In this episode of the NextGen Case Study series, we have the privilege of hosting Soundar Natarajan, the founder and CEO of Perma Technologies, a company specializing in data analytics, AI, and customer development services. Under Soundar's leadership, Perma Technologies has grown to provide innovative technology solutions to both private and public sectors, enhancing data-driven decision-making processes for their clients.

Soundar's journey began in India, where he completed his undergraduate in computer science and joined Wipro, a leading technology consulting company. His career path led him to New York in 2009, working for Sony Music, and eventually holding various roles in the IT industry, including his last position at Scholastic. The transition to becoming an entrepreneur wasn't smooth, as Soundar experienced multiple setbacks with earlier startups. However, his resilience and determination to create something meaningful drove him to establish Perma Technologies in 2021.

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Soundar shares his initial challenges in transitioning from an employee to an employer, highlighting the importance of leveraging his network for early projects and the critical lessons learned from previous failures. He emphasizes the value of not seeing competitors solely as rivals but as potential partners, a perspective that helped shape his approach to business.

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During the conversation, Soundar discusses the balance between wearing multiple hats in the early stages of the company and the strategies he employed for customer acquisition. He highlights the significance of client referrals and the success he found through LinkedIn and email marketing. Attending events and building personal relationships with potential clients have also been pivotal in targeting enterprise clients, which is a current focus for Perma Technologies.

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Soundar's approach to business is technology-centric, focusing on providing solutions in custom app development, ERP systems, and AI. By concentrating on the technology rather than the specific verticals, Perma Technologies can offer versatile solutions across various industries. His recent efforts in social media presence, particularly on LinkedIn, demonstrate his commitment to adapting to industry trends and exploring new avenues for growth.

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As Soundar looks to the future, he shares his ambitious goals for 2024: doubling the company's revenue and securing enterprise clients. His dedication to staying resilient, continually knocking on clients' doors, and building lasting relationships has been key to his success.

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Soundar also reflects on his motivation to move to the United States and create something significant, driven by a desire to make a meaningful impact. He draws inspiration from his past involvement in a community organization in India, aiming to be in a position where he can help others, including fellow entrepreneurs.

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For more insights from Soundar or to connect with him, reach out via email at soundar@thepermatech.com or find him on LinkedIn. To connect with Devon Jones and his team for marketing solutions, visit nextgengrowth.com.

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