In this episode, we're joined by Jason Peterson, a seasoned entrepreneur, technologist, and innovator, best known for his successful exit with XOLogic, a leading software provider for the lighting, electrical, HVAC, and plumbing industries, which he sold in 2021. Currently, Jason is involved with Noggin, a company focused on process automation for small businesses, and also dedicates his time to humanitarian efforts, helping build schools, dig wells, and support refugee efforts with youth abroad.

(00:00:00) Jason’s pre-selling story.
(00:01:14) Intro to Jason Peterson, an entrepreneur & technologist at Noggin.
(00:02:19) Focus on small-business process automation & humanitarian work.
(00:03:08) Jason’s background & principles influence the hosts’ boot camp.
(00:04:07) They play “Two Truths and a Lie.”
(00:06:17) Jason’s track record: launching SaaS in traditional industries.
(00:07:23) Meeting John & reviving a bankrupt cabinetry business.
(00:10:07) Rescuing Hann Lighting with robust systems.
(00:11:30) Acquisition timeline for the cabinet shop & Hann Lighting.
(00:12:48) Identifying margin issues and implementing solutions.
(00:14:19) Outdated catalog pricing caused margin errors.
(00:15:55) Jason created an electronic catalog with real-time updates.
(00:16:48) Customers gained accurate pricing & backorder info.
(00:18:35) Expanding the software to other lighting showrooms.
(00:19:14) Early Internet & the power of aggregated databases.
(00:20:31) Digitizing catalogs for the lighting industry.
(00:21:31) Transitioning to a SaaS model.
(00:23:14) Turning manual processes into SaaS.
(00:24:16) Pre-selling software with blank lines for future features.
(00:25:45) Exogic became the e-commerce engine for showrooms.
(00:27:00) Exogic’s growth and peak adoption.
(00:28:12) Overcomplicating the product & the innovator’s dilemma.
(00:29:19) Founder-market fit: solving niche problems.
(00:31:46) Jason dominates the lighting showroom software space.
(00:32:37) Emphasizing benefits over features to improve margins.
(00:34:26) Launching ExpertEdit for user-enriched data.
(00:36:31) Attempting new verticals, focusing on market size.
(00:37:50) Electrical wholesale expansion mistake & lack of validation.
(00:40:26) Validating assumptions with facts.
(00:42:39) Shifting focus to plumbing before acquisition.
(00:44:46) Exelogic acquired by Fsteam in 2021.
(00:46:28) Founding Lit Living for showroom social media marketing.
(00:47:49) Providing manufacturer-specific content.
(00:49:23) Jason excels at identifying and solving customer problems.
(00:50:38) Moving from frugality to investing in talent.
(00:51:54) Hiring a CTO transformed the company.
(00:55:36) Jason’s plans post-exit.
(00:55:56) Founding Noggin for SMB process automation.
(00:56:38) Inspired by systematizing his brother’s restaurant.
(00:59:56) Founders must systematize tasks for non-founders.
(01:01:21) Noggin helps owners overwhelmed by daily operations.
(01:02:17) Teachability and adaptability in a founder.
(01:04:13) Hosts thank Jason and sign off.

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#SaaS
#Entrepreneurship
#XOLogic
#LightingIndustry
#ProcessAutomation
#SmallBusiness
#BankruptcyTurnarounds
#InformationSystems
#DigitalCatalog
#BackorderInformation
#PricingErrors
#CompetitiveAdvantage
#Ecommerce
#PointOfSale
#ElectricalWholesale
#PlumbingComponents
#FrugalEntrepreneurship
#Noggin
#Systematization
#FounderMarketFit