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Starting a business from scratch is no easy feat. It’s a rollercoaster of highs, lows, and constant learning. For Sneha Saigal, founder of Peaks and Experts, a PR platform designed for startups and small businesses, the journey has been one of adaptability, resilience, and listening closely to what customers truly need.
In a recent conversation with Prateek Mathur, Sneha shared her unique approach to growing a business in a competitive landscape, the importance of pivoting when things aren’t working, and how she navigated the ups and downs of entrepreneurship.
Below are the key takeaways from her journey that can help other founders understand the value of pivoting, customer feedback, and building relationships for long-term success.
Pivoting: The Key to Finding Product-Market Fit
For many startups, finding the right product-market fit is one of the most challenging aspects of growth. Sneha admits that her business journey started with trial and error.
At one point, she realized that the initial model they had built wasn’t resonating with their target customers. This led to a crucial pivot.
"Pivoting is scary," Sneha shared. "It just feels like, my God, how many times are we going to keep doing this trial and error? Is it ever going to click?"
But for Sneha, pivoting wasn’t about abandoning her idea. It was about responding to real-time customer feedback.
By listening closely to what founders and business owners were asking for, she was able to tweak her services to better meet their needs.
Instead of pushing a solution onto the market, Sneha focused on a "pull" approach — creating services that customers were actively seeking. She engaged with customers via platforms like LinkedIn and Slack, sending direct messages and holding informational chats to understand their pain points.
This "pull" strategy allowed her to attract her first customers by providing exactly what they needed.
Inbound vs. Outbound: Building a Balanced Sales Strategy
When it comes to sales, startups often rely on a mix of inbound and outbound strategies. Sneha explained that in the early days, they experimented with a "push" model—actively reaching out to prospects. However, as they learned more about their customers, they shifted toward a "pull" strategy, where satisfied clients would refer others.
“At this stage, the inbound game is something we’re actively working on,” Sneha said. "We focus on partnerships with venture funds and entrepreneurial networks to build trust and establish relationships. And we rely heavily on referrals — let your satisfied clients be your marketing engine.”
For outbound efforts, Sneha focused on founder-led sales. She participated in events, meetups, and conversations to put herself and her business out there.
According to Sneha, if you aren’t actively speaking about your services, someone else probably will be — and that can put you at a disadvantage. Building relationships through outreach and constant engagement has been an essential part of their growth strategy.
The Importance of Customer Feedback and Niche Targeting
In the early stages, Sneha’s company had a broad offering, but she soon realized that trying to serve everyone was only diluting their impact. She made the decision to niche down, focusing on a specific vertical and tailoring services to meet the unique needs of that target audience.
While it felt like they might be leaving money on the table, Sneha now sees that this narrow focus helped her stand out in a crowded market.
"Being afraid to niche down was one of the biggest mistakes I made in the beginning," Sneha reflected. "I thought we had to be the platform for all founders to find all types of services. But by narrowing our focus, we’ve been able to truly build specialized solutions that work."
Focusing on a specific target market allowed Sneha to build credibility and showcase expertise. It also helped her gain early success stories, which are now key assets in attracting more customers.
Building Relationships and Adding Value in the Sales Process
One of the most insightful parts of the conversation was when Sneha shared her thoughts on relationship building.
She stressed the importance of adding value even before the sale happens.
Whether it’s sending useful business opportunities, awards, or content, staying top of mind and providing value to prospects is crucial for building trust.
Outbound efforts, while important, should always be accompanied by this deeper level of engagement. It’s not just about cold-pitching a product or service but about building lasting relationships that extend beyond a single transaction.
"A lot of sales cycles are long," Sneha explained. "But by providing value, even in small ways, you keep the door open for future conversations."
Learning from Mistakes: Pivot, Upsell, and Don’t Be Afraid to Fail
Mistakes are inevitable, but they’re also one of the best learning opportunities for founders. Sneha shared that one of her biggest regrets was waiting too long to pivot. She was initially hesitant to change the business model and admit that the first iteration of her company wasn’t working.
But after she embraced the pivot and rebranded, everything started to click.
Another mistake she made was waiting too long to upsell. In the early stages, Sneha focused too much on offering a single product at a set price point, thinking that was all her customers needed. But as she expanded her offering and catered to a wider range of budgets, she saw more opportunities open up.
As Sneha advises, "You're never really ready. Don’t wait for the perfect moment — just take the leap."
To dive deeper into Sneha’s experiences and hear how staying flexible and focused on long-term goals can drive success, tune in to our full podcast episode.
Managing Mental Health as a Founder: Setting Boundaries and Finding Balance
While entrepreneurship is exciting, it can also be mentally taxing. Sneha discussed the importance of setting boundaries to maintain mental health. "It’s easy to get stuck in this cycle of working nonstop," she said. "But I’ve learned that taking time for yourself is essential to keeping your mind clear and your business thriving."
For Sneha, finding joy outside of work is crucial. Whether it’s reading a good book, getting a workout in, or spending time with loved ones, she makes a conscious effort to balance the stress of running a business with activities that recharge her.
Connecting with other founders through communities like Slack or support groups also helps her stay grounded.
The Future of Peaks and Experts: Building a Product for Scalable Growth
Looking ahead, Sneha is focused on scaling her business and developing a product that will streamline the process of connecting startups with PR specialists. While they’ve built a marketplace, managing it manually has been challenging.
The goal is to automate the matching process, allowing the business to grow without the operational strain.
Sneha envisions a future where their platform has the same broad reach as a marketplace but with a more efficient, automated backend that delivers the right services to the right clients seamlessly.
Conclusion: The Power of Adaptability and Resilience
Sneha’s story is a testament to the power of adaptability, resilience, and customer-centric thinking in business.
From pivoting to building relationships and finding balance, Sneha has shown how staying flexible and open to change can lead to success.
For founders and entrepreneurs looking to build their businesses, her experience offers valuable lessons in listening to customers, focusing on the long-term, and embracing both the highs and lows of the startup journey.
