The Grit & Glory of Building a Business Differently: Lessons from a First-Time Female Founder in 2023

2023 was the hardest year of my professional life. It was also the most gratifying.

A little over a year ago I founded CollabWORK , the first community-powered hiring platform connecting companies to referral-based and underrepresented talent pools at scale. I am incredibly grateful for the trust of our first customers and users, the faith of our investors, and the strength of our passionate and driven team.?

Since launching in March, we've made some incredible progress in proving that leveraging online communities is the future of hiring. Some highlights include:

• 66% faster hiring than the industry average
• 80% of job postings on CollabWORK lead to interviews
• $3k in savings per hire for our customers
• 50+ professional communities on the platform, with ~50% of these partners focusing on DEI talent pools

One of the things that has struck with me this year is the acknowledgement and praise I've received for doing things "differently." I'm a first-time female founder who, before starting this company, was a journalist. I'm often building the plane as I'm flying it. I've embraced emerging technology to build and scale CollabWORK even if I'm not an engineer (our company won an AI award out of 100+ startups with no trained data scientists on the team). And I'm focused on having a real impact for companies, communities and candidates.?

Ultimately, my North Star is building a BIG and IMPACTFUL business. I believe that while this historically may be one of the worst times to raise capital, it has NEVER been a better time to launch a digital and tech-enabled company.?

I have a long way to go and huge ambitions for the year ahead. I read so many posts during this hazy holiday week from successful entrepreneurs and builders who've scaled to millions of users and exited for even greater amounts. But I don't always see people who are living in the trenches of the tools of today.

Without further ado, here are my 10 biggest learnings building a scalable business in 2023.

1. Every founder needs to embrace Low/No-Code tools and AI

The absence of a full-stack engineer on our team didn't deter us: We were determined to get our product out there, gather feedback, and iterate.

Our MVP was a strategic use of Airtable , Softr , Make and Zapier . Over time, we further enhanced our toolkit with additional tools like Fillout , Scribe , OpenAI , and others. Our customers didn't care about the intricacies of our tech stack; they were focused on the results we delivered.

The mastery of low/no-code tools is an undeniable superpower, and is a non-negotiable for every entrepreneur. These tools empower founders to prototype, iterate, and automate seamlessly, irrespective of their technical background. Looking ahead, we plan to continue leveraging these tools, transitioning to Webflow , Xano , and Merge . Simultaneously, we are venturing into creating our proprietary tech based on the insights gained from our journey.

2. You must meet the customer where they are. Period.?

In today's crowded software market, customers aren't seeking another login; they want a real solution seamlessly integrated into their existing product suite.

CollabWORK initially launched our own platform allowing customers to manually post jobs and review candidates. Although elegant and efficient, our customers wanted an integration into existing Applicant Tracking Systems. Without it, they would forget to use our product. This led us to pivot, prioritizing integrations and acknowledging that meeting customers on their terms, within their existing workflows, was indispensable for successful adoption.

This lesson transcends product design, emphasizing the need to align with our customers and users on the platforms where they are most receptive. Whether your ideal customers spend time on LinkedIn, TikTok, X, Meta, or engage better with webinars or in-person conferences, understanding their preferences helps with the discovery process. Navigating these channels with intentionality has been key, ensuring that we not only deliver a product tailored to their needs but also market it in a way that resonates most effectively.

3. Conferences can be your superpower, but they require preparation and intention

While CollabWORK is rooted in the power of online communities, as a founder you need to engage with people in real life.

This October, CollabWORK participated in one of the biggest industry events: HR Tech. The timing was pivotal; we had recently invested in building integrations with 40+ Applicant Tracking Systems, and the conference provided a prime opportunity to gather feedback.

The preparation for this conference spanned over a month , reflecting our commitment to making the most of this opportunity. Our strategic approach worked: we won the best use of AI in the Pitchfest out of 100+ ventures and were named a top WorkTech company to watch. Beyond accolades, the event brought on new partnerships, ushering in an entirely new revenue stream. Networking with industry analysts and thought leaders further amplified our platform and heightened awareness.

While some peers dismiss conferences as resource drains, our experience underscores the importance of meticulous planning. To avoid pitfalls, it's crucial to set clear goals and devise a comprehensive plan of attack. In our case, success went beyond merely occupying a booth; it involved proactively engaging with other vendors and partners.?

4. Play to your strengths as a founder

As a founder, you have to identify your hidden superpowers.?

Before starting CollabWORK, I was an award-winning journalist at Yahoo News with Katie Couric, CNN, Tribune Media and others. This background has positioned me well as a CEO: proficiency and stage presence in live pitches and comfort appearing in various media engagements.?

In Q4, I strategically pitched myself to journalists and industry analysts. The outcome resulted in dozens of valuable conversations, 8+ video and podcast appearances , and establishing multiple meaningful connections.

It's essential to recognize that not every founder possesses the innate ability to craft the most viral content on platforms like X and LinkedIn. And that's perfectly fine. Instead, my focus is on leveraging platforms and mediums that resonate with me and, more importantly, effectively reach our customers. This tailored approach ensures that our messaging is authentic, impactful, and well-received by our target audience.

5. Always go with your gut

Most first-time founders, particularly first-time female founders, grapple with imposter syndrome . I was (and still am) no exception. I found myself chasing what seemed to be the conventional wisdom for the company's best interests: securing a co-founder, opting for an in-house product development approach, and steering clear of marketplaces—especially talent marketplaces, which were deemed as dubious investments.

However, a crucial realization dawned upon me—I am the one who knows my business best. This revelation prompted a delicate balancing act between hubris and stubbornness, guided by both earned and learned knowledge. Reflecting on the significant "mistakes" of the year, it became apparent that my gut instincts, often overridden by external influences and counsel, held invaluable insights and were the right decision.?

While external perspectives are crucial, there's an equally vital need to trust one's instincts. This delicate equilibrium has become a guiding principle, allowing me to make decisions rooted in a deeper understanding of the business and its unique trajectory. As I continue to navigate the entrepreneurial journey, this acknowledgement serves as a compass, ensuring that strategic decisions align with the authentic vision and goals of our company.

6. Be ruthless about partnerships and opportunities

As an early stage company, when someone reaches out for a partnership, it is easy to get excited. Initially, the eagerness to explore every opportunity led us down a path of enthusiastic pursuit (I was jumping on dozens of discovery calls). However, amidst this plethora of possibilities, a profound realization struck: the art of saying no is just as powerful as saying yes.

I am now empowered to ruthlessly pursue collaborations that truly resonate with our vision. The ability to discern and prioritize partnerships based on clear ROI and tangible results emerges as a key for sustained growth.

Internally, we also have several ideas and initiatives that we have not been able to launch. In the new year, I'm committed to running small experiments, doubling down on successes, and parting ways with opportunities that may not be yielding the desired outcomes. This agile approach ensures our resources are allocated efficiently, maximizing the impact of our efforts.?

7. Building a marketplace - especially a three-sided one - is incredibly difficult

Since launching CollabWORK, the cautionary tales about the challenges of building a marketplace echoed loudly. Undeterred, we set out to create a three-sided ecosystem, connecting companies, communities, and candidates to deliver a unique and incredibly valuable product.?

Navigating the intricacies of a three-sided marketplace proved to be a dynamic process, demanding continuous user expansion and strategic prioritization. There's no one-size-fits-all solution to this puzzle, but our commitment to understanding and adapting to the evolving needs of our stakeholders remains unwavering.

I am eternally grateful for our early champions who have been invaluable thought partners. On the community side, special shout-outs to David Berkowitz 's Serial Marketers , Karina Mikhli 's Fractionals United , and Andrii Nesterenko 's BLKNS Community for their initial eagerness to install out bot.

Communities like Mike Williams 's Everything Marketplaces have also played a crucial role by providing invaluable resources and support.?

8. We always need to be talking to our customer

At CollabWORK, we are refocusing in 2024 to always adhere to this principle: the customer is the most important member of the team. Our commitment to maintaining an open channel for feedback reflects our dedication to serving the diverse needs of our user base.

Recognizing the importance of objectivity, we understand the importance of setting aside personal biases. Our team is always quoting the book "The Mom Test," ensuring that our trajectory aligns seamlessly with the evolving expectations of our users. We don't always succeed, but we try to be as clear minded as possible.?

A prominent insight from recent feedback is the substantial demand for a solution tailored to high volume workers. This feedback has become a central role in our roadmap.?

9. I tried – and failed – to find a technical cofounder. And that’s ok.?

Following the popular and overwhelming startup success narrative, I embarked on the challenging journey of finding a long-term technical co-founder twice this year.?

Despite investing substantial time and resources, both attempts proved futile either due to a mismatch in technical abilities or culture alignment. Yet, in reflecting on these experiences, I don't view these attempts as failures. The incurred legal bills and time investments pale in comparison to the insights gained. It's not just about finding any co-founder; it's about finding the right fit.?

These experiences have underscored the importance of patience and discernment in building a team that not only possesses the requisite skills, but shares the same ethos and vision for the company.

Which brings me to the final lesson…

10. Everyone on the founding team needs to be a builder

While our core founding team predominantly hails from non-technical backgrounds, we all share a common ethos—we are all builders.?

As architects of our first MVP, each team member had the skills to troubleshoot and fix any issues that arose. Our comfort with ambiguity and openness to acknowledging gaps in our knowledge fostered an environment where anyone could speak up and seek solutions. This transparency paved the way for strategic hires, including contractors and individuals with specific skill sets, to fill any voids seamlessly.

Not every hire proved to be a lasting fit. The establishment of a company culture memo will become a guiding framework, shaping our evaluation of potential team members and reinforcing the significance of a cohesive and mission-aligned team.

With that said, I couldn’t imagine two better people to build CollabWORK with than Ashley Soley-Cerro and Victor Moreira. They’ve taken on so much ownership and responsibility, and we gel incredibly well as a team. I also asked them to share their thoughts and learnings.

Victor Moreira

As a product manager at CollabWORK, a pivotal learning from this year has been the incredible power of community in problem-solving. In our journey of building and enhancing our product, we've often encountered complex challenges. However, the true game-changer has been our engagement with expert communities. Participating in groups like State Change has been a cornerstone in overcoming these hurdles. The collective wisdom and expertise found in these communities have not only allowed us to tackle technical challenges more effectively but have also enriched our own skill set and understanding. This experience has reinforced the value of community-powered solutions in the tech industry, proving that collaboration and shared knowledge are key drivers in navigating the ever-evolving tech landscape. At CollabWORK, we're excited to continue fostering these connections and learning from the best, as we step into another year of innovation and growth.

Ashley Soley-Cerro

Embrace learning and the art of pivoting?

People are hired for their expertise but also for their willingness to get their hands dirty (metaphorically speaking), learn and pivot.? Over the years I’ve learned the importance of being kind to oneself when navigating new challenges. Embracing the learning curve at a startup is especially key, and honesty about what I don't know has been a catalyst for improvement.

With the support of my team, that led me to taking the 100 school MVP Bootcamp, where I gained invaluable knowledge about platforms we use daily (as well as others we soon adopted) faster than I ever could have on my own. I also took Rachel Woods The AI Exchange prompting course, again fast-tracking my education and making me a more effective, productive worker. Employers and customers need you to respond to their business needs accordingly. The ability to pivot played a key role in all of this — it’s about responding to what's needed, not what you assumed would be expected. Recognizing that growth is a continuous process contributes to a more resilient and empowered approach to professional development that benefits everyone. It's been a year of self-discovery and strategic learning, and I look forward to applying these lessons in the coming year.

Where we go from here

If I can sum up CollabWORK’s goal for 2024 in one word, it would be distribution. We are laser focused on partnerships, conferences and other initiatives to increase brand awareness and sign up new customers and users.?

Because we’ve seen the results that once people try our product, they love it. And we know that in order to stand out in a crowded space, we have to bring our solution to where buyers are discovering the latest technology.??

We are always looking for our next champions and early adopters. If you are a company looking to improve your hiring process, reach diverse and underrepresented candidates, and build long-lasting and effective teams, book a demo here . If you are a community looking to connect their members to meaningful opportunities (and also get paid to do so), reach out . And if you are a job seeker who is looking to find community and opportunities, sign up to learn more .

Cheers to a great 2023, and onwards. ??