Unconventional Growth Strategies for Software Startups

Imagine embarking on a journey where the well-trodden path is not the one you choose to follow. 

In the software startup space, the traditional roadmap to growth is often paved with investor funding, achievement of milestones set by investors, and subsequent rounds of funding. 

Yet, what if there was another way? A less conventional, but potentially equally rewarding path? 

Drawing on our own experiences in the laboratory information system (LIS software) industry, we've discovered that alternative routes can indeed lead to lasting success, and these paths are ripe for exploration.

Discover More: LigoLab - Shaping the Future of Clinical Labs & Pathology Groups

The Customer-Centric Approach to Laboratory Information Systems Funding

In the LIS software startup space, the traditional route often involves securing investor funding. However, there's an alternative approach that can offer unique benefits, particularly for LIS software vendors that have a strong customer base and a product or service that can generate anticipation and trust. 

This approach, which we at LigoLab adopted, is customer funding.

Unlike investor funding, customer funding involves securing financial support directly from your customers. This can be achieved by offering pre-orders, subscriptions, or memberships. In our case, we leveraged our reputation and relationships within the clinical laboratory industry to strike deals with labs. They believed in our pathology lab software vision and committed to paying monthly LIS system fees a full year in advance.

Discover More: Navigating the Future of Pathology - The LigoLab Advantage

This approach may not be suitable for every business, but for those who can make it work, the benefits are significant. 

Here are key takeaways for entrepreneurs considering this path:

• Customer Accountability: With customer funding, you're accountable to your customers from day one. This can lead to a stronger focus on customer needs and a product or service that truly serves their needs.
• Freedom to Innovate: Without the pressure of investor expectations, you have more freedom to innovate and take risks. This can lead to more unique and disruptive products or services.
• Financial Stability: Customer funding creates both a reliable revenue stream that supports sustainable business growth and minimizes reliance on debt or equity financing, helping preserve ownership and control.
• Market Validation: If customers are willing to pay for your product or service before it's even available, it's a strong sign that there's a market demand for what you're offering. This can be a powerful form of market validation.

Discover More: How to Prepare for Tomorrow’s Tech-Enabled Clinical Lab

The Power of Perseverance, Vision, and Deep Customer Understanding

The entrepreneurial journey is filled with twists and turns, challenges and triumphs. 

However, with perseverance, a clear vision, and a deep understanding of your customers' needs, you can successfully navigate this journey.

• Perseverance in the Face of Challenges: The early years of any startup are often full of challenges. In our case, we had to live off our savings for the first three years, investing our time and effort into the LIS systems business with no immediate return. Perseverance is a crucial trait for any entrepreneur. It's about staying the course even when the going gets tough and believing in your ability to succeed.
• Vision as a Guiding Light: Having a clear and compelling vision is essential for any business. It serves as a guiding light, providing direction and purpose. For us, it was building the most comprehensive and flexible lab information system and establishing true partnerships with our customers.
• Deep Customer Understanding for Continuous Innovation: Working closely with customers to understand their needs is key. It's sometimes necessary to think beyond what a customer is asking for and get to the root of their needs. This deep understanding allows for continual adaptation and innovation.

Discover More: What You Need to Know Before Contracting with a Laboratory Information System (LIS) Company

Adapting to Change: The Impact of COVID-19 on Laboratory Information System Companies

The COVID-19 pandemic was a global disruptor, affecting all sectors and industries, including all laboratory information system companies. 

For us at LigoLab, the pandemic was a significant test of our adaptability and scalability. But it also provided valuable lessons on the importance of agility, resilience, and customer-centricity in times of crisis.

• Agility in Response to Rapid Change: The pandemic brought about rapid changes in the needs of medical laboratories. There was a surge in testing volumes and a shift to direct-to-consumer lab testing. In response, we had to pivot quickly and develop a product called TestDirectly (TestDirectly.com), demonstrating the importance of business agility.
• Resilience Amidst Challenges: Building a resilient business that can withstand shocks and disruptions is crucial.
• Customer-Centricity in Crisis Response: Putting customers at the heart of everything you do is key, especially in times of crisis. This customer-centric approach to crisis response helped us strengthen our relationships with our LIS lab customers.

Discover More: Pathology Lab Software Support & Training

Tips for Software Companies Facing This Funding Decision

Looking ahead, understanding the market, building relationships with customers, growing the team, and continually innovating are crucial for the success of any software company

A customer-centric approach to funding, commitment to understanding customer needs, and willingness to adapt and innovate are key principles that can guide growth strategies for software startups. These principles are not exclusive to an LIS company and can be adopted by any entrepreneur looking to build and grow a successful software startup.

Why Customer Funding was the Best Option for LigoLab

After careful consideration of the options in front of us, we decided that customer funding (also known as bootstrapping) aligned best with our vision and goals. It wasn’t always easy, and here’s a quick look back for anyone interested in learning how our LIS software enterprise launched. 

Discover More: The Genesis of LigoLab - How It All Began

Now two decades later, that first big decision continues to loom large, serving as a daily reminder that our success as a LIS systems company is directly connected to our laser focus on our pathology lab management/LIS software customers. 

What started as a risky venture in a garage has blossomed into a thriving laboratory information system software enterprise, one that takes the time to understand the market and continually enhances its LIS lab products and services to help customers future-proof their medical LIS and laboratory revenue cycle management (lab RCM) operations to grow quickly and efficiently.

Discover More: LigoLab’s LIS Medical LIS & Lab RCM Solutions Overview 

About the Author

For nearly two decades, Suren Avunjian has served as CEO of LigoLab, guiding the company’s growth and operations while shaping the future of laboratory informatics. A recognized thought leader in both the software and medical lab industries, Avunjian frequently contributes expert insights and advocates for innovation that drives efficiency, accuracy, and patient care.

Under his leadership, LigoLab has built a best-in-class team dedicated to developing advanced laboratory information systems (LIS) and modern laboratory billing solutions that empower labs nationwide.

Additional Thought Leadership

Avunjian has also contributed to the Forbes Business Council, sharing perspectives on technology, strategy, and healthcare innovation. A sampling of his articles is listed below. 

• The Costs Associated With Not Upgrading To Modern Software Systems
• How To Choose The Best Software Strategy For Your Business
• Enhancing Patient Care With Electronic Health Records And Laboratory Information Systems
• Reducing Medical Waste And Cost With Just-In-Time Testing
• The Impact Of Current Technology On The Future Of Medical Laboratories