Alexander Theuma

Founder and Editor-in-chief

Helping SaaS Founders grow their businesses to $10M+ ARR

I started SaaStock in 2015 with a simple idea: give SaaS founders a real space to connect, learn, and scale faster–together.

Fast forward to today: SaaStock has become the global home for SaaS founders who are serious about growth.

We've hosted thousands of founders, VCs, and execs from Dublin to Austin, from seed stage to unicorn. We’ve built a community that doesn’t just celebrate scale, it shares the hard truths, the breakthroughs, and the lessons you only get by being in the room where it happens.

Before SaaStock, I spent 11 years in sales, getting my hands dirty, chasing targets, closing deals, and learning what real GTM pressure feels like. That experience taught me: there’s no shortcut to growth. You need the right people around you, the right mindset, and a willingness to evolve — especially now, in an AI First world.

Today, I'm focused on three things:

Growing SaaStock across Europe and the US as the leading platform for SaaS founders.

Building a new generation of founder-driven, AI-enabled companies.

Using the SaaS Revolution Show Podcast to tell the real stories — the wins and the war stories — from the frontlines of SaaS.

SaaS is changing fast.

I'm here for the builders who want to change with it and win.

If you're scaling a SaaS company, or investing in one, let's chat.

Founder

Our purpose is to make a real difference to the lives and companies of the SaaS community

Most SaaS companies fail within the first three years due to lack of runway, lack of product market fit and lack of founder experience in managing a business.
SaaStock helps B2B SaaS Founders on the journey to $10mill ARR supercharge their growth by connecting founders with VCs to help extend runway, learn from industry experts and build pipeline.
We do this through or Physical and virtual conferences, our founder membership program, SaaStock local community gatherings and media.
We are the only media and events business that focuses on SaaS founders scaling to $10mill ARR. This focus enables us to provide the highest quality events, content and connections
For founders in this stage of their journey.


We didn’t start SaaStock to run another conference.

We started it to fix why conferences don’t work.

Walking halls. ❌
Collecting badges. ❌
“Let’s catch up after the event.” ❌

So last year we redesigned the entire event around one thing:

Scheduled, relevant, pre-qualified meetings.

And it's back - SaaStock Europe 2026 tickets are now live.

On 13–14 October in Dublin, 2,000+ senior leaders from AI & B2B software companies will attend — and every attendee can plan meetings before arriving.

No randomness. ✅
No wasted travel. ✅
No hope as a strategy. ✅

You arrive with a calendar.
Customers
Partners
Investors
Hires

The content supports the conversations:
• Operators from companies like, Zoominfo, Pylon, Personio and Framer sharing how they scale and what their doing in AI
• Practical GTM sessions tied to pipeline impact
• A new AI workshop Track built for implementation
• Tabletalks - the largest peer to peer learning at scale opportunity this year

Early bird saves €600
Teams save up to 40%
Startups may qualify for free access + travel support

This isn’t a conference you attend.
It’s one you use.

Link in the comments

Running the largest 1:1 Meetings event in B2B Software

It’s a scary, uncertain — and incredibly exciting — moment in SaaS.
Earlier this week, a founder said to me:

“We may be living through the most pivotal 12 months in SaaS history.”

He might be right.

AI isn’t just another feature wave. It’s a platform shift. Business models are changing. GTM motions are evolving. Defensibility is being redefined in real time.

That’s exactly why we’re bringing 50 B2B SaaS leaders together in Austin next week Thursday 25th Feb for SaaStock Local: Austin.

No panels.
No fluff.
No vendor pitches.

Just a curated room of founders and operators having honest, peer-to-peer conversations about:

• How they’re adapting their product strategy
• Where AI is creating real leverage (vs noise)
• What’s changing in GTM and revenue models
• How to stay relevant — and win — through this shift

📍 Austin
📅 Thursday, Feb 25
👥 50 B2B Software leaders
🌮 Tacos, drinks, and high-signal conversation

If you want to be in the room comparing strategies with peers who are building through the AI platform shift — join us.

This will be the AI intelligence room for B2B software leaders in Austin next week.

Link to reg in the comments. See you in Austin

The B2B software model is being rewritten. Not gradually. Right now.

I've been speaking to SaaS founders across the spectrum lately, and the honest truth? The smartest people in the room are wrestling with the same fears.

Am I still building a product — or just a feature someone else's AI will absorb? Should every workflow become an agent? 
Will my pricing model survive when buyers only want to pay for outcomes? 
Is PLG quietly breaking?

These aren't hypothetical questions. They're keeping founders up at night, and they deserve real answers — not thought leadership, not hot takes, not another webinar.

That's exactly why April 15-16 in Austin matters more than any other two days on your calendar this year.

SaaStock USA is bringing together the B2B software leaders who are already running the experiments — testing AI packaging, rethinking seat vs. usage models, rebuilding GTM around agents, and winning. 

The people who've already paid the tuition of trial and error, so you don't have to.

Two days. Your peers. Structured 1:1 conversations with the founders actually navigating this shift in real time.

Not panels. Not theory. Intelligence you can act on straight away.

The AI platform shift doesn't reward the smartest founders. It rewards the best-informed ones moving fastest. Every month you spend figuring this out alone is a month a competitor spends learning from someone who already solved it.

SaaStock USA 15th and 16th April will be the room where that changes. Austin will become the AI intelligence hub for 2 days.

If you're building B2B software in 2025 and you're not in this room, you're navigating one of the biggest platform shifts in a generation without a map.

See you in Austin. 👇 Drop a comment if you're coming — I want to connect.

B2B marketing is being rewritten in real time. Are you keeping up?

Next week in London, 4th March, SaaStock is bringing together our community for an intimate afternoon with one of the sharpest minds in B2B SaaS marketing — Kady Srinivasan, CMO at Freshworks.

Kady has built and scaled marketing at Dropbox, Klaviyo, and you.com. She's flying in from San Francisco and is giving us her afternoon to dig into something every B2B marketer is grappling with right now:

→ How AI is fundamentally changing B2B buying behaviour
→ What GTM motions actually work in 2026
→ Where most SaaS companies are getting it wrong — and what to do instead

This is an intimate SaaStock community session. Only 25 spots remain.

If you're a founder, CMO, or marketing leader trying to figure out what 'good' looks like in the AI era — this is the room to be in.

Link to grab your spot in the comments

Sara Simmonds

CEO Impact Innovator | Helping Purpose Driven Entrepreneurs Scale to $1 Million, $50 Million and Beyond | Follow Me For Systems On Sustainable Growth 🌎

Impact Innovator OS: 

The #1 In-House Growth System For Mission-Driven Founders, Conscious Coaches, and Innovators To Build Sustainable Scale As A Category Of One Business.

I help innovators simplify their business to a category of one so they can build sustainable scale to 7 figures, 8 figures and beyond.

I spent over a decade on the table as a buyer controlling $100M+ budgets for billion-dollar retailers. 

In 2006 I saw something that changed everything.

The Problem:

Each year, $49 trillion is spent on products & services globally. But buyers only choose the top 1% of businesses. The ones who lead as a Category Of One. The rest struggle. Their innovation never scales. It ends up as waste.

Why?

Corporations dominate because they know something most innovators don't: the proven system to lead as a Category Of One business.

My Mission:

I quit the corporate world to figure out how innovators who want to make an impact can actually scale.

My first company, Sharkah Chakra - The World's First Feel Good Sustainable Jeans Brand. I used my buyer intelligence to create a sellout launch. 

But we spent $150K trying to simplify our complex innovation. We outsourced our growth system to agencies. Our funding ran out.

The insight hit me: 

Entrepreneurs aren't taught to think like buyers. We think like sellers. We outsource to experts instead of building our own systems like corporations do.

My Second Company Changed Everything:

With Bespoke Your World, I built an in-house system to scale as a Category Of One. 0 to $300K in 12 months with the world's top 0.1% clients. Organically. No ads.

Then innovators started asking for the game plan.

So I Built Impact Innovator OS:

One integrated system using my Billion Dollar Buyer Intelligence Framework. 

Purpose. Positioning. Offer. Sales. Marketing. Organic scaling methods. Everything in house. Everything you own. Forever.

Founding Member Results:

→ Carol: $200K launches, scaling to $50M
→ Jo: $2M to $4M growth in 12 months
→ Amy: 0 to $300K launch in 90 days
→ Marie & Jason: 30% profit increase
→ Paula: Successful Exit Less than 12 Months

This Is Bigger Than Business:

This is a movement for every innovator working tirelessly to build a better world. For those who refuse to let their legacy innovation become part of the waste problem. For those ready to transform how we consume, how we scale, and how we lead.

Founding Member Access (Limited Spots):

DM 'SYSTEM' for founding member details
DM 'MASTERCLASS' for registration link
DM 'NEWS' for newsletter

Business Mentor

For a long time, I thought success was something you arrive at.

A destination.
A big moment.
A finish line.

I was wrong.

Success is built in the quiet moments no one applauds.

Last week, while hiking, I noticed something simple, but powerful.

I didn’t reach the top by feeling confident.
I didn’t reach it by having a perfect plan.

I reached it by choosing to move when stopping would’ve been easier.

Not fast.
Not perfectly.
Just forward.

That’s when it clicked:

Resilience isn’t loud.
It isn’t heroic.
It’s ordinary.

It’s the decision to keep going when you’re tired.
To keep building when you’re unsure.
To keep showing up when results are invisible.

My business didn’t grow because I had clarity every day.

It grew because I honored small progress:

One conversation.
One action.
One honest attempt.

Over and over again.

You don’t need to see the whole road.

You don’t need to know how it all works yet.

You only need to respect the step that’s in front of you.

Do that long enough…

And one day you look back and realize:

You’re much further than you ever imagined.

Keep walking.

Founder, Impact Innovator OS | The #1 Buyer Psychology Growth System for Mission Driven Founders, Conscious Coaches + Innovators to Scale Sustainably $1M-$50M+ as Category-of-One

Ten years ago, I made myself a promise.

One day, I would walk the trails of El Chaltén in Patagonia, not as an escape, but as a reminder of why I chose this path.

That hike wasn’t just about the mountains.
It was about following the footsteps of innovators who refused to compromise on what mattered.

The person who carried me through the hardest years was Yvon Chouinard, founder of Patagonia, the billion-dollar brand that was never meant to be one.

Yvon wasn’t a businessman chasing money.
He was a broke climber who simply wanted better gear.

So he taught himself blacksmithing.
Made tools for his friends.
Sold them out of his car for $1.50 each.

He didn’t set out to build a unicorn.
He just refused to abandon his values.

When being a purpose-led founder nearly broke me
when every part of me wanted to give up

I remembered his words:

“Impossible is the lamest of excuses.”

And I realised something important.

Quitting doesn’t make life easier.
It only delays the dream.

Because dreams don’t disappear.
They wait.
And they return louder.

What stopped me from walking away was understanding this:

Everything is figure-out-able including sustainable growth.

Just as Yvon built for climbers, I’ve spent the last ten years building for purpose-led founders.

When there wasn’t a roadmap, I created one.
And that work became Impact Innovator OS.

So here’s the question I keep coming back to:

What would change if you realised your purpose isn’t the obstacle, it’s the path?

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Talks about #impact, #entrepreneurship, #productinnovation, #businessinnovation, and #businessmentorship

Founder, Impact Innovator OS | The #1 Buyer Intelligence Growth System for Mission Driven Founders, Conscious Coaches + Innovators to Scale Sustainably $1M-$50M+ as Category-of-One

The secret to 6 and 7 figure sales increase (no matter the industry or objections):

The world feels quite uncertain at times.

But building sustainable growth CAN feel certain.

I was just speaking to a founder yesterday. 

She was stressed about sales. 
People who were paying less wanting more.

I hear you. 

It's HARD.

You're not powerless against the market. 

Trust me, you're not. 

Social selling is the answer to your problems. 

So here's is my solution to help you sell 24/7:

Be where your dream clients are.

Both online AND offline. 

Here are the 9-steps for the social selling formula:

1. OBSESS over your ICP: who/where they are
2. Focus only on this EXACT ICP online/offline 
3. Build EVENTS to educate your ICP
4. Plan your 2026 monthly events schedule 
5. Collaborate to connect to new audiences
6. Build your dream strategic partnership list 
7. Launch your events 
8. Analyse what works and what doesn't 
9. Repeats refine and scale 

Your social selling game plan should be incredibly simple, yet work incredibly well.

You and your team should understand it. 

Simplicity sells.
Simplicity scales.

Together we will transform our world.

P.S. We have a few slots left to sign up for our March 3rd Masterclass to get the growth secrets for FREE: https://lnkd.in/e6S62RhM

See you soon!

Starbucks learned a painful truth the hard way:
Purpose doesn’t save a business. Clarity does.

When Starbucks’ CEO recently reflected on their strategy, he admitted something rare:

They lost focus by chasing a version of “purpose” that diluted what made them great.

Not because purpose is wrong.
But because it became vague.

When your mission gets fuzzy, execution follows.

You can’t build community if you can’t deliver great coffee.
You can’t change the world if you’re failing your core customer.

Strong brands don’t start with “What impact can we claim?”
They start with “What do we do better than anyone else?”

Then they build impact from there.

That’s the difference:

🚫 Purpose as decoration
✅ Purpose as infrastructure

Real purpose isn’t a paragraph on your website.

It’s the filter behind every decision:

Who you hire

What you build

Who you say no to

How you operate

Patagonia doesn’t treat sustainability as a marketing angle.

It treats the business as a vehicle for the mission.

Product excellence isn’t separate from purpose.
It is the purpose.

If your operations contradict your message, your audience will feel it.

Stop attaching purpose after the fact.

Design your business so purpose is unavoidable.

Build from it.
Operate through it.
Let everything else be downstream.

If you want weekly insights on building brands that matter and win,
subscribe to my newsletter here: https://lnkd.in/dsVQABvv

Founder Impact Innovator OS | #1 Buyer Psychology Growth System for MIssion Driven Founders | Scale to $1-$10MN as Category Of One

Exciting news: I just heard one of our members signed a multi billion dollar partnership... 

(90 days ago, they were treading water)

We used my Billion Dollar Buyers Guide to achieve this goal (after years of trial and error).

And it all started by growing a business with a purpose with a fouder who has a heart. 

To be honest, it's easy. 

Someone shared this in my masterclass:

"Sara, with so many competitors today, business is hard, but your systems make it easy to stand out and scale."

Being overlooked is a real problem today for founders, and it no one's fault. 

Buyers will love you, but they need to understand these 7 things:

1. Your Unique Business Hook
2. How your Offer changed your world first
3. How your Offer changes others' worlds second.
4. Why you are a must have now and forever
5. How to sell you in one sentence 
6. Who your followers are
7. Why are you the number one in what you do

This list is a game changer for 2026, to stand out, get seen, sell in, and sell out.

Give buyers instant clarity on your unique power and purpose.

Let your brilliance shine.

If you'd like to know more billion dollar buyer secrets, sign up for my newsletter here:

https://lnkd.in/dsVQABvv

Together we will transform our world.

10K Clients. $300K Launches. $300K+ Funding. Billion-Dollar Partners.
Member wins from just the last 7 days.

I didn’t set out to become a business growth mentor.

I became one because I spent years trying to scale… and watching other purpose-led founders struggle with the exact same problem.

Here’s what I discovered:

Scaling isn’t hard because you’re not working hard enough.
It’s hard because innovation is complex—and buyers crave simplicity.

Buyers want to instantly understand:

Who you’re for
What you solve
Why you’re different
Why they should trust you

You can’t outsource that clarity.

Because it’s connected to everything:
Your positioning.
Your offer.
Your pricing.
Your marketing.
Your sales process.
Your brand story.
Your thought leadership.
Your community.
Your impact.

Buyers don’t look at these as separate pieces.
They see your business as one system.

And they decide in seconds if it makes sense.

I spent 20 years inside buyer behavior and buying decisions learning how that system actually works.

After my own painful experience buying fragmented “expert help,” I built a buyer-centric framework that creates certainty around how to scale:

✔ One holistic system
✔ One custom roadmap
✔ Five steps to sustainable growth

What I see every week:

Founders go from invisible → category leader
From inconsistent sales → $300K launches
From no funding → hundreds of thousands raised in 90 days

Not because of hacks.
Not because of funnels.

But because their entire business finally makes sense to buyers.

This framework is for conscious founders, coaches, and consultants who are ready to scale with integrity.

(I personally invite only the top 1% into the program.)

If this resonates and you want to understand how the framework works, join me live:

👇 Free Masterclass – Next Tuesday
The 5 Steps to Build Sustainable Growth

https://lnkd.in/dqNVxTFy

It’s time to unleash your unique brilliance.

Systems = Your License to Step Back

Most founders think systems are about tighter control.

More rules.
More approvals.
More oversight.

But real systems do the opposite.

They give you the confidence to step away.

Great systems are not built so you can monitor everything.

They’re built so things run even when you’re not watching.

Recently, I took time off without checking Slack.
No daily standups.
No constant pings.

The business kept moving.
Clients were supported.
Work went out on time.

Not because I was hovering.

Because the team had clear outcomes, clear frameworks, and real ownership.

Here’s the difference most founders miss:

Control-based systems say
“Follow this exact process and ask me before acting.”

Ownership-based systems say
“Here’s the result we need. You decide how to make it happen.”

Control-based systems create dependency.
Ownership-based systems create leaders.

Control-based systems make you the bottleneck.
Ownership-based systems make you optional in day-to-day operations.

And being optional in daily operations is not a risk.

It’s the real definition of scale.

So the better question isn’t:
“How do I track everything?”

It’s:
“How do I build systems that don’t require me to track everything?”

When your systems work, you don’t feel anxious stepping away.

You feel calm.

That’s not losing control.

That’s finally earning freedom.

Companies that tackle "impossible" problems are achieving 400% higher returns.

This is the trend 99% are overlooking.

Businesses chasing quick wins are failing rapidly.

However, the 1% of entrepreneurs addressing seemingly insurmountable challenges to improve our world?

Purpose-driven companies recorded 400% greater returns on the stock market compared to the S&P 500. 

Brands that enhance quality of life outperform the market by 120%.

The problems that cautious investors deem "unprofitable" are, in fact, generating the most value.

Here's the evidence:

Companies that align purpose with business report 25% higher revenue and 22% higher pre-tax profit. 

Purpose-aligned companies: 31% profit increase. Others: 3%.

Why does solving the "impossible" yield more than addressing the obvious?
Because impossible problems face no competition.

While everyone competes over marginal improvements, purpose-led companies forge new categories.

They are not competing; they are pioneering.

Companies solving easy problems = Commodities
Companies solving difficult problems = Monopolies
Companies solving impossible problems = Movements

Purpose enterprises grew by 1,681% while the S&P 500 averaged 118%.

Every boardroom dismisses these opportunities. Every spreadsheet indicates "no return on investment."

And that is precisely why it works.

The market rewards the courage to tackle what others avoid.

5 Reasons Purpose Is Winning

How I Sold A Billionaire a 50K Offer in 7 days (using my buyer psychology intelligence framework) 

I was talking to one of my team members the other day, explaining my buyer intelligence framework

That I teach Founders

Sara's 5 steps in Sustainable scale

1. Transform to a Category Of One
2. Focus on what you deliver that is a High Impact Offer
3, Implement a Social Selling Game Plan
4. Build a "Real Power Is You" Mindset
5. Stemise everything

And we got talking about step 3 Implement a Social Selling Game Plan

The first time I used this method, I built a $300K launch from scratch

The second time, I sold a Billionaire a $50K High Impact Offer in 7 days

The secret sauce of HOW I did that - I will reveal in my LIVE Masterclass Next TUESDAY

If you want to lift the veil on digital marketing, that is so simple that anyone can do this

And on what buyers really want to buy today to close 5, 6, and 7 figure deals

Join my live here: https://lnkd.in/dqNVxTFy

Most founders think they need a louder brand, a prettier website, or a “more unique” offer.

That’s why they stay invisible...
While weaker competitors get chosen.

I spent years inside billion-dollar buyer rooms watching how real decisions are made.

And here’s the uncomfortable truth:

Buyers don’t choose the “best” offer.

They choose the offer that aligns with 5 specific buyer decision criteria almost no one understands.

On March 3rd at 12:00 PM EST,
I’m running a private masterclass.

We’re revealing all 5.

Not surface-level tactics.
Not marketing tricks.

The real buyer levers that make someone see you as the only obvious choice and confidently say yes.

Here’s a taste:

1. Why “being different” actually backfires, and what top buyers use instead to decide who wins the deal.

2. How certain purpose-led founders sell out $200K launches in 24 hours with zero ads or agencies.

3. The 2 hidden mechanisms that turn random growth into sustainable momentum you actually own.

This is the same playbook I used to approve and greenlight over $100M in buying decisions.

Founders have used these frameworks to scale from $1M to $50M+:

→ Without hiring bloated agencies,
→ Without stacking systems they don’t control,
→ And without burning out.

Seats are limited to 25 business owners.
This masterclass will not be public.

Register now to unlock the private pre-video series before we go live.

Save your seat: https://lnkd.in/dqNVxTFy

Most founders believe they need a bigger brand, a better-looking website, or a more differentiated offer.

That belief is exactly why they get ignored while less capable competitors keep getting chosen.

Here’s what most people miss:

Buyers don’t pick the best solution.
They pick the solution that aligns with a small set of decision criteria they care about.

On Feb 17 at 12 PM EST, I’m hosting a private masterclass where I break down those five buyer decision drivers.

No fluff.
No gimmicks.
Just the real levers that position you as the obvious choice.

Limited to 25 seats. Not public.

Save your seat and unlock the private pre-video series:
👉 https://lnkd.in/dqNVxTFy

Going live in 4 hours!

Most founders (like yourself) think they need to be louder, more complex, or more "unique."

Not true.

This is why most founders are being overlooked.

Competitors with MUCH worse offers are finding much more success because of this.

Think of it like this:

Your buyers do not choose the best offer.

They choose what fits 5 specific decision criteria that almost no one talks about.

And I'll be breaking down these decisions live on February 17th @ 12 PM EST.

We are hosting a private masterclass for the community at no cost.

You can use this as leverage to become the obvious choice in your industry.

There are 25 seats.

⏳ 4 hours to go

Save yours + unlock the private pre-video series here:
https://lnkd.in/e6S62RhM

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The Battle

Alexander Theuma

Sara Simmonds

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The Battle

Alexander Theuma

Sara Simmonds

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Engagements

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Alexander Theuma's LinkedIn Performance

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