Oribi: How a B2B SaaS Startup is Competing Against Free

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Iris Shoor is the founder and CEO of Oribi, an AI-based web analytics tool that gives you actionable insights to help you make better data-driven marketing decisions.

In 2016, Iris had an idea for a new SaaS product.

She'd already built two successful startups and was ready for a new challenge. As a marketer, she knew how hard it was to make good data-driven decisions and so she decided to solve that problem. She spent the next year talking to people and researching her idea.

She had one big question: why is nobody doing something about this problem?

During that year she also hired a developer and started building an MVP.

She used Facebook ads to get her first customer for less than $50. In fact, you'll be shocked how quickly she got that first customer. The product was clearly solving a pain point because it didn't take long to find more customers.

She had a great product, early customers, and was ready to raise money.

But then Iris decided to kill the product.

She shut it down and started looking for a different product idea. In the interview, you'll learn exactly what led to her making such a drastic decision. She talks about why the decision made sense at the time but is something she still regrets today.

There's an interesting story behind that decision and a useful lesson for all founders.

Eventually, Iris did build another product.

This time her product was focused on web analytics. And in the last 4 years, she's grown her company to 60 employees and several thousand customers. And she's also raised $28 million in funding.

It's a great interview with some interesting insights.

As a serial entrepreneur, Iris already learned some tough lessons with her previous startups. In this interview, you'll learn about some counter-intuitive things she did this time. Those insights may help you to avoid making the same mistakes too.

I hope you enjoy it.

This episode is part of our First Customers series.

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Oribi: How a B2B SaaS Startup is Competing Against Free

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