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Founder Interview

How SaaStock Brought 3,700 Attendees to Dublin in 2022 and Is Targeting 5,000 for 2023 (Interview with CEO Alex Theuma)

Interview Date
September 1, 2023
Interviewee
Alex TheumaCEO
Watch
Watch the full interview on YouTube

Company Metrics at Interview Time

2022 Event Attendees

3,700

Founders at 2022 Event

1,500

Team Size (2023)

22

Year Founded

2016

Historical Snapshot

These numbers were reported by Alex Theuma during the interview recorded in September 2023 and are a historical snapshot, not current figures. See SaaStock’s current numbers.

Key Takeaways

  • 01SaaStock 2022 in Dublin drew 3,700 total attendees, of whom approximately 1,500 were founders
  • 02Alex Theuma estimated total spend for the 2022 event at approximately $2,000,000 all in
  • 03Production costs alone for the event ran between $500,000 and $1,000,000
  • 04SaaStock's full-time team grew from 9 during COVID to 17 or 18 by the 2022 event, and stands at 22 heading into 2023
  • 05The company scaled down to 9 employees during COVID after revenue fell by two thirds from its pre-COVID level
  • 06SaaStock introduced a dedicated Bootstrap Stage for the first time at the 2022 Dublin event
  • 07Approximately 17 to 18 third-party side events took place around the 2022 conference without SaaStock organizing them
  • 08The SaaStock Founder Membership places founders into small mastermind groups of five to seven people targeting the 1 to 10 million revenue range
  • 09Community building started with a blog, then a podcast, then a newsletter, before moving to local meetups
  • 10SaaStock was founded in 2016, making 2023 its seventh year running

Company Metrics at Time of Interview

MetricValueSource
Year Founded2016Founder interview, Sep 2023
2022 Event Total Attendees3,700Founder interview, Sep 2023
2022 Event Founder Attendees1,500Founder interview, Sep 2023
Third-Party Side Events at 2022 Conference17 to 18Founder interview, Sep 2023
Total Event Spend (2022)$2,000,000Founder interview, Sep 2023
Production Costs (2022)$500,000 to $1,000,000Founder interview, Sep 2023
Team Size (COVID period)9Founder interview, Sep 2023
Team Size (2022 event)17Founder interview, Sep 2023
Team Size (2023)22Founder interview, Sep 2023

Growth Breakdown

Event Scale

The 2022 SaaStock Dublin conference attracted 3,700 attendees, of whom approximately 1,500 were founders. The 2023 edition is pacing toward roughly 5,000 attendees, representing meaningful year-on-year growth in the event's return to in-person format after a near three-year hiatus caused by COVID.

Team Growth

SaaStock's headcount fell to 9 during the COVID years as revenue dropped by two thirds, before the team rebuilt to 17 by the time of the 2022 Dublin event. By September 2023 the team stood at 22, with most roles focused on sales and marketing alongside two dedicated operations staff.

Event Economics

Total all-in spend for the 2022 event was approximately $2,000,000, with production costs alone accounting for $500,000 to $1,000,000. The venue is hired as an empty shell and fully built out over three days before doors open.

Community and Membership

Beyond the flagship conference, SaaStock runs a Founder Membership that places SaaS founders into small mastermind groups of five to seven people, targeting those scaling from 1 to 10 million in revenue. Annual retreats to locations such as Amalfi and Mykonos complement monthly online sessions and workshops.

Growth Strategy

Content First: Blog, Podcast, and Newsletter

Alex Theuma built the initial SaaStock audience through content, starting with a blog in 2016, then adding a podcast and a newsletter. He positioned himself as an editor rather than a subject-matter expert, recruiting founders who had been in the trenches to create the content.

Local Meetups as a Community Funnel

After building an email list through content, SaaStock used that audience to launch local meetups under the SaaStock Local banner. Alex described these as primarily a marketing channel rather than a significant revenue line, serving as a grassroots funnel toward the flagship event and the Founder Membership.

Bootstrap Stage to Serve an Underserved Segment

Recognising that bootstrapped founders were attending SaaStock but not well served by the venture-focused main stages, the team introduced a dedicated Bootstrap Stage at the 2022 event for the first time. The strong response confirmed demand and the stage is returning in 2023.

Founder Membership for Recurring Community Revenue

The SaaStock Founder Membership creates structured peer groups for B2B SaaS founders, modelled on organisations like EO and YPO but focused specifically on SaaS. Members meet monthly in small groups, attend online workshops, and join annual retreats, deepening engagement and retention beyond the annual conference.

Ecosystem of Third-Party Side Events

SaaStock has cultivated an ecosystem where third parties, including leading European VCs such as North Zone, organise their own events around the Dublin conference. Alex noted approximately 17 to 18 such side events in 2022, which amplify the conference's draw without adding to SaaStock's own cost base.

Best Quotes

2016. Almost there. Yeah. Yeah. It's been a while.
Live last year was it was around, I wanna say, like, 3,700, something like that.
Yeah. Yeah. Yeah. Sure. So what did we spend all in? I mean, overall, I would say it was probably about 2,000,000, something like that. What's the most expensive thing? The most expensive thing, I mean, obviously, apart from our own overheads from the team, I think you just over, like, production. Right? So we're we're we're spending between, you know, 500 k to, you know, 1,000,000 on on on production.
Last year, by the time of the event, I think we were, like, 17 or 18. So, like, at the beginning of 2022, we were nine. No. We were nine. We're yeah. We're about nine because, like, post pre COVID, we were 24. When we scaled down to nine during COVID to kinda keep it lean, you know, our costs and went down or had to go down. So our revenue went down by two thirds. And then we we we started to hire slowly and build back. So it was about 17 by the time of Dublin last year.
I I think it'd be around sort of, like, 5,000, I think, is where we're sort of pacing at the moment.
We put them in that group, and then they meet on a monthly basis and go through an agenda that we've kinda curated for them and to help them, you know, progress their their business and, you you know, unstick them.

What Happened Next

This interview captured SaaStock at a specific moment in September 2023, just weeks before the October 16 Dublin conference, with Alex Theuma reporting a team of 22 and targeting roughly 5,000 attendees. The figures here reflect what was stated at that point in time and should not be read as current performance data. Visit the SaaStock company profile on GetLatka for the latest available numbers and any updates since this recording.

View SaaStock’s current profile and metrics

Full Transcript

Intro and 2022 SaaStock Recap

Nathan Latka

00:00'20 twenty '2, big success, saastock. He invested over $2,000,000 of his own capital to bring 3,700 folks in the SaaS world together, 1,500 Founder 17 to 18 side events. He's building his own team, now 22 people. Getting ready for saastock twenty twenty three, October sixteenth in Dublin. Go get tickets now. Ticket prices are increasing at a regular pace every seven to fourteen days. So the longer you wait, the more expensive it is. You wanna go grab

00:24a ticket? Great speakers. You're gonna learn from Aircall and Jonathan, his go to market motion, ten years of lessons from growing Aircall to over a $130,000,000 of revenue. Also, Greg at muck rack, why did he bootstrap to 50,000,000 revenue and then decide to take a $180,000,000 sort of secondary round from Susquehanna, including partially a secondary? And then lastly, again, something saastock just does so well as the community. You're gonna meet folks that are going to these

00:47Mykonos retreats that are doing 10,000,000 of revenue. Hey, folks. My guess is Alex Suma. Recent guest. He's come on every year as he's built saastock. I think launched back in, what was it, 2017, Alex?

Year Founded and Early History

Alex Theuma

00:58>> 2016. Almost there. Yeah. Yeah. It's been a while.

Nathan Latka

01:02Dude, ten year anniversary coming up. That's pretty crazy. Seven years in, which is amazing, including COVID. But, guys, he's doing much more than saastock. He's got his own fund now. He's launched a Founder membership. He's got SaaS aside. He's got a software play with VentureDuce. We're gonna jump into all of it today. Alex, you ready to take us to the top?

Alex Theuma

01:17>> I am, and great to be back.

Nathan Latka

01:19Alright. Let's talk about twenty twenty two first. Your flagship event is in Dublin. Obviously, saastock.com. Looking back at 2022, sort of from your perspective as a conference organizer, what worked well, what didn't work well, and what changes are you testing or gonna try here in 2023?

Alex Theuma

01:36>> Yeah. Good question. I I think, like, the the great thing about 2022 was it was just our return to in person. Right? SaaS ock was back after well almost a three year hiatus because the last one was in 2019 and then we had two years of covid of doing you know a shitload of virtual conferences and webinars right so it really benefited from that know feel good feeling of everybody coming back to to saastock and there's

2022 Event: What Worked and What Did Not

Alex Theuma

02:05>> a real like family and special entrepreneurial vibe at saast ock and a lot of people that have been to three, four, five, six saastock conferences and the fact that everybody could get back to Dublin and and and celebrate and be at that event and connect with each other. That really that really worked because, again, you just kinda felt that vibe and energy in the the show floor. Right? I think it's it's not something that you get

02:27>> at every conference. And I was speaking with somebody yesterday about another saast conference that was in The US, and they just said it was kind of like there's a real lack of vibe there according to them, right? I wasn't there but you know something that you get with saastock is that is that vibe and you know you look left, look right, you've got an entrepreneur, you know founder sitting next to you or standing next to you

02:49>> And and and I think with that, just that hype and the excitement and certainly pre event, was higher than ever. Right? And and just like online, we were blowing up online, and, you know, it was really kind of like getting interest of like everybody within and without and outside of the community. So people like Paddy Crosgory from web web summit was like, what's going on? Like, saastock is kind of everywhere, you know, online, and so he

03:11>> had to come down and, you know, see it for himself. And and he really enjoyed the events and, you know, will be coming back this year. But I think, so that was kind of one thing pre event. During the event, so we did the bootstrap stage for the first time, and and that was, I think, long overdue. Right? Because saastock is really well known, I think, you know, for being this event where you've got a ton

03:32>> of, SaaS investors and you go there you're going meet an investor whether it's sort of precede through to, you know, growth stage and and now obviously we've got, you know, alternative, you know, funding, as well sort of, know, revenue based, funding providers, as well right? But, you've got a ton of VCs, and we're known for getting connected and just doing meetings to learn about how you can fund your SaaS. But we also have always had this

03:58>> sort of small, small ish, I would say, know, bootstrap contingent. That's probably not that been that well served through the content because if you look at the scale stage and the growth stage, almost everybody is is venture backed. So that's on those stages. Right? So we decided at the boot Bootstrap stage last year for the first time. You guys were, you know, found a path that were heavily involved in that, and it was great. And we

04:22>> got people like, you know, Stefan Smolders was was up there sort of speaking. Expanded.

Nathan Latka

04:26Gonna be found. He's $78,000,000 in revenue now. He's killing.

Alex Theuma

04:29>> 8,000,000 in revenue now. Yeah. And then we had we had Mohammed from Hotjar. You know, they were well, I I don't know. $4,050,000,000 or whatever and obviously sold to Content Square. So that was really good and really resonated. And we saw that actually there was a large Bootstrap community there. And obviously, that's returning because that worked really well, you know, for us. Right? So I think that that was good. And also something that, you you know,

04:52>> I would say it's a bit like in inadvertent, that's kind of worked quite well. It's just that there's just an ecosystem of side events that are just building around Saastock.

Nathan Latka

05:02Oh, what's going on there, YouTube? Good to see you guys. Now imagine this. You love watching these interviews with saast founders, but imagine if we took all of the valuation data out from over 2,807 interviews I've done manually. Saves you a lot of time. Well, we've done this. We've built it into the beautiful interface inside of Founderpath. Check this out. I'll show you how you can access this in a second, but you log in, you connect

05:25your Stripe account, you see your valuation real time, you can see what changed over the past eighty eight days and even set goals for valuation this year. Now the secret evaluation is there's many different ways to value a SaaS business. So the reason you're gonna see three or four different valuations inside of your Founderpath dashboard, this is all free by the way, is because depending on who's doing the buying of your SaaS company, you're gonna get

05:49a different valuation. A VC is gonna pay a different valuation, private equity firm is different. If you're gonna do a minority sale, that's different. And if you sell the whole business, that's a different valuation. You can see all those when I hover over here. Right? So the teal is what a VC would pay. Yellow is what private equity and red is if you sold the whole thing outright. Now what's cool about this is this is not

06:11built off random data. Again, you guys hear these interviews on YouTube. All these datas are built from real time valuation data points founder share with us on the show. So traction, 1,200,000 seed round, 3.7 raise. They sold 22% of their business. Go in here and filter by the event. Maybe you only wanna see companies that have sold the whole business. Well, here are a bunch that have been acquired the valuation and the multiple. Maybe you're going

06:37out right now and you're raising your seed round. Well, go in here and look at all this recent seed deals that went down, what they raised, what valuation they raised at, and what percent that they sold. There's never been a larger dataset of SaaS valuations than what you can get now inside of Founderpath. And we're thrilled to bring it to you. Alright. We're gonna go back to the YouTube video here in a second, but if you

06:59wanna check this tool out, if you wanna jump in and sign up, you can check it out for free to get your valuation at this link. This link, founderpath.com/products/valuations. Or if you go to founderpath.com and hover over products, click on get your valuation here, and go ahead and sign up to give it a whirl. Again, all that valuation data live right inside the platform. I hope to see you there. Alright. Let's jump back into the interview.

07:26How many side events last year? Were you able to count those up anyway?

Alex Theuma

07:30>> Like, there was about seventeen, eighteen that we knew. So these are these are events that we're we're not running. Right? And so it's like North Zone, you know, who are a venture capital partner, you know, one of the leading VCs in Europe. They did, like, a paddle boarding event for founders down the River Liffey in in in Dublin. And I was a little bit like, where are all these founders going? I saw Oyvin from, whereby, you

07:54>> you know, leaving the conference at, like, 11AM on the first day. And I'm like, where are going? It's like, oh, I'm off to a paddle boarding event. But I'm like, well, we're trying to keep everybody in the venue. There there there are all these things that are happening. And, like, even I know that other VCs, they do, like, little, you know, content sessions kind of in hotels and and venues, you know, around the RDS. So they're

08:14>> pulling a little bit, you know, people out of the conference venue, which, you know, to some some partners, you you know, might not be the best thing. But I I guess we're at that volume now that it doesn't really affect too much if thirty, forty people kind of leave. You're not gonna feel

Nathan Latka

08:28like How many how many folks did you have live last year? What was the final count?

2022 Attendance Figures

Alex Theuma

08:31>> Live last year was it was around, I wanna say, like, 3,700, something like that.

Nathan Latka

08:36Yep. And how many of those would you say were founders?

Alex Theuma

08:39>> Oh, how many of those were founders?

08:41But maybe, like, 1,500, something

Nathan Latka

08:44like that. 1,500. So pretty good density. I mean, call it 50%, little south of 15% are are founders. And then all b two b SaaS focused. Walk me into sort of we wanna we wanna we're gonna focus on three things on the interview today here. The first is 2022 performance. The next is why we're excited about 2023. And then lastly is just Yeah. I think you're one of the world sort of best in the world at

09:02building community. Right? And you're doing this in a variety of different ways. But when you think about I mean, a lot of people think community, you just stick up a Facebook group and you invite some people. This building a community that requires very real time money and energy investment. I mean, are you comfortable sharing and sort of talking about 2022, what you guys spent all in to get 1,500 founders in one spot?

Event Costs and Production Budget

Alex Theuma

09:22>> Yeah. Yeah. Yeah. Sure. So what did we spend all in? I mean, overall, I would say it was probably about 2,000,000, something like that. What's the most expensive thing? The most expensive thing, I mean, obviously, apart from our own overheads from the team, I think you just over, like, production. Right? So we're we're we're spending between, you know, 500 k to, you know, 1,000,000 on on on production. Production. So it's it's certainly less

Nathan Latka

09:51than What does that mean? Does that mean, like, AV or, like, lights and

Alex Theuma

09:54>> stage? It's it's stage design. It's building out the conference. So, like, we we hire out a venue, and it's effectively an empty shell. Right? And then, know, three days before the event, that that venue is empty. Right? And then when the event opens and and literally people are working, like, twenty four hours a day, you're building the stands, you're building the stages, and and, you you know, as the door opens, they might be still, like, you

10:19>> know, turning a few screws and finishing bits off, you know, kinda here and there. But literally within three days, the whole thing, the whole sort of, like, saastock festival, is built. Right? And, and and we use, you know, one company which then uses, you know, a number of, like, different, like, suppliers to kinda help pull that all together. So it's a big operation and obviously our team is mostly sales and marketing kind of focused. Right? We've

10:42>> got two ops people.

Nathan Latka

10:43How many folks are full time today at saastock?

Team Size Then and Now

Alex Theuma

10:47>> 22 today.

Nathan Latka

10:48Wow. And what were you last year?

Alex Theuma

10:51>> Last year, by the time of the event, I think we were, like, 17 or 18. So, like, at the beginning of 2022, we were nine. No. We were nine. We're yeah. We're about nine because, like, post pre COVID, we were 24. When we scaled down to nine during COVID to kinda keep it lean, you know, our costs and went down or had to go down. So our revenue went down by two thirds. And then we we

11:16>> we started to hire slowly and build back. So it was about 17 by the time of Dublin last year.

Nathan Latka

11:21Yeah. Okay. And 22 now. That's great. I I like these the reason I'm asking these questions is if someone, you know, if you're a fast fan or listening today and you wanna build your own community, you sort of understand what kind of hiring, what it costs to put on your own event, like this sort of thing. So what you've done, Alex, just to communicate back, your full time employees are really focused on marketing, sales, and ops,

11:40and then you have a bunch of vendors you pay for sort of event specific items, AV location, etcetera. 100%. Yeah. Yeah. Alright. Let's fast forward to 2023 because saastock is coming up. It's October 16. You should really land on October 15, hopefully, in Dublin. You've got a great group of speakers. I pulled out a couple I'm excited about, and I'm hoping you can maybe give us a tease on what we can expect from them. I think

12:01Aircall is potentially a great IPO candidate in 2024, over a $130,000,000 of revenue. You've landed Jonathan with the cofounders to speak. What can we expect from him, and what stage is he on? Do you know?

Alex Theuma

12:12>> Yeah. I I I really like Jonathan's on the scale stage, and I have to double check. It's the biggest stage. Yeah. And, really, that's for the companies like Aircall. Obviously, their Aircall is, I think, you know, classified as a centaur, you know, a company that's doing a 100,000,000 of revenue. I think you said now it's like a 130. I've had Aircall on on, you know, our podcast when they were probably, I think, series a, and obviously,

12:34>> you you know, we've kind of followed their journey over the years, you know, as as saastock and themselves has grown. Right? But they've obviously grown a lot a lot faster. I had to check Jonathan was still coming because he's left air cool. He's still the co founder, of course, but he's left air cool, and now he's he's set up, like, an investment fund for property. So he's now into hotels and car parks and and things like

2023 Event Preview: Speakers and Stages

Alex Theuma

12:58>> that. And I was like, is he still gonna be interested in speaking at a saast conference? But he is. Obviously, he's got ten years of lessons, right, from building out Aircall, being the co founder. I think he was the COO at one point, but he was also really kind of responsible for building out their, you know, initial go to market kind of motion. Right? And he's actually gonna, be sharing how, you know, the playbook of how

13:19>> they built their sales go to market motion to a 100,000,000 in revenue. Interesting things that I I you know, I've learned from conversations with Jonathan is that in the early days, you know, they they hired interns to kind of come in and and be their sales team, and they were paying them like a thousand euros a month, I think, and and getting them on the phones. And, like, they really built he built out an outbound sales

13:42>> motion on the phones doing cold calling, and that was really how they scaled, you know, certainly in the early days, their sales. So we're gonna hear from Jonathan the things that they did, you know, getting to that first million 10 and then to to a 100, and obviously, these are broad ranges. But, he's got the insights there, and he's a fantastic speaker, and he's now building a property empire, so he probably won't talk to you about

14:03>> that. But he's definitely one to watch, so he's he's gonna be really good one to watch for sure.

Nathan Latka

14:08What I also love is that when you really get deep into the Saastock community, and we'll talk about that in a second, you you actually get sort of breaking news really before it happens. And a good example of this was last year. You know, I always go to the saast society. It's one of the highlights, I think, of the event, which is a curated group of twenty five fifty founders going to a castle after the event

14:26and really going deep. There's very little recording happening, so conversations are really open and candid. And you always have Susquehanna. At least last year, had Susquehanna speak, and they talked about backing founders. And he put up this big circle chart about their business cadence they expect people to do in a year. And literally, the week like, the day or the week after I left saast society, was reading that Susquehanna gave Greg up at Muckrak. They did

14:47a 180,000,000 series a investment of which a big chunk of that was secondary for Greg. So great story for Greg. You have him speaking. What should folks expect to learn from him at SaaS doc this year?

Alex Theuma

14:57>> Yeah. Yeah. No. Exact I'm really looking forward to that. Greg's gonna be a first time speaker. He's obviously, you know, flying into to to Dublin for this event. You know, he bootstrapped to 50,000,000 ARR, which, you you know, again, were such an impressive feat, to to to do that. Right? Don't I know what the percentages are of of founders that have done that, but I'm sure it's less than 1%. So, that's gonna be super exciting. He's

15:20>> gonna share why, you know, after bootstrapping to 50,000,000, you know, and and that's a great business. Right? Why he took venture capital, why he did a secondary, you know, and really kind of share openly and honestly, his thought process about doing that. Of course, I mean, look, you know, if somebody's gonna be investing 180,000,000 and there's a big secondary there, it's gonna be tempting. But if you've a 50,000,000 ARR business, there perhaps is no need to.

15:43>> We know there are some Bootstrap founders that are at like 100,000,000 ARR and, you know, with great profit margins that will never sell their business, right, because there is really no need to. So it's gonna be really interesting to understand why why Greg has done that. And I think perhaps, you know, part of it is around, like, faster growth. There is the secondary part, but faster growth of the business because you're seeing the potential for Muck

Bootstrap Stage and 2023 Attendee Target

Alex Theuma

16:03>> Rack to to maybe just, you you know, get to where he he wants it to be a a lot quicker than that boot strapping route. So, yeah, I think it's called the journey of bootstrapping to 50,000,000 ARR before bringing on an investor why things have changed. Right? And, it will be open and honest conversation on the bootstrap stage. I'm sure you'll be there, you you know, in the in the front seats and watching

16:24>> that one. I I will.

Nathan Latka

16:25I'm very I'm very much looking forward to that. Guys, if you're hearing this going in, I wanna learn. It's saastock.com, then click in the upper right nav events and click Saastock twenty '23. It's in Dublin. Starts October 16. Many stages called how many are gonna have this year, Alex? You think 3,000, 4,000, 5,000?

Alex Theuma

16:42>> I I think it'd be around sort of, like, 5,000, I think, is where we're sort of pacing at the moment.

Nathan Latka

16:46Yeah. Guys, 5,000 attendees and what I like is a very high concentration of founders. They also do have world class VCs there like Bessemer, Chris Yance, obviously, is a go to with his napkin, but Excel will be there as well, but also a lot of really great founders. The bootstrap stage will be packed. So, again, check out saastock.com to jump in there. Alex, with our last five minutes, I wanna focus on something that I think you're

17:06just uniquely good at, which is community building. You have the community memberships. You just told me you got back from Amsterdam last night at fourteen course meal, 1AM. Yeah. You do these smaller events and you do the big ones. For people listening right now running their own software companies, maybe with, you know, $3.04, $56,000,000 revenue, thinking about doing their own sort of community building. Where do you recommend they start?

Alex Theuma

17:25>> Yeah. It's a it's a good question. Right? I I do get asked this, you know, often. I think, like, you know, I I initially built out an audience from from from doing content. Right? First, it started with the content, the blog, then the podcast. I think we, you know, we followed a similar path to to that perspective. So you captured sort of the audience, those that are, you know, let's say you you focus on a particular

How to Build a Community: Content First

Alex Theuma

17:46>> ICP, the founder, SaaS founder, or a Bootstrap founder, create relevant content for them. The way that I did that, because I I'm not a SaaS founder myself, was getting those that, you you know, have been in the trenches to create content, and effectively put on that kind of, like, editor role, for them. And then I took that content and the email list and the newsletter to to start doing local meetups. Right? Which I I guess we're

18:10>> kind of still doing the grassroots stuff through saastock local, but, you know, enabling that a little bit more at scale. So you

Nathan Latka

18:16need money out on the locals or is the purpose there really is a funnel?

Alex Theuma

18:19>> Not really. It's more of a marketing thing. Like, there there is some revenue there, but but effectively, like, we, you know, it it it's not significant, like, for us. Right? So

Nathan Latka

18:29How do you convince these very smart? Like, I see Christian and TechPan. You convince very smart people all around the world to be your local saastock reps. How do you do that? How do you recruit people worldwide?

SaaStock Local Meetups

Alex Theuma

18:39>> It's a good question. I don't know. I just kind of, like, I meet these people. I seem to get on with them, and they they seem to I don't we just seem to, like, get on. They're kind of it's like our tribe, our people. And, I mean, I I find it, like, incredible sometimes. It's like people like Alex from tech pond. He's running his own business, but then he's got, like, you know, all in on Saastock.

18:58>> He I even yesterday, he posted he's got his car, and he's he's he's put a big sticker on his car, like, Saastock local book arrest, and he's driving around for the next month with Saastock's logo on it. I'm like, what's going on here? But, yeah, like, somehow, you you know, I don't know. Maybe it's my secret sauce to, like, you know, get people to, like, abort into what we're doing. But I think it's like, maybe maybe

19:20>> that's it. Right? People are buying into the why. They're they're getting value from it. They're enjoying the saastock events. Right? The saastock founder membership event. So, like, Alex is part of the saastock founder membership. You know, we've taken him to a mouthy What is that? Out.

Nathan Latka

19:34People that don't know what founder membership is, what is it?

Alex Theuma

19:36>> So but, like, if if I'm sure the audience is familiar with, an EO or a YPO or, you know, basically support networks and organizations for founders. What we're doing is that for SaaS, and effectively looking to build the world's leading support organization for b to b SaaS founders through mastermind groups, through networks, through events. Right? And we we take people out to great events. They have a great time. They meet their peers. They get unblocked from

SaaStock Founder Membership Explained

Alex Theuma

20:00>> things that are you know, have been blocking them for a while. They get out of their plateaus. They get inspired. And I think I think it just kind of resonates, and it's been helpful for people and like Alex and for Stefan Smolders, for instance, that are part of SFM, you you know, and then from that, because of because of that, they get really bought into the value that it can help others like them. Right? And so

20:21>> I think they're just the of of that mind. They got that pay it forward mindset.

Nathan Latka

20:26Mhmm. Mhmm. No. It's a great group. And and, these are like if people join, they get access to a dashboard, and then there's basically a list of events coming up, and they can pick which ones they wanna attend, or how does it actually work once you're inside?

Alex Theuma

20:37>> No. Like, yeah. It's it's more than that. I would I would almost, take the tech out of it. Right? The the the the tech no. Nobody like, the tech isn't isn't that important. Like, they they join because they wanna be a part of a group of founders like themselves who are scaling to 10,000,000 in revenue. Right? And and with that, we then put them into, smaller groups of, like, five, six, seven people that, that are either,

20:59>> let's say, they're going from 5 to 10,000,000 in revenue or 1 to 5,000,000 in revenue. We put them in that group, and then they meet on a monthly basis and go through an agenda that we've kinda curated for them and to help them, you know, progress their their business and, you you know, unstick them. And then we do, like, regular, like, online workshops for them, and we get great people because we've got a great network that

21:20>> we build out through our events side of the business. And so they get access to you know, we had Amir Ad from Sisense kinda come in and do a, you you know, Chatham House rules kinda session and and and just really just answer questions. And people are like, wow. This is great. You you know, like, that that you can bring people like this in and help us. And then we do these annual retreats. So we went

21:41>> to Amalfi. I think you joined us on that one in Yep. 2022. We did Mykonos this year, which you probably it was amazing, but you're lucky that you missed that one because I felt terrible for about three days afterwards because we didn't get much sleep. And then next year, we're going to Morocco. Right? We're going to the desert Morocco. So it'll be the the opposite of of Mykonos. We've got this whole camp in the Moroccan Desert.

22:04>> There's no nightclubs anywhere near us. We won't be able to escape, and it's gonna be great and really authentic. And just having, like, 40 founders, like, together for two days. Like, it's sometimes it's as simple as just, you know, you know, picking a a date, a location, and getting the right people together. The magic happens. Right? And, you know, if I dumb it down to that, sometimes that's all I do. Right? And it and it just

Annual Retreats and the Magic of Getting Founders Together

Alex Theuma

22:26>> works.

Nathan Latka

22:27Guys, on that note, again, 2022 big success Saastock. He invested over $2,000,000 of his own capital to bring 3,700 folks in the SaaS world together, 1,500 founders, 17 to 18 side events. He's building his own team, now 22 people. Getting ready for saastock twenty twenty three, October 16 in Dublin. Go get tickets now. Ticket prices are increasing at a regular pace every seven to fourteen days. So the longer you wait, the more expensive it is. You

22:53wanna go grab a ticket? Great speakers. You're gonna learn from Aircall and Jonathan, his go to market motion, ten years of lessons from growing Aircon over a $130,000,000 of revenue. Also, Greg at muck rack. Why did he bootstrap to 50,000,000 revenue and then decide to take a $180,000,000 sort of secondary round from Susquehanna, including partially a secondary? And then lastly, again, something saastock just does so well is the community. You're gonna meet folks that are going

23:16to these Mykonos retreats that are doing 10,000,000 of revenue. Great group. Great community. Founderpath will be at the bootstrap stage. I'll be presenting the state of saast twenty twenty four on the main stage as well. Alex, thank you so much for having me. If people wanna grab tickets, where's the best place to go check it out?

Where to Get Tickets and Closing Remarks

Alex Theuma

23:30>> Just go to sas..com, and then go to sas.dublin. Just click on that in the menu, and you'll find the event. You get tickets, and we're two weeks away. So, yeah, you know, make sure you get there. It's gonna be the place to be. I think it's it's certainly the biggest saast conference that's happening now between the end of the year, and you're gonna be, with great people, with an entrepreneurial spirit. And you get to hopefully see

23:52>> me and you there and have a pint of Guinness, and it's gonna be fun. It's gonna be fun. Got it.

Nathan Latka

23:57We'll see October 16, guys, in Dublin, saastock.com. Alex, thanks

24:01>> for taking us to the top.

Alex Theuma

24:02Thanks, Nathan.

Nathan Latka

24:03One more thing before you go. We have a brand new show every Thursday at 1PM central. It's called Shark Tank for SaaS. We call it deal or bust. One founder comes on, three hungry buyers, they try and do a deal live and the founder shares back end dashboards, their expenses, their revenue, ARPU, CAC, LTV, you name it, they share it and the buyers try and make a deal live. It is fun to watch every Thursday 1PM

24:28Central. Additionally, remember these recorded founder interviews go live. We release them here on YouTube every day at 2PM central. To make sure you don't miss any of that, make sure you click the subscribe button below here on YouTube, the big red button, and then click the little bell notification to make sure you get notifications when we do go live. I wouldn't want you to miss breaking news in the SaaS world, whether it's an acquisition, a big

24:51fundraise, a big sale, a big profitability statement or something else. I don't want you to miss it. Additionally, if you want to take this conversation deeper and further, we have by far the largest private Slack community for B2B SaaS founders. You want to get in there. We've probably talked about your tool if you're running a company or your firm if you're investing. You can go in there and quickly search and see what people are saying. Sign

25:12up for that at nathanlatka.com/slack. In the meantime, I'm hanging out with you here on YouTube. I'll be in the comments for the next thirty minutes. Feel free to let me know what you thought about this episode and if you enjoyed it, click the thumbs up. We get a lot of haters that are mad at how aggressive I am on these shows, but I do it so that we can all learn. We have to counter those people.

25:32We got to push them away. Click the thumbs up below to counter them and know that I appreciate your guys'support. Alright, I'll be in the comments. See you.