The SaaS Podcast - SaaS, Startups, Growth Hacking & Entrepreneurship
365: Assembly: Going from Nice to Have to Must Have SaaS Product - with Jonathan Fields
Aug 17, 2023
Jonathan Fields, co-founder and CEO of Assembly, shares his journey of growing from a struggling recognition and rewards product to a successful company. He discusses scaling strategies, starting with a simple product and expanding into a comprehensive engagement suite, and growth strategies including Google AdWords and affiliate marketing. They also explore biased recommendations and marketing strategies, referrals and partnerships, and their obsession with automation, disrupting the real estate industry, and rolling burritos.
57:43
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Quick takeaways
- Assembly focused on aligning their product to provide value for both buyers and users by listening to user needs and understanding their pain points.
- Assembly utilized various growth channels including Google AdWords, content marketing, and partnerships to drive customer acquisition.
Deep dives
Building Assembly at Night and on Weekends
Jonathan Fields and his co-founders bootstrapped Assembly, an employee engagement platform, while working full-time jobs. They spent three years developing the product at night and on weekends before going full-time. Initially launching with a recognition and rewards product, they struggled to find their first customers. However, they persisted and now Assembly is a multi-million dollar ARR business with over 4000 customers.
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