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EARLY RELEASE
Distribution Beats Product: Lessons From a Two-Time Founder

In this unfiltered conversation, Maksim Markevich, CEO of Sunbeam and co-founder of PVFarm, shares hard-won lessons from building his second AEC tech company.

After experiencing the challenges of launching multiple products at Kreo, Maksim reveals the strategic pivot that led to the creation of specialized solar farm design software, featuring a unique industry partnership approach.

In this episode, you’ll:

• Discover why distribution relationships often matter more than perfect products in AEC tech

• Learn the "go-kill framework" for vetting product ideas before burning through runway

• Understand how to leverage educational content and webinars to generate 600+ qualified leads

• Get insider insights on what works (and what fails) in AEC tech go-to-market

• Explore the future of AI in specialized construction software beyond the hype

• Hear honest perspectives on remote team management and founder decision-making

Chapters

• 00:00 - From London to AEC tech: Maksim's journey from Kreo to Sunbeam

• 03:00 - The hard lessons: Why building "shitty products for problems that don't exist" fails

• 08:25 - Distribution vs. product: The two-path strategy for AEC tech success

• 15:30 - What PVFarm does: Vertical integration in solar farm design

• 28:00 - Go-to-market that works: Educational content and account-based marketing

• 32:00 - The webinar strategy: How to get 600 people to show up and engage

• 34:00 - What doesn't work: LinkedIn outreach, email blasts, and third-party agencies

• 36:00 - AI in practice: Building meaningful AI beyond the buzzwords

• 44:00 - The go-kill framework: Vetting ideas before you build

• 46:00 - CEO insights: Managing people, understanding motivation, and orchestrating chaos

• 53:00 - What makes successful AEC products: Balancing innovation with getting the job done

• 55:00 - London vs. San Francisco: Does location matter for AEC tech?

• 58:00 - Remote team reality: Why Maksim would choose an office if he could

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