Exited Founder, Turned Angel Investor; January Pitch Review Sessions Open

This month, we sat down with exited founder turned angel investor Levi Sudak, to hear more about his journey building and selling his company. 

Levi built his company, PAVE Mobility, over the last 5 years to 25M in revenue and sold it to private equity last year. 

We compiled the five most valuable lessons learned from our conversation with him and broke it down into guiding principles that can be applied to founders at any stage. 

1. Business is Actually Doing Stuff

Levi Sudak didn’t take the usual path to building a business—no Ivy League degree, no MBA.

Instead, he built PAVE Mobility straight out of Yeshiva.

Sometimes the best business ideas don’t come from textbooks or formulas—they come from the real world.

From noticing problems, seeing gaps, and deciding you’re the one who can fix them.

That’s the thing about entrepreneurship: it’s finding the path yourself.

Levi didn’t need to invent something new—he just took a proven business model in the UK, made it better, and applied it to the US market.

That’s how things get done. That’s what business really is—doing stuff, making decisions, and getting your hands dirty.

2. Investors Are All About Reducing Risk

From your first pitch to later funding rounds, investors are constantly evaluating how much risk they’re taking on.

So the goal isn’t just raising money—you’re raising enough capital to prove a core theory and reduce the risk associated with it.

Levi explains that as you talk to investors, your goal should be to hit milestones that lower the perceived risk for the next group of investors. Each milestone shows progress, and with each step, you’re making it easier for them to bet on you.

Investors’ goal is to take on the least amount of risk while maximizing their return. 

So, when you’re thinking about fundraising, think of it as a process of demonstrating how you’re de-risking your business, making it more attractive for the investors who come after. 

The more you reduce that risk, the more likely you’ll see the funding you’re after.

3. You’re Not Solving Everyone’s Problem 

Levi’s biggest struggle wasn’t with investors—it was finding the right customers.

It’s something we see a lot with founders too. They’ll tell you their product solves everyone’s problem, and while that might be true in the long run, it’s rarely the case when you’re starting out. 

Levi initially targeted store owners upset about parking but quickly realized his most valuable customers would be focused on maximizing their parking lot revenue.

They not only validated his solution but also gave him direct access to the people who were most likely to benefit from it.

The key is narrowing down your focus to a specific group of people who really feel the problem.

4. First Customers Are Your MVP

Once you have found your niche focused on solving a problem for a specific group of people, it’s time to take the next step: validate that your product actually works for them—and most importantly, that they’re willing to pay for it.

Levi’s first customer wasn’t just a win—it was proof of viability. He built an MVP specifically to service this one customer, and from that first sale, he knew his product had real value. 

If they are, you’ve got your MVP. You’ve de-risked an aspect of the business and taken the first step toward viability.

Don’t wait for the perfect product or fully fleshed-out idea. Solve the problem for your niche, and if they’re willing to pay for it, then you know you’re on the right track.

“A startup is a temporary organization searching for a repeatable and scalable business model.”

-Steve Blank

5. If It Doesn’t Piss Someone Off, You’re Probably Doing It Wrong

When you’re in the business of parking enforcement, you’re not exactly making friends.

Levi gets a reaction when people first find out what his company does.

“You’re the guy handing out parking tickets?” they ask. “That’s awful!”

But here’s the thing—Levi’s company wasn’t just issuing tickets—it was offering an alternative to tow trucks and booting.

Levi explains, “When you don’t pay for parking, you’re actually stealing someone’s asset. It’s no different than taking someone’s rent or grabbing a piece of candy without paying.”

Industries get comfortable with the old ways of doing things, and it’s up to innovators to make them see that there’s a better way.

Think about the early backlash against AI, like ChatGPT. People were skeptical, even fearful. But eventually, they realized that if they didn’t adapt, they’d be left behind.

3 Resources Levi Recommends

‘How to Build a Startup’ by Steve Blank
For any entrepreneur looking to get serious about customer discovery and validation.

‘The Business Model Canvas’ by Alexander Osterwalder
An introductory framework to mapping your business model on a single page.

The Lean Startup by Eric Ries
A classic on how to iterate quickly, build products people actually want, and fail fast to avoid wasting time and money.

January Pitch Review Sessions Opening

We’ve been getting amazing feedback from founders who’ve joined our pitch review sessions! Our November and December spots are fully booked, but we’re opening up bookings for our January sessions!

How It Works:

Pick a Time: Schedule a slot with the LionRun team that fits your calendar.

Send Us Your Materials: Share your pitch deck and any relevant documents for us to review in advance.

Join the Call: The LionRun team will hop on a call with you, offering live feedback on your pitch and other aspects of your business you would like to dedicate the time to.

Get Feedback: After the call, you’ll receive a document filled with actionable feedback to help you refine your pitch and approach.

Thanks for reading, here's a 10% discount on any project—use it yourself or share it with a fellow founder who could benefit from our services. Download the PNG and send it to us upon outreach!

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Until next time— we’ll be on the lookout!

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