Building a B2B company is hard.
Doing it alone is harder.
A private peer group for founders building B2B companies from early traction to $10M+ ARR.
Bring the decisions you're wrestling with. Get candid feedback from founders dealing with the same things.
$99/month if accepted · Cancel anytime · 7-day refund
- Monthly Founder SessionsLive working calls on the decisions you're stuck on.
- Founder Hot SeatsPut your company on the table for direct feedback.
- Private SlackA backchannel of operators between sessions, always on.
- 25 founding membersA capped room. You'll actually know everyone in it.
- 20+ yrsBuilding B2B software companies
- $5M ARRGroove, bootstrapped
- $15MBantam Live, acquired
- 125K+Founders on my newsletter
I'm building the room I wish I had.
I've spent the last 20 years building B2B software companies.
And one thing hasn't changed.
The hardest part isn't finding more information.
It's making decisions when there isn't an obvious answer.
- Should we raise prices?
- Is it time to hire a VP of Sales?
- Do we move upmarket?
- Why did growth suddenly stall?
- Should we raise money or stay bootstrapped?
- Is this person the wrong hire or am I the problem?
- How much should we actually be spending on marketing?
- Are we building the wrong product?
You can read another blog post.
Ask ChatGPT.
Listen to another podcast.
But sometimes what you really need is a handful of smart founders who understand the situation, ask the right questions, and tell you what they would do.
That's why I'm starting The B2B Founder Room.
Real companies. Real numbers. Real decisions.
This isn't a place to talk about entrepreneurship.
It's a place to talk about your company.
Bring the thing you're actually trying to figure out this week.
GTM
Founder-led sales, outbound, PLG, marketing, positioning, channels and building a repeatable growth engine.
Product
What to build, what to kill, customer feedback, AI, moving upmarket and where to place your next big bet.
Pricing
Packaging, raising prices, usage-based pricing, enterprise contracts and figuring out what customers will actually pay for.
Hiring
When to hire, who to hire, executives vs. ICs, compensation, firing and avoiding expensive mistakes.
Growth
Breaking through plateaus, retention, churn, expansion and getting from your first $1M to your next $10M.
Founder stuff
Cash. Burnout. Co-founders. Acquisitions. Fundraising. Selling. Competition. And all the decisions that are difficult to talk about publicly.
Bring one problem.
We'll work through it together.
Every Founder Session revolves around real decisions from people in the room.
A founder gets the hot seat.
They give us the context.
- Here's the company.
- Here's the numbers.
- Here's what we've tried.
- Here's the decision I'm trying to make.
We ask questions.
Challenge assumptions.
Share similar experiences.
Debate the options.
- Context
- Questions
- Debate
- Decision
The goal isn't to give you 50 opinions.
It's to help you walk away knowing what you're going to do next.
I've made a lot of these decisions before.
I'm Alex Turnbull.
I've been building B2B software companies for more than 20 years.
I've bootstrapped companies, sold companies, bought companies, hired great people, hired the wrong people, watched growth explode, watched it stall, changed pricing, changed GTM strategies and made more expensive mistakes than I'd like to admit.
And I'm still doing it.
$15M exit
I built BantamLive with a team of 10 and sold the company to Constant Contact for $15 million.
Bootstrapped to $5M ARR
I started Groove from scratch and bootstrapped it to $5M in recurring revenue.
Still in the arena
Today I'm building Helply, an AI-native customer support platform, and working through many of the same product, hiring and GTM decisions as everyone else.
20+ years building
I've spent two decades building B2B software companies through multiple markets, products and technology shifts.
I don't have every answer.
That's actually the point.
I want a room where experienced founders can put their heads together when one of us is facing something hard.
I'm starting with 25 founders.
Not 2,500.
I don't want to build another giant founder community.
I don't want hundreds of Slack channels.
I don't want constant self-promotion.
And I definitely don't want a room full of people trying to sell something to everyone else.
I'm starting with 25 founding members.
Founders who are actively building B2B companies and are willing to talk candidly about what's actually happening inside them.
The good stuff. The bad stuff. And the stuff you would never post on LinkedIn.
You should probably apply if…
- You’re the founder, co-founder or CEO of a B2B company.
- You’ve gotten beyond the idea stage and have real customers.
- You’re somewhere between early traction and roughly $10M+ in revenue.
- You’re dealing with questions around growth, product, pricing, hiring, sales or GTM.
- You want feedback from people who understand what it’s like to have your name on the cap table.
- And you’re willing to contribute when another founder needs help.
Bootstrapped? Great. VC-backed? Great.
B2B SaaS, AI, software or tech-enabled? You're probably going to fit right in.
This isn't for everyone…
- Aspiring foundersIf you're still trying to decide what company to start, there are better communities for you.
- Consultants and agencies looking for clientsThis is a founder room, not a prospecting channel.
- Investors looking for deal flowFounders need to be able to speak openly without wondering who's evaluating them.
- People who only want adviceThe room works when everyone contributes.
- Self-promotersIf every conversation eventually becomes about your product, this won't be a good fit.
Everything is designed around making better decisions.
Monthly Founder Sessions
Live sessions where we work through the biggest issues founders in the room are facing.
Founder Hot Seats
Bring a specific decision and let the room tear into it with you.
Private Slack
Ask questions when they happen instead of waiting until the next session.
Direct access to me
I'll be active in the room, participating in discussions and sharing what I've learned from building B2B companies for 20+ years.
A serious peer group
The real value isn't another piece of content. It's knowing 24 other founders you can call on when something gets difficult.
Give as much as you take.
The B2B Founder Room only works if the people inside it participate.
- Ask questions.
- Share numbers.
- Talk about what failed.
- Make introductions when they're useful.
- Tell someone when you think they’re making a mistake.
- Help another founder solve something you've already been through.
The goal isn't networking.
The goal is to make each other's companies better.
How to get in.
Apply
Tell me who you are, what you're building, your stage and what you're hoping to get from the room. The application should take less than five minutes.
I'll review it
I'm personally reviewing the first applications. I'm looking for active B2B founders who will both get value from the room and add value to it.
Join the room
If it's a fit, you'll get an invitation to become one of the 25 founding members. Membership is $99/month. Then you're in.
Be one of the first 25.
I'm opening The B2B Founder Room with just 25 founding spots.
Keep your founding rate for as long as you remain a member.
Cancel anytime.
If you join and decide it's not useful, email me within your first 7 days and I'll refund your first payment.
No hoops.
25 founding spots. No countdown timer. No fake application counter.
Questions.
Founders, co-founders and CEOs actively building B2B companies. The sweet spot is founders who have real customers and are working through the challenges of building and scaling from early traction toward $10M+ in revenue.
No. Revenue isn't a hard qualification. What's more important is that you're beyond simply thinking about starting a company and are dealing with real customers, real numbers and real operating decisions.
Because the people are the product.
I'm intentionally starting with a small group of founders who I think will both get value from the room and contribute something back.
This isn't about exclusivity for the sake of exclusivity. It's about building a useful room.
No. SaaS, AI and software companies will naturally make up a lot of the room, but it's for B2B founders more broadly.
We work through real issues submitted by founders in the room.
That could mean tearing apart someone's pricing, talking through a growth problem or helping someone decide whether to make a major strategic change.
We'll have a live Founder Session every month, with conversations continuing in Slack between sessions.
Yes. I'm not licensing my name to a community and disappearing. I'll participate in the sessions and be active in the room.
But this isn't 1:1 consulting. The point is to get the collective experience of the founders in the room.
No. Talking about your company is obviously encouraged. Prospecting other members isn’t.
Because I want to get the room right before making it bigger. I want the first members to know each other, participate and help shape what The B2B Founder Room becomes.
I'll close founding membership. We may open additional spots later, but the founding $99/month rate will only be available to the original group.
Anytime.
Yes. If you join and don't think the room is useful, email me within 7 days and I'll refund your first payment.
You don't need another founder podcast.
You need founders you can actually talk to.
Bring the problem you can't stop thinking about.
There's a good chance someone in the room has been there before.
25 founding spots · $99/month if accepted