The SaaS Podcast
How a Founder Successfully Pivoted His SaaS Business – with Geoff Atkinson 
How a Founder Successfully Pivoted His SaaS Business
Geoff Atkinson is the founder and CEO of Huckabuy, a SaaS platform that takes SEO to the next level by automating the creation of structured data to help search engines better understand your website.
In 2015 Geoff started an affiliate website. It was a simple business model — promote other companies' products and get commissions from the sales.
So his priority was to do a great job with search engine optimization and drive plenty of traffic to his website. And in order to do that, he needed to create lots of content. So he built a software tool to help him generate content.
He struggled with that business for the next two years and he got nowhere. He knew that he had to either shutdown the business or pivot quickly.
And he had two interesting insights at this point:
- Even though his affiliate business was a failure, he had several people asking him if they could license the software tool that he had built for himself.
- After doing so much SEO, he realized how important structured data was becoming for Google and wondered if he could get ahead of the curve.
So based on those two factors, Geoff decided to pivot into a SaaS business. This was something that he knew nothing about.
And it became even more challenging when he had to try and sell his new product. Initially, there was no user-interface, so he was going to sales meetings and trying to explain to prospects what his product would do for them but he had nothing to show them.
It was too much of a leap of faith for many prospects, but a few decided to give him a shot. And finally, after three and a half years of working on his business, he started to get sales.
Today is business is almost $1.5 million in annual recurring revenue (ARR).
So in this interview, you're going to hear Geoff's story and how he went through three and a half years of lean times for his business, how he pivoted into a SaaS business, what he learned about sales and the importance of structured data and how it could help you with SEO.
I hope you enjoy it.
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