Sramana Mitra: You navigated a sizable business from 14 to 18 years of age. Did you parents get involved in it? David Koretz: My parents and my grandfather were not involved and that was intentional on my part. I went to high school on various schedules. It was not official, but I just did it.
Sramana Mitra: How did you learn about home automation and energy efficiency at the age of 14? David Koretz: I used to read trade journals such as CES Today and Asian Trade Sources. I signed up for some journals as a distributor, and it allowed me to see all of the latest technologies coming out
If you haven’t already, please study our Bootstrapping Course and Investor Introductions page. Sramana Mitra: David, let’s start at the beginning of your story. What is the genesis of your entrepreneurial roots? David Koretz: I grew up in Rochester, New York. Like a lot of entrepreneurs, my journey started earlier, more informally than it did formally. My parents owned a
Sramana: Why did you decide it was so important to physically move to Silicon Valley? I have been here for 16 years and I love it, but why does a $20 million profitable company move here? Lakshmi Narayanaswamy: The transition to a SaaS company was painful, both on the technology and business side. We could
Sramana: What techniques have been the most consistent for you? Lakshmi Narayanaswamy: We tend to be very opportunistic. We would market to accountants hoping they would recommend our software to their clients. Sramana: You said you cleanse your leads in India. How does that work? Lakshmi Narayanaswamy: We use a team in India to receive
Sramana: Was there external consulting work or was that just part of the sales cycle? Raj Narayanaswamy: It was part of the sales cycle because the product need not meet every single need for extremely large organizations. We found that these larger organizations would give us a lot of money to customize the product to
Sramana: What technique did you find was the most effective to sell to your customers? Lakshmi Narayanaswamy: We just tried to keep the buying process as clean and simple as it could be. We took a “what you see is what you get” approach. There were no hidden features and no hidden costs. Customers knew
Sramana: Were you able to validate your intuition? Was there an enterprise need for timesheet software? Lakshmi Narayanaswamy: We ran our timesheet product idea by a few of our customers. We confirmed that it was a big pain point with a lot of different companies. One of our clients actually liked our concept, so much