Couverture de #045 - Kaushal Subedi & Ashish Ghimire - From Vague to Focused: How Echowin Found ICP Clarity Through Rapid Positioning Iteration

#045 - Kaushal Subedi & Ashish Ghimire - From Vague to Focused: How Echowin Found ICP Clarity Through Rapid Positioning Iteration

#045 - Kaushal Subedi & Ashish Ghimire - From Vague to Focused: How Echowin Found ICP Clarity Through Rapid Positioning Iteration

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 The foundation of this episode rests on a critical challenge that most early-stage B2B SaaS companies face but few talk about honestly: how do you find positioning clarity when your market is being invented in real time? Echowin launched in November 2022, before ChatGPT was public. At that point, voice AI was still using keyword-based natural language processing—the "press one for billing, press two for sales" systems we all hate. Kaushal had early access to GPT-3 and built a voice assistant on his Apple Watch. The lightbulb moment came when he watched his mom, a small business owner, drop everything to answer a phone call while serving a client.Kaushal describes the moment: "She was with her client randomly gets a phone call, she has to drop everything she's doing, run to the phone, and she was speaking in a hurry with a person on the other side of the phone call. There was a lot of tension building up. I could see the client that was waiting, like they were clearly like, 'What's going on?' My mom was speaking in a rush. I'm pretty sure the person on the other side of the phone call felt that too. That's when it all kind of clicked."Within seven days, Kaushal quit his job at Amazon Robotics. Ashish quit his aerospace job. Within 15 days they had a working prototype. Within three months, paying customers. But having a product and having positioning clarity are two very different things. And that's where the real journey begins.Early positioning was broad—too broad. Kaushal admits: "Our positioning was something that we were still figuring out. It was very wide and very vague." They started as a "full horizontal platform" targeting all small businesses. The messaging emphasized value props like "no missed calls" and "natural language understanding," but the ICP was unclear. There are 35 million small businesses in the US alone. Who exactly were they for? The answer: they didn't know yet. They were gathering signal, running experiments, and watching what stuck.The expensive lesson: when messaging attracts the wrong crowd. One of the first major pivots came when they tested the message: "Build your AI agent in less than 5 minutes." The goal was to emphasize speed and ease. The result? It attracted the wrong crowd. Ashish describes it: "That messaging drew the wrong crowd and got us in a lot of trouble because the mass market started coming in with wrong expectations. They didn't understand the limitations of technology and we were unable to explain that clearly. And people would come in, pay for the platform and they would churn. It was an expensive lesson."The mismatch between promise and reality created friction, frustration, and churn. So they adjusted. The next iteration was: "Build your AI agent." Not in 5 minutes. Just build. This subtle shift changed everything. Ashish explains: "We started saying 'Build your AI agent.' We started attracting the builder persona, these early adopters, slightly semi tech-savvy people who wanna tinker and build things out. That's how the platform evolved from such and such platform to a builder platform where we were naturally attracting builders."The breakthrough came from cohort analysis. Kaushal and Ashish went back through their customer data and asked: who's been here for a year? Who built something on their own? Who's generating high call volumes? The pattern was clear. Ashish describes the insight: "We went back, we did extensive cohort analysis of who was getting benefit out of the platform. We looked at our existing customers, the customers who got excited, who built it on their own. In some scenarios, we even offered help and they're like, 'Nah, I got this.' We are seeing success again and again and again with this persona."That insight allowed them to refine their messaging, narrow their ICP, and speak directly to solution-aware buyers. The current Echowin homepage reflects this clarity. Kaushal explains: "Now that we have a much clearer idea of who we're targeting and who the messaging is for, we can already assume some things about them. They know what agents are, they know what these things do. When these builders come to our platform, they're not looking for the high level of what these agents can do. Instead they're looking for, why should I pick this platform over all the other ones out there?"This is a critical distinction. Early on, Echowin had to educate prospects on the category—what voice AI could do, why it mattered, how it was different from old IVR systems. Now, they're speaking to people who already understand the space and are evaluating platforms. That shift from problem-aware to solution-aware messaging is one of the most important transitions a B2B SaaS company can make. And it only happens when you know your ICP deeply.Training humans to talk to AI. One of the most interesting insights from this conversation comes from Ashish, who describes a cultural challenge they're facing: "One of the interesting things that we've seen is we ...
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