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Founding GTM Perspective

Building a repeatable revenue motion for Kaaj

The underwriting OS for SMB lending: a GTM thesis and operating framework

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The Commercial Thesis
Core positioning
Kaaj is not selling "AI." It is selling underwriting capacity, faster decisions, and consistent credit discipline. The product already converts messy borrower packages into decision-ready analysis in minutes. The GTM opportunity is to turn that operational result into an urgent executive business case: clear more files, reduce manual work, respond to partners faster, and grow originations without adding processing headcount.
Go-to-Market

Where I would start

1. The high-velocity wedge
Prioritize MCA and revenue-based finance
Target teams where inconsistent ISO packages, manual bank-statement review, stacking exposure, and same-day funding pressure make the cost of delay obvious. Fast capital products create natural urgency.
2. Proof-led segments
Distinct messaging by buyer profile
Create messaging anchored to Kaaj's customer outcomes for MCA funders, equipment-finance lenders, commercial brokers, and community banks. Each segment has different workflow friction and stakeholder drivers.
3. Operating triggers
Build account intelligence layers
Target accounts around funding volume, processor and underwriter hiring, broker-channel growth, LOS/CRM environment, geographic expansion, and evidence of manual application workflows.
4. Pilots to system
Establish qualification and success criteria
Every pilot begins with stakeholder mapping, mutual action plans, and executive readouts. Measurable path to production from day one reduces lingering deals and accelerates expansion.
Proof Points

Why I can build this

Lending fluency
Sold payment-processing, gateway, working-capital, and merchant-financing solutions directly to SMB owners while averaging ~100 outbound calls daily in the ISO ecosystem.
Founder-stage GTM execution
At Bank Up, built a 20+ opportunity greenfield pipeline and created market analyses, ecosystem maps, priority-account lists, vertical strategies, discovery frameworks, and commercial narratives.
Proven closing performance
120% quota attainment and 38% win rate at Intuit. Ranked top closer for 35 of 36 months at Salesflow, closing 20+ new logos monthly.
Built, not inherited
Developed the outbound motion at EBS from targeting and messaging through webinars and group-close strategy, expanding two initial McDonald's franchise clients into 100+ accounts.
Positioning

The message to market

Core value prop
Your strongest credit people should spend their time making judgments—not re-keying applications, chasing documents, spreading bank statements, or reconstructing why an exception was approved. Kaaj turns every incoming package into structured, sourced, review-ready analysis while preserving human control. That means faster answers for borrowers, more productive teams, and institutional credit knowledge that compounds instead of disappearing into spreadsheets and inboxes.
Positioning

The fit, in one line

I have sold the financing products moving through this ecosystem, built GTM infrastructure for early-stage fintech companies, and repeatedly converted complex workflows into repeatable revenue.