SaaS Backwards - Reverse Engineering SaaS Success
Join us as we interview CEOs and GTM leaders of fast-growing SaaS and AI firms to reveal what they are doing that’s working, and lessons learned from things that didn’t work as planned. These deep conversations dive into the dynamic world of SaaS B2B marketing, go-to-market strategies, and the SaaS business model. Content focuses on the pragmatic as well as strategic, providing a well-rounded diet for those running SaaS firms today. Hosted by Ken Lempit, Austin Lawrence Group’s president and chief business builder, who brings over 30 years of experience and expertise in helping software companies grow and their founders achieve their visions. Full video and shorts on YouTube at https://www.youtube.com/@SaaSBackwardsPodcast
SaaS Backwards - Reverse Engineering SaaS Success
Ep 43 - Cake Equity Cofounder Jason Atkins talks about forming a SaaS to make equity easier to handle.
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Working as a CFO for tech companies in Australia, Jason Atkins saw a need to automate the very manual and frustrating process involved in equity raises–compounded by a global workforce.
While doing volunteer work in the Gold Coast tech scene, he met his soon-to-be cofounder Kim Hanson and together established a SaaS called Cake Equity with a goal to make equity easier to handle for all stakeholders.
Together, they established a beachhead market in Australia by niching down into startups where the competition was scarce, but knew they had to identify larger markets to grow.
Given the willingness to use software and technology, combined with a spirit of innovation, expanding in the US was an obvious choice.
We caught up with Atkins on his whirlwind US tour to talk about:
- The current fundraising environment
- Establishing a beachhead in Australia and thinking global-first
- Leveraging off of the success of Australian-based Atlassian and Canva.
- How starting a services firm helped in the establishment of a SaaS
- And their overall sales journey – starting with founder-led, followed by marketing and sales-led and landing on product-led growth
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