3. Cloud POS software for
cafes and restaurants
made easy
• record sales, print receipts
• manage inventory
• make data-driven decisions
• control your staff
8. How to grow a startup
into a business
Our story
9. Cloud
Simple UX
Minutes, everyone uses last version
$40/mo, flat prices
Subscription
Sexy & modern
Centralized, remote, free
Online signup, self-onboarding
Dnipro
Infrastructure
Product
Updates
Pricing
Business model
Hardware
Tech support
Sales pipeline
Office & team (costs)
On-premise
Complicated and custom
You can use outdated version for years
$5000+, complicated pricing model
New sales
Old-fashioned
Decentralized (dealers), on-premise, paid
Local implementation team
Moscow
Poster Others
1. Be different
10. In our case:
● tablets became widely available
● people started getting used to using services in the cloud
● there were no comparable solutions in Ukraine still
Riding a once in a lifetime opportunity of moving software to
the cloud
2. Timing is crucial
11. ● Product will not sell itself in B2B
● We hired our head of sales after 1.5 years of operations
● Unintended experiment that showed a 4X difference in
conversion without a sales manager
● Split cold sales, inbound sales, implementation into different
roles as you scale
3. Start building sales ASAP
12. ● Every once in a while there is this new “opportunity”
● Follow it carefully, but don’t have high expectations
● In our case partners account for ~5% of sales volume
● In our case most successful partnerships account for
hundreds, not thousands customers. And there were a lot of
failed ones
4. Don’t spend much time pursuing
partnerships — build your sales instead
13. 5. Don’t rely much on paid advertisement —
build organic sales channels instead
● Our sales breakdown: 60% recommendations & account
expansion, 20% organic traffic (commercial queries &
content), 10% paid ads, 10% others
● Buying leads is expensive in almost every niche
● SEO, Writing blog, hosting webinars
● Boost referrals by giving bonuses
● Use your existing customers — ask for reviews, case studies
14. ● Talk to your sales managers, support it with data — and
automate onboarding flow
● Combined with other initiatives, better onboarding helped us
to improve conv. rate to sales twice from 15% to 30%
● We revise & change every 1-2 years
6. Optimize onboarding experience & funnel
17. 7. Aim to become a platform
● There always be
customer-specific features
in B2B and you don’t want to
bloat your codebase
● There’re lots of companies
with complementary
products that could benefit
from an integration
18. 8. Our approach to global growth
● In our niche, product has different requirements in different
countries (hardware, taxation, fiscal compliance, local
payments, local tech support)
● US → Anywhere → Developing markets
● Our recipe: grow big enough in your home market → invest in
other markets
20. 0. Define mission & values & high-level goal
● I thought this was bullshit too
● Gather feedback from your team
→ brainstorm & shape
● Make doing business simple for
entrepreneurs around the world
● Become #1 POS for f&b industry
in the world by number of
businesses
21. 1. Strategic sessions
● Once every quarter, a month before OKRs &
backlog planning
● Preferably offsite
● Work on agenda in advance
● Outcome — list of strategies to pursue for the
next 3-6 months
22. 2. OKRs
● Something big and
important enough
● ~80% is great
● Biquarterly company OKRs
→ quarterly team OKRs
● #pulse every two weeks
23. 3. All-hands meetings
● Reflect on last month
performance, spread the
news
● Product update from dev
team
● Monthly recap newsletter
24. 4. One-on-one meetings
● Once every 2 months between teamleader and his teammates
● Once every 3 months with a member of HR team
● Mutual feedback & tracking progress towards OKRs