How Todd Saunders Built a $30M Vertical SaaS in Flooring (and Sold It) | Verticals Ep 5
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How Todd Saunders Built a $30M Vertical SaaS in Flooring (and Sold It) | Verticals Ep 5
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A VC and a Founder intellectually spar on Vertical Tech & AI, covering the latest news, unpacking in-depth business strategies, and interviewing world-class leaders in the space. New episodes drop every Wednesday.
In this episode, Luke Sophinos and Nic Poulos sit down with Todd Saunders, Founder & CEO of Broadloom (acquired by Syncly), to dig into how he built and sold a $30M ARR vertical SaaS company in the flooring industry, and the unconventional playbooks that made it possible.
We cover:
• Going from Google to niche SMB software, why “boring” is the new billion-dollar opportunity
• The explosive pivot: ad-tech collapse → vertical SaaS focus → COVID demand boom
• How community becomes a moat: conferences, Facebook groups, and content-led GTM
• The Broadloom monopoly playbook: roll-ups, channel partners, and owning distribution
• Transactional revenue vs SaaS revenue, and what PE is really willing to pay for
• The truth about exits: cap tables, PE math, runway, and why most vertical outcomes look nothing like TechCrunch
If you’re building in SaaS, AI, or a service-based business in an “unsexy” industry, this one’s for you.
Subscribe for more conversations with the founders and investors shaping the future of Vertical SaaS.