Product-Up 1.0 — Navigating Growth & Challenges in Software Services: Pain Points & The Default Mindset About Marketing

The Surat IT Community (SIC) hosted an insightful session for IT founders, leaders, and professionals on the key realities of running and growing a software service business. This exclusive event brought together two seasoned leaders who shared practical strategies, real-world lessons, and actionable insights to help attendees strengthen their businesses. Session 1 — Key Pain Points in Running a Software Service Business (Vinod Kalathiya, CEO, Sensussoft): client acquisition and expectation management, contracts and IP safeguards, change requests and scope creep, payment security and cash flow, global client communication, delivery and QA, pricing and positioning, post-delivery support, operational scaling and risk. Session 2 — Marketing Mindset & Systems for IT Entrepreneurs (Kishan Desai, CEO, Workability): the default vs. required mindset for marketing, fundamentals, channels and strategies that work for IT services, systems and processes, common mistakes IT entrepreneurs make, moving from marketing to sales, and a practical action plan for building a marketing playbook. For mini to mid-size software service & consulting companies, agency owners, and IT leaders who wanted to avoid costly mistakes in contracts, delivery and client handling; improve profitability and cash flow; build a marketing foundation for growth; and learn directly from CEOs who have navigated these challenges.