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Podcast: The SaaS Podcast - AI, Growth & Product-Market Fit for SaaS Founders
Episode: SaaS Positioning: How Losing 8 of 10 Deals Led to $10M ARR
Description: John Stojka was losing 8 out of 10 deals competing against DocuSign and Adobe. Then he made a counterintuitive SaaS positioning bet - narrowing his target market from 70,000 prospects to just 300 companies. In this episode, John reveals how that radical focus on niche SaaS took bootstrapped Sertifi from $1M to over $10M ARR, why he spent 12 months visiting trade shows before picking a vertical, and how fighting a $150,000 patent lawsuit nearly ended everything.
Sertifi's SaaS positioning story proves that smaller markets grow faster. John narrowed from anyone who needed e-signatures to just 300 property management companies in events. The result...