#31 Scaling vertical SaaS in the Nordics, mastering product discovery, defining ICPs, and more | Martin Spinnangr (CPO at Munu) and Shubham Bhattacharya (frm CPO at Favrit)

Vertical SaaS product leaders Martin Spinnangr and Shubham Bhattacharya examine strategies for navigating the hospitality market, emphasizing the transition from broad retail solutions to hyper-verticalized offerings. Success relies on deep customer discovery, where observing users perform actual workflows—rather than asking hypothetical questions—reveals critical pain points. Maintaining alignment in scaling organizations requires constant, transparent communication of strategic context, ensuring that every team member understands the "why" behind product decisions. The discussion highlights the necessity of balancing acquisition and retention by addressing specific jobs-to-be-done, such as improving operational speed for festivals or streamlining payment processes for diners. Ultimately, effective product development hinges on rigorous, low-fidelity experimentation and a culture of writing that forces clarity before committing resources to new features.