In Part 2 of this conversation, Eric Helitzer returns to share the war stories, tough decisions, and hard-won insights that shaped SubBase into what it is today. From early stumbles to refining SubBase’s pricing model and vendor experience, Eric pulls back the curtain on the strategic pivots that helped the company scale.
Dig into Eric’s fundraising journey, what it took to win investor trust before a single order was processed, and why fear can be a powerful driver for innovation.
Chapters
[Start] War Stories and Lessons Learned: Eric opens up about the early mistakes in SubBase’s rollout.
04:55 From Visionaries to Real-World Proof: An inside look at how Eric secured early investment, proved out real ROI, and scaled SubBase into a national solution.
08:27 Excel Isn’t the Enemy, It’s the Competition: Eric unpacks the surprising challenge of competing with “the way it’s always been done,” and why the 10X rule is essential.
12:09 Building for the Entire Workflow: Eric walks through SubBase’s invoice module, how it automates line-item reconciliation, and why full-system value is what drives adoption.
Links and Resources
