The unfair advantage of founder-market fit in SaaS with Robin Vander Heyden @ManyRequests

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 #14, Anna Nadeina talks with Robin, founder of ManyRequests, a client portal software for agencies.

Before venturing into software, Robin’s entrepreneurial path began during his university days in the Netherlands. He identified a gap in the market by renting out rooms to international students. By taking the initiative, he became an unofficial real estate agent, connecting landlords with students through a Facebook group.

This experience ignited his passion for creating something impactful and earning money, reinforcing his desire to pursue entrepreneurship rather than a traditional career in law.

After university, Robin moved to Jakarta and founded a company named ManyPixels, a design subscription service. This venture was instrumental in leading him to ManyRequests, as he recognized the need for a better way to manage client requests and projects.

Transitioning from Agency to SaaS

The transition from running an agency to developing a SaaS product was a strategic decision for Robin. With ManyPixels generating around $50,000 in monthly recurring revenue, he saw an opportunity to create a product that solved the inefficiencies he faced while managing client requests.

Robin’s love for SaaS began around 2017, and he realized that building software could lead to greater scalability and potential for exit. This shift in focus ultimately led to the birth of ManyRequests.

The Role of Investment and Mentorship

Robin’s journey into SaaS was bolstered by strategic investments and mentorship. He connected with Calm Fund after being introduced by a mutual acquaintance. Their investment provided the necessary capital to sustain operations and hire additional team members.

Beyond financial support, Calm Fund offered mentorship through a Slack channel that connects founders with experienced entrepreneurs. This resource became invaluable for Robin and his co-founder, Gabrielle, as they navigated the challenges of building ManyRequests.

Building a Customer-Centric Product

Creating a customer-centric product is crucial for any startup, and ManyRequests is no exception. Robin emphasizes the importance of understanding customer needs through discovery calls and feedback. Their first hire was a customer success manager, which helped them refine their product based on real user experiences.

Content creation also plays a significant role in their marketing strategy. By producing blog posts that address common pain points for agencies, they attract potential customers and establish themselves as thought leaders in the industry.

Marketing Strategies and Customer Acquisition

Marketing strategies have evolved for ManyRequests, moving from aggressive outreach to more sustainable methods. Initially, Robin and his team leveraged social media, particularly Facebook groups, to gain early customers. They shared screenshots and asked for feedback, which led to their first sales.

As they grew, they shifted focus to long-term strategies like SEO and content marketing. Writing comparison articles and optimizing for search engines has helped ManyRequests gain visibility and attract customers organically.

Robin utilized LinkedIn for outreach, connecting with potential customers, and seeking feedback. This approach resulted in acquiring significant clients who have contributed substantially to their revenue. Networking within the SaaS community has also provided opportunities for collaboration and learning.

Navigating Challenges and Growth

Every startup faces challenges, and ManyRequests is no different. Robin reflects on the importance of focus, noting that early on, they were too broad in their target market. This lack of focus made it difficult to position their product effectively.

As they matured, the team honed in on their niche—creative agencies—allowing them to tailor their features and marketing efforts more effectively.

Reflections on Wins and Failures

Robin considers their biggest win to be the ability to maintain a profitable business while enjoying the freedom that comes with entrepreneurship. However, he acknowledges that not being focused enough in the early stages led to challenges that could have been avoided.

Learning from past mistakes has been essential for growth. The transition to a more defined target market has helped ManyRequests solidify its place in the industry.

Final Thoughts and Hacks for Success

For Robin, success is about patience and long-term thinking. He advises aspiring entrepreneurs to prioritize their mental health and remain focused on building a sustainable business. Quick hacks may provide temporary boosts, but they often lead to churn and dissatisfaction in the long run.