How Two Founders Turned a Simple Idea Into an Award-Winning SaaS Business
Quotient App
Client: Nathan and Dale, Co-founders of Quotient
Industry: SaaS (Software as a Service) – Online Quoting Software
Business Size: Small, scrappy startup with big ambitions
The Problem
Nathan and Dale had something special on their hands—super-intuitive, powerful online quoting software that made it easy for businesses to impress prospects and win new clients.
They had a great product. A dedicated team. And solid support. But they were stuck.
They were protective of their marketing approach (understandably so), but they knew they needed to go to the next level. Other than slow and steady, they didn’t know how.
What was at stake?
Growth. Market position. And the ability to scale without losing the personality and authenticity that made Quotient special in the first place.
They needed a fresh perspective. Someone who could help them sharpen their strategy, clarify their messaging, and take their brand to the next level—without losing what made them them.
What Made The Difference?
We shared the same office space for a time, which meant we had way more strategic conversations than you’d normally get in a typical client relationship.
I loved what they were doing. So much so that I even joined them at a QuickBooks conference in San Jose (San Francisco) and manned one of their stands just to get closer to their customers.
Why?
Because I believe everything starts and ends with the customer.
I wanted to understand their customers’ struggles from the coalface. Hear their pain points. See what made them tick. And use those insights to shape everything we did together.
The key insight:
Quotient wasn’t just selling software. They were giving businesses a better way to say yes to new business. A way to make a killer first impression with every quote they sent.
That became the foundation of everything.
Why Nathan and Dal were my perfect clients:
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They had a great product and a dedicated team
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They were open to collaboration and willing to trust the process
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They gave me quality access to the business and the customers
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They were scrappy, smart, and ready to do the work
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They are cool guys and we vibed together well.
And that made all the difference.
The Solution
What We Did
Phase 1: Research & Customer Knowledge
- A lot of relaxed, impromptu strategic discussions over the course of several months
- Attended a major international trade show in the U.S. to understand their customers firsthand
- Gathered insights directly from the coalface to inform strategy and messaging.
Phase 2: Website Architecture & Sales Funnels
- Provided strategic input on the site’s structure
- Helped design sales funnels that converted visitors into loyal customers.
Phase 3: Brand Strategy Upgrade
- Consulted on overall strategy
- Upgraded and sharpened their Brand Strategy to reflect their unique position in the market.
Phase 4: Copywriting & Messaging
Wrote copy for:
- New website
- Blog posts and authority articles
- Award entries
- Customer onboarding sequences
- Video content
- Emails, PR, and social media posts.
The Big Idea
“The Better Way to Say Yes to New Business.”
With a highly dedicated team, an excellent SaaS product backed by great support, Quotient created a much easier way to impress prospects and start new relationships.
And we made sure the world knew it.
The Transformation
Business Growth:
Quotient went from strength to strength, significantly adding to their loyal customer base every single day.
Industry Recognition:
- 2 years after launching: Named a Xero Rising Star business
- 4 years after launching: Awarded the Deloitte Fast 50 Rising Star award.
Customer Love:
One of their customers even said:
“If these guys brewed beer it would probably be the best beer in the world.”
Long-Term Partnership:
Working with Quotient reaffirmed how much I love working with SaaS, Tech, and Fintech businesses—especially when I have quality access to the founders.
What Nathan Said:
“With his valuable ideas, Will has become a go-to confidant and an integral part of our team.
Will has spent a lot of time understanding our business as well as bouncing ideas and strategies we could implement. He helped shape our brand voice and his copywriting approach has added real personality to our communications, including our website, emails and blog.
Will is a genuine, caring and hardworking person who wants the best for his clients. If you have the opportunity to work with Will, jump at it. He is insightful and once he understands your business and its objectives, will be your biggest advocate.”
The Lesson
This is what’s possible when founders recognise the need for a fresh perspective, trust the strategic process, and commit to doing the work.
Nathan and Dale didn’t just get better strategies and copy—they got clarity, confidence, and a business that won awards and built a loyal customer base that continues to rave about them.
Ready to Move from Friction to Flow?
Whether you need an overhaul of your messaging, a single landing page, or a complete brand strategy, book a 15-minute call and let’s see if we’re a good fit. No pressure. No sales pitch. Just a conversation about your business and whether I’m the right person to help you.
