How to Build a Product for an Industry You Don't Know | Eliav Moshe (Fullpath)
Host: Eyal David · Guest: Eliav Moshe · About the host
Eliav Moshe, Co-Founder and CPO of Fullpath, built a product for US car dealerships without knowing the industry in advance. His approach: get in with a small, low-risk solution on the dealership's website, listen to the customer, and expand in land-and-expand cycles into a full platform. In product interviews he mainly tests mental flexibility and the ability to connect business, customer and technology.
In this episode
- In B2B it's better to get in with a small, low-risk solution, a foot in the door, and then expand. But the customer will always ask about the end-game, so you need to lay out the full plan on a timeline from the start.
- Product isn't doing product 'right' by the book: if the solution doesn't work for the customer, isn't technologically feasible, takes two years to implement, or the customer won't pay for it, you did nothing.
- A good product manager lives with one foot in business and one in technology, and also understands sales, support and competitors. That DNA is what Eliav tests in interviews, more than industry knowledge.
- In product interviews at Fullpath, the interviewers change the candidate's basic assumptions mid-conversation to test mental flexibility. Candidates mostly fail on rigid thinking and a missing business connection.
- To penetrate a fragmented market, work from both ends: happy dealerships become champions with the manufacturers, and manufacturers fund and drive adoption at more dealerships.
- Listening to customers creates evolution, not a pivot: Fullpath started with emails, moved to the website because it has an order of magnitude more signals, and expanded into autonomous advertising because customers asked for it.
Listen to this episode
Episode Description
Eliav Moshe, Co-Founder and CPO of Fullpath, a Jerusalemite who has been coding since high school and built apps in the early days of the App Store, joined his partners when they brought him an idea for a pilot in the US car market, a market he didn't know. In this episode he explains the industry's structure (manufacturers selling through local franchised dealerships), why it is technologically fragmented and stuck behind on-premise investments, and how Fullpath entered through on-site conversion optimization, expanded into car-buyer data and an autonomous advertising system, and cut implementation from two years to under a week with 200+ integrations. He describes go-to-market from both ends, through dealerships that become champions and through manufacturers and co-op funding, and the land-and-expand cycles. In the second part he explains what he looks for in product people, what a product interview at Fullpath looks like, and where candidates fail.
Chapters
- 0:43 · Who is Eliav: from App Store apps to Fullpath
- 3:48 · The US car industry and the data-silo problem
- 7:18 · Implementation: from two years and a million dollars to under a week
- 8:51 · Why the industry got stuck, and entering through conversion optimization
- 16:24 · Manufacturers, co-op and go-to-market from both ends
- 19:27 · Land-and-expand cycles and working with marketing agencies
- 28:03 · Foot in the door, the end-game and ROI in B2B
- 30:48 · What makes a good product person: the dance between business and technology
- 33:37 · What a product interview at Fullpath looks like
- 37:26 · Where candidates fail: rigid thinking and no business connection
Full transcript with speakers and timestamps
Selected quotes
“If that solution doesn't work for the customer, you didn't do product.”
“And if you made a product that's worth a million dollars, but the customer is only willing to pay a thousand dollars for it, you did nothing.”
“I don't want to call it a pivot, because it's not really a pivot, it's simply an expansion of the product portfolio.”
Questions & answers
What does Fullpath do?
Fullpath is a SaaS company for car dealerships in North America. It unifies data from the dealership's systems (website, CRM, DMS, marketing, phone calls), runs on-site conversion optimization and operates an autonomous advertising system. According to Eliav it works with close to 1,500 dealerships and 30-something car manufacturers.
Who is Eliav Moshe?
Eliav Moshe is Co-Founder and CPO of Fullpath. He studied mathematics at the Hebrew University, has been coding since a young age, and built apps end to end in the early iPhone days before joining his partners Aharon Horowitz (CEO) and Yishai Goldstein (CTO).
How did Fullpath enter the US car dealership market?
Through conversion optimization: technology embedded in the dealership's website that tracks visitors and engages them to convert more leads. It was a low-risk pilot for the dealership, and from there the company expanded into advertising, integrations and a complete platform.
What is land and expand according to Eliav Moshe?
A roughly two-year cycle per product: about half a year of development and half a year of initial go-to-market (Land), then a year of establishing the product in the market with feedback, adjustments and more use cases (Expand). Fullpath has gone through about three such cycles.
What does a product interview at Fullpath look like?
The candidate gets background on Fullpath and the industry and prepares a short presentation on a feature or product of their choice: the problem, the solution, the tools and the ROI. What matters is the conversation that follows, in which the interviewers change the basic assumptions to see how the candidate thinks and how flexible they are.
People & resources mentioned
People
- Eliav Moshe, Co-Founder & CPO at Fullpath
- Aharon Horowitz, CEO of Fullpath
- Yishai Goldstein, CTO of Fullpath
- Prof. Naftali Tishby
Tools
- Google Analytics
- Google Ads
- Facebook Ads
- DMS (Dealer Management System)
- CRM
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