Willa aims to serve the 60 million people in the US that do freelance work, a group Aron says is underserved when it comes to booking keeping services. Traditionally speaking, you either go work for a corporation and get your paycheck or you go build a company, he says. But then you have this group in between that are not on staff but aren’t really a company either. This group contributes $1 trillion to the economy every year. They are in a lot of trouble because the world is not built for them.
We are going with an audience strategy where we corner that right part of that market and we leverage to expand that universe. One example from another company is Braintree, a payment service provider not quite like Willa. Back in 2013, they were acquired by PayPal for $800 million. They got started by going after the Ruby on Rails community. This strategy was successful because this is a highly influential community and other developers listened to these professionals. With Willa we are going after an influencer community as well, just the creative community. There are millions of skilled freelancers and hundreds of thousands of skilled freelancers that are also social media creators. So first we are going after social media creators who have influence to later expand into a wider audience.