Sramana Mitra: What has driven the choices of which specialty to go on to next? Daniel Cane: There are several factors we consider when entering a new specialty. The primary question is: where is there a large, underserved population of dissatisfied physicians?
Sramana Mitra: I purposely actually picked to highlight the positioning points where you can differentiate it versus areas where you cannot really differentiate. The domain of billing is less of a big differentiation in ModMed. The bigger differentiation is in the specialty specific content, specialty specific workflow and specialty specific treatment, right?
Sramana Mitra: Okay. So that’s one positioning differentiation. What about within the private practice market? Why do your customers pick you and what is special about it? What are the needs of a dermatology private practice or an OB-GYN practice or a plastic surgery practice? What’s special about each of these individual types of practices?
I first spoke with Dan a decade back. Here is the story. This conversation offers insights on his scaling strategy with ModMed.
Sramana Mitra: So, if you’re comfortable disclosing, how much money did you raise during that ten-year period from 2010-2020, and what kind of exit did you get, numerically? Lance Newhauser: We ended up raising about $35 million for 4C specifically from 2010 to 2020. There was some debt layered on top of that as well.
Sramana Mitra: How did you address this complex sales cycle issue? Because that could really block velocity.
Sramana Mitra: So then in this story, at what point did you raise the venture capital? Is this 2010? Lance Newhauser: Yes, 2010. Sramana Mitra: What did you do before going out to raise money? Did you do some amount of customer development, validation work? Whom were you selling to? What was the positioning?
Sramana Mitra: From your personal career journey point of view, I have gone through a similar journey. After I did three startups as Founder CEO, I started consulting because I just wanted to do something else and learn a different skill. I didn’t want to be a CEO, I wanted to learn something else. I