James Ashford built GoProposal, a pricing and proposal platform for accountants, on a $5,000 WordPress multisite. Five years later, he sold it to Sage for eight figures with just 12 people on the team.
But the path to that exit wasn't about raising money or building fancy tech. It was about moving faster than well-funded competitors, staying closer to customers than anyone else, and building systems that made the business sellable from day one. James picked off the top customers of a competitor with $75 million in funding by publishing helpful content daily, running weekly webinars, and speaking to an accountant every single day just to learn.
You'll learn:
- How James built and launched his MVP for $5,000 on WordPress and why that helped him get to market quickly without funding
- Why going deep on one ICP for years gave him clarity, focus and traction in a crowded market
- How publishing useful content quickly, instead of polished content slowly, became his biggest differentiator and drove conversion and onboarding
- How simple playbooks helped the team deliver a consistent customer experience and scale without complexity
- How James created demand and trust long before the sale, so customers came in already bought into his approach
Full show notes → saasclub.io/461
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