Building a startup from scratch is never easy. It’s a path filled with challenges, long hours, and moments that make you question your sanity. But for those with the grit to push through, the rewards can be game-changing. That’s exactly what Kory Payne, founder of UJOIN, has discovered over the last decade.
We sat down with Kory to talk about his startup journey and the lessons he’s learned along the way. UJOIN, a B2B SaaS platform that serves public affairs firms, nonprofits, and organizations involved in public policy, wasn’t an overnight success. It was the result of years of hustle, sacrifice, and a relentless focus on understanding customer needs. Here’s what Kory had to share about navigating the ups and downs of the startup world.
The Startup Journey of Sacrifice & Grit
When Kory started UJOIN, he wasn’t living the glamorous startup life. Instead, he made a tough decision to downsize his living situation, moving into a fifth-wheel camping trailer in 2013 to save money and put everything he had into the business. That grit and determination paid off as he and his team slowly refined their product and secured their first customers.
For Kory, the sacrifice was worth it. UJOIN’s growth has been steady, and with a recent sales milestone, the company is positioned to scale even further.
Why Product-Market Fit is Everything
One of the key takeaways from Kory’s story is the importance of product-market fit. For SaaS companies like UJOIN, finding that sweet spot between what the market needs and what your product offers is crucial. But it’s not a one-size-fits-all process.
“Until you’re making a million dollars in revenue, you’re still an experiment,” Kory explained. And he’s right. Startups need to be nimble and willing to iterate until they hit the right formula.
UJOIN found its product-market fit through careful attention to customer feedback. Listening to customers has been at the core of their strategy. By evolving the product based on real user input, they’ve been able to position UJOIN as a valuable tool in the public policy space.
Customer Feedback: The Real Guide to Innovation
Many entrepreneurs make the mistake of assuming they know what’s best for their customers, but for Kory, the key to growth has always been listening.
“Your customers are your North Star,” he said. “They'll guide the way.”
Customer feedback has shaped UJOIN’s development in real, practical ways. Kory emphasized, “If you’re in a sales demo and somebody says, ‘Do you have this feature?’ and you don’t have it, you put it on the list. If you keep hearing it, you move it to the top.”
This hands-on approach to customer feedback has allowed UJOIN to iterate effectively and create a product that truly solves problems for its users.
Scaling with Purpose
Now that UJOIN has hit its stride, the focus is shifting from product development to scaling and sales. Kory admits that selling wasn’t always his strong suit, but he’s learning the importance of trusting others and delegating when needed.
“I know that to do certain things, sometimes just get out of the way and find somebody that knows how to do it,” Kory shared. He recognizes that while the company’s product development remains important, the current priority is “putting gas on the fire” by focusing on aggressive sales growth.
Staying True to the Vision
At the heart of UJOIN’s success is Kory’s unwavering commitment to his vision. In a world where startups often chase the next big thing, Kory’s focus has been on building a product and a company that he believes in—no shortcuts, no gimmicks, just consistent hard work and dedication to doing things the right way.
At the heart of UJOIN’s success is Kory’s unwavering commitment to his vision. In a world where startups often chase the next big thing, Kory’s focus has been on building a product and a company that he believes in—no shortcuts, no gimmicks, just consistent hard work and dedication to doing things the right way.
“Every day, there’s a new shiny object to distract you, but staying true to your vision is what really pays off,” Kory reflected. His advice to other founders? Trust your instincts, but be willing to pivot when necessary. The ability to balance grit with flexibility is what sets successful startups apart from the rest.
Takeaways for Aspiring Founders
Kory Payne’s journey with UJOIN is a testament to what’s possible when you combine passion, grit, and a customer-focused approach to business. His advice for those just getting started? Embrace the challenges, stay flexible, and never stop listening to your customers.
Reflecting on his journey, Kory said, “If I took everybody’s advice, I would have screwed the whole thing up a long time ago. I just stayed true to what I believed.”
His advice for aspiring founders is simple but powerful: “It’s a balance of determination and being smart enough to listen to the marketplace… You’ve got to bake fun into the thing. If it’s not fun, it’s not sustainable.”
Whether you’re in the early stages of your startup or looking to take your business to the next level, Kory’s story reminds us that success is a marathon, not a sprint. It takes grit, patience, and a relentless focus on delivering value to your customers.
Stay tuned for more interviews with inspiring founders like Kory Payne on “What’s the Startup?”, where we explore the paths to startup success in the Western Kentucky community and beyond.
Interested in learning more about how Sprocket can help you on your journey? Check out our coworking space, events, and resources to connect with a community that’s ready to support you. Let’s build something amazing together!