Demand House

Founder

MASS

Analyst working on defence projects in collaboration with US Gov and Applied Physics Laboratory.

Analyst

Engineer across design, construction, commissioning and operations.

Engineer

CEO @ Conversion House 🏠 | On-demand design for small SaaS marketing teams so they can launch faster, position better and convert more.

Are you a SaaS / tech startup between $500k and $3M ARR with high retention, but low ARR growth?

If the answer is yes, then acquisition is the bottleneck. 

If we dig a little bit deeper, it's because you don't have a system for generating consistent pipeline.

In other words, you're too dependent on referrals and inbound (Spoiler: Hope is not a strategy).

The solution? Allbound:
→ Hyper-targeted outreach fills pipeline today.
→ Scroll-stopping content fills pipeline tomorrow.
→ Together, results multiply.

Want to learn more about allbound?
→ Visit my website: https://www.demandhouse.agency/
→ Subscribe to my newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7307333213792665600
→ Subscribe to my YouTube channel: https://www.youtube.com/@demand-house

Joe Wheatley

2025 reflections and plan for 2026

1️⃣ 2025

Marketing
↳ 0 → 3k+ LinkedIn followers
↳ 0 → 300+ newsletter subscribers
↳ 0 → 25 podcast episodes on YouTube

Network
↳ Built relationships and become friends with amazing founders, CEOs and GTM leaders across B2B SaaS

Social proof
↳ Worked with 4 x $5M+ ARR SaaS companies
↳ Worked with 10+ $1M+ ARR B2B companies
↳ 27 five-star Google reviews

Business
↳ Pivoted from websites → content → GTM

Who we help
↳ B2B SaaS from ~$500k ARR and up

2️⃣ 2026

Marketing
↳ 3k → 6k+ LinkedIn followers
↳ 300 → 1k+ newsletter subscribers
↳ 25 → 60 podcast episodes

Network
↳ Network better, give more
↳ Go deeper in the GTM communities I am already part of
↳ Potentially launch a startup GTM community (for those who aren't mature enough to work with us)

Social proof
↳ 10+ outbound case studies
↳ 50+ five-star Google reviews

Business
↳ $60k MRR
↳ 2 new clients per month
↳ 100% retention

Who we help
↳ DIY outbound consulting for startups with sub-5 person sales teams (under $2M ARR)
↳ DFY outbound systems for B2B SaaS with 5+ sales reps ($3M+ ARR)

Biggest Change from 2025 to 2026:
- We’re qualifying out unvalidated startups (pre-$1M ARR).
- You cannot guarantee results if they’re unproven.
- You can do everything right, but at the end of the day, if the founder isn’t made of the right “stuff”, nothing will save them.
- If you have social proof (which we do now), leave the brokies behind.

Onwards 🚀

Outbound systems for $3M+ SaaS | Trusted by Warmly, Summize, Coefficient & more | 27 x 5-star reviews on Google | Founder @ Demand House

J.Y Delmotte bootstrapped BuddiesHR to $43k MRR. But how exactly did he do it?

No. 1: He took advantage of being early to the Slack Marketplace.

He built up 700 customers, stacked reviews and now competitors are too far behind to catch up.

Slack is now their #1 source of signups.

Next biggest source is SEO.

Jean-Yves developed a real passion for culture and employee engagement while running his previous startup, PaletteHQ.

And he was living by example → No one left in two years.

Now he creates content derived from topic clusters, closely aligned with the product and what users want to know.

If it starts ranking, he optimizes.
If it drives traffic but is vanity, he kills it.

He’s also getting customers from Reddit and LinkedIn.

Two powerful lessons from J.Y. here:

1. Being early and riding a wave is a good strategy (if you’re confident the wave will get bigger). Similar to Warmly with nametags. Build on someone else’s wave (Zoom for Warmly, Slack for BuddiesHR), get in early and you’ll be miles ahead by the time everyone else catches on. We’re seeing this now with Clay / GTM agencies.

2. Choose channels that fit your own style. SEO works for BuddiesHR because they’re good at it. Podcasting works for me because I like talking to people. Pick channels you can actually win at.

But the most important thing you can learn from Jean-Yves:

“Ship code and talk to users” 😉

If you're looking for a fresh pair of eyes on your GTM strategy going into 2026 and already dreading Q1, DM me.

In under 2 hours, I’ll review your GTM system and give you the 3 growth levers you should focus on next.

No sales pitch. Just honest advice that will move the needle.

DM me - I’ve worked with 4 × $5M ARR SaaS businesses in 2025 alone (plus 10+ at ~$1M ARR), building GTM systems that book demos.

Frank Sondors 🥓 (Founder of Salesforge.ai 🔥) is booking 500 demos per month by dogfooding

He’s solving a real problem:
- Sales reps are split across too many tools → forced to stitch workflows together and deal with unnecessary complexity

And he has a solution:
- An apple-like experience for sales teams

How:
- Mailforge, Primeforge, Infraforge and Warmforge for infrastructure & deliverability
- Leadsforge for finding leads (larger DB than Apollo)
- Salesforge for outreach execution (LinkedIn + email)
- The suite integrates together seamlessly giving you an 'apple-like' experience

Proof of value:
- Forge has a huge TAM (sales teams worldwide)
- They're dogfooding with 250 domains and 500 inboxes
- A sh*t ton of email & LinkedIn outreach (and they’re adding a dialer in 2026)
- Booking 500 demos per month

And before you assume that with this number of inboxes they’re just spamming the TAM - watch the full episode.

Frank used to lead sales teams of up to 100 people. At the end of the show, we actually talked tactics and that there's an unreal amount of gold there

Frank is an absolute authority on building sales teams & outreach and the results speak for themselves.

Will you be bringing home the bacon 🥓 like Frank in 2026?

P.S. They went from 0 to $3M+ ARR in less than 12 months (so clearly, they are very good demos)

Co-Founder & CEO @ Ruley, the E-Referee | Start Up Business Expert | Entrepreneur

After 25 years building successful companies I found myself at a crossroads. I had built companies that helped people and families. I was proud of that legacy, I knew it was time for a new chapter.

In my early 50s, I sold my third company just a year behind schedule from a personal goal I set at 34. 

During COVID, I had the space to explore ideas that truly energized me. I enrolled in a six-month coding bootcamp to learn Python and deepen my understanding of the technologies shaping our future.

Now I’m the Co-Founder of Ruley, an AI powered smart sports E-Referee API  designed to help federations, sports media and consumer brands gain fans, players and spectators by being the go to venues for sports rules and insights.

My personal mission is to fuse decades of my experience and strategic thinking with modern tech to bring people together through playing sports and watching sports.  By working with these existing sports entities we can grow sports and all the good that comes with them.

At the heart of my work is this belief: we all deserve unbiased, instant information, and we all deserve to enjoy life like we did as kids. 

These ideas aren’t mutually exclusive. With the right tools, we can help provide knowledge in unique ways and inject more joy into everyday life.

Explore Ruley and our API rollout (and more) for sports:
🌐 ruley.ai

📸 Instagram: @ruley_ereferee
🎥 YouTube: @ruleythee-referee
📘 Facebook: @ruleytheereferee

🎾 Just Ruley it!

Cassandra Toroian

Do you know how to be global?
You entice them with something that doesn't need translation.

You don't need a dictionary to
understand a red card.
And you don't need a translator to
know who David Beckham is.

There’s a reason to why countries
participate in sports.

Whether it be the World Cup, Wimbledon,
or more- the point is that
sports break down barriers.

The only thing standing
between people and the sport,
are rules.

Rules that makes games engaging,
Rules that makes game fair,
Rules that helps people, understand the flow of the game.

And that’s where Ruley comes in.
We’re not just not an API,
we’re a tool to help the people,
understand the sport.

Our AI takes only from the main source,
the rulebooks of every sport we can think of.
No nonsense articles, no waffles,

Our AI takes only from the main sources of truth;
the official rulebooks of every sport,
we think needs some help
enlightening its players and fans.
And some we know are smaller
niche sports that really want to grow.
We also use sources of truth :

📢 tournament rules
📢 jargon
📢 phrases of a sport.

No nonsense articles,
no waffles,
and no “open” chatGPT that pulls from anywhere and everywhere.

And this is how a sport can become truly global
with fans and players in every country of the world.

If you want more information on how
our tool can be integrated into your
current digital footprint, send me a DM.

The rulebook for Founders in their 50’s:



Building a startup at
this stage isn’t for
the faint-hearted.

You are not doing it for
the late-night pizza.

You do it because you’ve
seen problems in sports, and
you know what needs changing.

And the data agrees.

The glamorized “brilliant 23-year-old
disruptor” is a great story in theory.

But it’s rarely the reality.

Research shows the odds of success
increase all the way up to age 60.

Why?

It’s not passion.
It’s not their energy.
It’s the unsexy stuff:

→ Experience.
→ Pattern Recognition.
→ A solid network that
opens the right doors


In your 50s, you have the capital,
the resilience, and the mindset built
up from years of wins and pivots.

You have the clarity.

Just like in any sport, you win if
you know the rules of the game.

You lose if confusion or distraction
takes you off your critical path.

That clarity is what we
built Ruley, the E-Referee to deliver:

For players everywhere,
For our proprietary API,
For the future of sport.

If you’re also a Founder in your 50’s, message me.

#FounderLife  #TechFounder  #Startups  #SportTech  #RuleyTheEReferee

I was stunned to learn how many tennis balls end up in landfills every year.

Any guesses?

Over 300 million, annually, when combined with padel balls.
And the other staggering factor about that?
It will take 400 years for those balls to disintegrate in a landfill.

And here’s the part no one ever mentions:
Those materials in a “typical” manufactured tennis ball contain microplastics, 
non-organic dyes, and other chemical compounds baked into the rubber.

In fact with ever wack of the ball against 
a racquet, microplastic particles waft into 
the air around the player.

Until recently, the “best” solution we
talked about was… giving used balls to dogs as toys.

That’s been the industry’s solution to recycling balls.

Newer “recycling” programs don’t actually recycle
the ball. They shred, melt and pulverize into a powder.
Some outfits turn it into equestrian flooring or rubber mats.

And none of that removes the microplastics from the environment.
It just puts them back into the ground as flooring.
It just lets horses walk around on the microplastics.
 
Microplastics are all around us in sports.
Even the “eco-friendly” pro football stadiums of NFL teams have microplastics in the turf.
 
And until lately, we’ve accepted all of this as normal
because we’ve never been shown another option.
Or, we’ve been convinced that any recycling is better than no recycling.

Personally, I just don’t think that’s true.  
Unless it’s a truly circular process, to me, 
the rest is just all about making money claiming to be eco-friendly.
 
For tennis and padel, a truly circular tennis or padel ball, 
one that goes through a closed-loop process, 
where nothing is wasted, and everything is reused, 
hasn’t been the standard… Until now.
 
And before we dive into the solution…
we need to sit with the actual problem:

Sports talk endlessly about performance.
But rarely about the footprints we leave
behind on the court or field, or in the trash 
cans next to the court or field.

Given the billions every year made in the world from sports,
isn’t it time some of that sacrificed in the short term in order 
to keep the current and future generations of humans 
from carrying around plastic in our bodies? 
Or in our oceans and fish? Or live stock?

Necessity is the mother of invention, right?

For me, the least I can do as an entrepreneur 
looking to make a profit, is to do so with respect to the earth.

This is why our company Volleybird Athletic Lifestyle is now the exclusive North American distributor for Renewaball | B Corp certified. 

We will work with any racquet club or sporting goods store retailers to offer the world’s only 100% recycled tennis and padel balls to their customers. 

DM me for more info on how to get started.

#tennis #padel #sustainability #recycling #microplastics

So today's the exciting day I've been waiting for like Christmas Eve.

Tennis Ball 2.0 just landed in the U.S.
And honestly…it’s one of the smartest sports
innovations I’ve seen in years.
 
A company in the Netherlands built a machine
that literally slices the felt off used
tennis and padel balls.
 
Separates the rubber from the felt. 
Adds in wool felt.
And turns the balls back into new, high quality, fully playable balls.
ITF approved. (#internationaltennisfederation #itf)
IFP approved. (#internationalpadelfederation #ifp)
Already being used across Europe.
But not in the U.S.
Until now.

It's called Renewaball.
 
#Volleybird is helping fix the carbon footprint of padel and tennis.
It's decreasing the likelihood of breathing in microplastics.
Right here in the USA.

Millions of balls end up in landfills every year.
And the U.S. market barely talks about it.

Confusion is an issue. Accessibility is an issue.
Waste is an issue. Broken systems are an issue.
Sports don’t evolve by fixing just one problem.
They evolve when we’re willing to look
at the entire ecosystem on the court
and beyond it.
 
If your #tennis or #padel club or academy wants to be one of the first in the
U.S. to get your hands on these recycled balls,
I can point you to the right people.

Just put in the comments "INTERESTED" and I'll send you the link to get in touch with Volleybird US sales support to find out more.
 
If we want sports to evolve,
We can’t ignore what we leave behind.

#savetheplanet #usta #uspadel #padel #tennis #environment

Fans don’t fall in love with a sport they can’t follow.

If you’ve ever watched a match with a casual viewer
you already know this.

The moment a strange call happens…
a rule no one can explain…
a weird bounce…

The questions start.

“Why did the point end?”
“What just happened?”
“Is that allowed?”


And by the time someone tries to answer,
the moment is gone and the fan has already
checked out.

Because sports only work
when people understand what they’re watching.

Clubs know this.
Broadcasters know this.
Leagues definitely know this.

If fans don’t get the rules,
they don’t stay engaged.
They don’t learn the game.
They don’t come back.

This is the gap Ruley is designed to close.
Real-time answers. Real rules.
Written for real people.
Not guesswork.
Not “close enough.”
Not a generic chatbot pretending it knows the sport.

Ruley gives players, viewers, and fans
the clarity they need to stay connected.

For sports apps.
For federations.
For leagues.
For consumer brands.
For anyone building a sports experience
that relies on trust and accuracy.

When the rules make sense, the sport grows.
The audience grows.
The revenue grows.

Because no one becomes a fan
of something they can’t understand.

With Ruley, the E-Referee they finally can.

Send me a DM if you wanna learn more
about how Ruley can help your organization

In 1914, war stopped for a football match.

British and German soldiers
opposite sides of the trenches
met in no man’s land and kicked a ball.

No translators. No referees. No scoreboard.
Just instinct. Respect.
And a shared understanding of how to play.

For ninety minutes, they weren’t soldiers.
They were teammates in a global
language, called sport.

That’s what makes sport different.

It cuts through borders. It ignores politics.
It doesn’t care what flag you wear
Only that you play fair.

That same belief built Ruley.
Because when the rules are clear,
The game connects us,  no matter who’s playing.
Fairness stops being a debate.
It becomes the standard.

That’s what sport should be.
That’s what Ruley, the E-Referee protects.

Clarity. Respect.
And the simple joy of playing the game right.

AI is helping visually-impaired athletes navigate races.

Not in theory. In practice.
Right now.

Wearables like the Wayband from WearWorks
have been tested in real race environments,
including an attempted navigation of the
New York City Marathon by blind runner
Simon Wheatcroft, using vibration
based cues instead of sight.

Not flawless. Not finished.
But a real step toward more
independent movement.

Researchers at MIT, Carnegie Mellon, and other
Universities are developing AI systems that
detect obstacles, identify safe paths, and
translate the environment into non-
visual guidance for people with
low or no vision.

Early-stage. But promising work that’s already
reshaping what’s possible.

Accessibility tools for color-blind athletes
Focus on clearer visual design, contrast
improvements, and better visibility of
boundaries and signals.

Practical upgrades. Real-world impact.
This is what accessibility should look like.
Not an afterthought. A direction.

Because when technology increases,
So does someone’s independence on the course,
That’s not disruption. That’s progress.

The kind that opens the starting line to more
people, not fewer.

And that same belief drives everything
We’re building at Ruley, the E-Referee.

Tech that makes understanding fair play universal.

Wonderful news for Volleybird Athletic Lifestyle and Renewaball | B Corp certified to finally get #tennis and #padel more sustainable here in the U.S.!

View company: Renewaball | B Corp certified

🇺🇸 Exciting news: Renewaball x Volleybird 🎾

We’re proud to announce that Volleybird Athletic Lifestyle  is now our exclusive distributor in the United States. We are very happy to have Cassandra Toroian and her team on board and are excited about what we can build together. With their energy, expertise and strong network, we see great potential to grow Renewaball in the U.S. and accelerate our mission to make tennis and padel more sustainable. We are very much looking forward to this partnership and to many successes ahead. 
Welcome to the Renewaball family, Volleybird Athletic Lifestyle 💚

#tennis #padel #renewaball #volleybird #unitedstates #noplastic #cleantech #bcorp #circulareconomy #sustainability

Open article: Volleybird Becomes Exclusive US Distributor of Renewaball, the World's First Fully Circular Tennis and Padel Balls by einpresswire.com

Volleybird Becomes Exclusive US Distributor of Renewaball, the World's First Fully Circular Tennis and Padel Balls

Thanks to Ian Rapoport for having Tracy Thomas and I on as guests to talk about our two sister companies Volleybird Athletic Lifestyle and Ruley, the E-Referee!  It was fun!

Open article: The Tesla Paddle, Osaka Leaves & Interview w/ Volleybird and Ruley | Dec 22, 2025 by open.spotify.com

The Tesla Paddle, Osaka Leaves & Interview w/ Volleybird and Ruley | Dec 22, 2025

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