Kukun's founder emphasizes that personal outreach and explaining the ROI are his most effective growth channels. Instead of pitching a product as a SKU, he acts as a consultant during the sales cycle. This high-touch, consultative approach is crucial for navigating complex enterprise sales and demonstrating clear value.
Despite low initial revenue per employee, Kukun purposefully front-loaded investment in engineering and data (42 of 55 staff), with only two salespeople. This "build the motor first" strategy was designed to perfect the product before scaling sales, managing burn by offshoring 85% of the team. This was a deliberate, sequential growth plan.
When high mortgage rates slow home sales, Kukun's business thrives by shifting focus to products for homeowners who choose to renovate instead of move. Since homeowners are locked into low rates, they invest in improving their current property. This provides a natural hedge against real estate market cyclicality, turning a headwind into a tailwind.
Kukun attracts enterprise clients (banks, fintechs) by letting their decision-makers use its consumer-facing home data tool. Prospects experience the product's value firsthand as individual users, which then prompts them to inquire about enterprise solutions. This product-led approach bypasses traditional B2B advertising and demos.
While ambition was a factor, the primary motivators for Kukun's founder to leave a high-paying consulting job were non-financial. He wanted to stop constant travel to be present for his growing children and to build something tangible he could "finish," unlike consulting projects. This highlights that lifestyle can be a stronger driver than pure entrepreneurial zeal.
Kukun's founder raised all capital via convertible notes before 2022, intentionally avoiding a priced equity round. When the VC market tightened, this strategy allowed the company to "live within its means" without being anchored to a valuation. This provided control and flexibility, preventing a potential down round while preserving ownership.