Hitting the Right Target: A Tech Startup Story with Fuzey
In episode 24 of the Tech Startup Stories Podcast, we got to speak with Alex Boyce, co-founder of Fuzey, about what it means to carefully refine your focus as a founder. This episode explores how Fuzey began with one type of customer in mind and gradually evolved its positioning in response to real-world use, ultimately building greater clarity around who they serve best.
Listen to the Podcast
Available on Spotify, Amazon Music, Apple Podcasts, and YouTube.
The original concept behind Fuzey was centred around independent professionals who were managing their own customer communication without much support. The team created a product that unified messaging, booking, quoting and payment into one simple interface, offering a much-needed level of organisation for business owners trying to do it all.
As the platform gained traction, the team began to notice consistent engagement from a slightly different segment. It became clear that many of the most active and vocal users were not individuals working alone, but rather small teams delivering services across a variety of local businesses. These teams shared many of the same challenges as solo professionals, but also brought an added layer of internal coordination and workflow complexity that the platform naturally supported.
Refocusing on the customer that fits
Rather than hold tightly to early assumptions, the team took the opportunity to re-evaluate who the product served most effectively. By speaking with their most engaged users, they recognised that the value Fuzey offered extended well beyond the individual operator. Small service teams were using the platform in collaborative ways that justified a shift in how Fuzey positioned itself and where it focused its product development efforts.
This pivot did not involve a drastic change to the product itself, but rather a conscious decision to sharpen its relevance for the customers who were already gaining the most from it. By refining their messaging and onboarding experience, the team made it easier for small teams to recognise themselves in the product and understand exactly how it could support their day-to-day operations.
Aligning product and audience with intent
Alex speaks about the importance of recognising when early traction is pointing in a direction that deserves greater attention. The team took time to analyse user behaviour, speak directly with customers and identify which features had become central to a team-based workflow. By focusing on what was already working, they were able to increase product adoption without adding unnecessary complexity.
This careful recalibration allowed Fuzey to become more useful to more people without straying from its core purpose. The same tools that helped independent professionals reduce their administrative burden were proving even more valuable to teams that needed to operate with greater clarity and coordination.
Listening as an advantage
What stands out in this episode is the discipline and humility required to notice what is actually happening in your product rather than what you expected to see. Alex explains how much of Fuzey’s evolution came not from one breakthrough moment, but from hundreds of smaller observations, support conversations and usage patterns that collectively pointed toward an emerging opportunity.
That habit of listening, reflecting and responding has allowed the team to move forward with greater confidence. By staying engaged with users and acting on clear signals, Fuzey has become more targeted, more aligned with real needs and better positioned to grow in a way that feels sustainable and grounded.
Lessons from the journey
Alex offers a thoughtful view into what it takes to reposition with intent and reflects on how rewarding it can be to stop chasing hypothetical customers, and start serving the ones who are already showing up and using the product in meaningful ways.
Fuzey has become sharper in focus, more specific in its messaging and more confident in who it is built for. That clarity has not only strengthened the product, but also given the team a clearer direction as they continue to build and grow.
Listen to the Podcast
Available on Spotify, Amazon Music, Apple Podcasts, and YouTube.
Learn more about Fuzey or get in touch with Alex Boyce.
