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Building Trust Through Technology: How WurkNow’s Founder is Revolutionizing Light Industrial Staffing
Trust isn’t typically the first word that comes to mind when discussing light industrial staffing. But in a recent episode of Category Visionaries, WurkNow founder Sammy Singh revealed how prioritizing trust – between workers, agencies, and employers – has shaped his company’s go-to-market strategy and product development approach.
Consider this scenario: In Southern California’s warehouse districts, you might find “30, 40 staffing agencies within a five mile radius,” with many of them “serving the same customer,” as Singh describes. Workers bounce between agencies, often getting placed in the same positions at minimum wage. Meanwhile, employers remain largely in the dark about who’s showing up at their facilities.
This fragmentation creates inefficiencies and trust gaps throughout the ecosystem. Singh’s response wasn’t to build another point solution, but rather to tackle the entire workflow. “Our typically agency is going to use about five to eight different technologies to run their business,” he explains. “We tried to make it end to end, kind of like the way HubSpot works.”
This ambitious scope came with significant challenges. Singh admits they “screwed up on many by going very broad.” When customers would identify gaps – “oh, how do I track the time?” – the team would build solutions, sometimes at the expense of focus. While this approach consumed time and resources, it ultimately led to a more comprehensive platform that addresses real customer pain points.
What’s particularly noteworthy about WurkNow’s GTM strategy is their emphasis on customer success over rapid scaling. “Work as hard as possible to make who you’re serving as successful as possible, and it’ll come back to you in leaps and bounds,” Singh shares. This philosophy has driven both product development and customer acquisition.
Rather than pursuing traditional venture capital, WurkNow found success through a different path: “Everything we have raised has come from friends, people we have done business with in the past. But the largest chunk came from our own clients who looked at our software and said gosh, if you’re solving this for me, I know others can use this.”
This customer-centric approach extends to their implementation strategy. Despite the challenges of COVID-19, when it was “near impossible to get someone on the phone, let alone on a meeting,” the team maintained their high-touch approach. As Singh notes, “Our folks are physically still showing up at clients, making sure success is occurring and then following up accordingly.”
Looking ahead, Singh’s vision for WurkNow is ambitious but focused: “Work now is going to be the authority of hourly labor.” He envisions a future where the platform becomes essential infrastructure for the industry, “because we have a fair, equitable and amazing user base system that really flags not only the client but as well as the temporary worker.”
For founders building enterprise software in regulated industries, Singh offers a counterintuitive piece of advice: “Go slow to go fast.” He suggests planning in quarterly increments because “what you think will take you one month is going to take you three to five months.” This measured approach helps manage both the technical complexity and the mental toll of building a company.
The results speak for themselves. WurkNow is “pretty much at track of doubling our business from last year 70% to 80% growth every month versus last year.” But perhaps more importantly, they’re building something that could fundamentally transform an industry that affects millions of workers and thousands of businesses.
Singh’s journey offers valuable lessons for founders tackling complex enterprise problems: focus on solving real customer problems, even if it means taking on more scope than initially planned; build trust through high-touch customer service; and remember that sometimes the best growth strategy is to “go slow to go fast.”
Actionable
Takeaways
Embrace an "Old School" Service Mindset Powered by Modern Tech:
Sammy credits much of Wurknow's success to a commitment to exceptional, personalized customer service. While leveraging cutting-edge technology, the company still prioritizes human connection, ensuring support staff are readily accessible and hands-on in ensuring client success. Founders should consider how they can blend the efficiency of tech with the warmth of human touch to create standout customer experiences.
Tackle Regulatory Complexity as a Differentiator:
Labor law compliance, especially for hourly workers across multiple jurisdictions, is a daunting challenge for many companies. Wurknow has turned this pain point into an opportunity by deeply integrating compliance safeguards into its platform. Sammy even plans to provide additional legal guidance to clients through partnerships. Founders should look for ways to absorb regulatory complexity on behalf of customers, creating a compelling value-add.
Leverage Customer Investment for Validation and Growth:
One of Wurknow's earliest investors was also one of its first customers. This powerful vote of confidence not only provided capital, but also sent a strong signal to the market about the platform's value. While not always possible, founders should explore opportunities to convert customers into investors. This alignment can create a virtuous cycle of growth and advocacy.
Plan in Quarters to Maintain Perspective:
Reflecting on his journey, Sammy advises founders to take a slower, more iterative approach in the early days. Specifically, he recommends planning in quarterly increments rather than monthly sprints. This cadence provides enough time to make meaningful progress while allowing for course-correction. In the fast-paced world of startups, zooming out to a quarterly view can help maintain perspective and reduce stress.
Cultivate Grit and Persistence Above All:
When asked about the most critical trait for B2B founders, Sammy doesn't hesitate: grit and persistence. Wurknow's journey is a testament to the power of resilience, having weathered the challenges of building a comprehensive platform, selling through a pandemic, and finding aligned investors. Founders must develop the mental toughness to keep moving forward in the face of adversity. Cultivating grit is the foundation for long-term success.
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