The New Startup Go-To-Market Playbook

In this episode of Startup Success, Kate sits down with Marlena Sarunac, co-founder and fractional CMO at The Company Advice, a marketing firm for startups. They help startups clarify their category, sharpen their messaging, and build go-to-market strategies that actually convert. After leading marketing from Series A to Series B at Particle Health and driving go-to-market across highly technical industries, Marlena now helps founders turn complex products into compelling narratives that resonate with buyers and drive growth. She explains how tighter capital and AI-informed buyers are reshaping startup marketing — and what founders need to do differently today.We dive into:Why the traditional startup go-to-market playbook no longer works and what to do insteadThe risks of not clearly defining your market categoryHow to develop consistent messaging that builds trust with both buyers and AI search modelsWhy shared KPIs are key to aligning teams — from engineering to marketing — around growthHow to uncover your startup's hidden growth blockers with their Friction Finder toolThis episode offers practical frameworks for founders trying to break through crowded markets and build sustainable traction. If you’re working on refining your positioning, improving your go-to-market tactics, or scaling beyond founder-led sales, this one’s a must-listen.----Stay connected with our host, Kate Adams, here on LinkedIn! 🔗 Check out the Friction Finder tool here https://www.thecompanyadvice.com/friction-finder

In this episode of Startup Success, Kate sits down with Marshall Hawks, author of Venture Debt Deals and a venture lending leader with two decades of experience, including 16 years at Silicon Valley Bank, helping founders fund growth with less dilution.Drawing on real-world case studies, Marshall breaks down what venture debt really is, why it has become an increasingly important part of startup capital strategies, and how founders can use it to extend runway while minimizing dilution. He also shares a behind-the-scenes look at how lenders evaluate startups, what to expect during due diligence, and the difference between banks and private credit providers — and when to work with each.Marshall addresses:What venture debt is and where it fits within your startup’s capital strategyCommon mistakes startups make when pursuing venture debtWhat founders should expect during the screening processThis episode is a clear and thorough overview of venture debt financing. If you’re considering venture debt to support your startup’s growth or want to learn more about it, this is a must-listen. ----Stay connected with our host, Kate Adams, here on LinkedIn! 🔗 Learn more at www.venturedebtdeals.com

In this episode of Startup Success, Kate sits down with Joseph Rutakangwa, Co-Founder and CEO of Rwazi, a decision AI platform that helps enterprise teams drive growth. Joseph shares his remarkable journey—from growing up in multiple countries and finding his unique niche in global market intelligence, to building Rwazi without outside funding and scaling it into a multi-million-dollar ARR business serving Fortune 500 companies.Joseph breaks down the real problem enterprises face today: not a lack of data, but an inability to turn fragmented data into clear, actionable decisions. Rwazi’s decision AI and its copilot, Sena, help leaders see what’s really happening in the market, understand the impact on their business, decide what to do next, and execute—without guesswork, outdated reports, or expensive consultants.We discuss:How to scale by prioritizing customer acquisition above all else Profitability before funding? Rwazi shows it’s possible—and how they did it How Rwazi uses AI to turn business decision chaos into growth Advice for founders. Why you must build your entire business around the customerThis episode is a must-listen for founders, operators, and investors interested in AI, enterprise SaaS, and building scalable businesses grounded in real customer needs.----Stay connected with our host, Kate Adams, here on LinkedIn! 🔗 Learn more about Rwazi at https://rwazi.com

In this episode of Startup Success, Kate talks with Tanya Van Court, Founder and CEO of Goalsetter, an award-winning financial education platform transforming how people learn about money.Inspired by a personal financial setback and her leadership experience at Nickelodeon, Discovery, and ESPN, Tanya built a mission-driven startup that closes a critical knowledge gap by making financial education engaging, accessible, and relevant.We discuss:Unlocking product-market fit by building products with customers at the centerStaying grounded through the highs and lows of startup lifeWhy healthy dissent makes teams strongerDon’t miss this conversation on entrepreneurship, building products that truly engage customers, and growing companies that do well by doing good.----Stay connected with our host, Kate Adams, here on LinkedIn! 🔗 Learn more about Goalsetter at https://goalsetter.co/

VC pioneer Mike Collins built his firm around his passionate belief that venture capital investing shouldn’t be limited to a select few. In this episode of Startup Success, host Kate sits down with Mike Collins, Founder and CEO of Alumni Ventures, to discuss how one of the most active VC firms in the world is redefining access to venture investing, along with his advice for today’s founders and his perspective on the evolving startup ecosystem.  Alumni Ventures takes a unique approach to venture capital, investing alongside top-tier firms while drawing capital from a network of individual accredited investors. With more than 11,000 investors, over $1.5B raised, and 1,000+ portfolio companies, the firm has built a powerful ecosystem that benefits both founders and investors.Tune in to learn:What Mike and Alumni Ventures look for when evaluating startupsWhy AI is transformative—but not the only sector worth watchingMike’s key advice to founders, summed up in 3 wordsWhat sets Alumni Ventures apart from other VC firmsTune in to hear Mike’s perspective on the future of venture capital, why we’re in a golden age of innovation, and how Alumni Ventures leverages its extensive network to help founders succeed.Stay connected with our host, Kate Adams, here on LinkedIn! 🔗 Learn more about Alumni Ventures at av.vc

We’re kicking off 2026 with a returning favorite: Steve Lord, Burkland's COO and Head of Knowledge Share. He joins us to unpack what really happened in 2025—and what founders should be paying attention to now for 2026.In this wide-ranging conversation, we dive into the economy, interest rates, inflation, tariffs, market volatility, and venture capital, and what it all means for startups navigating fundraising, hiring, and growth. This episode gives founders must-have guidance on what to expect in 2026 and how to tackle the challenges ahead.We discuss:Why Steve predicts a rebound in early-stage fundingInterest rate outlook for 2026 and what could trigger cutsEconomic outlook for 2026 and what founders should be watchingM&A trends and consolidation moves founders can’t afford to ignoreWhy clean books, taxes, and cap tables matter more than everFor startup founders trying to make sense of the macro noise and wondering what to expect in 2026, this episode delivers grounded perspective, practical advice, and a cautiously optimistic outlook for the year ahead.----Stay connected with our host, Kate Adams, here on LinkedIn! 

From power washing in Kansas to translating 30 languages in real time—Kevin Turpin’s entrepreneurial journey is anything but ordinary.In this episode of Startup Success, we welcome Kevin Turpin, CEO and founder of Weavix, for an inspiring conversation on the power of solving a problem close to your heart and leading with integrity.Hear how Kevin and his brothers built Walt, a groundbreaking smart radio that’s saved their clients billions of dollars by empowering workers to communicate and solve problems faster. We discuss:Kevin’s philosophy on scaling with trust and why culture is just as critical as product-market fitHow they are uniquely positioned to be one of the leading worker products for AIThe remarkable way Weavix is transforming industrial workplaces and elevating the value of workersWhether you’re an early-stage founder or a seasoned business leader, Kevin’s passion for solving real problems and lifting people up will leave you rethinking how you approach growth, leadership, and innovation.----Stay connected with our host, Kate Adams, here on LinkedIn! Learn more about Weavix here: https://weavix.com/

Where innovation meets purpose—HOPE Hydration is proving that sustainability can be both smart and scalable. In this episode of Startup Success, host Kate sits down with HOPE Hydration co-founders Jorge Richardson and Cristina Gnecco, the visionary team behind smart water refill stations designed to make clean drinking water universally accessible—and free. HOPE Hydration is pioneering a model where advertising funds sustainability, turning water stations into connected platforms that benefit both cities and brands. The company recently raised a $20M Series A, marking a major step in their mission to bring smart hydration to urban centers worldwide.We discuss:How AI has helped to fuel HOPE Hydration’s successTheir creative strategies for driving consumer adoptionWhat it means to operate as a certified B CorpHow they stay true to their mission while delivering value to investorsTune in to hear how Jorge and Cristina are blending technology, trust, and purpose to make every refill count—and build a movement toward a more sustainable, hydrated future. And if you’d like a HydroStation in your area, they’d love to hear from you!----Stay connected with our host, Kate Adams, here on LinkedIn! 🔗 Learn more about HOPE Hydration at https://www.hopehydration.com/

(00:00:00) How to Build High-Performing Teams at Every Stage of Your Startup (00:00:17) Introduction (00:01:00) Lidiya’s Background (00:01:44) Focus of Build It Labs (00:02:54) Three Components of Operations (00:04:12) The Importance of Getting “People” Right (00:05:10) Hiring Across Startup Stages (00:08:00) Early-Stage Hiring Challenges (00:10:13) Hiring Pitfalls and Structured Interviewing (00:14:42) Combining Data and Intuition (00:16:05) Defining Success Up Front (00:19:18) Tactical Interview Tips (00:22:29) The Roundtable Decision Process (00:25:55) Final Words of Wisdom for Founders In this episode of Startup Success, we sit down with Lidiya Becker, a seasoned operator and founder of Build It Labs, who’s helped countless startups navigate the challenges of rapid growth. She’s been in the trenches and knows what it really takes to build operational processes and teams that can scale effectively.Our conversation focuses on teams, and Lidiya walks through her Purpose, People, and Process framework—a simple but powerful way for startups to grow sustainably and build high-performing teams. She also shares must-hear advice on avoiding the hiring mistakes so many founders make, like failing to define the ideal candidate before interviews begin or skipping a rigorous interview process.We discuss:Who to hire at each growth stage of your startupHow to approach interviews as an investigation, not a vibe checkLidiya’s “Hell Yes” rule for hiringIf you’re a founder gearing up to scale or preparing for your next mission-critical hire, you won’t want to miss this conversation.----Stay connected with our host, Kate Adams, here on LinkedIn! 🔗 Learn more about Build It Labs: builditlabs.comChapters:00:17 – Introduction01:00 – Lidiya’s Background01:44 – Focus of Build It Labs02:54 – Three Components of Operations04:12 – The Importance of Getting “People” Right05:10 – Hiring Across Startup Stages08:00 – Early-Stage Hiring Challenges10:13 – Hiring Pitfalls and Structured Interviewing14:42 – Combining Data and Intuition16:05 – Defining Success Up Front19:18 – Tactical Interview Tips22:29 – The Roundtable Decision Process25:55 – Conclusion & How to Connect

What does it take to build a biotech startup tackling one of the toughest challenges in women’s health? In this episode of Startup Success, we sit down with Oriana Papin-Zoghbi, Founder and CEO of AOA, whose company is pioneering a novel approach to detecting early-stage ovarian cancer.Oriana shares her journey to founding AOA, the mission-critical lessons she learned from scaling her team too fast, and why she believes “doing the hard things the right way” is the key to long-term success.She offers candid insights on:Her incremental approach to fundraising as a first-time founderThe realities of hiring and why not everyone is a good fit for startup lifeHow scaling consciously can save your startup from chaosWhat it took to recover when rapid growth nearly broke the companyIf you’ve ever questioned what it really takes to turn an idea into a thriving company, this conversation will challenge you to think differently about growth, grit, and what it means to build something that lasts.Chapters:00:18 – Welcome and Introduction00:51 – Oriana’s Career Background03:00 – Inspiration for AOA Dx and Ovarian Cancer Diagnostics05:00 – From Concept to Funding07:54 – Current Stage of AOA Dx08:12 – Challenges Along the Way09:41 – People-First Philosophy12:44 – Building a Robust Hiring Process14:07 – Balancing Learners and Guides in a Startup15:56 – Scaling Consciously18:16 – Organizational Systems and Operational Infrastructure21:02 – Final Words of Wisdom for Founders23:02 – Where to Find AOA Dx----Stay connected with our host, Kate Adams, here on LinkedIn! Learn more about AOA, visit: https://aoadx.com/