Founder Lessons from Metafoodx: Solve Big Problems Through Co-Creation

SaaS founders are no strangers to tackling tough challenges, but what happens when your product aims to address a $400 billion problem? That’s the story of Fengmin Gong, CEO and Co-founder of Metafoodx, whose mission is to revolutionize the food service industry with AI-powered solutions to prevent food waste.

Fengmin didn’t just create a product; he worked deeply with customers to understand their pain points, co-create solutions, and redefine what’s possible in the industry. His journey offers valuable lessons for SaaS founders on solving complex problems, building trust, and creating impactful products.

The Challenge: Tackling Food Waste at Its Messiest Point

Food waste is a global issue, with nearly 40% of food lost or wasted from farm to table. Fengmin saw a major opportunity to make an impact, but addressing the problem wasn’t straightforward.

"The food preparation and service process is messy, low-margin, and heavily reliant on manual operations. It’s been largely neglected by the tech industry," Fengmin shared.

Metafoodx focused on solving this overlooked challenge, but success required more than just identifying the problem—it demanded deep collaboration with customers to refine the solution.

The Turning Point: Embedding with Customers to Co-Create Solutions

Instead of designing a product in isolation, Metafoodx embedded itself in real-world operations, partnering with food service teams at university cafeterias and hotels.

"We worked closely with operators to understand their workflows and pain points. These customers didn’t just validate our ideas; they became co-creators of the solution."

This hands-on approach revealed hidden complexities, like the impact of overproduction and the need for temperature tracking. By listening to chefs and operators, Metafoodx evolved its product into a portable IoT scanner that tracks food weight, identifies items, and ensures compliance with food safety standards—all in just two seconds.

Lessons for SaaS Founders: What You Can Learn

1. Validate the Problem Thoroughly

SaaS founders often assume they know the customer’s pain point, but validation is key. Fengmin’s team didn’t just rely on data—they immersed themselves in kitchens to observe challenges firsthand.

Takeaway: Spend time deeply understanding your customer’s workflows. The more you see their environment, the better you can address their needs.

2. Focus on the Right Partners

Early in the journey, Metafoodx sought out partners willing to co-create the solution. These partners weren’t just clients; they were collaborators with realistic expectations about the iterative process.

"Find partners who believe in the impact you’re creating and are willing to grow with you."

Takeaway: Your first customers are more than buyers—they’re key contributors to your product’s evolution.

3. Iterate Based on Real-World Feedback

The initial solution focused on tracking leftover buffet food. But by embedding with operators, Metafoodx learned about overproduction in warmers and chillers—a more significant source of waste. This insight shifted their product design and led to unexpected innovations, like integrated temperature sensors.

Takeaway: Be prepared to pivot your solution based on what customers reveal during real-world trials.

4. Persistence Pays Off

Building a SaaS product for a new category is no easy feat. Fengmin emphasized the importance of persistence:

"Co-creating with customers takes time, patience, and hard work. You need to be mentally prepared for many rounds of iteration."

Takeaway: Solving big problems takes grit. Stay focused and remember that the best solutions come from continuous refinement.

Conclusion

For SaaS founders, the journey to product-market fit is rarely linear. Fengmin Gong’s experience with Metafoodx highlights the power of deeply embedding with customers, building co-creator partnerships, and iterating relentlessly to solve complex challenges.

If you’re tackling a big problem, ask yourself:

• Are you spending enough time with customers to truly understand their needs?
• Have you identified partners who are willing to grow with you?
• Are you open to evolving your product based on real-world feedback?

Fengmin’s story reminds us that SaaS success isn’t just about technology—it’s about collaboration, persistence, and the willingness to learn from your customers.

🎧 Listen to the full episode with Fengmin Gong to dive deeper into these lessons