In 2021, I had the opportunity to meet two seasoned Software-as-a-Service (SaaS) professionals, Thomas Sjöberg and Daniel Nackovski, through a startup Facebook Group that I was managing. They recognized the need for a platform that could bring together like-minded individuals, facilitate knowledge exchange, and spur Nordic SaaS community growth. Being a community builder, I found myself captivated by their ambition and became an supporter, sharing their endeavors across social medias. When I heard they were planning to organize the first SaaS conference called SaaSiest in Malmö, I was delighted to support them host a successful conference.
What is SaaSiest
The community initiative SaaS Nordic aims to facilitate the exchange of knowledge, trends, and ideas within the Nordic SaaS landscape. Despite being launched amidst the chaos of the pandemic, it garnered significant attention during its inaugural digital edition in 2021. It serves as a forum for SaaS founders to explore cutting-edge trends, share best practices, and delve into critical topics such as growth and scaling, product-led growth (PLG), and funding opportunities.
In 2022 May, the in person event attracted over 900 SaaS professionals from the United States, United Kingdom, Europe, and the Nordics, converging at the Slagthuset venue in Malmö. It featured 66 distinguished speakers who shared invaluable insights and experiences. I personally found the event quite remarkable in providing attendees with the tools and knowledge necessary for personal and professional growth.
A few things that I've learned
- Nathan Latka, CEO of Founderpath, studied nine successful SaaS unicorns to identify key strategies for achieving growth. These strategies include optimizing product-led growth, launching products quickly, leveraging existing audience traffic, outsourcing sales development, controlling sales offers, and utilizing customer success managers for upselling. It's important to recognize that every SaaS company is unique, and there is no universal formula for success in the market.
- Keep the sales team energized: Building a resilient sales team involves designing a predictable pipeline and nurturing emotional intelligence. Leaders should set an example by prioritizing well-being to prevent burnout and support the team.
- Act local while you think global: When expanding into new markets, especially the US, it's important to recognize that it's a journey and cultural differences play a significant role. Companies should consider expanding within similar local markets before venturing into larger international markets.
- Building your hiring pipeline: Viewing HR as a commercially viable function and starting to hire as soon as the business has scaling potential is crucial. Overcoming cultural challenges during global hiring and focusing on talent retention are also important for sustainable growth.
- Your brand is the biggest asset: A brand is more than just a logo or website; it's the company's reputation. User experience plays a significant role in enhancing the brand, and it's important to differentiate between brand and marketing efforts.
My team makes me most proud
Our team of eight members enthusiastically volunteered to support the SaaSiest event. Throughout the event, we efficiently managed various tasks, including assembling 900 goodie bags, assisting with registration, coordinating with stage managers to ensure speakers were in the right place at the right time, and handling logistics inside the venue. Amidst the long and challenging hours, we found joy in listening to the inspiring speakers and networking with fellow SaaS professionals.
My hopes for the future
While reflecting on my overall experience, I couldn't help but observe a notable absence of diversity among both the speakers and the audience at the event. I understand that the conference is held in the Nordics, where the predominant demographic in the tech industry tends to be white males. However, it is important to consider the significance of representation, particularly in an international conference like this one.
Having diverse speakers, including women and women of colour, brings a multitude of benefits to the event. It broadens the range of perspectives and insights. I hope that conferences such as this one will embrace diversity in both speakers and attendees and foster a more enriching and inclusive learning environment for all attendees.
