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Hi, everyone. Welcome to the A6 and Z podcast. I'm Sonal. Today we're talking about the

tricky topic of B2B to B to C business models, which combines both B2B, business to business and B2C,

business to consumer. And I say tricky because while this model works exceptionally well in many

marketplace and platform contexts, where two or more sides get something mutually beneficial from each other and which we talk quite a bit about in many marketplace and platform contexts where two or more sides get something

mutually beneficial from each other and which we talk quite a bit about in other posts and episodes,

what happens in all those other contexts where B2B2C is less symbiotic and more antagonistic

or perhaps even worse, invisible, as in the case of white labeling or in the enterprise when

you assume your indirect channel is enough to take care of all the heavy lifting for your sales.

The two A6 and Z general partners in this episode share their personal lessons learned from their own previous consumer and enterprise businesses.

We have Martin Casato, who co-founded and with CTO at Nysera, which was acquired by VMware, where he then served as the SVP and GM of their networking

and security business unit, and Alex Rampel, who co-founded trial pay, and also co-founded

financial services company, a firm, which offers installment loans and monthly payments to

customers at the point of sale, and is a successful case of when B2B to C does work.

But they began the conversation talking about the assumptions made when the business model

is not done well or very strategically and how that can affect sales and product

development as a result.

I think a lot of entrepreneurs think of this like the Messiah will come in the form of channel

partnerships where it's like really hard to get the end users.

...