Brice Englert on How TradePending Scaled: Pricing, Sales, and Growing the TAM | PART 2 of 2
In Part 2 of the conversation with Brice Englert, we move from origin story to execution and scale. We cover:
- Pricing without overthinking: how TradePending set pricing before having perfect data
- Sales-first growth: building an outside sales motion that paid for itself quickly
- Scaling with discipline: reaching profitability fast and choosing when to reinvest
- Private equity, from the founder’s seat: rolling equity, staying on, and navigating majority ownership
- Growing TAM over time: expanding the product surface area instead of chasing a massive TAM upfront
- What’s next: stepping aside as CEO, staying on the board, and gearing up for the next auto tech company
Brice’s story is a masterclass in building a durable SaaS company without shortcuts, staying close to customers, making practical decisions early, and expanding only when the foundation could support it. Part 2 shows what happens when disciplined execution meets long-term thinking.
Where to Find Brice Englert:
TradePending: https://tradepending.com
Where to Find Scot Wingo:
Tweener Times: https://www.tweenertimes.com/
Timestamps:
05:10 – Starting TradePending and early engineering decisions
06:20 – Finding the first lead engineer
06:55 – First product build and rapid time to market
07:25 – SaaS business model and early monetization
08:55 – Pricing strategy and premium positioning
09:45 – Why pricing doesn’t need to be perfect early
10:25 – Sales-led growth and early break-even
11:55 – Refining the sales motion and deployment speed
12:00 – Launching second and third products
13:05 – Reaching meaningful scale and revenue milestones
13:25 – Deciding to explore growth and exit options
14:00 – Choosing a majority private equity partner
15:55 – Staying on post-deal and rolling equity
17:05 – Working with PE and scaling responsibly
18:10 – Acquisitions and expanding the platform
19:30 – Stepping aside as CEO and planning the next chapter
21:00 – Lessons on leverage, risk, and capital structure
22:10 – Using AI tools to build the next company
23:30 – Teasing the next startup
24:10 – Reflections on TAM and long-term growth
26:00 – How TAM expands through customer-led innovation
28:05 – Final takeaways and closing thoughts
06:20 – Finding the first lead engineer
06:55 – First product build and rapid time to market
07:25 – SaaS business model and early monetization
08:55 – Pricing strategy and premium positioning
09:45 – Why pricing doesn’t need to be perfect early
10:25 – Sales-led growth and early break-even
11:55 – Refining the sales motion and deployment speed
12:00 – Launching second and third products
13:05 – Reaching meaningful scale and revenue milestones
13:25 – Deciding to explore growth and exit options
14:00 – Choosing a majority private equity partner
15:55 – Staying on post-deal and rolling equity
17:05 – Working with PE and scaling responsibly
18:10 – Acquisitions and expanding the platform
19:30 – Stepping aside as CEO and planning the next chapter
21:00 – Lessons on leverage, risk, and capital structure
22:10 – Using AI tools to build the next company
23:30 – Teasing the next startup
24:10 – Reflections on TAM and long-term growth
26:00 – How TAM expands through customer-led innovation
28:05 – Final takeaways and closing thoughts
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This episode of Triangle Tweener Talks is hosted by Scot Wingo, presented and produced by Triangle Tweener Fund, with creative assets and design support from Walk West.
We couldn’t share posts like this without our amazing sponsors:
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