A founder who sold his first company for $100M+ and now builds businesses-in-a-box joins Verticals for a deep, operator-level conversation on vertical software, services, and scale.

In this episode, Luke Sophinos and Nic Poulos sit down with Dan Friedman — founder of Thinkful (acquired by Chegg) and now co-founder of Bolton & Watt, an incubator launching vertical companies like Moxie (MedSpas) and Meadow Memorials (funeral homes).

We unpack what actually makes business-in-a-box work, why most attempts fail, and how vertical SaaS founders should think about services, software, and defensibility in an AI-driven world.

We cover:

• Why “business-in-a-box” only works when three conditions are true
• How Moxie became the “Stripe Atlas for MedSpas”
• Why assembling off-the-shelf tools first beat building software too early
• The real reason vertical SaaS founders under-capture wallet share
• Services as a wedge vs a moat — and when they break
• Retention math, percentage-of-revenue pricing, and ROI defensibility
• Why vertical focus matters more as OpenAI expands horizontally
• How to spot vertical opportunities founders consistently misjudge

If you’re building in vertical SaaS, vertical AI, or compound startups, this episode offers practical frameworks — not theory — from someone who’s built, sold, and scaled repeatedly.

New episodes drop every Wednesday.

Episode Chapters / Minutes

00:00 – Intro: Verticals, vertical tech & AI 01:30 – Introducing Dan Friedman (Thinkful → Chegg, Bolton & Watt) 04:30 – Why Dan loves years 1–3 of building more than scaling orgs 07:00 – What Bolton & Watt actually is (incubator vs venture studio) 10:30 – How Moxie started: spotting unmet demand in MedSpas 14:00 – “Business-in-a-box” explained — and why most versions fail 18:00 – The three conditions required for business-in-a-box to work 22:30 – Why Moxie started with off-the-shelf software (not custom) 26:00 – Launch → Run → Grow: the Moxie operating model 30:00 – Percentage-of-revenue pricing & retention realities 34:30 – Churn, early failures, and moving up-market 38:30 – Why ROI calculators matter more than features 42:00 – Services + software: wedge vs defensibility 47:00 – Why most vertical SaaS founders underuse services 51:30 – The role of scale economics and national purchasing power 55:00 – Vertical focus vs horizontal AI expansion 58:30 – What founders consistently get wrong when choosing markets 1:02:00 – Closing thoughts: building durable vertical businesses