CEO & Founder of Vectara: $53 Million Raised to Build the RAG-as-a-Service Category
SVP of Marketing of Edge Impulse
The Founder Whisperer: A Marketing Leader’s Guide to Technical CEOs
CEO & Founder of Fiddler
Krishna Gade, CEO & Founder of Fiddler: $68 Million Raised to Build the Future of AI Observability
CEO & Co-Founder of Auquan
Chandini Jain, CEO & Co-Founder of Auquan: $8 Million Raised to Transform Financial Intelligence Through AI
CEO and Founder of Cranium
Jonathan Dambrot, CEO and Founder at Cranium: $32 Million Raised to Power the Future of AI Security
Co-Founder and CEO of Krisp
Davit Baghdasaryan, Co-Founder and CEO of Krisp: $19 Million Raised to Build the Voice Productivity Category
CEO and Co-Founder of Vayu Robotics
Anand Gopalan, CEO & Co-Founder of Vayu Robotics: $12.7 Million Raised to Build the Next Wave of Robotics Solutions
CEO & Co-Founder of HyperSpectral
Matt Theurer, CEO & Co-Founder of HyperSpectral: $8.5 Million Raised to Power the Future of AI-Powered Spectral Intelligence
CEO & Co-Founder of Intenseye
Sercan Esen, CEO & Co-Founder of Intenseye: $93 Million Raised to Transform Workplace Safety Through AI-Powered Computer Vision
CEO and Founder of Hume AI
Alan Cowen, CEO and Founder of Hume AI: Over $17 Million Raised to Measure and Improve How Technology Affects Human Emotion
CEO & Co-Founder of Titan ML
Meryem Arik, CEO and Co-Founder of TitanML: $2.8 Million Raised to Revolutionize LLM Deployment
Stellar of Stellar
Damien Garot, CEO & Co-Founder of Stellar: $9.3M Raised to Build the Future of Reliable Internet Connectivity for Autonomous Vehicles
CEO & Founder of PolyAPI
Darko Vukovic, CEO & Founder of PolyAPI: $5 Million Raised to Transform Enterprise Middleware Through Native Code Developm
CEO & Founder of Laurel
Ryan Alshak, CEO & Founder of Laurel: $55.7 Million Raised to Build the Future of Gen AI for Timekeeping
CEO & Co-Founder of Lang AI
Jorge Penalva, CEO of Lang.ai: $40 Million+ Raised to Build the Customer Experience Operations Category
CEO & Co-Founder of Regal AI
Alex Levin, CEO & Co-Founder of Regal AI: $82 Million Raised to Transform Customer Communication with Voice AI
CEO of Axyon AI
Daniele Grassi, CEO of Axyon AI: $5.5 Million Raised to Power the Future of Financial Markets with AI
Co-Founder & CEO of Private AI
Patricia Thaine, Co-Founder & CEO of Private AI: Over $11 Million Raised to Help Organizations Anonymize PII to Achieve Regulatory Compliance
CEO & Co-Founder of Maven AGI
Jonathan Corbin, CEO and Co-Founder of Maven AGI: $28 Million Raised to Build the Future of Customer Experience
CEO of Bobidi
Jeong-Suh Choi, CEO Bobidi: Nearly $6 Million raised to Deliver Better, More Inclusive AI Solutions for Developers
Chairman of Pryon
Igor Jablokov, Chairman of Pryon: $50+ Million Raised to Build the Future of Enterprise Knowledge Management
Co-Founder and Chief Science Officer of Voxel 51
Jason Corso, Co-Founder and Chief Science Officer of Voxel 51: $15.5 Million Raised to Build the Future of Developer Tools for Machine Learning
CEO of Mantium
Ryan Sevey, CEO of Mantium: $12 Million Raised to Help Teams Deploy and Monitor their AI Process Automations
CEO & Co-Founder of SuperAnnotate
Vahan Petrosyan, CEO & Co-Founder of SuperAnnotate: $53 Million Raised to Build the Future of AI Training Data Infrastructure
CEO and Co-Founder of Contextual AI
Douwe Kiela, CEO and Co-Founder of Contextual AI: $20 Million Raised to Build the Future of Enterprise Language Models
Vice President of Seek AI
Rich Taylor, VP of Marketing at Seek AI: $10.5 Million Raised to Transform Data Analysis with Generative AI
CEO and Co-Founder of Breeze ML
Harry Xu, CEO and Co-Founder of Breeze ML: $4.6 Million Raised to Create the Future of AI Governance
CEO & Co-Founder of Brightwave
Mike Conover, CEO & Co-Founder of Brightwave: $6M Raised to Build the Future of AI-Powered Investment Research
Co-Founder & CEO of VoxelSensors
Johannes Peeters, Co-Founder & CEO of VoxelSensors: $7 Million Raised to Build the Future of Spatial Computing
CEO & Co-Founder of Tomato.ai
Ofer Ronen, CEO & Co-Founder of Tomato.ai: $12 Million Raised to Build the Accent Softening Category
CEO and Co-Founder of Phasecraft
Ashley Montanaro, CEO & Co-Founder of Phasecraft: $22 Million Raised to Build the Future of Quantum Software
CEO & Co-Founder of Slang AI
Alex Sambvani, CEO & Co-Founder of Slang AI: $20 Million Raised to Power the Future of Voice AI for Restaurants
CEO and Co-Founder of Credal
Ravin Thambapillai, CEO and Co-Founder of Credal: $5 Million Raised to Build the Future of AI Security
CEO & Co-Founder of Threedy
Christian Stein, CEO & Co-Founder of Threedy: $11.5M Raised to Power the Future of Industrial 3D Computing Infrastructure
CEO & Founder of Ask-AI
Alon Talmor, CEO & Founder of Ask-AI: $20 Million Raised to Power the Future of Enterprise AI