Tracy Larson is President and CEO of WeSuite, a vertical sales automation platform designed for larger integrators who sell complete security systems for commercial and residential real estate. Tracy and the cofounders were in the security systems business before launching a sales software company for this market in 2008.

WeSuite is now a comprehensive solution that addresses the complex industry requirements for lead tracking, quoting, proposal management, contracting, commissions, and pipeline management. Hundreds of integrators in the US use WeSuite for their end-to-end quote-to-contract process.

WeSuite grew profitably to nearly $5 million in revenue in 2024, when the founders sold 100% of the company to Valsoft, a buy-and-hold acquirer of practical software companies. Tracy remains the CEO of the company, which operates independently in the Valsoft holding company.

Quote from Tracy Larson, CEO and president of WeSuite

“For founders in SaaS, especially women founders, you need to find the right people to become your personal board of advisors. You don't need money to pay them. Just pick five people who you've known over the years to help you.

Ask them, Would you do this for me and be a sounding board once a month? I'd like to get your perspective on topics like these for 30 minutes. It’s not a formal board, it’s just advice and perspective.

“Establishing a personal board of advisors is a great idea. They can be women or men. And you can switch it up every year or so. Don’t worry about what you don't know. We all have things we don't know.”

Links

• Tracy Larson on LinkedIn
• WeSuite on LinkedIn
• WeSuite website
• Valsoft website

The Practical Founders Podcast

Tune into the Practical Founders Podcast for weekly in-depth interviews with founders who have built valuable software companies without big funding. Subscribe to the Practical Founders Podcast using your favorite podcast app or view on our YouTube channel.

Get the weekly Practical Founders newsletter and podcast updates at practicalfounders.com.

Henry Valentino is the founder and CEO of EConnect, a leading provider of facial recognition software for casinos and stadiums, ensuring venue security and compliance. He founded EConnect in 2009 and pivoted several times before focusing on a security platform utilizing AI for casinos during the COVID-19 pandemic.

The Econnect platform offers facial recognition surveillance software that integrates with special cameras at venue entrances to identify known security risks and ensure compliance. Security teams get immediate identification of “known bad guys” in large venues.

Econnect is approaching $10 million in revenue with hundreds of customers as a profitable business, with no outside equity funding. EConnect secured a total of $2 million in venture debt in 2019 and 2020, repaid it, and is now a growing and profitable company.

Quote from Henry Valentino, CEO and founder of EConnect

“Make sure you know your financial numbers yourself as the CEO. It's great to lean on accounting or finance leaders, but if you don't know them yourself, that's a big hindrance to success.

“Cash is what it comes down to. If the bank account doesn't have enough cash, they're only calling one person to get that resolved and that's you. If you get into trouble, you'll be trying to cut costs, which is not a way to grow a SaaS business.

“To continue growing, you need to increase your spending and capacity to take on new customers. How much does it cost to keep these doors open every month? How much cash are we going to bring in? What do we need to billl to put us in a profit position every month?”

Links

• Henry Valentino on LinkedIn
• EConnect on LinkedIn
• EConnect website
• Costella Kirsch

The Practical Founders Podcast

Tune into the Practical Founders Podcast for weekly in-depth interviews with founders who have built valuable software companies without big funding. Subscribe to the Practical Founders Podcast using your favorite podcast app or view on our YouTube channel.

Get the weekly Practical Founders newsletter and podcast updates at practicalfounders.com.

Josh Turley is CEO of RTA Fleet Management, a fleet management software company that his grandfather started in the 1980’s and ran as a small family business for decades. Then Josh’s father ran the business until 2015, never growing this slow, old-school business past $2 million in revenues. Josh had worked in the business before, but in 2016, Josh bought the business, to over as CEO and slowly began to make improvements—and mistakes—as they started to grow.

Josh had an ambition to grow the company and learn how to be a real CEO. They started retooling their code to build modern cloud software, investing heavily for many years. They transformed their leadership, staff, business model, pricing, marketing, tech stack, and culture as they grew faster. They also focused on state and local government fleets as they grew.

The bootstrapped company grew steadily, with 75 employees and a $15 million annual recurring revenue (ARR) run rate in 2024, supported by some debt. In 2025, Josh closed a $30 million investment round from Susquehanna Growth Equity, a practical growth equity investor that invests in steady SaaS businesses.

Josh is a long-time member of my Practical Founders CEO Peer Groups. He is an avid learner, attending conferences, reading books, hiring consultants, and continually seeking new knowledge.

In this episode, Josh also talks about:

• How difficult it was to transform an old business into a new one
• Why their Purpose, Values, and Mission drive successful hiring
• Why he chose to take on growth equity investors and de-risk with secondary investment

Quote from Josh Turley, CEO of RTA

“Every problem is a leadership problem. The biggest challenge in building a SaaS business is always the people—making sure you get the right people on the bus in the right seats. We’re at 90 people now, and there's no way I can manage 90 people myself. As the CEO, it all starts with you, then your leaders.

“Most problems I see are because we got the wrong person in the wrong seat. You can't outrun that, regardless of how good the product is or how strong your financial model is. It will always catch up to you eventually, and that causes more problems than anything.

“When you get a leadership team to be 100% aligned with one another, it doesn't matter what the market's doing. It doesn't matter what the product is doing. It will figure itself out. It's a forcing function to get that alignment, and then you just can't be stopped at that point.”

Links

• Josh Turley on LinkedIn
• RTA on LinkedIn
• RTA website
• Susquehanna Growth Equity website

The Practical Founders Podcast

Tune into the Practical Founders Podcast for weekly in-depth interviews with founders who have built valuable software companies without big funding. Subscribe to the Practical Founders Podcast using your favorite podcast app or view on our YouTube channel.

Get the weekly Practical Founders newsletter and podcast updates at practicalfounders.com.