Let's start simple. What is HendCo, in one sentence?
HendCo helps SaaS companies — mostly SMB and Mid-Market — make the jump to selling to Enterprise clients, in a structured, measurable way instead of by trial and error.
Why does that jump need help in the first place?
Because it's a different game. A founder or sales team that's great at closing transactional, low-ticket deals suddenly runs up against multi-decision-maker committees, formal procurement, and sales cycles that stretch for months. The playbook that got them to product-market fit simply doesn't transfer. That's the gap — companies have the product, but not the methodology to sell it upmarket.
How does HendCo actually work with a client? Where do you start?
Everything starts with diagnosis. Our first product, the Entry Score, is an assessment that scores a company's Enterprise-readiness across seven dimensions — things like product certifications, multi-language and multi-country coverage, sales methodology, funnel indicators, sales team maturity, sales materials, and clarity of ICP. The result is a single readiness score from 1 to 10.
One of those seven dimensions matters more than the rest: whether the company's current sales motion is consultative or transactional. That single reading is what decides what happens next.
What happens next?
That's where the Enterprise Lab comes in — our second product. It's not a report, it's an active testing engine. We use AI to test and adjust go-to-market hypotheses across three areas — Marketing, Sales, and Product — in a continuous loop: hypothesis, test, adjustment.
In Marketing, we test whether the website actually converts. In Sales, we listen to real calls and measure funnel execution, then coach the team live. In Product, we dig into something founders often miss — the issue usually isn't that the product is bad, it's that customers perceive it differently than the team assumes. We help surface that gap.
And the third product?
That's our Consulting line — fast, closed-scope sprints for companies that already know their pain point and just want it fixed quickly, without signing a long retainer. Same three areas — Marketing, Sales, Product — just delivered as a sprint instead of an ongoing engagement.
Is there a common thread across all three?
Yes — we call it Value Selling (“Venda de Valor”), and it's the foundation underneath everything HendCo does. The idea is simple: you can't sell value you haven't measured. Every product, every sprint, every Lab experiment comes back to the same discipline — diagnose the pain, define target outcomes, and prove the solution works before asking anyone to commit long-term.
Why now? Why is this the right moment for HendCo to exist?
The SaaS market is consolidating. Switching costs are low, and once a category settles on a “dominant design,” only the most differentiated, highest-value solutions survive. That consolidation is pushing more and more companies to make the upmarket move at the same time — and most of them are making it without a structured methodology. That's not a niche problem anymore, it's a market-wide one.
If someone reading this is a SaaS founder wondering whether HendCo is for them — what would you tell them?
Start with the Entry Score. It takes a diagnostic conversation, not a sales pitch, to find out whether you're actually ready to sell Enterprise — and if you're not yet, exactly where the gap is. Everything else follows from that answer.
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