Lassie: From Flying to 100 Dental Offices to $100M ARR Through Extreme Product Obsession with Steijn Pelle

https://is1-ssl.mzstatic.com/image/thumb/Podcasts211/v4/ba/fa/fb/bafafb41-12d8-109d-55ff-e0b1a3e26cb1/mza_10236413770733097857.jpg/600x600bb.jpg

Founder-Led Sales Stories with Pete Kazanjy - Startup Sales Expertise From Founders Who've Done It

Peter Kazanjy

11 episodes

5 days ago

Join Pete Kazanjy, author of Founding Sales, in conversation with a who's who of founders who have successfully completed their founder-led sales journeys. Founder-Led Sales Stories is where founders who have successfully completed their founder led selling journey (recently!) share their stories with those who are still in the middle of it! The better to help learn from their successes and avoid their mistakes.

Entrepreneurship

Business

RSS

All content for Founder-Led Sales Stories with Pete Kazanjy - Startup Sales Expertise From Founders Who've Done It is the property of Peter Kazanjy and is served directly from their servers with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.

Entrepreneurship

Business

https://d3t3ozftmdmh3i.cloudfront.net/staging/podcast_uploaded_episode/44109183/44109183-1755726959185-99ef40a030346.jpg

Lassie: From Flying to 100 Dental Offices to $100M ARR Through Extreme Product Obsession with Steijn Pelle

Founder-Led Sales Stories with Pete Kazanjy - Startup Sales Expertise From Founders Who've Done It

1 hour 33 minutes 29 seconds

2 months ago

Lassie: From Flying to 100 Dental Offices to $100M ARR Through Extreme Product Obsession with Steijn Pelle

Join Pete in conversation with Steijn Pelle, Co-Founder and CEO of Lassie, the AI healthcare admin worker transforming how doctors run their practices.

Steijn and Pete dig into Lassie's fascinating journey from Steijn literally working in his dentist's back office to building a company on track for $100M ARR within a year. They cover Lassie's crazy commitment to product quality (they actually flew to 100+ dental offices nationwide to install their software!), their ruthless "say NO to most leads" ICP discipline, and why they waited until hundreds of customers before making their first sales hire.

You'll love Steijn's stories about turning one delighted dentist into an organic growth engine, why they run 40-50 hour work trials for sales candidates, and their "Robinhood-style" waitlist approach that keeps them laser-focused on delighting every customer they take.

Steijn's consumer growth background at Coinbase and Robinhood shaped Lassie's unique approach to B2B sales – focusing on turning customers into superfans rather than just closing deals. Their "wedge product" strategy targeting the 80-100 monthly hours doctors spend processing insurance payments has positioned them to capture the entire $100-200K in admin OPEX practices currently waste.

More on Lassie here: https://www.golassie.com/

Sales motion details: AI admin automation for healthcare practices, independent doctor-owners target persona, five-figure ACVs, short sales cycles with extremely qualified leads, primarily word-of-mouth acquisition.