Conventional startup wisdom suggests offering free trials or freemium tiers to acquire early customers. But what if skipping free users entirely could accelerate your path to product-market fit? In a recent episode of Category Visionaries, Achu Ravi revealed how Kula, his recruitment automation platform, took an unconventional approach to early customer acquisition.
The All-Paid Customer Base
Eight months after launching their alpha product, Kula had achieved something remarkable. “We have 30 plus customers and yeah, that’s timely. It and all of them are paying customers. We don’t have any premium users or trial users,” Achuthanand shares. This wasn’t by accident – it was a deliberate strategy to build a quality-first customer base.
Targeting the Right Companies
Rather than casting a wide net, Kula focused on a specific customer profile. “Most of them are also being very product driven companies rather than a service driven company,” Achuthanand explains. This laser focus on tech-forward companies shaped their entire go-to-market approach.
The strategy went deeper: “We generally focus on organization less than 1500, that’s our sweet spot,” Achuthanand notes. Within this range, they developed two distinct approaches based on company size.
The Two-Tier Sales Motion
For companies with 1-60 employees, Kula went straight to the top. As Achuthanand describes, “organizations between one to 50 or one to 60, generally the founders are the decision makers and they are the core paying owners.”
For larger organizations, they shifted focus: “organization which has more than 50 above, we typically tap into the head of recruiting or their first recruiter or their sourcing organizations.” This dual approach allowed them to adapt their pitch based on the buyer’s context and needs.
Solving Real Problems
The foundation of their success was addressing genuine market gaps. “There are tools which are mostly system of records like applicant tracking systems which basically supports the referral use cases, but none is built for tailored made recruiting referral use cases,” Achuthanand explains.
Their product strategy focused on two critical channels: “One is referrals, another one is passive outbound recruiting.” By solving specific problems rather than trying to be everything to everyone, they created clear value propositions for potential customers.
Market Timing and Evolution
Kula’s success wasn’t just about product – it was about timing. “If you look at Martech, if you look at sales tech, those businesses are very far ahead in terms of the adoption of technology in their day to day use cases,” Achuthanand observes. This technology gap in HR tech created an opportunity.
The market itself was evolving: “Earlier organization post jobs and we as a candidate will probably go and apply and pray that they respond to us. But now candidates are not actively going and applying for opportunities.” This shift from passive to active recruitment created urgency around their solution.
Going Global from Day One
Rather than starting in a single market, Kula took a bold approach. “We are a global company from day one. Most of our customers are distributed between North America, EMEA, APAC as well as India markets,” Achuthanand shares. This global mindset expanded their potential customer base while validating their product across different markets.
Future Growth Strategy
With their initial customer base established, Kula is focused on expansion. “The next path forward for us is mostly around concentrating on the midfunnel,” Achuthanand explains, highlighting plans to deepen their product offering.
Their mission remains clear: “Our mission at Kula is to sort of make every single one a recruiter within the organization… Recruiting is a team sport, not an individual sport.” This vision continues to guide their customer acquisition strategy.
For B2B founders, Kula’s approach offers several key lessons:
- Quality customers over quantity
- Clear market segmentation
- Focused problem-solving
- Strategic timing
- Global thinking from the start
Most importantly, it challenges the assumption that you need free users to build a successful B2B product. Sometimes, starting with paying customers can accelerate your path to sustainable growth.
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