Category Visionaries

Front Lines Media
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Category Visionaries

Welcome to Category Visionaries — the show dedicated to uncovering the go-to-market journeys behind the world’s most exciting B2B tech startups. In each episode, we sit down with a visionary founder who’s not just building a company, but creating or redefining a category. We’ll explore how they identified their market opportunity, crafted their early GTM strategy, scaled traction, and navigated the challenges of building something truly new. If you’re a builder, marketer, or founder, this show is your backstage pass to the GTM blueprints powering category-defining companies. Brought to you by:  www.FrontLines.io/FounderLedGrowth — Founder-led Growth as a Service. Launch your own podcast that drives thought leadership, demand, and most importantly, revenue. Don’t Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM

  1. Moody Soliman, CEO & Co-founder of Ripe Labs: $11 Million Raised to Eliminate Food Waste Through Natural Sticker Technology

    11H AGO

    Moody Soliman, CEO & Co-founder of Ripe Labs: $11 Million Raised to Eliminate Food Waste Through Natural Sticker Technology

    Ryp Labs is tackling one of the world's most pressing problems: food waste. Every minute, enough food is wasted globally to feed over 1 million people for a day. If food waste were a country, it would be the third-largest producer of greenhouse gases behind the US and China. In this episode of Category Visionaries, we sat down with Moody Soliman, CEO and Co-founder of Ryp Labs, to learn how his ag-tech startup raised $11 million to develop a revolutionary sticker technology that extends produce shelf life using natural plant compounds.   Topics Discussed: Ryp Labs' five-year R&D journey to develop natural food preservation technology The pivot from targeting US/European markets to focusing on Central and South America How the company leveraged trade shows and competitions for organic marketing The decision to target distributors and packing houses over direct-to-consumer sales Scaling challenges and the critical "ship it" moment that validated their technology Future expansion plans into meat, seafood, dairy, and other food categories GTM Lessons For B2B Founders: Follow market pull, not your assumptions: Ryp Labs initially targeted US and European markets, assuming these large, developed markets would be most receptive. However, they found no traction because established players had been "doing the same thing for 50 years" and were resistant to change. When they pivoted to Central and South America, they discovered customers who were highly motivated to export internationally and faced significant cold chain breaks. Moody explained, "We ended up completely shifting our go to market strategy to focus on those areas... they are highly motivated to ship their fruit internationally and to export it to the US or to Europe, because that's where they can get much higher prices." B2B founders should test multiple markets and follow where customers are genuinely desperate for solutions, not where they think the biggest opportunity exists. Use trade shows and competitions as unfair advantages: Ryp Labs leveraged their "fun and easy to comprehend" technology to win numerous competitions and secure organic media coverage. Moody noted, "We have almost unfair competitive advantage that it's such a fun technology and such an easy technology to comprehend. So we won a lot of those competitions and awards and that gives us free advertisement." For deep-tech startups with limited marketing budgets, industry competitions and trade shows can provide disproportionate exposure and credibility. B2B founders should identify events where their technology's unique aspects can create memorable impressions. Break the engineer's pencil at the right moment: Despite his team's protests that the product wasn't ready, Moody made the critical decision to ship to a major retailer in 2021. "All right guys, we've taken it as far as we can right now. We just got to put it out there and put it in a customer's hand... we'll learn if it doesn't work." This decision provided the validation and momentum needed to continue development. B2B founders in deep-tech must balance perfectionism with market feedback - sometimes shipping an imperfect product to the right customer is more valuable than months of additional development. Target the most centralized part of the supply chain: Ryp Labs initially considered selling directly to consumers but recognized the variability in handling would create inconsistent results and blame on their technology. Instead, they focused on distributors and packing houses where "all 1 million pack of strawberries is going from the farm into 2 degrees C" with predictable transportation conditions. This centralized approach allows them to "sell a million stickers to a distributor as opposed to going to 100,000 customers and selling them 10 stickers each." B2B founders should identify the most controlled and centralized points in their target industry's value chain. Design for regulatory constraints from day one: Coming from the medical device industry, Moody applied a crucial lesson: "You don't develop a technology and then go back and look at the regulatory process... You have to look at that on the front end, really understand what the requirements are going to be from a safety standpoint, and then develop the product to meet those requirements." This approach enabled Ryp Labs to achieve OMRI listing for organic produce and use only food-grade compounds already recognized as safe by the FDA. B2B founders should map regulatory requirements early and design their technology to meet these constraints rather than retrofitting compliance later.   //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM

    23 min
  2. David Reger, CEO of NEURA Robotics: €185M Raised to Power the Future of Cognitive Robotics

    19H AGO

    David Reger, CEO of NEURA Robotics: €185M Raised to Power the Future of Cognitive Robotics

    NEURA Robotics is transforming the robotics industry by building cognitive robots powered by physical AI. With €120 million raised and 5,000-10,000 robots already deployed, the company has set an ambitious goal of deploying 5 million robots by 2030. In this episode, I sat down with David Reger, CEO and Founder of NEURA Robotics, to explore how his company is solving the reliability and adoption challenges that have kept robotics a niche market, and his vision for making robots as ubiquitous as smartphones.   Topics Discussed: NEURA's partnership-driven go-to-market strategy using horizontal and vertical partners The company's unique physical AI model built specifically for embodied intelligence Current deployment of household robots starting with elderly care applications The challenge of raising hardware funding in Europe versus Japan and China Building cognitive robots that can operate with limited compute and bandwidth Creating a platform ecosystem where partners can download skills and applications The regulatory and cultural barriers to robot adoption in different markets NEURA's recent partnership with SAP and strategy to become Europe's next €100 billion company GTM Lessons For B2B Founders: Leverage established channels for reliability-critical products: David built NEURA's entire go-to-market strategy around partnering with established robot companies rather than direct sales. He recognized that for reliability-critical hardware like robots, startups face an inherent trust deficit. "If you're talking about robots, there's all about reliability, it's all about trust because it has to run 24/7... And if you're looking into strength of a startup, that's exactly the point. Like this is something you don't have." B2B founders in hardware or mission-critical software should consider white-label partnerships with established players who already have the service infrastructure and customer trust. Build horizontal and vertical partnership ecosystems simultaneously: NEURA created a dual partnership model - horizontal partners (robot manufacturers) for broad distribution and vertical partners (domain specialists like welding or household task companies) for specialized applications. This creates a platform effect where "our partners don't have to have the knowledge, but they can simply download, let's say an app or a skill and they can use the robot like in all kinds of different domains." B2B founders should consider how to enable both broad distribution and deep specialization through complementary partnership types. Target markets where regulatory shifts create urgency: David identified that China's 2030 goal of transforming 5% of working labor to robotics (40 million robots) would force global competition. "The whole world has to, let's say, also wake up in the same time... because if we don't want to end up, let's say as a museum, we have to also contribute." B2B founders should identify geopolitical or regulatory shifts that create market urgency and position their solutions as necessary responses to competitive pressure. Raise capital in markets that understand your technology: When European and US investors were skeptical of hardware, David found receptive investors in Japan who "believe in robots" and understood the market potential. He eventually had to pivot to China for speed, then later successfully raised €120 million in Europe when the market shifted. B2B founders should be willing to pursue capital in non-obvious geographies where their technology vision is better understood, even if it requires navigating different business cultures. Focus on physical AI differentiation for embodied products: David emphasized that NEURA's competitive advantage lies in their physical AI model: "I do believe that like our AI model is one of the, let's say it's the best in the world in that space, because simply it's much more efficient and actually built for being physical, while the most other models are not." B2B founders building AI-powered hardware should invest in AI models specifically designed for their physical constraints rather than adapting general-purpose models.     //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM

    35 min
  3. Lucas Mendes, CEO of Revelo: $48.7 Million Raised to Build the Backbone of Tech Talent for the Age of AI

    6D AGO

    Lucas Mendes, CEO of Revelo: $48.7 Million Raised to Build the Backbone of Tech Talent for the Age of AI

    Revelo has emerged as a critical player in the intersection of talent acquisition and AI development, transforming from a Latin American job board to a comprehensive tech talent platform serving both traditional staffing needs and the booming human data market for LLM training. With $48.7 million raised and a network of 400,000 pre-vetted engineers, Revelo has positioned itself at the forefront of two massive trends: remote work acceleration and the AI revolution. In this episode, Lucas Mendes, Co-founder and CEO of Revelo, shares the company's evolution from a simple recruiting platform to becoming the backbone of tech talent for the age of AI, including their pivot during COVID that led to 6x growth in three years and their recent expansion into human data services for hyperscalers training large language models. Topics Discussed: Revelo's origin story and pivot from a Brazilian job board to a nearshoring platform during COVID The dramatic revenue swings during the pandemic - from 80% revenue drop to overwhelming demand The emergence of human data for LLM training as a new business line, growing from 0% to 25% of revenue in 18 months Building specialized platforms for code annotation and LLM training that differ from general-purpose data labeling tools The consulting layer required to serve hyperscalers and why workforce suppliers alone can't compete Revelo's M&A strategy with five acquisitions completed and plans for more transformational deals The long-term vision of becoming the go-to destination for AI implementation talent across all engagement models   GTM Lessons For B2B Founders: Respond to market signals rather than forcing your vision: Lucas admits that both major pivots - the COVID nearshoring boom and the LLM training opportunity - came from inbound customer demand rather than proactive strategic decisions. He emphasizes being responsive to market signals: "I wish I could claim credit for that, but it was again, us responding to inbound interest from clients." B2B founders should remain agile and let customer demand guide major strategic decisions rather than forcing predetermined visions onto the market. Build deep expertise to differentiate from commodity suppliers: When serving hyperscalers, Revelo learned that being just a "workforce supplier" wasn't enough. Lucas explains: "There's too many of these companies out there for there to be any meaningful demand for somebody who's just a workforce supplier. You need to have done this before." The company invested heavily in developing consulting capabilities and domain expertise. B2B founders entering competitive markets should identify what specialized knowledge or capabilities will differentiate them from commodity providers. Leverage your founding team for new market exploration: When building the LLM training business, Lucas deployed his senior leadership team rather than hiring external executives. He explains: "You need to have a founding team for that phase... it's exhausting, it's excruciating, it's stressful, but it is very much an early stage startup." B2B founders should use their core team's entrepreneurial skills when exploring new markets, even if it means senior executives taking on hands-on roles outside their typical functions. Treat enterprise sales as a repeatable process across teams: Lucas discovered that selling to different teams within the same hyperscaler required starting from scratch each time. His solution: "Build a core corpus of sales collateral, like case studies and materials that they can socialize internally." B2B founders selling to large enterprises should systematize their sales process and create reusable materials that can be adapted for different internal stakeholders, treating each team as a separate sales opportunity. Use transparency to build trust with sophisticated buyers: When dealing with hyperscalers, Lucas found that honesty about capabilities was crucial: "You have to be really clear about what you can do and what you cannot... Some of these companies are saying, hey, we want to do projects where you'll do human data for code, but also some human data for video. We have to say no to that." B2B founders serving sophisticated enterprise clients should be transparent about their limitations, as attempting to oversell capabilities will ultimately damage relationships with buyers who can easily detect gaps in expertise.   //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM

    26 min
  4. Emma Weston, CEO & Co-Founder of AgriDigital: $20 Million Raised to Build the Future of Grain Management Technology

    6D AGO

    Emma Weston, CEO & Co-Founder of AgriDigital: $20 Million Raised to Build the Future of Grain Management Technology

    AgriDigital is transforming the agricultural supply chain through its connected grain management platform that digitizes the traditionally manual, paper-driven grains industry. With $20 million in funding, the company has built a single source of truth platform where buyers and sellers collaborate on contracts and transactions rather than maintaining separate versions. In this episode of Category Visionaries, Emma Weston, CEO and Co-Founder of AgriDigital, shares insights from her eight-year journey building category-defining technology in one of the world's least digitized industries. Topics Discussed: The challenge of building in agriculture, the world's least digitized industry AgriDigital's evolution from paper replacement to connected platform architecture The strategic decision to focus on hub customers who connect to hundreds of supply chain participants Navigating the shift from growth-at-all-costs to profitability during market changes Why traditional marketing doesn't work in agtech and alternative approaches that do The importance of founder community and authentic customer understanding in agtech   GTM Lessons For B2B Founders: Target hub customers for network effects: Emma's team identified customers who were connected to 200-500 other participants in the supply chain, creating a hub-and-spoke model. Rather than trying to acquire customers one by one, they focused on central aggregators who naturally brought their network onto the platform. B2B founders in networked industries should map their ecosystem to identify these high-leverage customers who can drive adoption across their entire network. Resist the temptation to rebrand for funding cycles: AgriDigital deliberately chose not to reposition itself as an AI company, fintech, or climate tech despite having elements of each. Emma explained, "I don't feel any need to try and position us and rebrand us as a climate tech company." This focus allowed them to solve actual customer problems rather than funding problems. B2B founders should resist the urge to chase trending categories and instead build deep expertise in their chosen domain. Price increases require customer education, not apology: When AgriDigital needed to become profitable, they had direct conversations with customers about sustainability, explaining that there's "only so much that we can expect investors and others to cross subsidize in the development of this technology." Almost all customers understood and accepted necessary price increases. B2B founders should frame pricing conversations around mutual sustainability rather than apologizing for necessary business decisions. Don't apply other companies' playbooks to unique problems: Emma emphasized that trying to apply lessons from successful companies like Canva was counterproductive: "The only thing we have in common is that they're Australian born as well." Instead, they focused on internal data, hypothesis testing, and small experiments. B2B founders should resist the urge to copy other companies' strategies and instead develop approaches specific to their market and customer base. Build senior teams for complex problems: During COVID, AgriDigital chose to hire "a smaller, more senior team rather than numerous employees that are more junior." This decision reflected their realization that complex, first-of-their-kind problems require experienced judgment rather than junior execution. B2B founders tackling novel problems should prioritize experience over headcount, especially when building in uncharted territory.   //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM

    26 min
  5. Stwart Peña Feliz, CEO of MacroCycle: $7.6M Raised to Build the Future of Plastic and Textile Upcycling

    JUL 3

    Stwart Peña Feliz, CEO of MacroCycle: $7.6M Raised to Build the Future of Plastic and Textile Upcycling

    MacroCycle is pioneering a revolutionary approach to plastic and textile waste, transforming how companies address sustainability challenges while maintaining cost parity with traditional materials. With $7.6 million in funding raised, this upcycling platform has developed breakthrough technology that can process contaminated and colored waste materials that traditional recycling methods cannot handle. In this episode of Category Visionaries, we sat down with Stwart Peña Feliz, Co-founder and CEO of MacroCycle, to explore how his team is creating high-quality recycled materials through an energy-efficient process that could reshape the entire recycling industry. Topics Discussed: MacroCycle's proprietary upcycling technology that combines damaged materials into high-quality products The shift from licensing technology to manufacturing products due to market demands for proven scale Strategic partnerships with food & beverage and fashion brands seeking recycled content The regulatory landscape driving mandatory recycled content requirements across Europe and US states Brand positioning challenges in sustainability versus profitability conversations The looming supply shortage: why there won't be enough recycled materials for the next decade Building founder brand recognition through distinctive visual identity and conference presence GTM Lessons For B2B Founders: Pivot your business model based on customer feedback: Stwart initially planned to license MacroCycle's technology but discovered customers wouldn't adopt unproven technology at scale. Rather than forcing the original model, they shifted to manufacturing products directly, using a capital-light approach by renting existing petrochemical facilities. This pivot allowed them to prove their technology while generating revenue. B2B founders should remain flexible about their go-to-market approach and let customer readiness dictate strategy rather than forcing an idealized model. Position around regulatory compliance, not just benefits: While sustainability messaging resonates, Stwart found that regulatory pressure creates the strongest buying motivation. Upcoming EU and US state regulations will mandate minimum recycled content, creating penalties for non-compliance. Companies partnering early with MacroCycle gain supply chain advantages in a market facing a projected decade-long shortage of recycled materials. B2B founders should identify regulatory tailwinds in their industry and position their solution as compliance infrastructure rather than nice-to-have benefits. Achieve cost parity to eliminate buyer friction: Stwart learned that even environmentally conscious brands won't pay premium prices for sustainable solutions unless legally required. This insight drove MacroCycle's focus on reaching cost parity with traditional materials through their more efficient upcycling process. In commodity markets especially, B2B founders must match incumbent pricing to achieve adoption, using operational advantages rather than premium positioning to win market share. Underprice to accelerate fundraising momentum: Stwart used a counterintuitive fundraising strategy, deliberately undervaluing MacroCycle to generate multiple competing term sheets. Like pricing a $500K house at $400K to create bidding wars, this approach accelerated their fundraising timeline and ultimately achieved higher valuations through competition. B2B founders confident in their traction should consider strategic underpricing to create investor FOMO and compress fundraising cycles. Build distinctive founder brand in commodity spaces: Operating in recycling - a crowded commodity market - Stwart recognized the need for radical differentiation. He adopted a signature bright blue jacket for all conferences and presentations, creating instant recognition across continents. This visual branding became so effective that their lawyers suggested trademarking the color for recycling applications. B2B founders in commodity industries should invest heavily in memorable branding to stand out from undifferentiated competitors.   //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM

    25 min
  6. Adi Bathla, CEO & Co-Founder of Revv: $33 Million Raised to Power the Future of Auto Repair

    JUL 2

    Adi Bathla, CEO & Co-Founder of Revv: $33 Million Raised to Power the Future of Auto Repair

    Revv is transforming one of America's most traditional industries with AI-powered technology that helps auto repair shops navigate the complexity of modern vehicles. With over $33 million in funding and explosive growth from 2 to 75+ employees in just 24 months, Revv has found product-market fit in a massive, underserved market. In this episode of Category Visionaries, we sat down with Adi Bathla, CEO and Co-Founder of Revv, to explore how he built an AI platform that's revolutionizing auto repair workflows and compressing sales cycles from 21 days to just 3 days. Topics Discussed: Revv's origin story and Adi's path from NASA award winner to auto industry entrepreneur The regulatory catalyst driving massive industry transformation (government-mandated automatic emergency braking by 2029) How modern cars evolved from mechanical devices to "computers on wheels" requiring specialized repair knowledge The challenge of acquiring first customers in a traditionally offline, relationship-driven industry Revv's approach to integrating with existing shop workflows rather than forcing adoption of new platforms The intense transition from founder-led sales to scalable go-to-market systems Building a mathematical rebuild of their sales process that compressed cycles from 21 days to 3 days Scaling from onboarding 20 shops per month to over 100 shops per month in just 12 months GTM Lessons For B2B Founders: Meet customers where they are, not where you want them to be: Adi learned early that success in offline industries requires deep integration with existing workflows rather than forcing behavioral change. "Meeting an offline industry user where they are in their workflow rather than asking them to move towards your way of doing things" became a core thesis. Revv integrates with shops' existing scanning tools and estimatics software, running in the background to provide insights without disrupting established processes. B2B founders entering traditional industries should prioritize workflow integration over user interface innovation. Leverage regulatory triggers as market catalysts: Revv's timing was driven by government regulation mandating automatic emergency braking in all vehicles by 2029, which accelerated the adoption of advanced driver assistance systems across the vehicle fleet. This created an acute pain point as repair shops struggled to service increasingly complex technology. Adi explained, "The best birthplace of startups is when there is a government regulation or a functional change or net new technology that didn't exist before." B2B founders should identify regulatory shifts in their target markets and align their product development with compliance deadlines. Embrace the pain of rebuilding your go-to-market repeatedly: As Revv scaled, Adi made the difficult decision to completely rebuild their sales process multiple times. "There's no shame in admitting that what worked from the 0 to 5 journey is going to not work for the 5 to 25," he explained. The company rebuilt their entire sales motion to compress cycles from 21 days to under 3 days by redefining customer personas, creating targeted talk tracks, and engineering demos that immediately showcase ROI. B2B founders must be willing to tear down and rebuild successful systems as they scale. Focus on value propositions that drive immediate business impact: Revv succeeds because it promises both revenue generation and liability protection - compelling value propositions for shop owners. Their demos pull actual repair data from prospects' systems and show concrete ROI numbers, leading to a 60%+ demo-to-close rate. Rather than selling on features or efficiency gains, they demonstrate how their platform directly impacts the bottom line and reduces legal risk. B2B founders should anchor their value propositions on measurable business outcomes rather than product capabilities. Double down on unsexy, fragmented markets: The auto repair industry represents 400,000 businesses in the US alone, with 80% still operating as independent shops. While consolidation exists, the fragmented nature creates massive opportunity for horizontal solutions. Adi noted, "The more unsexy the industry, the more rich I think they are." These markets often lack sophisticated software solutions and have customers starved for technology that genuinely solves their problems. B2B founders should consider overlooked industries where technology adoption has lagged behind actual business needs.     //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM

    29 min
  7. Alexis Normand, CEO & Co-Founder of Greenly: $78 Million Raised to Build the Future of Carbon Management

    JUN 28

    Alexis Normand, CEO & Co-Founder of Greenly: $78 Million Raised to Build the Future of Carbon Management

    Greenly is transforming how businesses approach carbon management, evolving from a consumer app to a comprehensive B2B platform that serves over 3,000 corporate customers. With $78 million in funding, the company has positioned itself at the forefront of the carbon accounting market by making sustainability tracking accessible and automated for mid-market companies. In this episode of Category Visionaries, we sat down with Alexis Normand, CEO and Co-Founder of Greenly, to explore the company's remarkable journey from multiple pivots to becoming a leader in carbon management software. Topics Discussed: Greenly's evolution from a consumer carbon tracking app to B2B carbon management platform The strategic pivots that led to finding product-market fit in corporate carbon accounting How regulatory pressure and supply chain demands are driving market adoption The company's approach to building a beautiful, educational brand in a complex technical space Scaling from zero to 3,000 customers through direct acquisition and growth tactics The differences between European and US markets for sustainability software Moving upmarket from SMB to mid-market to improve retention metrics GTM Lessons For B2B Founders: Embrace rapid experimentation without killing past initiatives: Alexis didn't immediately abandon previous products when exploring new directions. Instead of completely shutting down the consumer app and banking API, Greenly ran multiple experiments simultaneously. This approach allowed them to maintain revenue streams while testing new markets. The key insight is that early-stage founders should add new experiments rather than kill existing ones, only sunsetting products once new initiatives prove more viable. Leverage market timing and external pressure: Greenly's success wasn't just about building great software—it was about timing their entry when external forces were creating demand. The trickle-down effect of large enterprises requiring carbon data from suppliers created natural buying pressure. As Alexis explained, "When companies start to pledge a real decarbonization pathway, they're asking their suppliers to track their footprint too." B2B founders should identify similar cascading market dynamics where regulatory or business pressures create natural demand for their solutions. Start with underserved segments to build product depth: Rather than targeting large enterprises with existing solutions, Greenly focused on SMBs and mid-market companies who couldn't afford expensive consultants. This strategy allowed them to serve 3,000 customers and encounter "all the corner cases," building a more robust product. While VCs initially questioned the SMB approach, this volume taught them which customers had staying power versus those who only needed periodic compliance help. Make complex topics accessible through brand and education: Greenly's consumer heritage influenced their B2B approach, focusing on education and simplification rather than assuming buyer expertise. Their core value of "making people smarter about climate" translated into clear explanations of concepts like Scope 1, 2, and 3 emissions. As Alexis noted, "Explaining rather complex things simply is actually harder than you think." B2B founders in technical categories should prioritize education and clarity over industry jargon. Follow the economics to find your true market: Greenly's multiple pivots weren't random—they followed customer willingness to pay and market size potential. When the consumer app reached 40,000 users, they calculated the banking API market at $50-100 million total addressable market. Corporate carbon accounting offered significantly larger opportunity. B2B founders should consistently evaluate whether their current path leads to venture-scale outcomes and pivot based on economic realities, not just product traction.   //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM

    27 min
  8. Shreesha Ramdas, CEO & Co-Founder of Lumber: $21 Million Raised to Transform Construction Workforce Management

    JUN 26

    Shreesha Ramdas, CEO & Co-Founder of Lumber: $21 Million Raised to Transform Construction Workforce Management

    Lumber is revolutionizing how construction companies manage their workforce through a comprehensive back-office automation platform. With over $21 million in funding, the company is addressing critical challenges in an industry where 41% of the workforce will retire by 2031, leaving a massive knowledge and labor gap. In this episode of Category Visionaries, we spoke with Shreesha Ramdas, CEO and Co-Founder of Lumber, about his journey from serving the tech industry to tackling one of the most transformation-resistant sectors in the economy. Topics Discussed: Lumber's origin from 200+ customer discovery interviews with construction firms The company's focus on back-office automation versus field management Lumber's multi-channel marketing strategy emphasizing events and content The challenge of change management in construction technology adoption How AI is creating new opportunities to modernize legacy workflows The company's vision of building a knowledge graph for construction workers GTM Lessons For B2B Founders: Lead with value in customer discovery, not just research requests: Shreesha hired an SDR to set up 200 meetings with construction firms, but didn't just ask for their time. Instead, he offered concrete value - either an industry best practices guide or one year of free service if they helped shape the product. This approach appealed to early innovators who wanted to be part of industry transformation. B2B founders should always answer "what's in it for them" before asking prospects to invest their time in discovery conversations. Events require 60-day pre-and-post commitment for success: Lumber generates 30% of its leads from industry events, but Shreesha emphasizes that showing up isn't enough. They start outreach two months before events, targeting previous attendees with promotional activities like free tickets or after-party invitations. During events, they focus on booking demos on-site rather than leaving follow-ups to chance. Post-event, they dedicate 60 days to aggressive follow-up because "those leads age faster than anything else." B2B founders should treat events as 4-month campaigns, not 2-day activities. Use AI to solve change management challenges, not just productivity: Rather than forcing manual timesheet users to adopt mobile apps, Lumber uses AI to digitize handwritten timesheets with 94% accuracy. This eliminates the change management barrier while gradually transitioning users to digital workflows. Shreesha noted that change management is "the toughest thing about construction industry" because workers are focused on building, not adopting new tools. B2B founders in traditional industries should use AI as a bridge between old and new workflows rather than demanding immediate behavioral change. Position against established category leaders, not alongside them: Lumber deliberately positions itself as the "back office" solution while Procore owns the "field management" category. Shreesha explained that back offices are "always thinly staffed" but "always overwhelmed" with regulatory compliance, payroll complexity, and worker management. Rather than competing directly with Procore's field focus, they created their own category serving CFOs, controllers, and payroll admins. B2B founders should identify underserved buyer personas adjacent to established categories rather than trying to displace category leaders directly. Leverage vertical AI opportunities to rewrite industry rules: Shreesha sees AI as the reason construction tech is finally attracting significant investment. The key is using AI to "rewrite the existing rules" rather than just digitizing current processes. For construction, this means taking workflows that have been manual for decades and reimagining them entirely. B2B founders should look for AI applications that fundamentally change how work gets done in their vertical, not just make existing work more efficient.   //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM

    32 min
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5
out of 5
6 Ratings

About

Welcome to Category Visionaries — the show dedicated to uncovering the go-to-market journeys behind the world’s most exciting B2B tech startups. In each episode, we sit down with a visionary founder who’s not just building a company, but creating or redefining a category. We’ll explore how they identified their market opportunity, crafted their early GTM strategy, scaled traction, and navigated the challenges of building something truly new. If you’re a builder, marketer, or founder, this show is your backstage pass to the GTM blueprints powering category-defining companies. Brought to you by:  www.FrontLines.io/FounderLedGrowth — Founder-led Growth as a Service. Launch your own podcast that drives thought leadership, demand, and most importantly, revenue. Don’t Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM

Information

  • Creator
    Front Lines Media
  • Years Active
    2022 - 2025
  • Episodes
    500
  • Rating
    Clean
  • Copyright
    © Copyright 2022 All rights reserved.
  • Show Website
    Category Visionaries

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