ICP Mistakes, Startup Failure, and the Workflow Platform That Changed Everything

What if the right process management system could transform how your entire organization handles compliance, onboarding, and critical operations? In this episode of SaaS That App: Building B2B Web Applications, Vinay Patankar, Co-founder and CEO of Process Street, joins Aaron Marchbanks and Justin Edwards to share how an early obsession with computers led him into entrepreneurship, how a failed video startup reshaped the way he builds companies, and why high-stakes industries are Process Street’s most passionate users. This podcast is brought to you by Delta Systems, your one-stop shop for front-end, back-end, and full-stack software development. At Delta, Justin and Aaron share the same philosophy when it comes to clients: they treat people like colleagues, not just customers. Maybe that’s why Delta typically spends years working with the same companies: how many software engineering firms can you say that about? So, if you’ve got a big SaaS project in mind but have no idea where to start, come and get a free scope and estimate from Delta Systems on their website. Got a burning idea for an episode, or a SaaS question you absolutely must know the answer to? Leave us a voice memo at SaasThatApp.

What You’ll Learn:

How to identify your true ideal customer through usage patterns, not assumptions
Why runway flexibility and co-founder alignment matter more than initial capital
The power of combining “what to do” with “how to do it” in operational tools
How to avoid the checklist trap and build defensible B2B software
Why horizontal product strategies fail and vertical ICPs win
How to layer AI strategically into existing platforms for compounded value

Vinay Patankar is the Co-founder and CEO of Process Street, a workflow management and compliance operations platform serving regulated industries worldwide. With a background spanning remote team management, digital entrepreneurship, and SaaS product development, Vinay has built one of the most widely adopted process automation tools, trusted by organizations across healthcare and nuclear power plants. Recognized by AWS for innovation in compliance automation, he brings deep expertise in translating complex operational challenges into scalable, human-centered solutions.

This podcast is brought to you by Delta Systems, your one-stop shop for front-end, back-end, and full-stack software development. At Delta, Justin and Aaron share the same philosophy when it comes to clients: they treat people like colleagues, not just customers. Maybe that’s why Delta typically spends years working with the same companies: how many software engineering firms can you say that about? So, if you’ve got a big SaaS project in mind but have no idea where to start, come and get a free scope and estimate from Delta Systems on their website.

Highlights:

[00:00] Introduction
[01:43] Vinay’s Unlikely Origin Story
[05:45] Losing a Job, Finding a Direction
[10:58] The Ambitious Leap: Building Vitoto
[17:12] Lessons From Failure and the Value of Runway
[22:01] The Birth of Process Street
[26:36] Integrating SOPs Directly Into Checklists
[29:33] From SMBs to High-Stakes Environments
[34:14] Why Templates Aren’t Enough
[36:27] Entering the AI Era
[45:26] Vinay’s Advice to Founders

Episode Resources:

Vinay Patankar on LinkedIn
Process Street Website
Aaron Marchbanks on LinkedIn
Justin Edwards on LinkedIn
Delta Systems Website

Got a burning idea for an episode, or a SaaS question you absolutely must know the answer to? Leave us a voice memo at SaasThatApp