In a special, two-part episode of Channel Insider: Partner POV, host Katie Bavoso sits down with Natalia Scheidegger, CEO of Australia-based MSP 3rdmill. The episode dives deep into Scheidegger’s unexpected journey to becoming CEO, highlighting her challenges, triumphs, and lessons learned.
Handling unexpected outages
Bavoso opens the discussion with the recent CrowdStrike-driven Microsoft outage and its impact on the IT industry. Fortunately, the outage did not impact 3rdmill’s clients. Scheidegger explains how 3rdmill used its early access to information through MSP networks to quickly identify the root cause of the issue — CrowdStrike — and not Microsoft, as initially reported.
She recalls, “We picked up quite early on that the underlying cause was CrowdStrike. Therefore, we knew that while the news outlets were still reporting a Microsoft outage, it was a CrowdStrike thing under the hood, and therefore, it wasn’t going to flow through to our customers.
I got the early inside scoop from the MSP networks and passed that on to my team, but we were seeing customers worried, and that was the moment I realized we’ve got to be proactive about this. So, I sent some comms out as quickly as I could to customers, outlining: This is what we know. It’s a CrowdStrike thing. We don’t use CrowdStrike. Your corporate devices are not going to be affected. If you are concerned, reach out.”
By promptly informing clients that their systems were safe, Scheidegger alleviated their concerns and reinforced the trust that underpins her company’s client relationships. This scenario serves as a reminder that proactive communication can be just as valuable as technical expertise in the IT channel.
Listen to Part 1 of the podcast:
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Embracing the spirit of innovation
The conversation then transitions to Scheidegger’s leadership at 3rdmill and the company’s core philosophy. Scheidegger, who took over 3rdmill from her father, emphasizes the company’s commitment to staying at the forefront of technological advancements. She describes 3rdmill’s mission as continually pushing its customers toward the “leading edge of technology,” reflecting the original vision of its founder.
Scheidegger notes, “We’re really trying to go to the next cutting edge, and we love to play with new tech. This means my engineers get to play with new tech, which helps with recruitment and retention. My customers also get to know that they’re in good hands and that we’re going to innovate with them.”
This approach enhances their service offerings and aids in employee retention. By providing their employees with opportunities to engage with the latest technology, 3rdmill fosters a dynamic work environment. Scheidegger highlights that this innovation-driven culture helps attract top talent eager to work with new tools and technologies.
Specializing in financial services
Bavoso shifts the focus to 3rdmill’s niche expertise in the financial sector, asking Scheidegger about her target clients and the nature of their work.
Scheidegger explains how the company serves various clients, including insurance, IT brokerages, and super funds, strongly emphasizing regulatory compliance and data security. Scheidegger details, “We have gained a deep understanding of the applications they use and how they function, as well as the security environment these applications need. Additionally, we are familiar with the guidelines and regulations required by their financial services licenses.”
This specialized knowledge ensures that 3rdmill can navigate complex regulatory landscapes and provide quality service to its clients.
Scheidegger emphasizes that success comes from clients who value the MSP’s role as a trusted advisor. “We love the customers where that partnership is strong because we can do so much more for them,” she adds. This perspective highlights the significance of building relationships based on trust and collaboration rather than merely delivering technical services.
The journey of leadership
Scheidegger took over the reins of 3rdmill ten years ago after the sudden passing of her father, who founded the company in 1997. “I stepped into the business and did not know anything about technology. I couldn’t have known the difference between a router and a firewall if you had labeled them. And I was obviously a baby. I was very young, going back ten years, and had quite literally stepped into my father’s shoes. I sat at his desk that first day, and I think I just remembered that sense and that weight of ‘what do I do now’ and working out what the days needed to look like. So that was how I took on the business ten years ago in 2014,” Scheidegger reflects.
Despite this, she quickly immersed herself in technology and business management. Her story exemplifies how passion and a forward-thinking mindset can transform a business and inspire a team to excel.
Navigating personal growth and professional challenges
Scheidegger recounts the difficult transition from a corporate role to leading a technology business. The initial years were marked by uncertainty as she and her mother worked to stabilize the company. Scheidegger admits her initial plan was to “fix it up and then sell it and go back to corporate life.” However, the entrepreneurial spirit began to take hold. “The entrepreneur bug bit me slowly,” she reflects, leading to a newfound passion for the business and its challenges.
Bavoso queries about the journey from feeling unqualified to becoming a capable leader. Scheidegger divides her growth into three main areas: technological understanding, leadership, and overcoming personal barriers as a woman in tech. She explains that mastering technology was a significant learning curve. “I needed to upskill myself in tech to make informed decisions,” she notes.
Additionally, she highlights the evolution of her leadership style, emphasizing the importance of learning from others and embracing her role as an entrepreneur. She shares that understanding and overcoming personal risk aversion and industry biases also played a critical role in her development.
Reflecting on a career shift
In the second part of this Partner POV, Scheidegger highlights the pivotal moments and strategies that shaped her journey from a tech novice to leading a successful MSP. She reflects on her past experiences and how they contributed to her current leadership style.
Scheidegger discusses her past experiences at Deloitte and how they shaped her leadership style. “I was on the strategy team at Deloitte,” she explains, “and they trained me on first principles, problem-solving, and hypothesis-driven strategy.” This rigorous training instilled in her a strategic mindset that emphasizes understanding the big picture and iterating on solutions.
Scheidegger describes how these skills proved invaluable when transitioning to 3rdmill. She leveraged her strategic approach to problem-solving to lead the company through its early stages. She pinpointed challenges and developed actionable solutions by applying first principles and strategic workshops. This systematic approach allowed her to build a solid foundation and achieve significant growth, including the successful launch of the software product Lucinda.
Listen to Part 2 of the podcast:
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The power of networking in industry growth
One of Scheidegger’s most significant lessons is the importance of networking within the industry. Initially, Scheidegger didn’t realize the value of industry connections and spent several years isolated from the broader MSP community.
She recounts, “I missed a trick on the industry front. I wasn’t networking in the industry. I didn’t know a single other MSP, and it wasn’t until seven years later that I think I went to a ConnectWise event. I remember attending to one of the ConnectWise account managers, and I think he sensed intense, authentic vulnerability in me when I was like, I have no idea what I’m doing.”
At the ConnectWise event, Scheidegger was introduced to peer groups through an account manager who recognized her genuine need for support. This introduction was a turning point, leading to a more robust network and a shift in her business trajectory. Scheidegger notes, “It was a complete 180. I suddenly started being raised with other people solving the same problems I had been facing.” The collaboration and shared experiences with other MSPs accelerated her company’s growth and innovation.
Lessons for new entrepreneurs
Scheidegger stresses the importance of vulnerability and asking for help. “Ask your vendors, just sit down with your vendors and honestly say to them, ‘I don’t know what I’m doing, help me out,’” she advises. This openness can lead to valuable resources and connections through vendor networks and peer groups.
Additionally, Scheidegger encourages attending conferences and networking events, even for those who may be introverted. She shares her personal experience, noting that while she initially disliked small talk, persistent effort in networking led to meaningful connections and business growth. “Practice the muscle,” Scheidegger suggests, “and you’ll get out there, and it’ll become easier and easier.” Her journey underscores the importance of engaging with the broader community to foster personal and professional development.
Embracing new technologies to drive success
Bavoso asks, “How are you implementing new trends, like AI, for your customers to drive success?” In response, Scheidegger outlines a two-pronged approach to AI adoption: one focused on productivity and the other on specific use cases. She emphasizes that these gains are just the beginning, while AI tools like Microsoft’s Copilot can offer significant productivity boosts — sometimes up to 10%.
According to Scheidegger, AI’s real value comes from identifying specific problems that it can solve rather than applying it indiscriminately. “The journey around AI for us as an industry is going to be how we flex that consulting muscle more to tease out these use cases from our customers and help them deliver on them,” Scheidegger notes.
Tune in to the video or podcast above for more insights from Katie Bavoso and 3rdmill CEO Natalia Scheidegger — and be sure to like and subscribe for future interviews with solution providers and thought leaders, plus special episodes and opportunities!
