A Playbook for Vertical SaaS_ From $10M to $1B with Procore

SaaStr Annual 2024 Session

1. A Playbook for Vertical SaaS: From $10M to $1B Wyatt Jenkins Chief Product Officer Procore Technologies

2. LEARNING 1 The power of solving your own problem

3. FOUNDER CUSTOMER 31 % more patents generated in founder-led companies Source: Purdue Study 48 % more share gains in founder-led companies Source: Reuters

4. LEARNING 2 Embrace method acting

5. Innate Understanding Academic Understanding

6. FAMILY MOUNTAINS HIKING TRAIL Image search

7. Discovery Techniques 01 02 03 04 05 06 07 08 Ethnography Contextual Inquiry Journaling Pain & Gain / Empathy Map Journey Mapping Card Sorting Jobs to be Done Framework The 5 Whys Applications for academic understanding

8. LEARNING 3 Make customers part of your DNA

9. “There are no facts inside your building, so get outside.” Steven Gary Blank The Startup Owner's Manual: The Step-By-Step Guide for Building a Great Company

10. CUSTOMER CENTRICITY PRODUCT MANAGER TOUCHPOINTS JOBSITE VISITS CUSTOMER ADVISORY BOARD CEO-LED CUSTOMER CULTURE INNOVATION LABS

11. Strategy Feedback Customer Interviews Customer Advisory Board Surveys Voice of Customer Reports Strategy Retrospective Technology Trends Comp. & Partner Landscape Market & Industry Trends Procore’s “Flywheel” Strategy Customer Trends Product Vision + Strategy INSIGHTS BRIEFS FEEDBACK / SIGNAL

12. “True domain expertise is domain knowledge minus domain dogma .” Shreyas Doshi Fmr. Stripe, Twitter, Google, Yahoo Product Leader

13. Key Takeaways LEARNING 1 The power of solving your own problem LEARNING 2 Embrace method acting LEARNING 3 Make customers part of your DNA

14. UP NEXT: The Real Data on What it Takes to Go Big and Eventually IPO Cathy Choi Partner Meritech Capital Alex Clayton Partner Meritech Capital