SaaStock Revenue (2024)

SaaStock generated approximately 350,000 euros in its first year of operation in 2016, split roughly evenly between ticket sales and sponsorship revenue. Revenue surpassed 1,000,000 pounds in 2017, the company's second year, representing more than a tripling of the prior year figure. By 2019, the last full conference year before the COVID hiatus, revenue reached 2,900,000 pounds.

SaaStock's customers fall into two categories: event sponsors and ticket buyers. In 2016, the company had over 30 sponsors, with the top sponsorship tier priced at 60,000 euros, though no sponsor purchased at that level. ChartMogul was the first sponsor, paying approximately 15,000 euros. ProfitWell also sponsored the inaugural event at a slight discount to the ChartMogul rate. Workable expressed interest in the lead sponsorship at 30,000 euros but did not close.

By 2022, named sponsors in the main hall include companies such as Intercom, Chargebee, and Founderpath, with approximately 75 to 80 partners at the top tiers and an additional 150 companies in the startup program. Theuma noted that partner-allocated tickets account for roughly 1,000 or more passes at the 2022 event.

For the 2022 conference, Theuma estimated that 10 to 15 percent of the approximately 5,000 total attendees would receive complimentary or scholarship tickets, covering founders with under 250,000 dollars in ARR, diversity and inclusion recipients, and media passes. Estimated paid ticket sales for 2022 are approximately 2,500 to 2,800. A 30 percent discount code, LATKA30, was offered to Latka listeners for 2022 tickets. The SaaStock Founder Membership targets B2B SaaS founders with ARR between zero and 10,000,000 dollars.

SaaStock generates revenue through two primary streams: event sponsorships and ticket sales. Sponsorships are typically sold months in advance of the event, providing upfront cash flow that funds production costs. Theuma described this dynamic as analogous to a seed investment, with sponsors effectively capitalizing the event before it occurs. ChartMogul, for example, signed its sponsorship approximately 12 months before the 2016 conference and paid roughly 11 months ahead of the event date.

The revenue mix has shifted materially over time. In 2016, sponsorships and ticket sales each contributed roughly 50 percent of revenue. By 2019, sponsorships accounted for approximately 70 percent of revenue and tickets 30 percent. The company also operates the SaaStock Founder Membership, a subscription community for B2B SaaS founders targeting the zero-to-10,000,000-dollar ARR segment, offering peer groups, monthly masterminds, networking events, expert workshops, and an annual retreat.

Major cost items include venue fees (six figures for the 2019 RDS event) and production. SaaStock has a multi-year production partnership with Catapult valued at a minimum of 1,500,000 pounds over three years. In 2019, the company spent approximately 75,000 to 800,000 pounds with Catapult on production. Total 2019 expenses were approximately 2,200,000 pounds against 2,900,000 pounds in revenue. Profitability in 2016 was negative, 2017 was described as just above breakeven, and 2019 was near breakeven or modestly profitable. Gross margin, churn, LTV, CAC, and ARPU were not discussed in the interview.

SaaStock employed 17 people as of the August 2022 interview. The team is expected to reach 22 by 2023, based on figures in the extraction list. Theuma noted that the company did not make its first sales hire until revenue crossed 1,000,000 pounds, meaning he personally handled all sponsorship sales in the early years. Team composition beyond the sales function was not discussed in detail.