Episode 739 | Selling SaaS to Customers Who Don't Know They Have a Problem
Startups For the Rest of Us
Deep Dive
What are Go links and how do they differ from consumer URL shorteners like Bitly?
Go links are URL shorteners designed for internal use within organizations. Unlike consumer-facing services like Bitly or TinyURL, Go links only work for people within the same company. They are used to share resources internally, making it easier to remember and access frequently used links. For example, instead of typing a long URL, employees can use a short, human-readable link like 'go/holiday-party' to access a resource.
Why are Go links particularly valuable for large enterprises?
Go links become increasingly valuable as companies grow larger. They solve the problem of employees forgetting where resources are stored or shared, whether in emails, Slack, or video conferences. For large enterprises, Go links streamline internal communication and resource sharing, making it easier for employees to access important information quickly. This is especially useful in companies with thousands of employees, where manual sharing of long URLs would be inefficient.
How did the concept of Go links originate and evolve?
Go links originated at Google in the early to mid-2000s. Engineers at Google created them to simplify internal communication, such as sharing links for events like holiday parties. As employees left Google and joined other companies, they brought the concept with them, leading to its adoption at other tech companies like LinkedIn and Netflix. Trotto was founded to offer a SaaS version of this internal tool, making it accessible to more organizations.
What challenges does Trotto face in marketing Go links to potential customers?
Trotto faces significant customer education challenges because many potential customers are unaware they have a problem that Go links can solve. Even those who are problem-aware may not know that a SaaS solution like Trotto exists. This creates a headwind in marketing, as the company must first educate potential customers about the value of Go links before convincing them to adopt Trotto as the solution.
What is Trotto's current business status and growth strategy?
Trotto is a profitable SaaS business with six-figure revenue. The company charges $3 per user and targets large enterprises, including Fortune 500 companies. While the product has strong retention and adoption rates, Trotto is focused on expanding its reach beyond tech companies to industries like automotive, healthcare, and government. The company is also working to develop a repeatable marketing funnel to drive consistent growth.
How did Andy Kim become a co-founder of Trotto?
Andy Kim became a co-founder of Trotto by purchasing a majority stake in the business from its original founder, John, through the brokerage Quiet Light. John had built Trotto as a sustainable side project but lacked the time to focus on sales and marketing. Andy's capital commitment and focus on growth aligned with John's vision, and the two have built a strong partnership to scale the business.
What is the hardest part of running Trotto according to Andy Kim?
The hardest part of running Trotto is the uncertainty of not knowing whether the efforts being put into the business will yield the desired results. This is especially challenging in marketing, where significant resources can be spent without guaranteed outcomes. Andy also highlights the difficulty of transitioning from a small, unstructured company to one with established processes and growth strategies.
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