How Suneera Madhani’s Rejected Pitch Led to a Unicorn Startup- Foundr


Foundr Journal publishes in-depth interviews with the world’s biggest entrepreneurs. Our articles spotlight key takeaways from every month’s cowl characteristic. We talked with Suneera Madhani, founder and CEO of Stax funds, about how she turned a rejected pitch right into a unicorn startup. To learn extra, subscribe to the journal.


On a transparent and comfortably heat afternoon in Orlando, Florida, Suneera Madhani and her group floated to a restaurant throughout from their downtown workplace. It was St. Patrick’s Day, and gleeful patrons stuffed the green-hued bar, however Madhani had one thing to have a good time apart from the vacation.

Her enterprise, Stax (previously Fattmerchant), had simply obtained a time period sheet for $17 million. Simply 4 years prior, in 2014, Madhani began the all-in-one cost platform utilizing $50,000 in startup capital from family and friends. Madhani by no means thought that she, a girl with immigrant mother and father and minimal startup connections, might construct a million-dollar enterprise.

“It’s a really thrilling time for a founder any time you obtain something tangible on paper,” Madhani says.

The subsequent day, she introduced the supply to her board and began pursuing the diligence course of with the investor.

“Lengthy story quick, my intestine was not clicking,” Madhani says.

However the board stored pushing to proceed till the buyers adjusted their bid. When Madhani noticed the supply, she was shocked.

“I stated, ‘There’s no manner I’m going to f***ing settle for this.’”

Madhani’s instinct proved appropriate. Right now, Stax has greater than 300 workers and $100 million-plus in recurring software program income, oversees $23 billion in funds, and was acknowledged by Forbes as probably the most revolutionary fintech firms.

Madhani knew Stax was value extra. Way more. We’re speaking billions, not thousands and thousands.

Household Dinner

Earlier than boardrooms and valuations, Madhani labored for a bank card firm promoting transaction machines out of the trunk of her Volkswagen Beetle.

Her mother and father immigrated to the USA from Pakistan, met in Chicago, married, then moved their younger household to Dallas, Texas. It was by her household that Madhani realized the highs and lows of entrepreneurship.

“I come from this line of entrepreneurship out of necessity,” Madhani says. “To ensure that them to have their American dream, they needed to begin a enterprise.”

Her household’s companies ranged from quick meals chains to a advertising company, and Madhani spent her childhood serving to after faculty and on weekends. Paradoxically, her mother and father’ imaginative and prescient of the American dream was to offer Madhani and her brother an training—to not change into entrepreneurs.

“I noticed firsthand what it took to construct a enterprise, what it took for companies to fail, the hardship, the great, the dangerous, the ugly, and all the things in between.

“However all of that credit score goes to my mother and father, ” Madhani says.

However credit score isn’t only for her mother and father’ actions however for what they stated at a fateful dinner that modified Madhani’s life.

Suneera Madhani foundr magazine cover
Suneera Madhani on the duvet of Foundr Journal situation 120.

‘Why Not You?’

In 2012, a uncommon snowstorm hit Texas whereas Madhani was visiting her mother and father in Dallas. As a result of she was caught hundreds of miles from her dwelling in Orlando, she had her subscription packing containers rerouted. She was obsessive about the early-adopter subscriptions like Birchbox and BarkBox in a time she describes because the “pre-subscription economic system.”

“[Then] that gentle bulb went off, and I used to be like, ‘Holy s***, why isn’t there a flat subscription in funds?’”

As an alternative of going dwelling on that journey, she ended up routing her ticket to Houston, the headquarters of the bank card firm she labored for. She secured a gathering with the C-suite and labored on the presentation for every week whereas binging the primary two seasons of Shark Tank to good her pitch.

“All I needed was to see this success in my very own firm,” Madhani says. “[But] they laughed me out of the boardroom.”

Distraught and annoyed, Madhani returned to Dallas simply in time for Friday’s household dinner. She defined the frustration of the assembly and why the concept of a subscription cost platform might work.

“My household checked out me and stated, ‘Why not you?’”

It was the primary time Madhani realized she might do it herself, however she instantly blurted out excuses—no growth expertise, no buyers, no trade connections.

“My mother and father stated, ‘What’s the worst that might occur? Give your self six months and provides it a go,’” Madhani says.

She give up her job and moved into her mother and father’ home. With $50,000 of startup capital raised from private financial savings, associates, household, and her now-husband, she shortly spent half of the funding on compliance with bank card firms like Visa and Mastercard. She didn’t have leftover capital to rent workers or contract out work, so she leaned into what made her distinctive.

Hold Studying: How Erin Deering Constructed Triangl Right into a Swimwear Motion 

“By not having capital, it really pressured me to suppose, ‘How am I going to do that in a different way compared to the trade?’”

In 2014, most bank card firms went to market by bodily banking channels. Utilizing her background in digital advertising, Madhani constructed a web site, began writing blogs for search engine optimization, and invested $500 in Google Advert Phrases.

“I encourage founders to leverage any white-label options which can be already there to get an MVP off the bottom,” Madhani says. For instance, she partnered with a banking establishment to white label a transaction software program to check the speculation of a subscription-style mannequin versus a percentage-style mannequin.

Subscribe to Foundr Magazine button

“We took a guess on that thesis and constructed our know-how to be a funds hub,” Madhani says. “We have been in a position to construct our platform with our clients.”

She found that as an alternative of attracting clients like small enterprise eating places, they have been reaching healthcare {and professional} companies that wanted an omnichannel platform for in-person and on-line funds.

“That was the thesis that introduced us the place we’re immediately,” Madhani says.

Stax grew to become the primary subscription-based bank card processor to return to market with flat charges and limitless bank card utilization. Shortly, they have been thought of the Netflix of bank card processing. Inside six months of her mother and father’ steered timeline, she processed greater than $5 million in funds.

The three Minds

The most important lesson Madhani realized in her profession occurred when she met together with her board following the primary time period sheet supply.

“It was a s***present of a board assembly,” Madhani says. The buyers had lowered their preliminary $17 million supply to $12 million. “In the event you’re negotiating with one get together, you’re negotiating with your self.”

However the board nonetheless needed to take the deal.

“I stated, ‘You guys simply invested on this enterprise. What has modified within the final six weeks that you just’re able to take this minimal supply simply incrementally greater than you invested in?’”

Madhani didn’t again down. She relied on what she describes as her “three minds”—analytical, coronary heart, and intestine.

“I would like all three to make the choices, and when one isn’t feeling proper, I’ve to belief that.”

Shortly following the rejection of the bid, she obtained one other time period sheet for $50 million. It was a non-public fairness deal that purchased out their preliminary buyers—the boardroom naysayers—and exited them 18 occasions their funding.

Your instinct is essentially the most highly effective device you have got, [so] use it and don’t low cost it and take heed to it,” Madhani says.

To this point, Stax has raised $500 million in capital and is rising triple digits year-over-year. In March of 2022, Stax formally grew to become a unicorn startup with a valuation of greater than $1 billion.

Methods to Make Enterprise Choices

Beneath is how Madhani makes use of her “three minds” technique for making choices.

  1. Analytical: What do the numbers and developments present?
  2. Coronary heart: What are your trusted advisors, group, and clients telling you?
  3. Intestine: What do you’re feeling down in your core that’s the appropriate choice?

If one of many 3 minds is off, which means there’s a downside. When all 3 are unified, you’ll be able to belief your choice.

Subscribe to Foundr magazine



Please enter your comment!
Please enter your name here