Good morning! This is your weekly dose of tactical guides and links on how to build and grow your Vertical SaaS product. First time? Subscribe here.

In today’s email:

• Unbundling horizontal companies

• Vertical spotlight: Topline Pro & Home Services

• A few good links

Let’s get after it.

Unbundling horizontal companies

The phenomenon of "unbundling" massive horizontal companies has led to the creation of startups valued at over $400 billion. This trend involves breaking down broad, generalist platforms into specialized, vertical-focused entities.

For instance, the transformation of TV into streaming apps and the evolution of spreadsheets into specialized SaaS tools like ClickUp and Airtable exemplify this shift.

These changes occur as large companies expand, diversifying their offerings and inadvertently creating niches for more targeted, user-specific services.

Key Takeaways:

• Unbundling leads to the creation of vertical startups, each addressing specific market needs neglected by larger, horizontal companies.

• This trend has been seen in various sectors, including TV (streaming apps), spreadsheets (SaaS tools), and classified ads (Craigslist's unbundling into specialized services like Airbnb and Uber).

• The growth of horizontal companies often results in a diluted user experience, paving the way for vertical startups to offer more focused and efficient solutions.

• Observing the 'breaking points' in broad horizontal platforms can reveal significant startup opportunities in specific niches.

Read more from Linear

Vertical spotlight: Topline Pro & Home Services

Topline Pro, a platform designed to assist home service businesses, has recently secured $12 million in Series A funding. This investment, led by Forerunner Ventures, will empower the company to expand its team and enhance its generative AI capabilities.

Founded by Nick Ornitz and Shannon Kay, Topline Pro aims to streamline the online presence and operational efficiency of businesses like general contractors and landscapers. The platform offers tools for building websites, managing social media and ads, and facilitating online scheduling and payments.

Despite a challenging market environment, Topline Pro has shown impressive growth, generating over $180 million in business and nearly doubling its workforce.

Key Takeaways:

• Topline Pro's recent funding will boost its mission to support over 5 million U.S. home service businesses.

• The platform simplifies business operations, allowing professionals to focus on their craft.

• With its AI-driven features, Topline Pro is set to reach $1 billion in job value for its clients.

Read more from TechCrunch

A few good links

• Assumption Testing: Everything You Need to Know to Get Started

• A World Powered by Payments

• Joe Liemandt (ESW Capital) Operating Manual

• The Dark Side of Sales