Category Visionaries Christian Stein, CEO & Co-Founder of Threedy: $11.5M Raised to Power the Future of Industrial 3D Computing Infrastructure
Threedy is revolutionizing how industrial companies interact with 3D data through its innovative visual computing infrastructure. Born from the Fraunhofer research organization, Threedy has transformed from a research project into a venture-backed company that's reshaping how organizations utilize complex 3D data across their operations. In this episode of Category Visionaries, I spoke with Christian Stein, CEO and Co-Founder of Threedy, about the company's journey from research institute to commercial enterprise, and their vision for the future of industrial 3D applications.
Topics Discussed:
- Evolution from research project to commercial venture
- Technical approach to handling industrial 3D data
- Challenges of transitioning from research to commercial sales
- Building and structuring an effective go-to-market team
- Fundraising journey and timing considerations
- Strategy for expansion beyond automotive industry
- Vision for the future of 3D data accessibility
GTM Lessons For B2B Founders:
- Start with Focus: Threedy learned to narrow their sales approach from broad technological possibilities to specific use cases and sweet spots. B2B founders should identify and focus on their most compelling use cases rather than trying to sell all possible applications of their technology at once.
- Timing Market Entry: The company's experience with fundraising during the metaverse hype cycle demonstrates the importance of market timing. Christian shared how delaying fundraising by six months significantly impacted their ability to capitalize on market momentum. B2B founders should carefully consider market conditions and industry trends when planning major business moves.
- Bridge Technical to Commercial: As a technical founder, Christian learned to structure the sales organization with the same systematic approach used in software development. B2B founders should apply their domain expertise to sales processes while recognizing when specialized commercial leadership is needed.
- Strategic Customer Base Expansion: Starting with German automotive customers provided early validation, but Threedy recognized the need to diversify into new verticals and geographies. B2B founders should plan their expansion strategy to reduce dependency on any single industry or region.
- Evolution of Sales Approach: Threedy's early sales efforts were hindered by overwhelming prospects with technical complexity. They succeeded by simplifying their message and empowering sales teams to focus on specific use cases. B2B founders should ensure their sales narrative is accessible and actionable for their target buyers.
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