B2B SaaS Newsletter

Who is the author?

This newsletter is written by me, Alexander Estner- but please just call me Alex.

I'm based in Munich, Germany 🇩🇪 and I've spent my whole career in the startup environment with now more than 10 years of experience in SaaS and marketplaces from being the first commercial employee of a fast-growing SaaS-enabled-marketplace to being a Co-founder of a SaaS startup and now supporting other early-stage founders on their journey from pre-revenue to the first €1 million ARR.

Over the last 2 years, I've helped 25+ SaaS companies to grow their business faster with a powerful GTM strategy - as a growth advisor, consultant, or interim manager.


The SaaS Growth Strategy Workbook covers all the relevant aspects to take your SaaS business to the next level.

1️⃣ Market Strategy - First understand the market you’re going after.

2️⃣ Ideal Customer Profile - Who are your targeting

3️⃣ Market Segmentation & Positioning

4️⃣ Product Strategy

5️⃣ Sales Strategy

6️⃣ Pricing Strategy

7️⃣ Value Proposition & Messaging

8️⃣ Growth Channels & Activities

9️⃣ Measuring Success

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I cover topics around Sales, Marketing & GTM Strategy

My content is for founders and early-stage startups on their journey to hit the first €1 million ARR, including topics like:

  • How to validate and stress test your business idea

  • How to win your first paying customers for your SaaS business

  • How to find product-market fit and close your first funding

  • How to develop and implement a powerful SaaS Growth strategy

  • How to optimize and master your direct & indirect growth channels

  • How to price your SaaS product (SaaS pricing strategy)

  • How to accelerate your growth to 1M€+ ARR

  • How to align your growth team, measure the right metrics & work with OKRs

How we can work together 🛠️

If you need support in growing your B2B SaaS business, feel free to reach out to me via Linkedin.
1️⃣ 1-on-1 SaaS GTM Coaching program for early-stage founders on their way to €1 million ARR
2️⃣ Advisory/Sparring - Weekly/bi-weekly 1-on-1 sessions deep-diving into your most important challenges (strategic & operational).
3️⃣ Consulting - We’ll work together hands-on to grow your business.

Connect on Linkedin

What I personally care about:

  • Brainstorming new business ideas 💡

  • Sustainability, healthy food, and barista coffee ☕

  • Traveling, well-being, and all kinds of sports like skiing, beach volleyball, yoga, and fitness 🧘‍♂️

  • Books & podcasts about startups, leadership, personal development, & positive mindset 📚

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Alexander Estner

Hi, I'm Alex from Munich, Germany 🇩🇪 Co-Founder, Start-Up Mentor, and Commercial Specialist (Sales/Marketing/Business Development) with 10+ years in digital Start-Ups (SaaS and marketplaces).