From a Security VAR to a $10 Million ARR SaaS Product Business: Andrew Plato, CEO of Anitian (Part 5)

Sramana Mitra: Talk to me a bit about your go-to market experience. Were the first people you went out to people that you had been selling your professional services to?

Andrew Plato: It’s a combination. We went to some of our existing customers first. Many of them struggled to even comprehend what we were doing. A recurring theme in my whole career is this context problem. You’re talking to a person in this particular context, and when you give them a completely different context, you create confusion.

From a Security VAR to a $10 Million ARR SaaS Product Business: Andrew Plato, CEO of Anitian (Part 4)

Sramana Mitra: Which segment of the customer base did you go out to sell it to?

Andrew Plato: One of the things we learned very early on is that our product is very appealing at the enterprise SaaS level. Admittedly, it wasn’t what I originally thought. I thought we were going to be more mid-market. As soon as we hit the market, we resonated the most at the enterprise level, particularly, enterprise SaaS. 

From a Security VAR to a $10 Million ARR SaaS Product Business: Andrew Plato, CEO of Anitian (Part 3)

Andrew Plato: I kept noticing that these companies kept tripping over integrating multiple components. Everything was custom. They can never turn it into a full-on platform. There were technical problems. AWS was stymied by this to some extent as well. They couldn’t quite pull it all together.

From a Security VAR to a $10 Million ARR SaaS Product Business: Andrew Plato, CEO of Anitian (Part 2)

Sramana Mitra: You were doing service contracts basically?

Andrew Plato: Yes. I did technical writing. I did a little bit of software development and website design. In 1999, I switched my company and became a security service provider. I was reselling other people’s security tech.

From a Security VAR to a $10 Million ARR SaaS Product Business: Andrew Plato, CEO of Anitian (Part 1)

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Sramana Mitra: Let’s go to the beginning of your journey. Where are you from? Where were you born, raised, and in what kind of background?

Bootstrapping a Virtual Company to Scale: Lily Stoyanov, CEO of Transformify (Part 5)

Sramana Mitra: What metrics can you provide about how you’ve built your business from 2016 to 2020? How has your business grown?

Lily Stoyanov: Exponentially. Our business grew through very strong partnerships. We have usually more than 100% growth per month. This is happening because we identify the right partners.

Bootstrapping a Virtual Company to Scale: Lily Stoyanov, CEO of Transformify (Part 4)

Sramana Mitra: What is the PR angle to this?

Lily Stoyanov: We have an HR suite. The freelance marketplace is just one of the modules. We have freelancer/contingent workforce management software, which is something that comes after you hire freelancers from the freelance marketplace to manage the relationship with them over time and to use the same people.

Bootstrapping a Virtual Company to Scale: Lily Stoyanov, CEO of Transformify (Part 3)

Sramana Mitra: We are a completely remote company and we’ve been completely remote since 2010. When you started in 2016 as part of Virgin’s startup program, what were you going to do?

Lily Stoyanov: In 2016, we already had a product. We already had customers.