{"id":5331,"date":"2016-08-30T11:01:38","date_gmt":"2016-08-30T09:01:38","guid":{"rendered":"https:\/\/chartmogul.com\/blog\/?p=5331"},"modified":"2023-08-10T12:24:49","modified_gmt":"2023-08-10T10:24:49","slug":"alex-theuma-saastock-origins","status":"publish","type":"post","link":"https:\/\/chartmogul.com\/blog\/alex-theuma-saastock-origins\/","title":{"rendered":"The humble origins of SaaStock, Europe’s B2B SaaS conference"},"content":{"rendered":"

SaaStock<\/a>, the latest and poised-to-be greatest event\u00a0for Europe’s SaaS community, is coming up on September 22. We’re really looking forward to being there in Dublin, hearing from industry leaders, and meeting people from around the world.<\/p>\n

In our anticipation, we transcribed our recent SaaS Open Mic podcast<\/a> with Alex Theuma, founder of SaaScribe and SaaStock. Having started from scratch and now\u00a0launching a large-scale event, Theuma has great insight to share about community building and getting involved in SaaS. Enjoy!<\/p>\n

https:\/\/soundcloud.com\/chartmogul\/alex-theuma-saascribe<\/p>\n

\n

Introducing a SaaSpreneur<\/h1>\n

Ed: I was going to start by explaining your background and what you do. But I thought it would be cool if you do that instead. So if somebody asks you what you do, what would you tell them?<\/strong><\/p>\n

Alex: It depends who asks me. To any lay person, I guess I could say I\u2019m a \u201cSaaS-preneur.\u201d Actually that might confuse them even more\u2026 But I\u2019m the founder of SaaScribe and SaaStock. In its simplest terms, that\u2019s what I am. For those listening, SaaScribe is an online\/offline community for SaaS startups, which includes the blog Saascribe.com<\/a>, the podcast the SaaS Revolution Show<\/a>, and a Slack channel (SaaS Founders Club<\/a>). All of those properties live in the online world.<\/p>\n

And toward the end of last year we started thinking \u2014 if you\u2019re talking community, you have to do more in the offline world. You can\u2019t just be sitting at your desk in your home office, uploading content and tweeting, and building a community that way. You need to get out of the office and try to do more offline.<\/p>\n

So we\u2019ve been hosting SaaS meetups. I\u2019m not content with doing those just in the UK, so we\u2019ve done some in the UK, in Dublin, even one in Berlin. We\u2019ve done about 8 so far.<\/p>\n

And finally a kind of 10x meetup, which will be SaaStock<\/strong><\/a> \u2014 the premiere European conference for B2B SaaS founders, execs, and investors, which is taking place on the 22nd of September in Dublin. It\u2019s hopefully going to be very similar to some of the meetups we\u2019ve had, but 10x. It\u2019s going to be about networking, sharing valuable insights, and having a bit of fun as well.<\/p>\n

So yeah, that\u2019s the long version of what it is that I do.<\/p>\n

\"SaaStock<\/a><\/p>\n

[Editor’s note: I attended the SaaScribe\u00a0meetup in Berlin, and it was great! Check out my recap of the “growth through retention<\/a>” discussion.]<\/em><\/p>\n

SaaScribe, the independent SaaS community<\/h1>\n

Ed: There are a few SaaS-related communities out there. But I think pretty much all of them are in some way tied to a brand that is selling a product, and it\u2019s really a side thing to grow an audience, for marketing purposes or brand recognition.<\/strong><\/p>\n

But SaaScribe struck me as something outside of that. Because you are building this community pretty much from scratch. What\u2019s the reason behind that? Why did you do it?
\n<\/strong>
\nAlex: I guess I started SaaScribe because\u2026 I spent 11 years or so in sales, in tech sales selling IT support, selling cloud computing which merged into saas. SaaS was the only thing out of those different services and products that I found exciting, sexy, and cool. It connected with me a lot more than the others. Then I found out that the people working in SaaS were also exciting, sexy, and cool, right?<\/p>\n

The truly great thing I found within this SaaS space is that people were willing to share, to help others learn. It was something I\u2019d never experienced before and something I wanted to be a part of.<\/p>\n

So what I decided to do is to go a little out of my comfort zone, to start writing some content \u2014 stuff I knew that, in comparison to some of the thought leaders out there (like Lincoln Murphy), was very inconsequential. But it was something I wanted to do. The idea of SaaScribe resonated with part of the SaaS startup community, more so than the initial content of the early days, which was a bit ropey at best.<\/p>\n

\"saastockIt took off from there. One day I was thinking actually I\u2019m quite passionate about SaaS. I\u2019m reading the thought leaders, and a lot of the stuff is marketing for a product or a company. There wasn\u2019t anything or anybody doing it independently and unbiased. Without portfolio companies of VCs.<\/p>\n

So to come with a neutral, non-biased perspective, not trying to market or sell anything in the early days, that was our idea. And the idea took hold and the first couple of months we saw some rocketship growth in terms of traffic. And ever since then we\u2019ve just been continuing with it.<\/p>\n

Ed: Do you think you have a benefit in not being tied to a marketing projecting or a brand? Do you think that\u2019s what allowed you to see this growth so early on?<\/strong><\/p>\n

Alex: Yes, I think so. But I think there are pros and cons to both.<\/p>\n

I think so because we were (and still are) independent. Somehow that struck a chord with the community. Also the initial volume of content that we put out was probably a bit too much. But it meant that people knew about us by default because we were putting out 4-5 pieces of content per week. And they were surprised it was only two of us behind it at the time. People within the SaaS community are curious and hungry to learn, so their curious nature took them to SaaScribe, to sign up for yet another newsletter. We\u2019ve kept many of those on board.<\/p>\n

There are drawbacks. I wouldn\u2019t say we\u2019re necessarily competing with the likes of HubSpot\u2019s blog or Close.io. But these are companies that have a lot of money and can invest a lot into the production of content and podcasts and also promotion, to go beyond what we can as a bootstrapped self-funded startup. So it can be difficult if we were looking for specific metrics or numbers, like 1000 post reads. It\u2019s not easy to obtain that every time.<\/p>\n

Delivering real value as a SaaS community<\/h1>\n

Ed: So it\u2019s 2016. A lot of people in this space pushing out content. And a lot of it, if I\u2019m honest, is mediocre quality. There\u2019s a lot of noise.<\/strong><\/p>\n

Let\u2019s say I\u2019m trying to start a community in a vertical today. What kind of approach would you suggest? How did you do it with SaaScribe? Did you just start writing, or was there more of a method to it?
\n<\/strong>
\n\"saastockAlex: I don\u2019t think there was really a method to it in the beginning. It was just: starting to write. We got set up on WordPress and started putting out our first few posts. And probably, to be honest, we were still trying to find direction. \u201cAre we still truly a community or are we gonna go down the route of doing news?\u201d So in the early days we weren\u2019t really 100% on what was happening with it.<\/p>\n

But then, I can\u2019t remember why, but I decided I\u2019d start doing the podcast. The first guest was Mark Roberge. That continued and we just saw the first anniversary of the podcast, have probably done about 40 or so of those since then.<\/p>\n

And I think the other thing was that it just started to grow. There wasn\u2019t this grand master plan like, \u201cOkay, to build a community, this is what we\u2019re going to need to do. We need all these offline channels and these online channels.\u201d It just all fell into place and was pretty logical. There was no one doing SaaS meetups in Europe or the UK, so wouldn\u2019t it make sense that what I\u2019m doing with SaaScribe, I take the initiative and do meetups? And that\u2019s what happened.<\/p>\n

If someone were going to do it today, and they knew they wanted to set up a community, I guess those communities can take different forms. There\u2019s the Reddits and the Growthhackers \u2014 you can find software out there that will give you that kind of online community. Or do you want to do content and drive engagement through that? Therefore having some kind of blog might be your option.<\/p>\n

But Slack communities are really interesting as well. And I\u2019ve seen a lot of people in the last year going in that direction. Some succeeding and some failing, because I think it\u2019s quite difficult to \u2014 I don\u2019t want to say moderate \u2014 but the level of communication, when you only have one channel, you can kind of feel like you\u2019re drowning at times. But still, very interesting.<\/p>\n

Ed: Yeah, I think I\u2019m logged into about nine Slack communities now. And it\u2019s kind of proven to me the breaking points where Slack no longer scales well for the user. I think there\u2019s something really interesting there, and I have had some occasions where it\u2019s great to casually chat with people. But I\u2019m at the point where my Slack doesn\u2019t ever have an unread notification on it. That\u2019s the problem.
\n<\/strong>
\nAlex: Yeah. I joined one or two before I started my own. And the problem I found with those was that you have about 40 people in the community, and there would be two channels: a \u201cgeneral\u201d channel and a \u201cplease share\u201d channel, for sharing content. So if I hadn\u2019t logged in for a day or two, there would be 50 or so unread notificat\"saastockions. And I was never going to read all of those. And when you\u2019re on it, the constant notifications can become a bit of a distraction or annoyance.<\/p>\n

So when I set up SaaS Founders Club, which is strictly for SaaS founders only, I knew these are very busy people who perhaps want fewer distractions. But also I had to engineer it so they can get value out of it. We\u2019ve got loads of different channels. Actually in the main channels, there isn\u2019t a lot of activity. A lot of the activity is done in direct messaging. So the value is being served from this community, but it\u2019s being done in a manner that doesn\u2019t disturb everyone publicly. So that seems to be working well and that\u2019s growing.<\/p>\n

I think if you get it right with Slack, it\u2019s a good forum for a community.<\/p>\n

From community to conference: launching SaaStock<\/h1>\n

Ed: You mentioned that you\u2019ve slowly moved into events in the last few months. Actually I\u2019ve been to a couple of the SaaS meetups \u2014 it\u2019s a great sense of community and you\u2019ve got great people talking there.<\/strong><\/p>\n

But now you\u2019re working on this much bigger thing, SaaStock.<\/strong><\/p>\n

What are some of the challenges around deciding to host a big conference? And going from nothing to actually hosting it? I know it hasn\u2019t happened yet, but I\u2019m sure you\u2019ve come across some things along the way that you hadn\u2019t expected.<\/strong><\/p>\n

Alex: Yeah! It\u2019s really hard work. I think when I initially decided that I was going to do SaaStock, I kind of thought for a moment that I would be doing this all myself. That was a very short moment.<\/p>\n

I\u2019m pretty much on the conference full-time at the moment, as well as managing SaaScribe. I\u2019ve got a guy that\u2019s working with me. Chris, who\u2019s helping me, he\u2019s working on the demand generation and owning the ticket sales side of things. But we\u2019re pretty much wearing many hats right now. We\u2019re looking at bringing in a third full-timer already, because of the sheer workload we\u2019ve given ourselves from the ambitions we have for SaaStock.<\/p>\n

Behind that we have a production company called Catapult Events. These are the guys that worked on Web Summit, and they even managed the production for the InsideIntercom World Tour. They manage the creative, the event management, etc. So what we need to do is focus on the sales and marketing side of things, and a few logistics.<\/p>\n

But there\u2019s just so much work to do. The sheer amount of work for a conference of this size has been the main challenge. We\u2019re capable of doing everything, even though we\u2019re very new to the conference business. But it\u2019s just the workload \u2014 there aren\u2019t enough hours in the day, hence why I\u2019m hiring. I think eventually we\u2019ll need to grow out a decent-sized team.<\/p>\n

To do the conference justice, to do your vision justice, you can\u2019t do it all yourself.<\/p>\n

\"saastock\"<\/p>\n

Ed: It seems like you\u2019re going for a pretty big event. I think if you look at conferences, particularly tech ones, along the timeline since their conception, most of them slowly grow. Is there anything that you can cutdown in the first iteration that makes things easier? Or do you have to go all out, straightaway?<\/strong><\/p>\n

Alex: Well, we are kind of going all out in a way, but I think we are still being sensible.<\/p>\n

If you have a look at these tech conferences, when they start out, a lot of them start out on this magic number of 300 \u2014 300 attendees for the first year. And then double or triple in size, from 300 to maybe 2000 in just year 2. Web Summit is an outlier wherein they started with 300 and in four or five years, they\u2019re at 42,000. They\u2019ve scaled incredibly.<\/p>\n

We did our market research in regard to SaaS companies and startups in Europe. But also the content is going to be relevant to a global SaaS audience. We\u2019re hoping there will be a global SaaS community there. We\u2019ve got folks coming in from North America and New Zealand.<\/p>\n

If I had gone with the number 300, just to be conservative, just because everybody else has been doing that, then I would have been disappointed talking to you today. Because we\u2019re almost coming up on that mark in terms of tickets sold, and we\u2019re still four months away. So I think we\u2019ve given ourselves a good target. We\u2019re working hard at that, and it\u2019s very achievable.<\/p>\n

In terms of pure independent SaaS conferences, for a SaaS community, there aren\u2019t that many. I guess the obvious one is SaaStr \u2014 and they had 5,000 in 2016, looking at 10,000 next year. The SaaS founders are hungry to go to these types of events and do business. I think your CEO, Nick, went to the first SaaStr and met some very important customers of ChartMogul today. So attending these conferences is very valuable for SaaS founders that sell to other SaaS companies, especially in the early days.<\/p>\n

We\u2019ve got to deliver huge value to our delegates beyond the content, just through everything. Make sure everyone has a fantastic time so that everyone comes back next year.<\/p>\n

Building relationships, and a business, through conversation<\/h1>\n

Ed: So I guess you\u2019re still a salesperson at heart. How is it selling conference tickets or speaking spots? Is that something that\u2019s difficult in the beginning when you don\u2019t have an established event already? Are there any tips you have for people trying to recruit speakers or sell conference tickets?
\n<\/strong>
\n\"saastockAlex: Yeah, definitely my sales background has helped. I know of a lot of people who are in the conference game and don\u2019t have that sales background, and therefore haven\u2019t done so well on the sponsorship side, for instance. That\u2019s simply because they don\u2019t have that natural inclination to send cold emails or pick up the phone, whereas I\u2019m really used to that. I\u2019ve been doing it for 11-12 years.<\/p>\n

Also, if I didn\u2019t have the one year under my belt of SaaScribe, it would have been a totally different speaker lineup. It would have been really challenging. Even six months ago, through SaaScribe, I was strategically building local relationships, with people at Intercom, people like Christoph Janz etc. So when I told them about the vision of SaaStock, it was easier to secure those first speakers. I actually think the first speakers we got on board were Des Traynor, Christoph Janz, and Nikos of Workable.<\/p>\n

So the tip is: if you can land your first couple of speakers, and if they are good names, and if you\u2019ve done that through building relationships \u2014 strategically, long term before your conference \u2014 then once you send an email to someone else, and you tell them who you have on board already, it makes it much easier.<\/p>\n

I think SaaScribe played a massive part in what SaaStock is today. It just gave me that little bit of credibility. People knew who I was when they received my email. That helped the curation part of what now is a really awesome, strong line-up.<\/p>\n

Ed: Yeah, that\u2019s an interesting point actually and something I\u2019ve noticed having done some podcasts at ChartMogul. Using that as a tool for either relationship building or even customer success is really interesting. We do a lot of content with out customers \u2014 we tell stories about how they grow their business and everything else related to the SaaS universe. And it\u2019s almost as valuable for our customer relationship as it is for the listeners. <\/strong><\/p>\n

I know you could argue that that\u2019s a big investment, to go around and do a podcast with each of your customers to make them happy, but I think it\u2019s a good point. And it\u2019s something I\u2019ve seen over the last few years. People value it and it turns into longer term relationships that you can leverage in the future.<\/strong><\/p>\n

\"saastockAlex: Yeah, absolutely. And even not just for your existing customer relationships, or having a podcast for ChartMogul\u2019s customers\u2026 I\u2019ve seen a lot where founders of SaaS companies are starting up their own podcasts and interviewing or recruiting guests, kind of as a sales tactic.<\/p>\n

They want to connect to this guest, the guest is flattered to be on the podcast, and at some point \u2014 I don\u2019t know when \u2014 there\u2019s probably going to be a conversation like, \u201cHey, what about our product? Would you like to try it out?\u201d<\/p>\n

This is a great way to open doors. And it\u2019s relationship building. That\u2019s what it\u2019s done for me from the SaaStock perspective. For SaaS founders, it might be interesting to try the podcast channel.<\/p>\n

Final words<\/h1>\n

Ed: You\u2019ve got a ton of great interviews on the site now, whether it be a podcast or a written piece. I guess you\u2019ve learned quite a bit across those interviews. I\u2019m wondering if you have a favorite and if there\u2019s something you\u2019ve learned from it that you didn\u2019t know before.<\/strong><\/p>\n

Alex: Yeah, I mean it\u2019s a bit like asking which one of your kids is your favorite. Do I have to say I love each and every one of my podcasts the same?<\/p>\n

Well, I love the first one. We had Mark Roberge, Chief Revenue Officer of Hubspot. That was a really good coup, to get Mark to do a podcast\u2019s first episode when there was no credibility about it. But clearly I wrote a good email that resonated with Mark and he was a great guy, and he agreed to do it. (Of course he had a book to promote at the time, so that helped.)<\/p>\n

That was really enjoyable. He gave incredible tips on building a sales acceleration machine. There are probably too many tips to mention so I suggest you listen to that particular episode of the SaaS Revolution show.<\/p>\n

Throughout all of them, I\u2019m learning a ton. And I would say this has really ramped up my acceleration of knowledge on SaaS, hosting these podcasts. So I\u2019m learning and hopefully my audience is learning at the same time.<\/p>\n

Ed: Okay I\u2019ll let you get on. Before we go, is there anything you would like people to check out? Where can people find you?<\/strong><\/p>\n

Alex: SaaScribe.com<\/a>. If anyone hasn\u2019t heard of it before, check it out. We think it\u2019s a great, neutral resource for SaaS startup founders.<\/p>\n

Of course I have to get a cheeky plug in for SaaStock<\/a> as well. If you\u2019re a B2B SaaS founder, investor, or exec, then SaaStock\u00a0will be the conference in 2016 where you can learn how to build a category leading business and turn your SaaS to 11. We\u2019ll hopefully see you there!<\/p>\n

\"saastock
Beautiful Dublin, site of SaaStock this September. [Source: www.dublintown.ie]<\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"

Humble origins have grand aspirations \u2014 and Alex Theuma’s vision for SaaStock is no different. Ed spoke with Alex about leaving B2B Sales to start an independent SaaS community, SaaScribe. 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