Our guest – Frank Reeves, a distinguished entrepreneur and innovator in the travel technology sector, best known for his role as the co-founder and CEO of the bootstrapped travel tech firm, Avvio.com, from 2002 to 2022.

Frank has a powerful story and some memorable points emerged from their conversation, which every self-respecting tech entrepreneur should heed.

Frank recalls one of his biggest go-to-market initiatives, which reminds us that aligning your proposition directly with your clients is paramount, “we just bravely went into the market and said, look, this is what working with us means, right? Everyone’s got great technology, that’s fine. But when you boil it all down, working with Avvio means that you get at least 25% growth in your direct channel, which is your most cost-effective booking channel, and that then is tied directly to a PNL impact. So that was a very differentiated go-to-market strategy – talking about business outcomes rather than how great we were as a company and how great our tech was. That really resonated in the market. We worried, of course, that some competitors would follow us into that value prop. But none ever did, which was wonderful.”