Mid-market thesis
Why we sell to mid-market ops teams (50–500 employees, $50M–$500M revenue), not enterprise or SMB.
Why not enterprise
- Procurement cycles >6 months kill our fundraise math.
- Custom-everything is incompatible with rules-engine-narrative — we want one product, configured.
Why not SMB
- WTP per seat is too low.
- Self-serve at SMB scale needs a freemium tier (freemium-self-serve) and a brand we don't yet have.
What mid-market gives us
- 30–60 day buying cycles.
- A real budget with a clear champion (usually VP Ops).
- Compliance asks (northwind-supply) without enterprise legal pain.
Bets in service of this thesis
- Lead product wedge: rules-engine-customer-ui.
- Renewal as the proof point: see 2026-okrs O2.
- Land deals like meridian-parts within their fiscal year.
Backlinks · 4
↪competitive/win-loss-q1…e account that wanted a single iPaaS for everything. Out of mid-market-thesis anyway; not a regret. - **Lost to status quo / no-decision…↪decisions/freemium-self-serve…asset. ## Open - Is this above-or-below the line for what mid-market-thesis says is "our" segment? - Self-serve onboarding requires a p…↪people/marco-liCo-founder, CEO. Founder #1. Sets the mid-market-thesis direction and reviews OKRs at the leadership level. ## Thr…↪strategy/2026-okrsHelix product OKRs for 2026, framed around the mid-market-thesis and the rules-engine-narrative. ## O1 — Becom…