Greenfield

New Venture Studio

Building software brands for use by companies in the world’s greatest vertical markets

So what does it mean to be Greenfield

Technology adoption is not magical. It follows well known patterns and can be guided and scaled by seasoned practitioners.
We are an alternative investment firm focused on delivering venture like returns with growth equity like risk profiles.
We combine rigorous analysis and planning with decades long operational experience in vertical software companies.
See how our unique strategy can offer compelling risk adjusted returns for the right technology investors.

Is Greenfield correct for you?

Leaders

Builders who understand the importance of patience and acceleration in creating vertical software companies.

We understand what goes into the probing, testing, pivoting and launching of vertical software companies.

We’ve seen the blunders that happen all too frequently with unproven strategies or poor product market fit.

From software folks who misunderstand the vertical to vertical veterans with little experience in software.

Eventually, successful vertical SaaS businesses are likely to follow predictable paths that typically lead to ownership by private equity, M&A and go to market dynamics that present compelling value creation opportunities and MOIC targets for seasoned teams.

Most importantly, we understand that B2B vertical SaaS products are adopted and scaled in fundamentally unique ways compared to other types of technology businesses.

Team members

Operators who show up every day and enjoy the journey with trusted teammates

Tangible results are earned every single day. Teams are not assembled as much as forged or grown.

We seek teammates who strive to be best in class in every aspect of their role.

We build core competencies with open minds, honesty, trust, hard work and repetition.

Individuals with honed skills more than just knowledge or understanding.

Ones who hunger for positive market feedback, progress and recognition from outside of the company.

Who understand that the world compensates neither hard work nor hard thinking as much as when the two are combined together.

Find out what it’s like to be a part of something extraordinary.

Capital providers

Investors who seek partners beyond the typical strategies and understand deeper pattern recognition

Capital can be an extremely powerful force when it comes to value creation in technology businesses.

In certain business models it is an indispensable first order requirement. In others, such as vertical SaaS, success requires a much more disciplined approach.

We practice a thoughtful and frequently patient application of capital to our businesses.

One that is deferential to market forces with a first eye to limiting risk and increasing investor returns.

We seek long term relationships with capital providers who understand our model, appreciate our culture and seek compelling risk adjusted returns.

Let us know if you’re interested in our investment thesis and what a partnership might look like.

Investment Criteria

Criteria

Target

The highly disciplined approach of thoughtfully reducing risk while capturing greenfield vertical SaaS markets with new ventures.

Operating approach

We believe the early stages of vertical SaaS businesses have unique dynamics. These dynamics, if not understood, and fully embraced, can massively increase investor risk and are a leading cause failure for tech start-ups.

As companies scale, the dynamics alter yet again, and present new sets of challenges and problems. Finally as they mature and exit opportunities surface, it’s important to manage relationships within the industry to ensure the most compelling end state for a portfolio company. One that maximizes returns for investor capital

We are operators with deep experience launching, scaling, investing, advising in all stages of vertical SaaS. We have deep relationships with key vendors, partners and past employees, investors and advisors we can call upon as our portfolio companies progress through various stages of development.

Our core competencies

We have core competencies for coaching, tenets that underpin our ethics and our coaching skills.
The leadership team at The Coaching Revolution is made up of 14 mentors who are alumni. They joined The Coaching Revolution to learn how to market their coaching business comfortably and effectively and now that they each have thriving businesses, they have been invited back to help other coaches to enjoy the same success.

Office

6550 South Millrock Drive, Ste 165
Holladay, UT 84121

Contacts

greenfield@gmail.com
+1 900 577 473 84