Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech's most innovative B2B founders. In today's episode, we're speaking with Avi Singer, CEO & Founder of Showd.me, a compliance training platform that has raised $4.5 Million in funding.

Here are the most interesting points from our conversation:

• Pivoting to Compliance Training: Initially, Showd.me focused on peer-to-peer learning, but Avi pivoted the business to online compliance training in 2016 after realizing the compliance industry had a consistent, recurring need that wasn’t being addressed well.
• Moving from ‘Nice to Have’ to ‘Need to Have’: Avi strategically shifted from the "nice-to-have" social learning market to the "need-to-have" compliance space, ensuring a steady demand due to regulatory requirements.
• Capturing Existing Demand: Avi shared how Showd.me doesn’t need to create demand, as compliance is mandatory. Their focus is on providing a better product and understanding customer pain points to differentiate from competitors.
• Bootstrapping vs. Raising Capital: Avi has largely bootstrapped Showd.me, appreciating the flexibility it offers in building a sustainable business without the pressures of constant fundraising.
• Client Referrals as a Key Growth Strategy: Rather than relying heavily on outbound marketing, Avi emphasized the importance of client referrals and maintaining strong relationships with existing customers, which have been a primary driver of growth.
• Scaling with Fundamentals in Place: Avi expressed his focus on scaling Showd.me without compromising the quality of the product or the company culture, emphasizing that a strong foundation is key to long-term success.