Alexander Theuma has spent ten years in founder retreats, conference dinners, and side conversations in hotel lobbies.

He’s heard the same questions from thousands of SaaS founders. He knows the patterns — the recurring mistakes, the inflection points, the things founders get wrong at each stage of growth. By his own estimate, he’s “probably spoken to more SaaS founders than most people on the planet.”

And until this year, most of those insights were going nowhere.

The SaaStock story — ten years of building the room where founders talk honestly

SaaStock started from a simple insight: SaaS founders needed a place to talk to each other without the performative layer of most conferences. No keynote theatres or panel discussions where everyone agrees. A room where people could be direct about what was working, what was failing, and what they wished they’d done differently.

Ten years later, SaaStock runs conferences in Austin and Dublin, invite-only founder retreats, and a membership community for SaaS founders scaling from $10M to $100M or who’ve exited their businesses.

Alexander describes it as being “for heads-down SaaS founders that want to move their business forward.”

The business model is straightforward. Events create concentrated value. The membership extends that value year-round. Content attracts the next generation of attendees. Each piece reinforces the others — and the whole thing runs on the quality of the conversations Alexander has spent a decade curating.

The LinkedIn reckoning — ten years of brilliant observations, posted inconsistently

For a decade, Alexander had been helping SaaS founders think about go-to-market — while largely ignoring his own.

The pattern will sound familiar to every founder reading this. A burst of energy — ideas flowing, posts going up, engagement climbing. Then the real work of running the business takes over, the posts stop, and the momentum disappears. Alexander did this for years. Brain dumps when inspired, silence when busy.

I’ve always been on LinkedIn, but I’ve been very inconsistent. I’ll go through periods where I’m doing brain dumps and having ideas, and then I get too busy as a founder.

His honest self-assessment: “Previously I didn’t really have a strategy. It was an interesting idea, but it wasn’t ultimately helping me build a personal brand or the business.”

Interesting ideas, posted without strategy, don’t build anything. They evaporate. Alexander had ten years of founder-level pattern recognition sitting in his head, and most of it never reached the people who could have used it.

What changed this year — five posts a week, three content pillars, no more brain dumps

This year, Alexander made a deliberate decision. Five posts a week. Three content pillars: learnings from a decade of founder conversations, his own entrepreneurial journey, and what SaaStock is doing in the events and community space. Every post serves one of those pillars. No more random brain dumps that go nowhere.

“I thought more clearly about that. What is the strategy? What do I want to achieve? I’ve been building this for 10 years. With that, I’ve probably spoken to more SaaS founders than most people on the planet. And then with that, I’ve got some learnings that I can share.”

The goals are concrete: grow from 15,000 followers to 50,000, then 100,000. But the real shift is in what he stopped doing. He stopped posting promotionally — “SaaStock is happening, buy a ticket” — and started posting with value. The engagement followed.

“Where’s the value? So I want to add value. I want to build the personal brand. And then through that, I would then hope that people would come to SaaStock because they know me, they receive value.”

What a decade of founder conversations teaches you

When you’ve spent ten years in rooms with SaaS founders, you develop pattern recognition that most people don’t have access to. Alexander sees the same mistakes cycling through every cohort of founders scaling past $10M. He sees where companies plateau, why certain fundraising conversations stall, and which growth strategies compound versus which ones flame out.

The irony is that this pattern recognition was the most valuable asset he had — and for years, it stayed locked inside the conference business. The founders who attended SaaStock got it. Everyone else didn’t. LinkedIn changes that equation. The founder retreats create the insight. The content distributes it.

The distribution lesson: when the conference guy finally built his own channel

Alexander has spent a decade helping SaaS founders think about go-to-market strategy. SaaStock events are about helping founders grow their businesses. And it took him ten years to apply the same intentionality to his own distribution.

Every founder knows they should be building their personal brand. Most founders keep finding reasons not to. Alexander’s version of the reason was the same one everyone uses: too busy running the business.

What finally changed was structure. Three pillars. Five posts a week. A clear connection between content and business outcomes. The system replaced the willpower, and the consistency followed.

Whilst I’ve been okay over the last 10 years, not having that clear strategy, not having the consistency, has probably hampered me to an extent. And this year, I’m putting into practice a better playbook.

His advice to founders starting from scratch: “Don’t wait. Get going with it. But then have a strategy. Think about where’s the value that you can add. What is the story that you can tell?”

Alexander has spent ten years curating the rooms where SaaS founders talk honestly. GTM Society is where those conversations continue — with him and with the founders he’s spent a decade learning from. If you want access to that, join us.