Alex Turnbull wasn't a first-time founder when he launched Groove in 2011. His previous venture, BantamLive, had sold for $15 million, giving him both the financial cushion and entrepreneurial experience to take bigger risks.
But Groove would become his most transparent—and ultimately most successful—venture yet.
As a non-technical founder with a background in product management, Turnbull faced the classic challenge: how to build a software company without coding skills.
His solution was unconventional but effective—he spent $300,000 getting an agency to build his software, betting that outsourcing development would allow him to focus on what he did best: understanding customers and building a business.
