I’m starting a new company
Why I’m launching a new agency, and what comes next
👋 Hey, I’m George Chasiotis. Welcome to GrowthWaves, your weekly dose of B2B growth insights—featuring powerful case studies, emerging trends, and unconventional strategies you won’t find anywhere else.
Hey, friend.
This note will be a bit different from the rest you receive from me.
You see, I’m starting a new company.
I want to take this opportunity to explain what the company does, why I’m doing it, and what the master plan is.
If you’re here just for the growth tactics, frameworks, and opinions, you might want to skip this one.
For those of you who are interested in my journey, keep reading.
How it all started
Five years ago, right before the pandemic hit, I launched an agency called Minuttia.
By the time I launched, I’d worked in a SaaS company and been an advisor for a handful of other SaaS companies.
My experience was primarily in content marketing and SEO, even though I touched many different marketing channels (e.g., paid social).
So, launching an agency that offered content marketing and SEO services for SaaS companies made sense.
I launched Minuttia as a one-man show, and for the first few months, I worked with freelancers for service delivery.
In the summer of 2020, I brought in my sister (who’s still with Minuttia in some capacity) and, in September of that same year, I brought in our third team member, who also happened to be one of my best friends.
The agency started growing, and I pushed hard on the awareness and growth side.
Even though the macro conditions benefited growth-oriented services due to the ZIRP (zero interest rate policy) following the pandemic, we were still small and relatively unknown.
And we weren’t growing nearly as fast as our competitors.
So, we had to change that by being everywhere.
And that’s what we did.
The company grew to 20–25 people and peaked at $90K–$100K in monthly recurring revenue.
Not bad, considering that I had no prior experience running an agency, right?
We worked with some great companies, too:
ServiceTitan
Toggl
Docebo
Guru
Meilisearch
NordVPN
… to name a few
And these companies covered pretty much the whole spectrum of SaaS:
Technical SaaS
Vertical SaaS
Marketplace
Sales-led
Product-led
Low LTV
High LTV and long sales cycles
And more.
After 2 years of running the “be everywhere” playbook, something shifted.
The message stopped landing.
The market stopped caring.
And I wasn’t sure what I believed in anymore.
Translation:
Far fewer people cared about what we did and what we had to offer.
If you’re in content marketing and SEO, you know what I’m talking about.
If not, you’re probably still telling yourself everything’s fine and business is booming.
But that wasn’t the only thing that changed. Because I realized throughout all this, I changed. What I wanted and liked to do changed.
I started with content and SEO, and I’m grateful for everything they gave me.
But over time, my interests expanded.
Paid media
Signal-based infrastructure
Product
Brand
Growth experiments
AI workflows
Some call all that marketing. Others, growth. And some others, GTM.
I couldn’t care less about the terms.
I just care about what moves the needle.
And that’s what I plan to do with what we’re announcing today.
What are we launching, and what’s our thesis?
The decision to launch a new agency stems from a variety of reasons.
I’ll try to outline them here as best as I can.
Before I do, let me explain what the new agency is about.
I could use Minuttia or my partner's agency (House of Growth) as our vehicle for the services we provide.
Instead, we chose to go with a completely new brand.
Here’s why:
Full-stack growth (which is our identity) isn’t in the identity of either Minuttia or House of Growth. I’ve seen other agencies that tried to do it with little-to-no success. We wanted to launch an agency that’s associated with exactly the things we want it to be associated with.
Every company comes with certain baggage, preconceived notions, and ways of doing things. We want a clean slate, a blank canvas, where we can draw and create exactly what we want, not what we carry from our past.
Now, to the ‘what we do’ part.
Here’s what you’ll see first on our homepage (it’s currently a single-page site):
Essentially, we want to replace your GTM team or help you avoid the pain and financial burden of trying to build one.
We do that through a menu of services, which (for the time being) are:
Positioning and Messaging
Paid Media
Founder-Led Content
Signal-Based Outbound
Author’s Note: You can learn more about what we offer here.
I use the word “we” because I’m not doing this alone.
I have a partner and co-founder, who’s first and foremost a very good friend.
His name is John Ozuysal, and you can find his LinkedIn profile here.
So, essentially, we’re offering full-stack GTM through a menu tailored to our clients' needs.
At this point, you may be wondering:
“Okay, and who are these clients? Who are you selling to?”
Glad you asked.
In the spirit of transparency, here’s exactly the kind of companies we’re selling to and working with:
Author’s Note: This screenshot is taken from our internal Notion documentation. Needless to say, the above ICP may (and most likely will) change as we learn more about the companies we serve.
Why do we do that, and why now? In other words, what’s our thesis?
There are several reasons why; I’ll try to outline the most prominent ones below:
1. SaaS GTM teams are lost
Marketing channels like Google search are maturing and evolving,
Organic social reach is down,
Paid search is becoming more expensive,
Paid social is becoming more competitive,
And building an audience is harder than ever.
In one sentence:
Marketing teams are lost in the Amazon River without a compass.
We know because we’re having conversations with SaaS marketing teams daily.
There hasn’t been a time when marketing has been more difficult—or, to put it mildly, more directionless.
2. SaaS companies can’t find the right talent
Good in-house GTM hires are rare, expensive, and slow to ramp.
Our clients need traction now, not in 9–12 months.
3. Agencies and freelancers don’t get it
We’ve built SaaS companies from zero to exit, and we execute from that experience. (More on that in the next section.)
Our clients aren’t looking for another vendor; they’re looking for people who’ve done this before.
This means that the SaaS industry is massively underserved.
We want to change that.
4. SaaS companies are not the only ones in the room
Most categories are super crowded.
Everyone’s saying the same thing.
SaaS companies need sharper positioning, not louder messaging.
5. Most SaaS companies are drowning in GTM bloat
A paid agency here.
A writer there.
Some founder-led content on LinkedIn, maybe some desperate outbound.
Companies may have all the parts, but nothing’s orchestrated, and nothing compounds.
6. The level of opportunity is too big to ignore
According to Perplexity, there are 17,000 companies in the US alone.
(I’d guess that the actual numbers are higher, especially given the hundreds of SaaS companies in the derivative AI products space that launched in the past couple of years.)
I won’t try to do a TAM or SAM exercise here.
But many of these companies fit our ICP.
And they need to grow.
Now more than ever.
And, most importantly, they’re massively underserved.
We want to capture as much of that market as possible.
And help these companies win without blowing their VC money on desperate marketing.
The opportunity is too big to ignore.
Competitive edge
You may be wondering:
“George, so far so good, but do you know how many growth agencies that serve SaaS companies are out there? What makes you think you can stand out and earn market share?”
Here are a few important considerations:
We have the logos: We’re not outsiders in the SaaS industry. My co-founder and I have experience working with over 100 SaaS companies. Not many agencies, freelancers, or in-house employees can claim that.
In-house experience: Both of us have worked in-house. We know what the solo Head of Marketing or Head of Growth is going through. Most importantly, we know what they need to grow sustainably without throwing $$$ in channels and strategies that don’t work.
We are our clients: My co-founder has played the raise, grow, exit game. He’s been an operator. He’s the founder and CEO we’re targeting and want to help. Not many agencies, freelancers, or in-house employees can claim that.
We know the stuff: At any time, we work with over 30 SaaS companies across our current agencies (Minuttia and House of Growth), advisory roles, and companies we’ve invested in. (That doesn’t take into account Restartt’s clients.) We sit at the forefront of what drives growth for SaaS companies.
We’re not afraid to get fired: This isn’t the time to play it safe. And we’re not planning to play it safe with our clients. We’ll experiment, be creative and bold, and try things agencies are afraid of and in-house employees are too comfortable to try. Even if that means losing a client.
We build our own tech: This isn’t a “we have a proprietary methodology” kind of agency BS. (I know this because I’ve used it in the past.) My co-founder is building Mosaic, a tool to help companies launch personalized landing pages at scale. We have already used it with our clients and had excellent results. As the needs or opportunities arise, we’ll build more tech to power excellent outcomes for our clients.
We’re AI-native and use today’s most effective tech stack: AI isn’t a nice-to-have at Restartt. It’s the foundation of our operations, and forms the foundation of everything we do. Humans play a critical role, too. But we work with humans who have agency, move fast, don’t stay still, and aren’t afraid to push the envelope of what’s possible in SaaS GTM. We want to build an uncomfortable environment because this is where growth comes.
Full-stack and owners of the outcome: If you run or work at a SaaS company, this might sound familiar: An agency to run paid, another one to write content, one freelancer to do our analytics, and an advisor for positioning. We beat this bloated, siloed approach to marketing by offering the whole package and owning the outcome, which is usually pipeline, demos, or sign-ups, depending on the growth motion.
We know the SaaS industry really well.
And we know that our competitive edge doesn’t and shouldn’t make us feel entitled in any way.
Nothing is guaranteed, and ultimately, the marketplace will tell you if your assumptions are right and if you’re heading in the right direction.
We’re confident that we are, but we remain flexible and have the humility necessary to change the route when we see that some of our assumptions were wrong.
Master plan
I love professional services.
There are many difficult things about running an agency.
But, there are many great things about it, too.
That’s a topic for another post.
For now, I want to let you take a look under the hood and share our master plan. (Yes, it’s inspired by Elon Musk’s master plan for Tesla. No, I’m not comparing us with Elon Musk in any way.)
So, here it goes:
Build a lean and ultra-profitable full-stack growth agency
Use that money to launch and buy other businesses
Create a holdco of independent, cash-flow businesses
While doing the above, help as many companies and individuals grow through our content, products, and services
Time will tell if we ever get there.
And, of course, we’re ready to make adjustments.
But, this plan is what drives our actions and decisions.
I’ll leave you with this
If you’ve ever launched a business, then you know nothing is certain.
In fact, as a new business, chances are against us.
But that didn’t prevent me from launching an agency 5 years ago.
And it certainly won’t prevent me from doing it again.
Because I want to minimize the number of “what-ifs” in my later years.
Act 1 got me here.
Act 2 is starting today.
And I’m all in.
Thank you all for your support throughout this journey.
🚀 🚀 🚀 🚀 🚀 🚀 Best of luck George and John!