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Why you shouldn’t be afraid of a crowded market

Buying SaaS companies and helping startup founders with Cold Emails | Andrew Pierno from Xo Capital

About Xo Capital

Xo Capital is a micro private equity company that buys small, profitable SaaS companies.

Why you shouldn’t be afraid of a crowded market

Andrew: “What’s the biggest risk when you start a company? It’s that nobody wants the thing that you built. When building something that already exists and building a variation on that, you don’t have to worry if there’s a crowded market for that. You eliminate market risk.

We’ve eliminated market risk, we’ve eliminated execution risk on the technical side, and there are not a lot of reasons I could think of why an engineering team couldn’t build this – that’s not the case with a rocket to Mars. It’s just about your ability to build a brand in this space.

There will be dissatisfied customers for any given product, like lemlist, which has many users. Finding them and communicating your value proposition is a certified way to start. Now, if you want to build that rocketship, do it later.

I always encourage first-time founders to build a kind of variation, take, or point of view on an existing product. I think that’s a sure way to success than trying to create a new market, which is a pain, it takes a lot of money, and that’s typically the realm of venture capital.

If you’re just a bootstrapped solo founder, you have one or two people. I would encourage you to that viewpoint instead of trying to do something crazy or huge for your first time.

Cristian: “You shared some great value!”

Podcast Host & Guest(s)

Cristian Dina


Cristian Dina

Managing Partner & SaaS Podcast Host @ Tekpon
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Managing Partner & SaaS Podcast Host @ Tekpon

As one of the founding members of Tekpon, Cristian has worn many hats within the company, but perhaps none shines brighter than his role as the charismatic host of the Tekpon SaaS Podcast. With over 200 SaaS industry leaders gracing his episodes, Cristian's insatiable curiosity ensures he always has one more question. Cristian is a community builder at heart, being the Bucharest city leader for SaaStock Local and the author of the best-selling book King of Networking.

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