Will Koning of SaaSLeads
How SaaSLeads is continuing its growth with Valerian and delaying the need to take VC funding
The company that trains future sales stars is scaling up through revenue-based financing
“We need to invest as much as we possibly can into making this target happen. Valerian helps me achieve this in two ways: I now have leverage to improve my immediate cash flow issues – which, when you’re chasing payments, can get a little nerve racking. But also, I’m able to allocate money into more revenue-generating activities.” – Will Koning, Founder, SaaSLeads
Business challenge: SaaSLeads had ambitious growth targets that required an improved cash flow to achieve
Valerian impact: The company is now able to solve its immediate cash flow issues, continue investing in its own growth and delay venture capital funding until the time is right
Will Koning is so passionate about sales, he built a whole business around training people to do it well. SaaSLeads was born out of a global need for highly skilled sales professionals, coupled with the high number of recent graduates looking for work.
“I built a little school – Saasleads Academy – completely bootstrapped. In a year, it went from just me and a few students to a business of 25 full time employees. We did revenues of £1.3 million,” Koning said. “We have a very disruptive solution that’s going to take on the recruitment and training markets and disrupt the higher education model in its entirety.”
By the end of 2022, Koning wants to put 4-500 young people into full-time work in B2B technology sales. In his own words, it’s an ambitious target.
That’s where Valerian comes in.
“We need to invest as much as we possibly can into making this target happen,” Koning said. “Valerian helps me achieve this in two ways: I now have leverage to improve my immediate cash flow issues – which, when you’re chasing payments, can get a little nerve racking. But also, I’m able to allocate money into more revenue-generating activities.”
Will envisions SaaSLeads looking for VC funding in three or four years. Right now, however, he is focussed on ramping up business growth through marketing and sales. Valerian allows him to keep growing his company without giving up equity unnecessarily.
So far, this is working out well for Koning and his team.
“We conducted our first marketing test with the capital from Valerian, and we now know that if we invest €20,000 into marketing, we can generate a 3x return.”
That means Will no longer has to worry about chasing payments from his customers, or providing any discounts upfront. He can simply allocate his Valerian funding toward revenue growth and continue doing what he does best.
“This has been an easy process from start to finish, and Valerian continues to be a valued partner for SaaSLeads in our key phase of growth.”