Logikcull's CEO and Co-Founder Andy Wilson takes you through the mistakes made going from $0 to $10M in 19 months.

1. $0 - $10M IN 19 MONTHS:
+ THE TOP 10 MISTAKES ALONG THE WAY
ANDY WILSON
CEO
Logikcull.com
@iDedupe

2. Andy Wilson
Co-founder & CEO
Logikcull
@iDedupe
$0 - $10M in 19 Months:
+ The Top 10 Mistakes Along the Way

3. ● 14 years as a founder.
14 years of mistakes.
About Me
● 2004-13 = Services
2014-19 = SaaS
● Not a lawyer.
But I make legal tech.
● Jason Lemkin led our
Series Seed in 2015.

4. ● Sell the way your
customers want to buy.
#10 - On selling…
● Price for at least a 10X ROI.
Loss aversion is real.
● Template your sales
process early on.
● Build your SaaS business as a
franchise.

5. ● Focus on just 1 use case. Not
10.
#9 - On selling…
● Find 10-100 prospects with
Use-Case-Fit.
● Make them successful. Ask
for online reviews.
● Experiment with another use
case. Rinse. Repeat.

6. ● You need a pitch deck. It
should be < 20 slides.
#8 - On selling…
● Your pitch deck is not about
YOU! You are last.
● Deliver the deck in < 5
mins. Script it.
● Golden feedback: “That’s
right”

7. ● You are much better than you
realize.
#7 - On hiring…
● Hire better than you.
● …But, don’t give too much
rope too soon.
● Stay close to your direct
reports (90days).

8. ● Your gut stinks. Literally.
Don’t trust it.
#6 - On hiring…
● Write down the objectives of the
job.
● Create 10 primary criteria.
Read “Who”.
● Send a culture & competence
survey after 1st phone screen.

9. ● The first 90 days =
The next 900 days.
#5 - On firing…
● Set agreements early & often.
No assumptions.
● Be compassionate. Emotion is
your enemy.
● Pay them to leave.
It’s cheaper.

10. ● Find 1 advisor for each functional
role (i.e. sales).
#4 - On advisors…
● Get introduced to them from
your network.
● Ask for 1 hour/month for 1
year.
● Pay them ~$1k/hour in equity
(i.e. $12k options).

11. ● REAL core values = Your
operating system.
#3 - On culturing…
● Pick < 5 unique core values. Be
honest.
● Make them actionable (e.g.
Start, Pursue, etc.)
● Use them for everything:
hiring, firing, strategy, etc.

12. ● Create your annual meeting cadence
to logically cascade.
#2 - On culturing…
● Send out weekly team
newsletters (e.g. news-sales@).
● Do “notes from the road”
emails (e.g. trade shows).
● CEO update emails every
Monday.

13. ● SaaS is a biz model.
It’s not your mission.
#1 - On your why…
● SaaS = Software as a Service
(not subscription).
● Put your belief (mission) ahead
of the biz model.
● Sell the way your customers
want to buy.

14. Price your product to align with your mission and your
business could take off.