Scaling a B2B SaaS Company - Josh Fraser @ Estated

About this video

Martell interviews Josh, founder of Estated and earlier Data Nerds, described as Carfax for homes. Josh says Estated has collected US property records for about seven years from 3,144 counties, sometimes delivered by CD-ROM or PDF scans and cleaned manually with OCR and outsourcing, because Canadian public records are stricter. He says they raised $3 million from Foundry in January 2018 after Techstars, hired 20 engineers, spent about $2.5 million to get about 70 million of roughly 150 million US properties, then failed selling the full dataset to RE/MAX and Compass. He recalls a layoff around March 10, 2019 cutting the team from 32 to 19. He contrasts B2C at a 90-second cycle and $200 lifetime value in his telling with a 75-day average B2B sales cycle requiring API and bulk-data teaching, and says value is in small actionable data, not all properties. He credits books including ‘The Effective Executive’, ‘The Speed of Trust’, ‘Measure What Matters’ and OKRs, plus a Friday 3pm ‘retrotude’ retrospective-and-gratitude ritual, for rebuilding trust and culture.

Key takeaways

• Estated’s moat is the ugly manual work of collecting county property data in many formats
• Incomplete data does not sell; customers want small, specific, actionable slices
• Josh says $2.5M and 20 engineers still left them short of full US coverage
• B2B sales at 75 days is fundamentally different from 90-second B2C
• OKRs and a weekly gratitude retrospective are presented as culture rebuild tools

Episode details: published August 30, 2021 · 30:06 long. Summary written by Self Growth Videos from the episode itself. Business results and any income figures mentioned are Dan Martell’s own claims, shared for education — they are not typical or guaranteed.

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