I had the pleasure of sitting back down with Will Reeves, Founder and CEO of Fold, on TFTC last week to discuss Fold's journey from a startup to (soon to be) a publicly listed company. I particularly liked this conversation because it was a great lens into the grit it takes to run a successful bitcoin company.

TFTC: A Bitcoin Podcast • #533: Preparing For The Next Bull Run with Will Reeves • Listen on Fountain

Marty sits down with Will Reeves to discuss the progress of Fold and how they’ve withstood and harnessed the bear markets. Will on Twitter: https://x.com/wlrvs Fold App: https://use.foldapp.com/ 0:00 - Intro1:25 - Reflecting on the years8:00 - How Fold made it14:59 - River & Unchained16:15 - Harnessing the bear market27:15 - Gradually, Then Suddenly & Zaprite28:53 - Fold users33:39 - Leading the way with new strategies44:30 - Focusing on bitcoin51:53 - Ten311:00:28 - Succeeding by operating with integrity1:13:20 - Come a long way, long way to go Shoutout to our sponsors: River https://river.com/tftc Unchained https://unchained.com/concierge/ Zaprite https://zaprite.com/tftc Gradually, Then Suddenly https://thesaifhouse.com/gradually TFTC Merch is Available Shop Now: https://merch.tftc.io Join the TFTC Movement: Main YT Channel https://www.youtube.com/c/TFTC21/videos Clips YT Channel https://www.youtube.com/channel/UCUQcW3jxfQfEUS8kqR5pJtQ Website https://tftc.io/ Twitter https://twitter.com/tftc21 Instagram https://www.instagram.com/tftc.io/ Follow Marty Bent: Twitter https://twitter.com/martybent Newsletter https://tftc.io/martys-bent/ Podcast https://tftc.io/podcasts/

Building a successful company is extremely hard in its own right. Building a successful bitcoin company is significantly harder considering the fact that you're building a company in parallel with a nascent and volatile monetary asset that is monetizing in real time. Bitcoin adoption comes in waves. People flood in when the price is ripping and fade out when the price corrects and goes into a multi-year bear market before the tide comes back in. This means that your potential user base is expanding and contracting more than it would be in other industries. As a company you need to be able to absorb the incoming waves of new adopters and then capture and retain the users who stick around for the bear market.

To do this correctly, a founder and their team needs to thread many needles. First, can you assemble a team that can actually build something? Second, can you bring a product to market that people actually use because it provides value to them? Third, can you stick out against the crowd? So on and so forth.

One of the most important aspects of building a bitcoin company during bitcoin's monetization phase is timing. There are many great ideas that people have in terms of companies, products and tools that can built using bitcoin. There are sci-fi futures that can be built today on bitcoin if people really wanted to. The problem that arises is that adoption and understanding of bitcoin are at a point where, even though a functional product could be brought to market, it won't be adopted by a large number of people because there 1.) aren't enough people who would understand how to use it and 2.) for the people who do understand how to use it and could benefit from it, the universe of people they can interact with using that product is minuscule.

Timing is everything. And I think Fold nailed the timing of their product. Allowing people to passively stack sats by offering a product that enables them to go about their daily spending and get sats back instead of cash back rewards is a great first-touch bitcoin experience. Once Fold found their sticky user base and perfected their sats back experience, they began expanding their product offering to provide their users with more bitcoin services. Buy/sell bitcoin in-app, bill pay for sats back, and more. They'll eventually roll out a credit card and additional financial services. Start simple, provide something of value, nail the timing and then expand from there. That seems to be the recipe.

For any founders in the space reading this, I highly recommend you listen to the episode. Particularly for the advice Will gives about knowing when to sprint on product and when to lean into growth. Bear markets are for building and bull markets are for casting the widest net possible and capturing as many new users as possible.

At Ten31 we are extremely proud to back Fold and a number of other companies in the bitcoin space that understand the intricacies described above. We work with some of the best founders in the world. Founders who know how to eat glass with the best of them. Bitcoin can be a cruel mistress and no one knows that more intimately than the founders building bitcoin companies.

Final thought...

The NFL having a week 1 game in Brazil should get Roger Godell fired.

Enjoy your weekend, freaks.