Building great communities and products with James Mayes @Mind the Product/Rodeo

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 #49, Anna Nadeina talks with James, Previously Co-founder & CEO, Mind the Product & ProductTank, now building Rodeo, giving event & community organizers digital superpowers.

James’s journey began in a rather unconventional way. After graduating from university, he stumbled upon recruitment, which he pursued for a few years. However, his passion for startups led him to venture into that realm. His first two startups didn’t go as planned, but they provided him with invaluable lessons on what not to do. It was during this time that he recognized the importance of product management and sought to learn more about it.

His involvement with Mind the Product began at a meetup, where he connected with co-founder Janna Bastow. They aimed to create a space for product managers to share their experiences and learn from each other. This initiative blossomed into a larger community, encompassing events and conferences that catered to product professionals.

The Birth of Mind the Product

Mind the Product started as a grassroots effort, with the initial goal of bringing product managers together. James recalls, “We wanted to create a community where product managers could share war stories and learn from one another.” This mission resonated with many, especially since product management was still a nascent field at the time.

One of the pivotal moments for Mind the Product was the decision to turn their meetups into a conference. James took the initiative to approach sponsors to secure funding, and his efforts paid off, leading to a successful conference model that expanded rapidly.

Community Engagement and Quality Curation

James emphasizes that building a community is not just about creating a space for people to gather; it requires a deep commitment to quality and engagement. “Communities are people-intensive and take time to grow,” he explains. Mind the Product’s success can be attributed to its focus on high-quality content and curation, which built trust among its members.

He notes that the community achieved impressive engagement metrics, with newsletters boasting open rates as high as 60-70%. This level of trust and engagement was essential in establishing Mind the Product as a leading resource for product managers.

Challenges of Building a Lean Team

With a relatively small team of around 20 people, James faced the challenge of managing a vast community and organizing global events. He recalls that the key was hiring the right people and giving them autonomy. “We were very clear about what we needed them to achieve but let them figure out how to get there,” he explains.

This approach fostered a sense of ownership among team members and allowed them to thrive in their roles. James attributes much of the success of Mind the Product to the quality and dedication of the team, who were passionate about the mission and the community.

The Sale to Pendo

After navigating the challenges posed by the pandemic, Mind the Product launched a paid membership model to sustain operations. As the world began to return to normal, James recognized the need for stronger backing to scale the business further. This led to conversations with potential buyers, including Pendo, a company that aligned closely with Mind the Product’s values.

The acquisition process was not straightforward, but James and his team were keen to ensure that the culture and mission of Mind the Product would continue under Pendo’s ownership. They successfully negotiated terms that allowed both organizations to thrive, maintaining the essence of what made Mind the Product special.

Post-Acquisition Experience

Transitioning from a small, agile team to a larger organization brought its own set of challenges. James highlights the cultural differences between Mind the Product and Pendo, noting that the two companies had very different operational styles. “It took time to figure out how to work together effectively,” he admits. However, he remains optimistic about the long-term potential of the merger.

Insights on Product Management Evolution

As someone deeply entrenched in the product management space, James has witnessed significant changes over the years. He notes that the role of product managers has evolved, particularly with the rise of AI and data analytics. “Product managers now have access to a wealth of information, but it can be overwhelming,” he observes.

AI tools can help product managers sift through customer feedback and prioritize their tasks more effectively. James encourages product managers to focus on building relationships with their customers, as understanding their needs is crucial for success in product development.

Launching Rodeo

Now, James is channeling his expertise into Rodeo, a platform designed to empower event and community organizers. He identified a significant gap in the market for effective event management solutions. “There’s no good tech in that space at all,” he asserts, highlighting the fragmented nature of existing tools.

With Rodeo, James aims to create a seamless experience for organizers, allowing them to manage their events and audience data more effectively. He envisions a platform that not only simplifies logistics but also enhances the overall experience for attendees and organizers alike.

Health Journey and Resilience

In a personal twist to his story, James faced a health battle that required him to undergo brain surgery and subsequent treatment. His resilience during this challenging time is a testament to his character. “I’m determined to push through and continue building Rodeo,” he shares, embodying the spirit of perseverance.

His experience has also led him to connect with others facing similar challenges, further emphasizing the importance of community and support in overcoming adversity.