Substantially every large software company will eventually do an “ecosystem” play, and the combination of wide distribution, business users with few internal engineering hours available, and interoperable APIs makes it a fertile ground for adjacent small SaaS companies. https://twitter.com/einarvollset/status/1193019577086558208 …
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And if you do that and execute well *they will send you leads* (because it’s easier than telling their leads/customers “Sorry we don’t do that best of luck Googling•)
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You see this in the WordPress space... Core consumed WooCommerce into the fold (and more recently WooCommerce Subscriptions), you've also got JetPack etc.
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