Sales cycles can be very time consuming. Businesses looking to buy software have to sit through discovery calls, fill out forms and speak with sales representatives—and then repeat this process all over again to ensure they find the best software for their needs.
To address this issue, Troy Munson, who has years of experience in software sales, founded Dimmo: a centralized platform that evaluates software, effectively eliminating the need for a long discovery process.
“Companies are having a really hard time and spending a lot of money acquiring customers, so I just decided to marry the best of both worlds and make it easy for people to find out about technology,” Munson said.
Munson, now CEO of Dimmo, founded the startup in January of this year alongside co-founders Sarah Brazier and Lucas Swartsenburg. The company started by presenting “Dimmo Days,” which are monthly webinars wherein software companies can present their products to target their ideal customer profile (ICP).
Each Dimmo Day targets a different sect of the software industry. For example, one such event this coming September 4th will be designated for marketing technology companies presenting software to potential customers. Each software company doing a “dimmo” pays $2.5K for the first presenter and $1.5K for each additional presenter, and has 20 minutes to walk buyers through their product.
In May, Dimmo launched its marketplace, which is a centralized platform where software companies can upload demos of their products. The companies pay a monthly subscription to upload demos, and potential buyers—who can access the marketplace for free at any time—can browse Dimmo to find a product that works for them.
Dimmo’s website currently hosts more than 150 companies across six different categories: marketing, customer success, revenue operations, sales, human resources, and cybersecurity. Buyers are also able to browse subcategories within each section. For example, they might look through cold emailing tools within the sales category.
This August, Dimmo plans to launch the second iteration of its platform, which will feature advanced search capabilities and improved visual design. With this new version, buyers will be able to access an AI chat feature to ask questions about a product—such as how the product compares to competitors, or how to integrate it with existing technology.
“We’ll be able to surface all of those answers right then and there without you having to go and book a call,” Munson said.
To post their products on Dimmo’s marketplace, software companies pay $199 per month or $399 for additional benefits. The basic plan includes unlimited demos and access to customer insights. The more expensive plan features advanced analytics and allows companies to block competitors from watching their demos.
With the advanced subscription, customers also have the opportunity to participate in a custom podcast episode, where they can bring on one of their paying customers to speak about their company.
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Startup: Dimmo
Co-Founders: Troy Munson (CEO), Sarah Brazier, Lucas Swartsenburg
Founded: 2024
Location: Raleigh
Website: dimmo.ai
Funding: Wrapping first round of funding
Size of team: 3, full-time
Dimmo’s customers range from small companies with 10-15 team members, to large corporations with thousands of employees. Munson and his team research each new company before bringing them aboard, in order to ensure they have an existing customer base and will be a good fit for the platform. More than 700 companies have requested to be on Dimmo’s site, and 153 have been selected.
With the new iteration of Dimmo’s platform, there will also be a revamp of the visual design.
“This would just be extremely out of the box, doesn’t look like your typical site experience,” Munson said.
Munson said his team has not yet spent any money on advertising, but each week, Dimmo has had thousands of users searching the demos on its site.
“The fact that we’re actually able to drive pipeline and revenue for companies is awesome, while at the same time people get to get what they want,” Munson said.
