Launching a SaaS in 45 days with no budget with Toni Dos Santos @Buska

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 #20, Anna Nadeina talks with Toni, founder of Buska, Online Presence Monitoring tool for startups, SMBs and Entrepreneurs.

Toni’s career began with booking concerts for renowned musicians, which he enjoyed for its travel opportunities and excitement. However, he soon realized that the repetitive nature of the music business limited his intellectual growth, prompting him to seek more challenging and tech-oriented avenues. Toni took a leap into banking, where he gained valuable sales experience before moving into product management.

After a successful stint as head of product for a French bank, he joined the startup ecosystem, eventually leading to the launch of Buska. This journey reflects a common theme among entrepreneurs: the desire for growth and the pursuit of passion.

Understanding Buska: The Tool for Lead Generation

Buska, which derives its name from the Portuguese verb “buscar,” meaning “to search,” is an innovative online presence monitoring tool. It aims to help B2B sales teams and lead generation agencies find qualified leads through social media data. The tool allows users to input keywords, enabling them to discover real-time mentions across various platforms.

Toni and his co-founder identified a significant gap in the market: while existing tools catered primarily to enterprise-level companies, there was a lack of solutions designed specifically for SMBs. By focusing on this niche, Buska helps users identify potential leads actively discussing relevant topics, making it easier to engage with warm prospects.

The tool’s simplicity belies its effectiveness, as it equips users to find individuals interested in their offerings at the precise moment they are ready to buy. This approach not only streamlines the lead generation process but also enhances the likelihood of conversion.

Targeting SMBs: The Market Strategy

Choosing to focus on SMBs rather than enterprise clients was a strategic decision for Toni and his team. While enterprise clients can offer lucrative contracts, they often come with long sales cycles and complex decision-making processes. In contrast, targeting SMBs allows for quicker sales and a more agile approach to customer acquisition.

The Buska team recognized that the pain points of SMBs were distinctly different from those of larger enterprises. For sales teams at SMBs, finding qualified leads is a critical challenge, and Buska provides a solution that addresses this need directly. This pivot in targeting has proven beneficial, as it aligns the product’s capabilities with the immediate needs of its users.

Leveraging Free Trials and Tools for Launch

Launching Buska in just 45 days required creativity and resourcefulness, particularly in leveraging free trials of various tools. Toni’s approach involved utilizing outreach tools like Lemlist and Apollo to build a community and engage potential users. These tools were instrumental in rapidly expanding Buska’s visibility and user base.

By applying for free trials and using the available resources efficiently, Toni managed to create a buzz around Buska before its official launch. This scrappy approach to building a brand from the ground up is a testament to the power of leveraging existing tools and platforms.

The Role of AI in Marketing and Content Creation

AI played a pivotal role in shaping Buska’s marketing and content strategy. Toni utilized AI tools to refine messaging, create compelling content, and enhance the overall branding of the product. By employing AI for drafting and generating ideas, Toni was able to maintain a consistent flow of high-quality content while minimizing the time spent on content creation.

For instance, during the launch phase, Toni used AI to craft engaging promotional materials, ensuring that the messaging resonated with the target audience. This strategic use of AI not only streamlined the content creation process but also contributed to the successful positioning of Buska in the market.

Building a Successful Newsletter

In addition to Buska, Toni launched a newsletter that quickly gained traction, amassing over 1500 subscribers within six months. The success of the newsletter can be attributed to a well-thought-out outreach strategy and a focus on building a community rather than merely selling a product.

By framing the newsletter as a community initiative, Toni was able to foster a sense of belonging among subscribers, encouraging engagement and participation. This approach not only increased subscriber numbers but also created a loyal audience eager to engage with the content.

Transitioning from Employee to Entrepreneur

Making the leap from a stable job to entrepreneurship is often fraught with challenges. Toni reflected on the mindset shift required to embrace the entrepreneurial journey fully. He noted that many first-time founders struggle with what he called the “ghost boss” phenomenon, where they continue to operate as if they have a supervisor overseeing their work.

Overcoming this mindset was crucial for Toni, as he had to learn to set his own goals and maintain self-discipline without external accountability. Embracing the entrepreneurial lifestyle meant accepting the inherent risks and uncertainties that come with building something from scratch.

Overcoming Imposter Syndrome in Entrepreneurship

Imposter syndrome is a common struggle for many entrepreneurs, especially those transitioning from traditional employment to starting their own ventures. Toni candidly discussed how he faced self-doubt and the feeling of inadequacy as he embarked on his journey with Buska.

To combat these feelings, Toni focused on sharing his authentic experiences, both successes and challenges, as he navigated the world of entrepreneurship. By emphasizing his journey and offering relatable insights, he aimed to connect with others who might be experiencing similar struggles.

Navigating the Noise of Social Media

In today’s digital landscape, social media can be both a blessing and a curse for entrepreneurs. Toni shared his thoughts on managing the overwhelming influx of information and opinions prevalent on platforms like LinkedIn. He emphasized the importance of curating a list of trusted voices to follow, allowing him to engage meaningfully without becoming bogged down by the noise.

Finding clarity amidst the chaos involves discerning what advice is applicable to one’s unique situation and avoiding the trap of following trends that may not align with individual goals. Toni’s pragmatic approach to social media serves as a reminder that not every piece of advice is universally applicable.

Current Status and Future Plans for Buska

As of now, Buska is experiencing steady growth, with a focus on refining its offerings and expanding its user base. Toni and his team are working on integrating additional features and tools to enhance the user experience further. Their goal is to continue growing organically while exploring opportunities for potential fundraising to amplify their reach.

With a commitment to maintaining profitability, Toni is keen on ensuring that any fundraising efforts are strategically aligned with the company’s long-term vision. This approach reflects a thoughtful consideration of the future trajectory of Buska.

Reflections on Wins and Failures

Reflecting on his journey so far, Toni acknowledged that one of his biggest failures was not pivoting earlier when he realized the need to adjust Buska’s positioning. He admitted that falling in love with a particular solution can cloud judgment, causing delays in responding to market demands.

Conversely, his greatest win has been witnessing the positive impact of Buska on users’ lives. Receiving testimonials and feedback from satisfied customers reinforces the value of his work and provides motivation to continue pushing forward.

Practical Hacks for Customer Acquisition

Toni shared some practical hacks for customer acquisition that can benefit entrepreneurs at any stage. He emphasized the importance of using AI to automate processes, such as lead generation and outreach. By leveraging AI tools, entrepreneurs can save time and increase efficiency in their customer acquisition efforts.

Additionally, he encouraged founders to focus on building genuine connections and communities rather than simply pushing for sales. This relationship-driven approach can lead to organic growth and a loyal customer base.