Episode Details

Uri Haramati built Torii's first MVP in two weeks. It took one full year to land his first SaaS customers. But the SaaS growth lessons that mattered most came from Pipedrive - the first deal closed with a company nobody on the team knew personally.

Uri explains how he went from building consumer apps like Meerkat and Houseparty to launching a B2B SaaS category creation in SaaS management. He gave away his early stage SaaS product to 70 companies for a year, but free user feedback was misleading - small company CEOs would have built the wrong product for 200+ employee IT teams.

The real SaaS growth lessons came from cold outreach. Torii emailed Pipedrive's IT team saying "We use your tool and love it" - an authentic message that opened the door. Both co-founders sold simultaneously, shadowing each other's calls to accelerate the first SaaS customers learning velocity across 30 deals.

Key Lessons

• 🎯 Free users mislead you - a key SaaS growth lesson: Torii iterated with 70 free small-company users for a year, but those users weren't the target buyer. Feedback from 20-person companies would have built the wrong product.
• 🤝 Cold outreach works when you lead as a genuine customer first: Torii landed Pipedrive as their first unaffiliated customer by emailing "We use your tool and love it" - authentic outreach that converted.
• 🚀 Two co-founders selling accelerates early stage SaaS growth lessons: Uri and his co-founder sold simultaneously, shadowed each other's calls, and improved their pitch together, doubling learning velocity across 30 deals.
• ⚡ Free trials convert enterprise faster than paid pilots: Prospects connected sensitive data sources faster during free trials because lower perceived commitment eliminated internal approval friction.
• 📉 Unqualified inbound leads can destroy sales output: Torii increased marketing without qualification, flooding account executives with irrelevant contacts - they closed fewer deals despite more leads.

Chapters

• Introduction
• Uri's motivation - building things that make a difference
• What Torii does and the SaaS management problem
• Uri's background as a serial entrepreneur
• Meerkat, Houseparty, and raising $70M
• How the idea for Torii was born from personal frustration
• Validating the SaaS management problem
• Building the MVP in two to three weeks
• Finding first users through personal network
• Pipedrive as the first cold outbound customer
• One year from MVP to first paying customer
• Why free user feedback was misleading - SaaS growth lessons
• Revenue milestone - closing in on $1M ARR
• Learning B2B sales as a consumer founder
• Testing outbound, LinkedIn, and PPC on $50K budget
• Switching from paid pilots to free trials
• Why website free trial attracted wrong leads
• Category creation challenges in SaaS management
• Removing self-serve and adding lead qualification
• Account-based marketing and testing new markets
• Testing in B2B vs B2C with small sample sizes
• Lightning round

Resources

• Full show notes: https://saasclub.io/234
• Join 5,000+ SaaS founders: https://saasclub.io/email