Growing SaaS company after an acquisition with Christian Driehaus @gominga

saas.unbound is a podcast for and about founders who are working on scaling inspiring products that people love, brought to you by https://saas.group/, a serial acquirer of B2B SaaS companies.

In episode #10, Anna Nadeina talks with Christian, co-founder of gominga, a one-stop-shop for review management.

gominga is a one-stop-shop for review management, designed to help companies monitor, analyze, and respond to online ratings and reviews. gominga addresses a significant gap in how businesses interact with customer feedback. The mission is clear: to empower brands to harness consumer insights for operational improvements.

Christian, with a background in e-commerce and a stint at Amazon, shares how his experiences shaped the foundation of gominga. The need for effective review management became apparent as he observed companies neglecting the wealth of information available through online feedback.

Navigating the Enterprise Sales Landscape

Breaking into the enterprise sales landscape can be daunting, especially for startups. Christian emphasizes the importance of leveraging personal networks and attending industry events to connect with potential clients. Early on, they were fortunate to secure big brands like Bosch and Siemens, which provided valuable pilot opportunities.

As Christian mentions, establishing relationships with enterprise clients requires a tailored approach. Understanding who the decision-makers are and how to reach them is crucial. In the early days, the focus was on educating potential clients about the importance of review management.

The Value Proposition: Cost Savings and Revenue Growth

Christian highlights two main value propositions that gominga offers: increasing revenue and reducing costs. By managing reviews effectively, companies can enhance their star ratings, leading to improved conversion rates and sales. Additionally, automating the review management process saves significant time and resources for customer service teams.

Many companies initially resisted adopting review management software, but as awareness grew, the narrative shifted. The ability to show tangible benefits in terms of cost savings and revenue growth became a compelling argument for decision-makers.

Managing Risks in Review Management

With reliance on various platforms for data, managing risks is a constant challenge for gominga. Christian explains that their strategy focuses on ratings, reviews, and Q&A across multiple platforms, which provides a broad spectrum of data but also introduces complexities. The tech team must continuously monitor changes from major platforms like Google and Amazon to ensure data accuracy.

This adaptability has allowed gominga to stand out in a crowded market, especially compared to larger competitors who often focus on fewer platforms. By maintaining a diverse approach, Gominga can better serve its clients and mitigate potential risks.

The Acquisition Journey: Why Sell to saas.group?

After years of hard work, the founders of gominga were open to discussions about selling the company. Personal circumstances, such as one co-founder wanting to exit, prompted the exploration of acquisition opportunities. Through connections in the customer experience management field, they found themselves in discussions with saas.group.

Christian reflects on the importance of cultural fit and shared values when selecting a buyer. saas.group’s commitment to maintaining gominga’s independence while providing support was a key factor in their decision to sell.

Due Diligence: Insights from the Acquisition Process

The due diligence process can often be daunting, but Christian describes it as transparent and fair. Having open discussions about culture and values helped build trust between gominga and saas.group. The ability to speak with other portfolio brands provided valuable insights into the post-acquisition experience.

While the standard due diligence paperwork was necessary, the focus on cultural alignment made the process smoother. Christian emphasizes that knowing the potential acquirers personally can significantly influence the decision-making process.

Post-Acquisition Integration and Support

Following the acquisition, the integration process began immediately. Christian notes that while there are challenges, the support from saas.group’s central teams has been invaluable. Resources in areas like HR, finance, and tech have allowed gominga to focus on its core business while leveraging expertise from the group.

The collaboration with saas.group’s marketing and tech teams has opened new avenues for growth, particularly in AI and product development. This partnership has not only eased the transition but has also accelerated gominga’s innovation trajectory.

Future Plans

Looking ahead, gominga is focused on expanding its market outreach and enhancing its product offerings. The integration of AI into their services is a top priority, as is increasing their international presence. The sales team is ramping up efforts to onboard more prominent brand clients, ensuring gominga continues to thrive in the competitive landscape.

Reflections on Successes and Challenges

As gominga celebrates its successes, Christian acknowledges the challenges faced over the past decade. The company has built a strong portfolio of clients, including household names like Samsung and LG. However, he reflects on the pitfalls of over-engineering products, which can delay market entry.

Christian advises other founders to prioritize marketing and sales alongside product development. The balance between creating a high-quality product and getting it into the market is crucial for long-term success.

Time Management Hacks for Founders

Time management is essential for any founder, and Christian shares his approach to staying organized. He recommends time boxing as a strategy to focus on critical tasks and avoid distractions. While not foolproof, this method has proven effective in helping him prioritize responsibilities.