Startup Stories from the Treehouse

In this end-of-year bookend episode, co-founders Todd Gagne and Mike Vetter of Wildfire Labs recap the key themes and trends they've observed with founders in their program over the past year. They dive deep into the rising necessity of deep domain expertise for founders, sharing compelling examples like AgSense (FinTech for ranching) and The Journeyman (wildland firefighting). The conversation explores the massive impact of AI and agents in collapsing the barriers to entry, making development faster, and driving a 'first-principles' rethink of traditional workflows to eliminate unnecessary steps. Finally, they discuss the psychological drivers of entrepreneurs, contrasting the unsustainable but...

Ryan Rosett, CEO of Credibly, shares how he built a thriving fintech without relying on venture capital, emphasizing that culture and transparency outlast quick funding. By bootstrapping through crises, leveraging modular microservices, and blending human expertise with AI, Credibly processes millions in loans rapidly and securely. Their hybrid in-office culture fosters innovation and knowledge sharing, while their Midwest roots provide cost and loyalty advantages. Rosett urges founders to prioritize discipline, modular tech, and trust-based culture over rapid fundraising. His journey proves that sustainable growth and resilience come from smart decisions, not just capital.

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This article distills key lessons for founders in product management, emphasizing the critical role of achieving product-market fit (PMF)—measured by whether at least 40% of users would “fight to keep” your product. Founders must prioritize deep customer engagement, not just feature delivery, and create structures (like recurring customer calls) to maintain user closeness. Success demands both strategic thinking—translating vision into actionable, metric-driven plans—and tactical execution. Leveraging AI can automate repetitive tasks and accelerate prototyping, but founders must validate value and manage costs before scaling. Business acumen—understanding adoption, pricing, and unit economics—is vital, as is building an environment...

In "The Funding Framework: Secure Startup Funding With Confidence," Vijay Rajendran reveals that most founders approach fundraising backward—blasting pitch decks to countless investors rather than targeting those with a true fit. He advocates treating fundraising like enterprise sales: build relationships before you need capital, prioritize quality over quantity, and manage the process systematically. Rajendran’s four-step framework emphasizes storytelling, preparation, targeted outreach, and disciplined closing. He urges founders to focus on customer traction over chasing VC checks, build teams based on unique role requirements, and recognize AI’s shift in startup moats from technology to data and distribution. The bo...

Another week, another newsletter you feel obligated to ship. It’s supposed to help, but it often reads like a status update no one asked for.

In this episode, Todd Gagne sits with Banks Benitez to reframe the founder newsletter as a product, not an email. The core insight: trust is the scarce resource, and your newsletter should solve a specific problem for a narrowly defined reader. They dig into positioning your newsletter in the funnel (often mid-funnel credibility, not top-of-funnel lead gen), why slower cadence beats volume in the AI era, and the idea of “nutrient dens...

Founders still build first and validate later—wasting years and capital. The real bottleneck isn’t knowledge; it’s disciplined execution. Treat validation like fitness: consistency beats spurts. Run strict gates before you write code: deep customer interviews, design mockups, then the 50% Rule—if half of interviewees won’t commit to a free beta, stop. Run the beta, then convert over 50% to paid. Track hidden behaviors that predict success: weekly customer conversations, a 48-hour pause before building, and celebrate learning (even rejections). AI makes prototyping cheap and fast—so mis building is now easier than ever. Use speed to learn, not t...

Founders obsess over product-market fit, but the real determinant of a startup's success is the co-founder relationship. While partners focus on operational tasks, they often ignore the crucial psychological dynamics, leading to "emotional debt"—unspoken frustrations that compound and threaten the business during high-stress moments.

You can't solve relationship issues with operational fixes. Success requires building both operational trust (competence) and personal trust (support). Proactively create a "partnership term sheet" to align on expectations for work commitment, conflict resolution, and personal boundaries before conflicts arise.

Your co-founder dynamic sets the company's entire culture. Prioritizing this re...

Early-stage SaaS founders win by narrowing focus, starting marketing early, and building trust. Niche down to a specific ICP so your messaging speaks to real pain (e.g., third-shift hiring in manufacturing). Don’t wait for product readiness—begin 1–2 years ahead with thought leadership and top-of-funnel content so buyers know you before launch. Craft a unique perspective: map ICP challenges, use their language, and tie outcomes to problems. Use AI as an accelerant, not a shortcut—configure custom GPTs with your ICP, brand voice, and verify every claim. Invest 10–30% of seed in marketing, and leverage low-cost tactics: show up where your...

Retaining customers is your fastest path to revenue, and AI can supercharge it. Ram Ganesan, CEO of Kaboom.ai, saw that most CRMs optimize for new pipeline, not existing relationships. Kaboom flips that: it maps relationship networks, mines unstructured data (emails, notes, earnings calls), and proactively nudges account managers—“It’s time to meet; this RFP decision is near”—boosting both rookies and stars.

Founder lessons:

Hunt for workflow gaps in mature tools; build for results, not features.

Tie pricing to outcomes to align incentives.

Blend domain expertise with an engineering mindset: t...

William Welser IV’s conversation with Todd Gagne spotlights a human-centered approach to AI and product building. His non-linear path—military, engineering, RAND, and founding LOTIC—centers on helping people. LOTIC flips the data model: it uses spoken stories as rich, owned-by-user data, secured with advanced encryption, and analyzed by the “Wisdom Engine” for personalized insights. Key takeaways for founders: design to enhance lives, not just speed tasks; “show your work” to build transparency and learning; form interdisciplinary teams (behavioral scientists first); practice humility and assume you might be wrong; and address cofounder misalignment early. Welser warns against offloading thinking to AI...

Most communities aiming to replicate Silicon Valley overlook the essential foundation for entrepreneurial success: healthy ecosystems. In a conversation with Alfredo Mathew, founder of ESO Ventures, we explored the gaps in ecosystem building and solutions to empower entrepreneurs. Alfredo emphasizes that ecosystems must prioritize founders with skin in the game, supported by public, private, and philanthropic partnerships. His "four P model" highlights private capital for scalability, public funds for momentum, and philanthropy to close gaps.

Successful ecosystems start with founder-first support, focusing on experienced professionals with domain expertise. Alfredo challenges the "youth bias," arguing 40-60-year-olds make...

At 18, Chris Brisson’s journey began with a simple desire for new Mustang rims, but it evolved into a lesson in business arbitrage when he resold them for a profit. Years later, facing financial hardship, Chris turned to eBay, sparking his entrepreneurial mindset. He learned by solving problems hands-on, embracing continuous improvement and documenting everything. Chris’s companies—like Salesmsg—focus on real, two-way conversations, not just blasting messages. He champions a “friction list” where team members log inefficiencies, and he prioritizes automation and AI to create compound leverage. Chris’s approach is rooted in Kaizen: small, weekly improvements. His bootstrapp...

In a recent Startup Stories from the Treehouse episode, John Long, co-founder of Thynk AI, shared his entrepreneurial journey, emphasizing reinvention, AI-powered efficiency, and building scalable systems. He transitioned from real estate to tech after the 2008 crisis, showcasing how setbacks can become opportunities. Thynk AI originated as an internal tool, evolving into a business by solving real challenges. John highlighted AI's transformative potential, enabling small teams to compete with larger organizations by automating repetitive tasks and focusing on innovation. Key advice includes adopting an AI-first mindset, starting small with automation, and rethinking workflows from the ground up. Founders can...

Startup founders often overlook the importance of financial discipline, leaving their businesses vulnerable. In this episode of Startup Stories from the Treehouse, host Todd Gagne chats with finance expert Anastasia Ristovska to uncover the financial blind spots holding startups back. From knowing when to switch to accrual accounting to choosing the right tools, mastering key metrics, and preparing for investors, this episode is packed with actionable advice to help you build a solid financial foundation. Learn how to stop driving blind and use finance as a strategic tool to scale with confidence. Whether you're just starting out or gearing...

Building a startup is a thrilling high-wire act—one misstep, and you’re out. In this episode of Startup Stories from the Treehouse, hosts Todd Gagne and Wilhelm Laubach deliver a masterclass for early-stage founders navigating the toughest challenges: finding product-market fit, managing scarce resources, and standing out in a crowded market. Learn how to get laser-focused on solving one problem for one audience, run marketing like a series of science experiments, and build trust before you sell. Discover why clarity in messaging, winning the short game, and using AI wisely are non-negotiable for growth. With lessons from improv and...

In this episode of Startup Stories from the Treehouse, we sit down with veteran financial advisor Cary Prejean, who brings over 35 years of experience helping entrepreneurs navigate the complexities of startup finance. Cary shares actionable insights on mastering financial literacy, defining success, and building sustainable businesses. Learn why knowing your numbers is essential, how to avoid common financial pitfalls, and the importance of maintaining a "margin of safety." Cary also discusses navigating funding, creating scalable systems, and adopting an ownership mindset to lead effectively. Whether you're an early-stage founder or scaling your startup, this episode equips you with tools...

Tyler and Brennan turned their wildland firefighting experience into a successful tech platform that solves critical industry inefficiencies. Despite limited technical backgrounds, they created The Journeyman—a professional connection and business management platform for the wildland firefighting sector.

Their success stemmed from deeply understanding industry pain points from personal experience, including missed contracts and outdated paper processes. Though not technical experts, they learned enough about no-code solutions to prototype their ideas and partnered with technical support when needed.

Their approach included offering free services initially to build their network, authentic marketing using industry terminology, and se...

Visionaries Need Operators: Finding Your Luke Nehring

This article explores the critical partnership between visionary founders and operational integrators. Luke Nehring represents the often-overlooked but essential "operator" archetype who brings structure and processes to startups, complementing founders who excel at ideation but struggle with scaling.

Five key lessons emerge:

1. Founders are rarely natural managers - Most are visionaries or technicians who need to find complementary partners skilled in operational management.

2. Prioritization is crucial - When everything seems important, nothing is. Founders must identify their #1 problem before progress can occur.

3...

Brigit Torborg’s journey, featured on the Startup Stories from the Treehouse podcast, highlights the unpredictable reality of building a startup. As the founder of Fomeno—a fashion-tech platform for secondhand clothing—Brigit faced challenges like lacking technical expertise, poor unit economics, and limited product-market fit. Rather than ignore these problems, she confronted them head-on, communicating transparently with her team and stakeholders. When Fomeno wasn’t viable, Brigit pivoted, launching Host Happy Hour, a community-driven event series. Her story underscores the value of honest self-assessment, strategic pivots, mentorship, and learning from setbacks. Brigit’s experience is a powerful reminder: face reali...

In this episode, we dive into invaluable insights from Dan Hoffer, a seasoned entrepreneur who's worn multiple hats as founder, advisor, and venture capitalist. Dan shares his journey from management consulting to founding Couchsurfing.com and eventually advising dozens of startups. We explore the critical patterns he's observed in successful founders, including the common pitfall of hiring a VP Sales too early and the importance of maintaining direct customer conversations. Dan reveals his framework for evaluating early-stage opportunities, emphasizing founder qualities like tenacity and adaptability. He challenges conventional fundraising wisdom, advocating for raising capital aligned with value inflection points...

AI isn’t about replacing human effort—it’s about amplifying it. In this episode of Startup Stories from the Treehouse, Jonathan Mast, founder of White Beard Strategies, shares actionable strategies for entrepreneurs to leverage AI tools effectively. From using AI for content creation and market research to generating audience-focused insights, Jonathan highlights how AI enhances creativity while maintaining authenticity. He explains a four-step framework for writing effective prompts and emphasizes the importance of experimentation, iteration, and value-driven content. Jonathan’s personal journey shows how AI can even turn challenges like ADD into strengths.

AI is a tool to...

Startup Stories from the Treehouse takes you behind the glossy headlines of startup success. In this episode, host Todd sits down with Kyle York, founder of York IE and former Dyn CRO, to unpack the raw truths of entrepreneurship. Kyle challenges conventional startup wisdom, from the myth of stealth mode to the obsession with unicorn valuations. He shares insights on why market-first approaches trump product-first thinking, how vertical SaaS reshapes entrepreneurship, and why a $50M exit can be more valuable than a billion-dollar valuation. Whether you're a founder navigating your startup journey or an aspiring entrepreneur, this conversation offers...

Join us for an insightful conversation with Brian Tarble, VP of Products at Avid Exchange and former product leader at SAP and Concur. From his extensive experience across Oracle, SAP, and high-growth companies, Tarble unpacks the complexities of modern product development. He shares candid insights on navigating the messy reality behind seemingly simple frameworks, the power of problem validation, and why startups might have an edge over legacy companies in today's data landscape. Whether you're a founder building your first product or a seasoned product leader, this episode offers practical wisdom on balancing customer needs, leveraging AI effectively, and...

Should You Raise Angel Investment? A Contrarian View

In this eye-opening episode of Startup Stories from the Treehouse, Andrew Kazlow, CEO of PitchFact, challenges conventional wisdom about angel investing. Drawing from his extensive experience with angel networks and startups, Andrew boldly claims that most entrepreneurs shouldn't raise capital from angels.

Through the lens of his 'Angel Ops' framework, Andrew breaks down the hidden mechanics of angel networks, revealing why many founders waste months pursuing the wrong funding strategy. He shares practical insights on due diligence red flags, relationship building, and valuation pitfalls that could make...

In this episode, we dive deep into the startup world with David Hirschfeld, a seasoned entrepreneur who's worked with over 80 startups since 2007. David shares his counterintuitive yet powerful approach to launching successful products: sell before you build. Learn why most startups fail due to a lack of product-market fit and how shifting from visionary beliefs to a clinical, evidence-based mindset can save time, money, and effort. Discover the science behind niche discovery, the importance of urgency vs. cost in solving problems, and how modern prototyping tools enable rapid validation. Whether you're an aspiring founder or a seasoned entrepreneur, this...

Domain Expertise: The New Tech Superpower" challenges the traditional startup narrative. Join hosts Todd Gagne and Mike Vetter as they explore why 2025's most successful founders aren't CS graduates—they're industry veterans turning real-world expertise into breakthrough solutions.

Through candid conversations with founders and industry leaders, discover how nurses are revolutionizing healthcare scheduling, teachers are transforming education technology, and construction managers are redefining project management—all without coding backgrounds.

Learn how three critical shifts—specialized AI, reduced costs, and democratized distribution—have made 2025 the inflection point for domain expert founders. Each episode unpacks practical strategies, real-wor...

From sticky revenue to customer psychology - this episode unpacks 'The No Strategy Strategy' with business expert Paul Lemberg. Dive into why traditional upselling might hurt your SaaS growth, and discover how understanding deep customer desires can transform your retention rates.

Paul explains why most founders confuse churn analysis and shares counterintuitive approaches to building lasting customer relationships. Learn why your battle plan needs constant evolution and how to turn customer feedback into actionable growth strategies.

Perfect for SaaS founders tired of conventional wisdom and seeking fresh perspectives on sustainable growth. Get ready for straight-talking...

Join us as we dive into the wisdom of Raj Singh, co-founder of Concur and CEO of Accolade, on scaling startups into billion-dollar companies. With a track record of two major successes, Singh shares his four-pillar framework for sustainable growth: vision, culture, execution, and people development. Learn how to focus on customer problems, build a culture of ownership, drive accountability through clear objectives, and foster a team of curious, growth-minded individuals. Singh offers practical advice on articulating authentic values, making culture central to hiring, maintaining a flat structure, and encouraging constant learning. Whether you're a budding entrepreneur or a...

In this captivating episode of Startup Stories from the Treehouse, we dive deep into the entrepreneurial journey of Blas Moros. From building a massive 600+ book knowledge base to launching two innovative startups, Blas shares his unique approach to learning, networking, and execution. As your host, I was inspired by Blas's "no black box" mentality and his commitment to turning intellectual curiosity into tangible results. We explore five key takeaways that can benefit any aspiring entrepreneur, including becoming a learning machine, building a powerful network, and embracing the "minimum viable effort" approach. Blas's story is a testament to the power...

In this insightful episode of Startup Stories from the Treehouse, Aaron Seaholm, VP of Customer Success and Operations at Property Meld, shares his journey from military contractor to startup leader. Aaron reveals key strategies for startup success, including prioritizing people, embracing ambiguity, mastering customer success, and driving growth through segmentation and expansion. He emphasizes the importance of continuous learning, data-driven decision-making, and cultivating trust within teams. Aaron's experiences offer valuable lessons for entrepreneurs navigating the challenges of building and scaling a startup in today's fast-paced business environment.

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In this episode of Startup Stories from the Treehouse, Todd Gagne and Mike Vetter of Wildfire Labs share their insights from two years of running their software acceleration program. They discuss how their entrepreneur-first approach has guided their work, emphasizing the importance of deep customer understanding and strategic AI integration. The hosts explore the evolution of the VC model for niche markets and highlight the power of community in startup success. Drawing from real-world experiences, they offer practical advice on navigating challenges like fundraising, product development, and scaling. Whether you're a first-time founder or a seasoned entrepreneur, this episode...

Startup Stories from the Treehouse" brings you raw, unfiltered tales from the entrepreneurial frontlines. In this episode, we dive deep with Tom Conlon, founder of North Street Creative, as he unpacks 14 years of startup wisdom. Tom dishes out golden nuggets on niche domination, the art of delegation, and why financial literacy is your secret weapon. Learn how to build a dream team, implement a killer operating system, and why joining an entrepreneurial community might just save your sanity. Whether you're a wide-eyed newbie or a battle-scarred founder, Tom's insights will challenge your thinking and fuel your startup journey. From...

Integrating AI into Your Product Strategy: Key Takeaways for Startup Founders is a webinar we recorded for aspiring founders turn their ideas into revenue-generating startups in just 6 months. Hosted by experienced entrepreneurs Todd Gagne and Chris Grebisz.  From developing a clear product strategy to leveraging AI for global expansion, the podcast offers actionable insights and expert advice. Whether you're wrestling with funding challenges, pondering the right tech stack, or looking to scale your operations, this podcast episode provides the guidance you need.  

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In this episode of The Treehouse podcast, host Todd Gagne sits down with Andy Jorgensen to explore the transformative potential of artificial intelligence (AI) for startups. They discuss innovative AI use cases across various industries, the importance of prompt engineering skills, and fostering creativity in AI utilization. The conversation also touches on building trust and transparency in AI applications and staying ahead of the latest trends and developments. Listeners will gain valuable insights and actionable steps to harness AI for driving innovation and growth in their startups. If you're a software founder looking to turn your idea into a...

This week on Startup Stories from the Treehouse, we chat with Bo Abrams, co-founder and CEO of Kommu—a trust-based home-sharing and travel network. Bo’s entrepreneurial journey began with a personal challenge: balancing travel costs while renting. His experiences led to the creation of Kommu, which allows users to share homes with trusted connections. Despite early setbacks in his academic pursuits, Bo's perseverance and innovative thinking turned a problem into a thriving business. Tune in to hear Bo’s insights on identifying real problems, iterating solutions, and taking decisive action. This episode is a must-listen for aspiring entrepreneurs seekin...

Embark on a journey of entrepreneurial wisdom with seasoned founder Michael Zuercher in this week's podcast episode. From launching his first startup as a 19-year-old to leading a company with hundreds of employees, Michael shares invaluable insights and lessons learned along the way.

Discover the power of embracing the learning curve, as Michael dives into his early days of entrepreneurship and the importance of continuous growth. Explore the evolution of communication in a growing company, from organic interactions to intentional strategies for remote teams.

Learn the art of ruthless prioritization and focusing on what truly...

During Todd’s conversation with Matt Eberhart - CEO at Query.ai - the theme of fingerprints kept coming up. But it wasn’t the fingerprints of criminals he was gathering, it was something else.

But I’m getting ahead of myself. Matt Eberhart began his career as a cybersecurity analyst for a large Managed Security Service Provider (MSSP). From there Matt went from technical work to team leadership to sales/marketing leadership, then eventually into leadership roles in a number of startups. That led Matt to the CEO role at Query.ai, a federated search company that i...

During my podcast conversation with Logan Hughes, his journey unfolded as a compelling narrative of transition, determination, and insight into the essence of entrepreneurship in the digital age.

Key Takeaways:

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In our latest episode of Startup Stories from the Treehouse podcast, I had the honor of speaking with Jim Malpede, a Go-To-Market expert in the software sales space with an impressive track record at companies like Taleo and SAP Concur. Jim talked about his professional journey, sharing insights that are gold for anyone at the helm of a startup. His experiences laid bare the foundational elements of sales strategy, market assessment, and the nuanced art of leadership in the startup ecosystem.

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In this highly anticipated episode, Badlands Capital CEO Blaine Crissman offered some wisdom, reminding us of the often neglected factors shaping startup success. In this podcast you'll get the following key takaways:

1. Growth Is Nothing Without Time

2. Don't Mess Up the Equity Pie

3. Where in the Investor's Fund are You?

These snippets from Blaine's interview offer a taste of the real-world wisdom packed into the full podcast. He's a testament to the fact that startup success isn't just about having a great idea – it's about timing, structuring deals thoughtfully, and understanding th...

In the first episode from Season 2 you'll hear from VC, angel investors and startup CEO's about how to raise and manage capital in today's difficult environment. You'll hear investor and startup CEO perspectives on the outlook in the next few years and how you can best position your startup to thrive in this environment.

Panelists:

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Mike & Todd share their top 10 takeaways from season 1 of Wildfire Tales from entrepreneurs and investors on the show in 2023. The episode begins with a story of a startup founder interviewing over 200 co-founders and why, and ends with why Flearning is key to survive and thrive your startup. Don't miss this final episode of season 1, and learn what we have planned for season 2! 

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Subscribe to the Wildfire Labs Substack for podcast summaries and more insight on building a tech startup. Duration: 00:50:01

In this exciting episode you'll learn how Brigit went on a lifechanging trip to Costa Rica and stumbled upon a need for sustainable clothing. She turned that discovery into a startup rethinks thrifting and 2nd hand clothes. In this podcast she shares key lessons along the way and how they got to thousands of active users.

Ready to launch a startup? Download the Wildfire Tales pitch deck template: https://wildfirelabs.io/download-pitch-deck

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Wildfire Tales goes live at Innovation Expo 2023 with our entrepreneur panel. Hear from Wildfire co-founder Mike Vetter and 4 Wildfire startups:

Join in for our session at this year's event!

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Jake Joraanstad started out building a services business that consistently lost money. From those difficult beginnings Jake and his team learned about the power of finding a niche and creating value in the industry in their backyard - agriculture. Today Bushel serves more than 100,000 farmers across the nation, and is one of the leading ag tech providers.

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Matt Paulson shares his experience building MarketBeat from the ground up to a $25 million business, his VC fund, and his experiences building entrepreneurial ecosystems. MarketBeat has only 13 employees, which is incredible considering his revenue rate and growth. Matt also shares what his VC fund is looking for and his effort building an entrepreneurial ecosystem in Sioux Falls, SD. 

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Eric grew up on a rural North Dakota farm starting his career as a crop duster. From there he spent time spent managing restaurants and then got into real estate investing and managing assisted living centers. Eric now invests in tech companies and helps new startups get prepared for capital at Wildfire Labs. In this episode you'll learn key lessons learned and how important people are to success. Eric also covers how being mentored and mentoring have played a huge role in his life, and how making tough decisions to balance work and home life has helped him grow.<...

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Subscribe to the Wildfire Labs Substack for podcast summaries and more insight on building a tech startup.

Get instant access to all of our podcast transcripts here: https://wildfirelabs.io/get-podcast-transcripts

Subscribe to the Wildfire Labs Substack for podcast summaries and more insight on building a tech startup.

Get instant access to all of our podcast transcripts here: https://wildfirelabs.io/get-podcast-transcripts

Subscribe to the Wildfire Labs Substack for podcast summaries and more insight on building a tech startup.

Get instant access to all of our podcast transcripts here: https://wildfirelabs.io/get-podcast-transcripts

Subscribe to the Wildfire Labs Substack for podcast summaries and more insight on building a tech startup.

Get instant access to all of our podcast transcripts here: https://wildfirelabs.io/get-podcast-transcripts

Subscribe to the Wildfire Labs Substack for podcast summaries and more insight on building a tech startup.

Get instant access to all of our podcast transcripts here: https://wildfirelabs.io/get-podcast-transcripts

Subscribe to the Wildfire Labs Substack for podcast summaries and more insight on building a tech startup.

Get instant access to all of our podcast transcripts here: https://wildfirelabs.io/get-podcast-transcripts

Subscribe to the Wildfire Labs Substack for podcast summaries and more insight on building a tech startup.