Targeting the Midmarket, Growing with SEO

In this episode, Matt Watson interviews Ben Taylor, founder and CEO of Soft Ledger, about his journey in creating accounting software. They discuss the challenges of building a product in a competitive market, the importance of identifying gaps in existing solutions, and the lessons learned from the startup experience. Ben shares insights on their go-to-market strategy, the role of AI in accounting, and the impact of funding on their growth. The conversation highlights the complexities of product development and the future of accounting software. Takeaways Ben Taylor identified a significant gap in the accounting software market. Soft Ledger was built to address the inefficiencies in financial reporting. The journey to acquiring the first paying customer took 10 months. Product readiness is crucial before launching to customers. Surviving as a startup often means focusing on cash flow management. SEO has been a key driver for customer acquisition for Soft Ledger. AI is expected to enhance efficiency in accounting tasks. Funding allowed Soft Ledger to invest in product development and marketing. The accounting software market is evolving with new entrants and technologies. Positioning against competitors like QuickBooks requires a clear strategy. Find Startup Hustle Everywhere: https://gigb.co/l/YEh5 This episode is sponsored by Full Scale: https://fullscale.io/ Learn more about Softledger here: https://softledger.com Learn more about Ben Taylor here: https://www.linkedin.com/in/bentaylor8/ Sign up for the Startup Hustle newsletter: https://newsletter.startuphustle.xyz/ Sound Bites "I called up my longtime friend, Jeff Ostrega." "It took about 10 months before we got our first paying customer." "We thought we had something, but it wasn't ready." Chapters 00:00 Introduction to Soft Ledger and Its Founding 03:09 Identifying Market Gaps in Accounting Software 05:56 The Challenges of Selling Accounting Software 08:54 Building a Robust Product: Lessons Learned 11:59 Navigating the Startup Journey: Surviving and Thriving 15:08 Go-to-Market Strategy and Inbound Marketing 17:54 The Role of AI in Accounting Software 21:04 Funding and Growth Strategies for Startups 23:54 Future of Accounting Software and Market Positioning See omnystudio.com/listener for privacy information.