From Engineering Firm to Fortune 100 Vendor: How Built Their Enterprise Sales Motion
Transitioning from services to product is one of the trickiest pivots in B2B tech. In a recent episode of Category Visionaries, Brian Lozes shared how his team navigated this evolution, transforming from an engineering services provider into a technology vendor serving Fortune 100 companies globally.
Starting with Built-in Advantages
Unlike typical startups beginning from scratch, Brian’s team leveraged their engineering firm background to build initial momentum. “We were able to, as we started as a business here within a mid size engineering company, they were very entrepreneurial as well. And so were able to make a deal to go create this company,” Brian explains. This unique starting point provided crucial advantages: “Having the right partners of the room is a big deal.”
Finding the Right Problem
Their engineering background helped identify a massive market inefficiency: “As a country, we spend trillions of dollars every year on capital projects, and there’s empirical data that’s showing upwards of 8% to 10% of that money is wasted every year just due to construction related rework.” This wasn’t just a statistic – it was a problem they had witnessed firsthand in their services work.
The Customer-Led Product Evolution
The pivot began with a customer request. “It would be nice when our stakeholders… walk these places as they’re being built and they’re saying they’d like them to be changed. It would be nice if our stakeholders could walk them down before they existed,” Brian recalls the initial spark. This customer insight shaped their entire product development approach.
Building Trust Through Accessibility
Rather than forcing a complete technological leap, they created what Brian calls “a bridge.” “What we had to do was to create a bridge. And that bridge is what we call our mouse and keyboard or PC mode,” he explains. This hybrid approach allowed organizations to adopt the technology gradually, mixing VR users with traditional interface users.
The Pilot-to-Scale Strategy
Their enterprise expansion followed a consistent pattern. “We’ve got now several Fortune 100 companies using our product across the globe,” Brian notes. “And what’s exciting is they all start there’s, typically a pilot project and pilot application. And the success of that pilot every time is resulting in multiplication what they use inside their organization.”
A recent example demonstrates their ROI-focused approach. Instead of requiring stakeholders to fly helicopters to a remote site for days of meetings, their solution enabled the same work to be completed in hours. The result? As Brian shares, “They said that they not only fully recovered the value of that contract, they started bringing additional savings into their organization in one meeting.”
Looking Ahead
The company continues to evolve beyond its engineering services roots. “We’re investing deeply in our product to increase the scalability to enable that, the readiness to enable that, and then to widen the value proposition so that makes sense so everybody will use it,” Brian explains. With major technology announcements planned, their vision extends to being “in every worker’s hands and attributable to a vast reduction in the amount of time people are spending in dangerous environments.”
This journey from engineering services to enterprise software offers valuable lessons for B2B founders considering similar transitions. By leveraging industry expertise, focusing on customer-led development, and creating accessible adoption paths, they’ve built a solution that’s not just innovative, but practically valuable for some of the world’s largest industrial operations.
For founders navigating the services-to-product transition, their story demonstrates the power of starting with deep industry knowledge and building products that solve fundamental problems rather than just showcasing new technology.