How I Made it in Marketing

Online Marketing for SMBs and Digital Agencies: Serving everyone serves no one (episode #152)

Sep 23, 2025
Itai Sadan, CEO and co-founder of Duda, shares insights from his journey building a leading website platform for agencies and small businesses. He emphasizes the importance of defining a focused total addressable market—serving everyone ultimately serves no one. Itai discusses his innovative solutions within large corporations, the evolution of Duda’s product, and the speed of decision-making that can make or break deals. He also highlights the need for deep customer understanding and strategic delegation as keys to effective marketing.
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ADVICE

Validate Before You Quit

  • Test startup ideas while still employed by building them on nights and weekends.
  • Validate traction and secure early customers before quitting your job to avoid running out of cash.
ANECDOTE

SAP-In-A-Box Success

  • At SAP Itai built an "SAP in a box" bundling hardware and software to speed deployments.
  • The solution sold ~3,000 boxes at $10,000 each and convinced him entrepreneurship was possible.
ADVICE

Fundraising Requires Traction

  • Show clear traction before pursuing VC funding: volume for SMBs or a big brand for enterprise products.
  • Use early paying customers or partners to trigger investor interest.
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