Unicorn Bakery - For the World's Most Ambitious Founders & Teams

In this episode of Unicorn Bakery, Nicolas Benady, co-founder and CEO of Swan, shares the journey of building one of Europe’s leading Banking-as-a-Service (BaaS) platforms. Nicolas takes us behind the scenes of how Swan started in 2019, spent two years building its infrastructure, and has now grown to process over €20 billion in payments annually. Nicolas discusses the challenges of creating a BaaS platform from scratch, the importance of conviction and timing, and how Swan is helping companies embed banking services, such as accounts, cards, and payments, into their own products. He also shares insights into fundraising, team building, and expanding into new markets, such as Germany, Spain, and the Netherlands. What you’ll learn in this episode: The Journey of Building Swan: How Nicolas leveraged 13 years of fintech experience to identify the need for a better BaaS platform Why conviction and a clear vision were critical during the two years it took to build Swan’s infrastructure and obtain its e-money license Fundraising and Growth: How Swan raised over €100 million, including a €42 million Series B extension, to scale its operations Lessons from fundraising, including why the first round was the hardest and how traction and reputation made later rounds easier Product and Market Fit: Why Swan focuses on small and medium businesses (SMBs) and how it partners with accounting and expense management software to deliver seamless banking services The importance of building a product that’s easy for developers to integrate, inspired by the simplicity of platforms like Stripe International Expansion: How Swan approached launching in new markets like Germany, Spain, and the Netherlands The challenges of adapting to different regulatory environments and market dynamics while maintaining a centralized team in Paris Leadership and Team Building: How Nicolas built trust with his co-founders and scaled the team to over 300 employees The importance of hiring for both skills and cultural fit, and why Nicolas brought on a deputy CEO to help scale the company ALLES ZU UNICORN BAKERY: https://zez.am/unicornbakery  Mehr zu Nicolas Benady: LinkedIn: https://www.linkedin.com/in/nicolasbenady  Website: https://www.swan.io/  Join our Founder Tactics Newsletter: 2x die Woche bekommst du die Taktiken der besten Gründer der Welt direkt ins Postfach: https://www.tactics.unicornbakery.de/  Chapters: (00:00:00) What was the first time seeing traction since 2019? (00:04:26) How is Nicolas validating ideas? (00:08:48) Defining the exact problem before SWAN (00:12:16) Finding Co-Founders first vs. validating the idea first (00:18:19) Red flags in hiring interviews (00:30:12) Nicolas' framework for making decisions (00:34:41) Biggest failures in hiring (00:42:59) Numbers you need to know about SWAN (00:47:46) Use-Cases of SWAN (00:51:36) How to pick the first partner (00:58:43) Did Nicolas' self-confidence change through the years? (01:01:26) The right time to bring on a COO (01:05:36) Doubts and clarity about former hired employees (01:16:06) Country-specific functions vs. central functions when expanding

In this episode of Unicorn Bakery, Nir Eyal, bestselling author of "Hooked" and "Indistractable", joins Fabian Tausch to discuss how to design habit-forming products, balance personal focus, and build a life free from distractions. Nir shares his unique insights on the psychology of habits, why most people misunderstand distraction, and how founders can create meaningful, ethical products that improve users' lives.What You’ll Learn in This Episode: How to Build Habit-Forming Products: The Hook Model and how it helps create products that build healthy customer habits Why ethical design is critical when building products that people use frequently Becoming Indistractable: The difference between traction and distraction and why intent is everything How to master internal triggers—the root cause of most distractions—and take control of your time Time Management and Productivity: Why to-do lists often fail and how time-boxing can completely change how you work Practical strategies to prioritize reflective work over reactive tasks like emails and meetings Balancing Responsibility as a Founder: How to define your responsibility when building habit-forming products Why founders should consider a use and abuse policy to address overuse of their products Nir’s Approach to Angel Investing: How Nir chooses to invest in startups using the Hook Model to create positive, habit-forming products Examples of impactful companies Nir has supported, like Calm and Sunnyside, and how they create value ALL ABOUT UNICORN BAKERY:https://zez.am/unicornbakery Where to find Nir:LinkedIn: https://www.linkedin.com/in/nireyal/ Website: https://www.nirandfar.com/ Join our Founder Tactics Newsletter:2x die Woche bekommst du die Taktiken der besten Gründer der Welt direkt ins Postfach:https://www.tactics.unicornbakery.de/ Chapters:(00:00:00) Who did you write your books for and what is the message?(00:04:11) As a founder, what responsibility do I have to the user-terms of consuming my product?(00:09:18) How much can I leave users to their own responsibility to use my product and should I include safety elements in my product?(00:17:07) How do you feel about the fact that too often overconsumption (e.g. alcohol) is laughed at rather than criticized because it is "normal"?(00:21:16) Is too much self-optimization unhealthy, even if you are happy with your situation?(00:23:49) What levers can I move if I feel too much outside influence is affecting my focus on my own projects?(00:29:09) How important is repetition when you want to tackle things and make them happen, and how do you get rid of external triggers that distract you?(00:38:32) What is your perspective on the topic of To Do - Lists?(00:44:42) How does your knowledge of focus and productivity influence your work as an angel investor?

Chris Merritt, former CRO of Cloudflare, shares how the company scaled from single-digit millions to $1 billion in ARR and built a foundation for long-term, sustainable growth. Chris unpacks the strategies behind scaling go-to-market teams, aligning product and sales for maximum impact, and creating strong customer relationships based on trust and value delivery.He also discusses the challenges of building a world-class organization, maintaining momentum through different growth phases, and navigating the shifting dynamics of the SaaS landscape, especially with the emergence of AI and its impact on go-to-market strategies. What You’ll Learn in This Episode Scaling to $1 Billion ARR: Why scaling requires a balance between small, fast-growing customers and large enterprise deals How to build repeatable processes for growth while maintaining flexibility for experimentation Building Trust with Customers: Why trust is the foundation of successful customer relationships and large contracts How to align product capabilities with customer needs while being transparent about limitations Aligning Product and Go-To-Market Teams: The importance of creating a tight feedback loop between product and sales teams How joint customer engagements help ensure consistent messaging and better product development Leadership Through Growth Phases: How to move from founder-led sales to a scalable go-to-market organization The challenges of hiring and maintaining company culture during rapid growth Adapting to Changing Markets: The role of AI in reshaping go-to-market strategies and customer expectations Why the current business landscape is moving faster than ever and what that means for startups ALL ABOUT UNICORN BAKERY:https://zez.am/unicornbakery Where to find Chris:LinkedIn: https://www.linkedin.com/in/cmerritt99/ Website: https://www.cloudflare.com/de-de/ Join our Founder Tactics Newsletter:2x die Woche bekommst du die Taktiken der besten Gründer der Welt direkt ins Postfach:https://www.tactics.unicornbakery.de/ Chapters:(00:00:00) How to scale beyond 1 Billion ARR(00:04:39) Value & reasons to buy Cloudflare(00:08:23) The balance between building the best product vs. building a worldclass sales organization(00:15:18) Stages and phases in startups that help navigating through challenges(00:24:55) Chris' tipps for founder-led-sales(00:32:48) Advices to find support for go-to-market(00:43:12) How to ensure that product and go-to-market are not drifting apart while growing(00:52:34) How to bring the team together(00:57:23) Quality expectations at Cloudflare (01:02:55) Building a sustainable company(01:09:03) Chris' best learnings on pricing(01:15:47) How to evaluate whether it is worth undercutting the competitor just to win the customer(01:22:06) Chris' thoughts on the momentum of the AI space

Clay is one of THE success stories of the last years. But in early 2022, after 5 years of building, Clay did close to 0 in revenue. Two years later, Clay did approximately 30 million in ARR (Annual Recurring Revenue).Kareem Amin, co-founder and CEO of Clay, shares the journey of building one of the most innovative AI-powered tools for go-to-market teams. From the early days of experimentation in 2017 to achieving hypergrowth and scaling to over $30 million ARR, Kareem dives deep into the challenges and lessons of building a product-led growth (PLG) company.He explains how Clay helps teams turn ideas into reality by leveraging AI for data enrichment and personalized outreach, and why focusing on customer feedback, community building, and iterative improvements were key to their success. What You’ll Learn in This Episode: The Journey to Product-Market Fit: How Clay evolved from a no-code builder to a go-to-market tool for sales and marketing teams Why narrowing down the product’s focus was critical to finding the right customers Building a Product-Led Growth Engine: The importance of removing friction in the user journey to drive adoption How Clay used community-driven growth and partnerships with agencies to scale Iterating Based on Customer Feedback: Why Kareem believes in focusing on the few customers who love your product to build momentum How Clay’s Slack community became a key driver for product improvements and user engagement Lessons in Leadership and Team Building: How to balance flexibility and structure when scaling a team during hypergrowth The importance of hiring people who bring unique perspectives and foster a culture of learning The Future of Go-To-Market Teams: How AI and tools like Clay are reshaping sales and marketing roles Why the rise of GTM engineers is changing how companies approach growth ALL ABOUT UNICORN BAKERY:https://zez.am/unicornbakery Where to find Kareem:LinkedIn: https://www.linkedin.com/in/kareemamin/ Clay (3.000 free credits): https://clay.com?via=73e581Join our Founder Tactics Newsletter:2x die Woche bekommst du die Taktiken der besten Gründer der Welt direkt ins Postfach:https://www.tactics.unicornbakery.de/ Chapters:(00:00:00) The early beginnings of Clay(00:08:08) Moving from developers to sales people(00:16:20) Kareem's advice for teams currently building(00:21:36) How Kareem approaches the launch of new features(00:25:39) How close was the team to ending Clay?(00:33:45) How to make momentum stay(00:45:17) Current mayor shift in go to market(00:52:06) The hardest part about hyper growth(00:57:16) How Kareem manages his schedule(01:01:52) The best early-stage team members(01:06:17) The hardest part about building a product-led-growth motion

Stevie Case, CRO at Vanta, explains how the company surpassed $100 million in ARR in just five years by building a predictable and scalable revenue engine. From founder-led sales to structuring a global sales organization, Stevie shares actionable insights for designing a repeatable go-to-market strategy and scaling effectively.She breaks down the importance of discovery, identifying customer pain points, and building trust, along with tips on hiring and incentivizing your first sales team. What You’ll Learn in This Episode Key Elements of a Predictable Revenue Engine Why discovery is the most critical skill for founders and sales teams How to define and scale repeatable metrics for predictable revenue Scaling a Sales Organization When and how to hire your first sales reps The importance of proper incentives and avoiding common hiring mistakes Building Repeatable Sales Processes How Vanta scaled from a single lead source to multiple diversified revenue streams Using frameworks like MedPIC to identify and quantify customer pain points Managing Revenue Growth How to balance short-term wins with long-term scalability The importance of focusing on a single channel or ICP before diversifying ALL ABOUT UNICORN BAKERY:https://zez.am/unicornbakery Where to find Stevie:LinkedIn: https://www.linkedin.com/in/steviecase/ Website: https://www.vanta.com/ Join our Founder Tactics Newsletter:2x die Woche bekommst du die Taktiken der besten Gründer der Welt direkt ins Postfach:https://www.tactics.unicornbakery.de/ Chapter:(00:00:00) Similarities between Building a revenue engine & gaming(00:05:38) How to: Scaling after product market fit(00:15:29) First signals of a buyer-to-be(00:21:17) Mutual Sales Plan at Vanta(00:27:34) How to handle too small budgets & approach the follow-up(00:38:22) Setting boundaries vs. making everything happen(00:42:46) What makes a great case study?(00:44:45) What is a predictable revenue engine?(00:48:17) Never change a winning team? How long do I pursue my first lead-channel?(00:52:07) From what time is a revenue engine relevant?(00:55:04) How to avoid the overkill(00:58:06) The first metrics to start with(01:02:50) How to define a ramp-up-period(01:09:53) Behind the scenes of Vanta(01:18:49) The final advice for your revenue-engine

w Strava started as a "virtual locker room" in 1995 and why it didn’t work The role of timing, technology, and social media in Strava’s eventual success Building a Community-Driven Platform: Why Strava focused on engagement over growth and how this approach led to organic scaling Creating joy and reducing friction for users is important to keep them active and engaged Key Lessons in Scaling: How Strava expanded from cyclists to runners and other sports while staying authentic to each audience The challenges of internationalization and adapting to cultural nuances in markets like Brazil and the UK Navigating Challenges with Investors: How Mark balanced user-first decisions with investor expectations for growth The importance of patience, persistence, and perspective in building a long-term business Advice for Founders: Why does exponential growth start slow, and how do you stay motivated during the early stages? The value of maintaining a life outside of work is to avoid burnout and gain fresh perspectives. ALL ABOUT UNICORN BAKERY:https://zez.am/unicornbakery Where to find Mark:LinkedIn: https://www.linkedin.com/in/mark-gainey-b6536/ Website: https://www.strava.com/ Join our Founder Tactics Newsletter:2x die Woche bekommst du die Taktiken der besten Gründer der Welt direkt ins Postfach:https://www.tactics.unicornbakery.de/ Chapters:(00:00:00) The 1995 Origin Story of Strava(00:09:31) Most crucial denominator for the success of Strava(00:16:09) The journey of growth & global ambitions(00:20:51) Defining the critical engagement-metrics(00:29:08) A risky dependency on Garmin(00:44:04) Internationalization: must-have or coincidence?(00:50:06) The layers of product market fit(00:53:45) How to: Build a global community app(00:57:57) Teambuilding & culture at Strava(01:05:38) How to manage growth expectations(01:13:42) Mark's opinion on what makes a great investor(01:17:00) How to: Grow junior staff into new roles and responsibilities(01:21:47) Mark's advice for struggling founders

In this episode of Unicorn Bakery, Hunter Walk, co-founder of Homebrew, joins Fabian Tausch for an in-depth conversation about his journey from product management at Google and YouTube to building one of the most respected early-stage venture capital firms in Silicon Valley. Hunter shares the story behind Homebrew’s evolution, why he and his co-founder Satya Patel decided to rethink the traditional VC model after nearly a decade, and how they now operate as a self-funded evergreen fund.What You’ll Learn in This Episode:The Transition from Builder to Investor: Why Hunter left YouTube and Google after a decade to explore what truly mattered to him in his career. How Hunter and Satya Patel created Homebrew out of a shared desire to work together and support founders authentically. The Philosophy Behind Homebrew: Why Homebrew recently transitioned into a self-funded evergreen model after a decade of operating traditional VC funds. How this shift allows Hunter and Satya to focus on what they love: helping founders succeed without the constraints of managing external LP capital. How to Evaluate Investors as a Founder: The importance of speaking to other portfolio founders to understand how investors behave in both good and tough times. Why do the best investors focus on backing founders, not just companies, and how do you identify those who align with your needs? Key Traits for Long-Term Success: Why joy and purpose are critical for sustainable professional success. How to avoid being trapped in "good enough" situations and make bold career decisions that align with your values and ambitions. ALL ABOUT UNICORN BAKERY:https://zez.am/unicornbakery Where to find Hunter:LinkedIn: https://www.linkedin.com/in/hunterwalk/ Website: https://homebrew.co/ Join our Founder Tactics Newsletter:2x die Woche bekommst du die Taktiken der besten Gründer der Welt direkt ins Postfach:https://www.tactics.unicornbakery.de/ Chapter:(00:00:00) Why did Hunter decide on the identity-change?(00:08:50) How to make bigger decisions(00:14:24) Hunter's advice for potential founders(00:20:15) The hardest part about building a venture firm(00:24:14) Hunter's advice on finding an excellent investor(00:27:51) Longterm-Building vs. Short-term-Building: Not to be the loudest(00:32:47) "The Homebrew 2.0"(00:37:07) The journey to more self-fulfillment(00:40:50) What would set me apart from the mediocre when building a venture?(00:46:50) On top of the world and NOT crazy: What are the characteristics of these people?

In this episode, Harper Carroll, one of the most prominent voices in AI education, joins for a deep dive into the art of creating educational content, and how she built an impressive following of over 400,000 people in just one year. She reveals the behind-the-scenes strategies that helped her viral content stand out in a world dominated by flashy, fast-paced trends and why staying true to her calm, research-based teaching style has resonated with so many.What you’ll learn:The Art of Educational Content Creation: How Harper transitioned from technical guides to short-form Instagram content while maintaining depth and clarity. Why creating for yourself—not the audience—leads to the most authentic and impactful content. The strategies behind her viral “10 Days of AI Basics” series and why it brought her 250,000 followers from a single video. AI in Everyday Life:  Harper’s favorite AI tools, including Claude, Perplexity, Gamma, and Descript, and how they simplify her workflows. Surprising ways AI can enhance productivity, from crafting emails to creating slide decks and streamlining content production. How AI tools can revolutionize learning for children and adults alike by fostering curiosity and enabling personalized education. Building a Unique Content Style:  Why Harper avoids flashy editing and relies on calm, ASMR-like presentation to stand out. The importance of hooks, intros, and storytelling in short-form videos - and how a single intro can transform growth. The balance between producing content for audience growth and retaining existing followers. The Rise of AI Education: How Harper’s fine-tuning guides became the number one resource for developers, helping thousands of people train AI models for personal and professional use. Her thoughts on AI’s potential to empower entrepreneurs and enable people to follow their passions. Why Harper believes AI will create a new generation of gifted children who can pursue their interests with expert-level guidance. ALL ABOUT UNICORN BAKERY:https://zez.am/unicornbakery Where to find Harper:LinkedIn: https://www.linkedin.com/in/harpercarroll/ Website: https://www.harpercarroll.com/ Join our Founder Tactics Newsletter:2x die Woche bekommst du die Taktiken der besten Gründer der Welt direkt ins Postfach:https://www.tactics.unicornbakery.de/ Chapters:(00:00:00) How is Harper thinking about content?(00:08:58) Is a viral post recreatable?(00:18:39) How important is the hook for video success?(00:28:20) How to create the perfect video(00:32:48) All about the script(00:41:55) Reasons not to publish a video(00:45:00) Content to grow the audience vs. content to retain them(00:49:56) Harper's AI-Tool-Stack(01:01:48) What's the best start to learn about AI?

Fabrice Grinda, co-founder of FJ Labs and one of the world’s most prolific marketplace investors, joins the Unicorn Bakery podcast again to share his marketplace outlook for 2025. With more than 1,100 investments and 355 exits, Fabrice is uniquely positioned to discuss the trends shaping the future of startups, marketplaces, and venture capital. In this episode, he dives into the state of venture markets, the rise of B2B marketplaces, the impact of AI on startups, and why IPOs remain elusive for many companies. Fabrice provides detailed insights into the hottest marketplace trends, which include B2B and B2C marketplaces with different verticals and USPs.What you’ll learn:Why the venture market is starting to recover in 2025 after years of stagnation.How B2B marketplaces transform industries and why they’re still in their early stages.The role of AI in improving marketplace efficiency and redefining business models.Why IPOs remain challenging and what needs to change for companies to go public.How founders can build defensibility and create network effects in their marketplaces.Key 2025 trends include live commerce, cross-border marketplaces, and SMB digitization.ALL ABOUT UNICORN BAKERY:https://zez.am/unicornbakery Where to find Fabrice:LinkedIn: https://www.linkedin.com/in/fabricegrinda/ FJ Labs: https://www.fjlabs.com/ Join our Founder Tactics Newsletter:Twice a week you get the tactics of the world's best founders straight to your inbox:https://www.tactics.unicornbakery.de/ Chapters:(00:00:00) Which timeframes does Fabrice look at while building thesis?(00:02:20) The "Look-Back-Sentiment" of 2024 & the "Look-Out" for 2025(00:07:11) What has to change to make IPO markets attractive again?(00:10:38) How does the market dynamic change the venture industry?(00:16:23) Current trends in new businesses(00:29:52) The AI-impact on defensibility(00:35:06) Hurdles to encounter when starting a marketplace today

On March 5th, 2021, SAP acquired Signavio for a billion dollars – this marks one of the largest Tech Exits in the German market to date.How does a university side project become a billion-dollar acquisition? In this episode, Gero Decker, co-founder of Signavio, shares the incredible journey of building the company – from its roots as an open-source project to bootstrapping, scaling, and eventually being acquired by SAP for over a billion dollars. Learn about the pivotal moments, the role of timing, and how a strong team culture propelled Signavio to success, even when the odds were against them.What you’ll learn: How a university project turned into a profitable company Why customer feedback and bootstrapping were critical in the early days How creative lead generation methods (like the "Hare Krishna Method") made a difference Why team culture and timing played a vital role in success How the billion-dollar SAP acquisition unfolded and the dynamics of negotiation MORE UNICORN BAKERY:https://zez.am/unicornbakery More about Gero Decker:LinkedIn: https://de.linkedin.com/in/gerodecker Website: https://www.signavio.com/de/ Where to get the Book: Amazon: https://links.unicornbakery.de/signavioSpotify Audio Book: https://links.unicornbakery.de/signavio-audio-book Join our Founder Tactics Newsletter:Twice a week, you’ll get the tactics of the world’s best founders delivered straight to your inbox.https://www.tactics.unicornbakery.de/ Marker:(00:00:00) Why were so many coincidences necessary for Signavio to even be founded?(00:05:00) How did the Signavio story unfold?(00:12:10) From open source to profitable company: The milestones(00:21:22) Equity & founding team: The starting point for Signavio(00:27:54) Prioritization & team spirit in a small team(00:31:11) Product & growth in 2010(00:34:46) Lead generation & the failure of conversion(00:42:02) First Go-to-market motion at Signavio(00:46:52) First customers: The challenges with Customer Success(00:52:42) From bootstrapped to VC case – why now & what changed?(00:59:13) Fast-growing company: How do you maintain focus?(01:07:54) The impact of the COVID-19 pandemic on Signavio(01:13:04) The Path & Negotiation to the SAP Acquisition (01:17:14) The Future of SAP Signavio(01:21:37) The Lesson: Lifting Up Each Other