Inbound Organization

Introduction

Suneera Madhani worked in the merchant service industry and hated everything about it.

She disliked the nickel-and-dime, disdainful attitude her company had toward customers. She didn't like the way the products were delivered. She didn't like the way the company, and every one of their competitors, marketed their services. She didn't like the lack of transparency and honesty about the products, prices, and services. She hated the fact that customers never knew what was going on in the black box that the merchant services company presented. She didn't like the environment she was working in. She didn't like the impact she was having—or not having—on her customers.

She felt that customers deserved better.

She took her ideas for a new way of providing merchant services to her boss. Her ideas were rejected out of hand.

She channeled her frustration, ideas, and innovations into building a merchant services company she could be proud of—and hoped her customers would love it too.

She started Fattmerchant in 2014 with the idea that any business should be able to access merchant services and accept credit cards regardless of their size. She believed that a customer's experience using the service should be simple, powerful, and fun.

She knew she had to have a different approach to building her company, culture, products, strategy, team, and how they went about scaling their business while servicing their customers.

The approach she chose was inbound.

Madhani believed in ...