The first ever issue ...

Alrighty, the first issue of my first-ever newsletter has arrived!

I'll be honest: I almost changed my mind a few times before hitting send on this. Those of you who follow me on LinkedIn may have noticed I posted 2 days ago, on Tuesday, about starting this newsletter — that was my way of making sure I couldn’t back out!

So, what am I doing here?
I'm starting a SaaS from scratch. That means I’ve started with a blank slate and am now building everything from nothing to something. It’s a journey that includes finding customers, keeping them happy, solving technical hurdles, and building a sustainable business, all while keeping my sanity (and my wife’s!).

Of course, I won't do this alone forever — I'll find partners where possible and, down the line, maybe hire some help. But for now, it’s just me. And you, of course! 😊

Quick definition: SaaS (Software as a Service) is basically software you pay for via subscription rather than a one-time fee. Think of it like Spotify or Netflix, but for companies needing tools to run their operations.

Why a newsletter?
Good question! Honestly, it’d be easier to avoid it 😅

I’ve been thinking about content creation for a while but never found the right format. Writing about my journey felt more aligned with "me" than creating for Instagram or YouTube. Plus, starting a new business felt like the perfect opportunity to practice storytelling and share the ups and downs.

For the past several years, I worked in the live shopping space. We started as a marketplace, pivoted several times, and ended up as a live shopping ad tool. Earlier this summer, we exited that business — not a huge exit by any means, but it marked a new chapter for me.

I’ve had co-founders in all my previous businesses, but this time, I’m going at it alone. Or maybe not completely alone — you’re here with me! I’ll be sharing my ideas, struggles, and progress, and I’m counting on you to help keep me accountable and maybe even cheer me on when needed. 🙌

What to Expect
Every Thursday, I’ll share the pains, wins, struggles, and thoughts from this SaaS journey. The format might evolve, but you can count on getting a new update from me every week.

I’ll also ask for your opinions now and then, but even if I don’t, feel free to send feedback by replying to this or any newsletter. Whether it’s constructive criticism or just a pat on the back, I’m here for it. I’ve sold vacuum cleaners door-to-door in China — so trust me, I can handle feedback! 😉

So, What’s This SaaS?
I won’t dive into all the details today (don’t want to overwhelm you!), but I will say this: A couple of companies ago, I co-founded a CRM SaaS that helped businesses manage their customers and deals. We got to the top 3 in Sweden in terms of the number of companies using it, which is pretty cool if you ask me! But the company ultimately crashed due to the wrong business model, and tech that couldn’t handle larger customers.

Despite that, our users loved how easy it was to use compared to other CRMs, so many customers that had left us due to the crashes came back because it was so much more user friendly than the other CRM players that were out there. There was a clear need.

After I exited the live shopping business this summer, I went back to my CRM notes and realized the space still excites me. So, guess what? I’m building a new CRM! I’ll take the lessons from that past experience and create something even better this time.

And yes, it’s already in progress. I started building it this summer, and we’re getting close to the first release! More on that next week. 😉

That’s it for now! I’d love to hear from you — what do you think of this first issue? Anything you’d like to see in future ones? Hit reply and let me know!

Until next Thursday!