Challenges in B2B Partnerships and Sales for New Startup Founders

by: Guntas Dhanjal, CEO, BAG Healthcare.

Breaking into the healthcare industry as a startup is challenging, and it becomes even more daunting when your goal is to establish B2B partnerships. After learning about product-market fit through our first startup idea, we spent considerable time researching to ensure our next concept was not only innovative but also validated by the market.

In this blog, we’ll share the journey of our second idea, the hurdles we faced in forming B2B partnerships, and the valuable lessons we learned as young founders.

1. Building on Past Lessons: Researching the Right Idea

After the insights gained from our first venture into hospital emergency codes, we approached our next project with a more refined mindset. This time, we were determined to ensure our idea was backed by thorough research and aligned with a clear product-market fit.

We identified a critical challenge in healthcare: travel nurses struggle with onboarding, compliance, and adapting to new hospital environments. This inspired us to develop a gamified learning platform designed to improve onboarding processes, increase engagement, and boost nurse confidence while saving hospitals time and money.

2. A Promising Start: Early Validation and Recognition

Our idea quickly gained traction:

• We spoke with numerous nurses, including travel nurses, to validate our concept. Their feedback confirmed that this was a pressing issue, and they saw great potential in our solution.
• We presented the idea at pitch competitions, where we won “Most Innovative Startup”, solidifying our confidence in the platform’s potential.

With early validation and recognition, we were excited to move forward and sought out B2B partners to help bring our idea to life.

3. The Challenge: Breaking into the B2B Space

Despite the promise of our idea, we soon realized the reality of building B2B partnerships as a new startup, especially as high school and college founders:

1. 1 Difficulty in Building Credibility
   We reached out to numerous hospitals, nurse placement agencies, and staffing firms. However, most discussions didn’t progress as planned. Many decision-makers were skeptical of our ability to deliver as young founders or didn’t prioritize our project over their existing challenges.
2. 2 Limited Engagement
   While some initial conversations seemed promising, interest often waned over time. Potential partners either became too busy to continue discussions or simply weren’t willing to take a chance on an unproven startup.
3. 3 No Established Relationships
   Without pre-existing connections in the healthcare industry, it was difficult to gain traction. Most organizations were hesitant to invest time in developing a partnership unless a trusted relationship already existed.

These roadblocks were frustrating but also illuminating. We came to understand just how hard it is for first-time founders, especially in the healthcare B2B space, to build partnerships without a strong network or proven track record.

4. Lessons Learned from the B2B Journey

Through this experience, we gained invaluable insights into the challenges of B2B partnerships and what it takes to overcome them. Here are the key lessons we learned:

1. 1 Establish a Champion Partner Early
   Having one strong advocate—a hospital, agency, or even an individual within the industry—can make all the difference. A champion partner not only provides credibility but also helps build momentum for future collaborations.
2. 2 Relationships Matter
   Building partnerships requires trust, which takes time and effort. If relationships aren’t established early on, potential partners are unlikely to invest in developing an idea with you.
3. 3 Be Persistent but Strategic
   Rejection is inevitable in the B2B space, but persistence is key. That said, focus your efforts on organizations or individuals who show genuine interest and align with your vision.
4. 4 Show Tangible Value
   As young founders, we learned that credibility isn’t given—it’s earned. Demonstrating value through prototypes, pilot programs, or data-driven insights is crucial for gaining trust.
5. 5 Start Small
   Instead of aiming for large-scale partnerships immediately, focus on smaller, more manageable collaborations. Success in one or two partnerships can serve as proof of concept and open doors to larger opportunities.

5. Moving Forward: Turning Challenges into Growth

While breaking into B2B partnerships as young founders was more difficult than expected, the journey was full of lessons. These insights will shape how we approach future collaborations and refine our strategy.

At BAG Healthcare, we are committed to learning, iterating, and growing. The challenges we faced in B2B partnerships have strengthened our resolve, improved our understanding of the healthcare industry, and highlighted the importance of persistence, credibility, and relationship-building.

By following these lessons and continuously refining our approach, we hope to make meaningful connections with partners, improve the onboarding experience for travel nurses, and ultimately make a positive impact in healthcare.