Building profitable SaaS from day 1 with James O’Neill @WildJar

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 #13, Anna Nadeina talks with James, co-founder of WildJar, a call tracking solution providing full visibility on the origins of your inbound calls.

WildJar was founded with a clear mission: to empower businesses with insights into their marketing efforts by tracking phone calls. The name ‘WildJar’ may seem whimsical, but it reflects the team’s personalities and their goal of standing out in a crowded market. Initially, the branding was intentionally broad to avoid being pigeonholed into just phone tracking, allowing for a more extensive marketing attribution focus.

James’s Journey from Agency to Product

James’s background is a blend of design and sales. Starting as a designer, he transitioned to the telecom sector, where he identified a significant gap in understanding phone call origins related to marketing efforts. This realization led him to the agency world, where he and his co-founder aimed to solve the problem of attributing offline phone calls to digital journeys. Their agency experience provided valuable insights into creating a product that would ultimately benefit many businesses facing similar challenges.

Navigating Market Changes and Brand Building

In 2022, WildJar made a strategic shift by attempting to move upmarket, introducing a sales motion alongside its product-led growth (PLG) approach. However, James quickly realized that this model did not align with their core values and the way they wanted to operate. The company decided to refocus on its strengths, maintaining its PLG model while still exploring opportunities with enterprise clients. This flexibility allowed them to adapt to market demands without losing sight of their original mission.

The Power of Partnerships in SaaS

Partnerships have been a cornerstone of WildJar’s growth strategy. From the beginning, the company focused on collaborating with digital marketing agencies, understanding that they needed technology to prove the effectiveness of their marketing efforts. James highlights the importance of building relationships with these agencies, allowing them to white-label WildJar’s solution and integrate it into their offerings. This approach not only drives sales but also enhances the value agencies provide to their clients.

AI Integration and Future Developments

As technology has evolved, so has WildJar’s product. AI integration has become a significant focus for the company, particularly in enhancing their call intelligence features. The team has developed tools for summarizing call data and analyzing sentiment, allowing businesses to gain deeper insights into customer interactions. This shift towards AI is not just about keeping up with trends but about using advanced technology to deliver real value to customers.

Company Culture and Remote Work Dynamics

With a fully remote team of around 10 employees, WildJar has cultivated a culture that emphasizes autonomy and trust. James acknowledges the challenges of remote work but believes that clear communication and direction are key to maintaining a cohesive team. The company values individuals who are ‘wild’ in their thinking—those who can contribute creatively and drive the business forward. This mindset has helped WildJar navigate the complexities of a remote workforce while fostering strong relationships among team members.

Lessons Learned: Wins and Challenges

Throughout his journey, James has learned the importance of saying no, particularly when it comes to client demands that can derail the company’s focus. Delegation has also been a challenge, as the startup mentality often leads to a hands-on approach. However, James emphasizes the necessity of documenting processes and empowering team members to take ownership of their roles. These lessons have been crucial in ensuring sustainable growth and maintaining the company’s core values.

Building a Brand While Bootstrapped

WildJar’s journey began in 2016, with a focus on profitability from day one. James emphasizes the significance of bootstrapping, which has allowed the company to remain independent and profitable while growing its customer base. The early days involved knocking on doors and proving the value of their solution. A pivotal moment came when a major automotive OEM chose to support an Australian business over a US competitor, providing a significant boost to their credibility.

Effective Marketing Strategies in the Early Days

In the early stages, WildJar’s marketing strategies revolved around direct engagement with potential clients. James describes the importance of demonstrating their product’s value through case studies and success stories. By showcasing real-world applications, they were able to build trust and attract a loyal customer base. This approach laid the groundwork for their ongoing success and established WildJar as a leader in the call-tracking space.

Future Prospects and Opportunities

Looking ahead, WildJar is focused on expanding its capabilities and exploring new markets. With a robust product roadmap and a dedicated team, the company is well-positioned to capitalize on emerging trends in the SaaS landscape. James’s insights highlight the importance of remaining agile and responsive to market changes, ensuring that WildJar continues to meet the evolving needs of its clients.