Monaco's strategy is to be purpose-built for early-stage startups. This allows them to bundle multiple tools into a simpler, more intuitive platform. They avoid the deep but complex functionality of incumbents like Salesforce, which often works against smaller companies that need speed and simplicity, not feature bloat.
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Conventional wisdom suggests attacking an incumbent's weak points. Serval did the opposite with ServiceNow, targeting its core strength: configurability. By using AI to make customization drastically faster and easier, they offered a superior version of the feature that locks customers in, creating a compelling reason to switch.
Startups often fail to displace incumbents because they become successful 'point solutions' and get acquired. The harder path to a much larger outcome is to build the entire integrated stack from the start, but initially serve a simpler, down-market customer segment before moving up.
Horizontal SaaS companies fracture their customer knowledge across diverse industries, forcing generic messaging. Vertical SaaS companies build compounding knowledge with each customer within a niche. This leads to deeper insights, stronger competitive secrets, and more effective, specific messaging over time.
In the previous SaaS era, emulating giants like Salesforce was a common but flawed strategy for startups. In the new AI era, there is no playbook at all, forcing founders to rethink go-to-market strategies from first principles rather than copying incumbents.
Instead of starting from scratch on AWS or GCP, founders building niche vertical applications can leverage a PaaS like Salesforce. This provides pre-built enterprise-grade infrastructure, security, and data models, offering a significant head start and allowing small teams to compete with larger ones.
Instead of fighting incumbents for their entrenched "hostage" customers, startups should focus on "Greenfield Bingo." This strategy involves building a better product and selling it to the steady stream of new companies that are not yet locked into a solution. This approach thrives in markets with high rates of new business formation.
The shift to AI creates an opening in every established software category (ERP, CRM, etc.). While incumbents are adding AI features, new AI-native startups have an advantage in winning over net-new, 'greenfield' customers who are choosing their first system of record.
Netscope CEO Sanjay Barry's strategy is to occupy the middle ground between niche startups and giant suites like Microsoft. He argues customers want a "few core platforms," not 100 products or just one. This "Goldilocks" positioning offers a comprehensive solution without locking customers into a single vendor's entire ecosystem.
In the late B2B SaaS era (2018-2022), major opportunities were gone. Startups were forced to build 'nice-to-have' solutions for narrow verticals, like a CRM for recruiters, offering only marginal improvements over existing horizontal tools.
Katera competes with giants like Zapier not by adding AI features, but by building on a fundamentally different, prompt-based architecture. Incumbents are stuck with legacy workflow infrastructure, making it difficult for them to truly embrace a native, agentic approach.
