Alexander Zlatkov

I've raised funding from an accelerator, business angels, and VCs. Each step required a different approach, from proving early traction to modeling growth plans with institutional investors. Along the way, I’ve learned valuable lessons about pitching, negotiating, and choosing the right investors.

From recruiting my co-founder to scaling our team beyond 20 people, I’ve navigated the complexities of hiring, managing both onsite and remote teams, and making tough decisions like layoffs. I’ve focused on fostering motivation, alignment, and a strong company culture while implementing performance reviews and feedback systems to drive growth. Through it all, I’ve learned that a company’s success is ultimately shaped by its people, and creating an environment where they can thrive is key.

I've led the design and execution of GTM strategies for SessionStack.com since its inception. From securing our first customers by leveraging platforms like Reddit and Quora to creating high-impact content that reached millions of people and brought in hundreds of customers, I’ve continuously adapted our approach. As the company grew, we've also implemented more traditional strategies, aligning with our increased funding and brand awareness.

Entrepreneurship is a mental game. I’ve been through the highs and lows, dealing with a founder split, navigating a last-minute failed acquisition, and making the tough call to do layoffs. Through it all, I’ve developed the tools to stay calm, focused, and clear-minded, through both exciting and difficult circumstances. Success and failure are two sides of the same coin, and resilience is what keeps you moving forward. You have to learn to enjoy the ride.

Having built a product analytics company and worked with the best tools on the market, I’ve seen firsthand how data-driven decision-making can transform a business.

Product-market fit is the single most important goal in a startup’s early stages. I've been in a position where my company was growing, acquiring new customers every month, but the process was so difficult that we had to be brutally honest with ourselves - we hadn’t truly reached product-market fit. That led to tough but necessary decisions, including multiple pivots, raising bridge rounds, and reshaping our team. Without real product-market fit, growth is unsustainable

I have used FullStory extensively to evaluate and understand the competition while building SessionStack. FullStory offers powerful session replay and analytics capabilities, and my hands-on experience with it helped me benchmark and refine our own platform.