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Featured Founder: Alex Brodsky of Iteright

Welcome to our Featured Founder series, where you’ll meet startup founders from Tampa-St. Petersburg who are building and scaling their ventures to solve some of the world’s greatest challenges. We interviewed Alex Brodsky, Co-Founder of Iteright, a SaaS tool that helps product teams beat these odds through idea structuring and validation exercises.


What were you doing previously and what inspired you to launch your company?

I began my career in technology 10 years ago as a Software Developer for companies including Procter & Gamble, Redbox & Toyota. I became obsessed with the fact that most of the projects I worked on were considered failures by the business and began to learn more about the factors that went into driving projects from ideation into delivery. This passion has led me to my most recent roles in Technology Product Leadership where I am responsible for creating the vision, strategy and delivery plan for new products. Over the years, I have learned from the best how to consistently build software products that customers love. Iteright was created to scale these methods beyond my teams (and Silicon Valley), so that any product team can create products that win.


What pain point is your company solving? What gets you excited to go to work every day?

In the technology industry, over 90% of projects fail! Time, money and people are being wasted every day and we've created something that can help others beat these odds. We see a huge opportunity to help startups succeed right out of the gate, to help large technology companies continue to innovate beyond their first successful product and to help historically non-technology companies dive into the world of digital products successfully. I jump out of bed every day excited to teach another founder how to make their company better than it is today through the product discovery methods we've created.


Name the biggest challenge you faced in the process of launching the company. How did you overcome it?

Knowing how to build a product is one thing... but there is so much more to a successful business than just the product. The hardest part at first was to determine all of the tasks that need to be done and prioritizing what is important. The hardest part today is accepting that I will never get to the end of my list! A successful day is one where I can knock 3 things off of the list and add 5 more to-do items for the future. You have to keep moving forward one step at a time and celebrate the wins along the way.


Where do you see your company headed next?

Houston, we have (validated) a problem - and now it's time for us to launch! Our next 3 months will involve working with 5 business owners to help them build better products for their organization, while gathering important feedback to improve the Iteright platform as well. Once our customers absolutely love the Iteright product, we will have an official launch and begin to charge our customers a monthly subscription fee to use Iteright.


Give us a tactical piece of advice that you’d share with another founder just starting out.

The most valuable thing that you can do in your startup is get your idea in front of customers. We are full of great ideas, and the only way to learn if we are right or not is to get your thoughts in front of potential customers to see if they agree. The winners in the startup world are the ones who learn faster than anyone else; the losers are the ones who spend all of their time and money building something that no one ever wanted in the first place.


Learn more about Iteright on Facebook, Twitter, Instagram, and LinkedIn.



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Embarc Collective helps Tampa Bay’s startup talent build bold, scalable, thriving companies. Our staff of executive advisors and function-specific experts deliver individualized support to startups inside of Embarc Collective’s state-of-the-art 32,000 square foot hub.