Objections and educating buyers on composability

Two Uber product designers raised $3 million, built a scheduling tool, and watched it fail for two years. Then Tito Goldstein threw it out, rebuilt with composable Legos, and outsold the previous two years in the first month. That's the moment B2B product-market fit arrived.

Tito reveals the brutal reality of searching for B2B product-market fit when you're too close to the solution, why composability beats cookie-cutter features for market validation, and how listening to what customers don't say became TeamBridge's unfair advantage.

TeamBridge is a composable workforce operating system serving over 500,000 employees across 200+ enterprise customers including NFL stadiums. Tito and his co-founder were two of the first principal product designers at Uber before founding TeamBridge.

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🔑 Key Lessons

• 🎯 B2B product-market fit hides in what customers don't say: TeamBridge buyers asked for features, but the real pain was "I need to stand out, not use the same software as competitors." The unstated need pointed to composability as the path to PMF.
• 📉 Sunk cost kills product-market fit - be willing to start over: After two years of near-zero revenue, Tito scrapped the scheduling tool and rebuilt as composable Legos that outsold two years of efforts in month one.
• 🏢 B2B product-market fit shifts as you move upmarket: SMBs wanted plug-and-play, but enterprise customers had unique workflows no off-the-shelf tool could handle. Composability naturally gravitates toward larger companies.
• 🤝 Enter new verticals by admitting you're naive but capable: When TeamBridge approached NFL stadiums, they openly said they were new to the space. First-mover partners were attracted to honest positioning and composable technology.
• 🔄 COVID constraints can accelerate go-to-market maturity: When door-to-door sales died overnight, TeamBridge's product-designer founders had to learn outbound email and cold calling - building market validation muscles that still power their motion.

Chapters

• Introduction and favorite quotes
• What TeamBridge does and who it serves
• Why composability matters for workforce software
• Origin story: interviewing Uber drivers
• Raising $3M seed with just a prototype
• Why it took 2 years to find B2B product-market fit
• The pivot: from scheduling to composable Legos
• First significant sale during COVID
• Finding the right messaging and storytelling
• Moving upmarket to enterprise customers
• Discovery-first selling: hold the pitch until you know the pain
• Learning the nuances of each vertical
• Lightning round

Resources

• Full show notes: https://saasclub.io/468
• Join 5,000+ SaaS founders: https://saasclub.io/email