Back in 2012, the tech industry was exploding with applications and devices that offered businesses and people huge improvements in workflow and reach. The iPad for business was new. Cloud-based solutions were gaining acceptance. And SaaS was the norm for scaling usage.
At that time, I was working as a consultant for a software development company focusing on a time management app. But along the way, I discovered something unexpected. The company had built a special application for a medical device company called App Data Room.
This odd-named product was a game-changer. It was a mobile app that organized digital marketing and sales materials in the cloud, making them easily accessible for salespeople outside their offices and with customers.
What struck me most was its simplicity. It needed little support, and the clients loved it. I immediately saw this product’s potential value to B2B sales organizations.
So, in 2013, I proposed spinning off App Data Room as a stand-alone company, and that’s exactly what we did. Alongside my co-founder Scott Olson, a talented software engineer with a keen ear for customer needs, we bootstrapped the business with revenue from early sales.
Scaling and Expanding
As we grew, I realized that our real value wasn’t just in storing sales content—it was in bridging the gap between marketing and sales. Companies like Caterpillar, Toro, Graco, and Bobcat adopted our platform to connect and support their dealers.
At the same time, the app provided critical feedback to marketing teams about what materials were driving customer engagement. Toro loved how they could identify which digital assets were being used and which ones to discontinue.
In 2016, we rebranded to Modus, a name inspired by the Latin word for “how things get done.” Our logo symbolized the connection between people, which was the heart of our mission. We carved out a niche serving medical device and construction equipment manufacturers.
While we were relatively small in the sales enablement market, we made a real impact with our clients. Even though some of our competitors had deeper pockets, our customers valued our responsiveness and commitment to their success.
Eventually, in 2023, we were acquired by Bigtincan, and the Modus product was merged into their platform. Their clients now leverage a solution with integrated AI, coaching, and a centralized content hub.
Looking back, I’ve gained some valuable insights.
Lessons from Modus
- Bootstrapping is noble, but capital fuels growth. Had we been allowed to raise capital at the start, we could have scaled faster and expanded our market presence more aggressively.
- Culture eats strategy for breakfast. Having a strong company culture is just as crucial as having a great product.
- Never stop learning. The best leaders and teams continuously evolve.
- Be wary of hiring industry “rock stars.” Focus on competence and credibility instead. Those who come from larger companies will not understand the start-up culture.
- Love your customers. Get to know their business as well as they do. Be a trusted advisor, not just a vendor.
- Take care of your people. Treat them like family.
Leading Modus was an incredible journey, full of successes and mistakes that shaped my perspective on business. If you’ve visited my website, you know I’m a Peter Drucker fan. Here is my take on what he might say in summary about this article:
In the end, the businesses that thrive aren’t necessarily the best funded but the ones that stay curious, adaptable, and relentlessly focused on delivering value to their customers.
What are your experiences with start-up companies? What have you learned?