We chatted with with Ciaran, founder of Machinery Partner ($400K/month). In our interview, Ciaran says:
I started to see how unsophisticated things were across the whole industry. You would literally have sales guys just driving around looking for a site with machines on it in the hope of catching a lead.
The first thing we did wrong was spending money on unnecessary features or things that ended up being irrelevant to our customers. Figure out what your users want first then build the simplest thing to see if it will work.