Episode Details

Thomas Smale has closed over 140 SaaS exit transactions through FE International - and the biggest mistake he sees is founders underpricing their businesses by 30% or more. In this episode, Thomas breaks down what actually drives SaaS valuations during a SaaS exit, why your pricing strategy matters more than your growth rate, and how to prepare for selling a SaaS business that maximizes what buyers will pay.

Thomas reveals the specific metrics that move the needle in any SaaS exit - including why revenue churn matters far more than customer churn, and why strong onboarding is the most overlooked factor in building a sellable business. He also explains FE International's full M&A process from initial SaaS valuation through due diligence and close.

FE International closed over 140 transactions in a single year, with deals ranging from five figures to eight figures. At the $5 million level, most SaaS exit deals receive offers within 30 days and close within 60 days.

🔑 Key Lessons

• 💰 Fix your pricing before pursuing a SaaS exit: Thomas Smale says most small SaaS companies are priced too cheaply and lack usage-based metrics, leaving significant revenue and valuation on the table.
• 📉 Track revenue churn to increase your SaaS exit valuation: Revenue churn shows whether your best customers are expanding their spend, which buyers find far more compelling than raw customer retention rates.
• 🎯 Never build your business around one buyer: Optimizing for a dream acquirer like Apple or Amazon usually wastes time. Build for the majority of buyers by focusing on fundamentals that appeal broadly.
• 🛠️ Improve onboarding to solve churn before selling a SaaS business: Most churn is really an onboarding failure. Matching your onboarding method to your audience type dramatically improves retention and attractiveness to buyers.
• 💰 Eliminate unlimited plans so top customers can pay more: Having no way for your best customers to increase their spend caps your expansion revenue - one of the strongest SaaS valuation signals.

Chapters

• Introduction
• Meet Thomas Smale and FE International
• Deal sizes FE International handles
• Why you should start preparing for a sale early
• The full M&A process for a SaaS exit explained
• How long does selling a SaaS business take
• FE International's business model and fees
• When to start thinking about your SaaS exit
• Why SaaS valuations are hard to generalize
• What to focus on after getting a valuation
• Pricing mistakes that reduce SaaS valuations
• Recap on pricing and usage-based metrics
• Common mistakes founders make when selling
• Which metrics matter most to buyers
• Why onboarding matters more than you think
• Working with international clients
• Lightning round begins
• Book recommendation - The Tipping Point
• Key attribute - patience
• Productivity tool - Asana
• Business idea - affordable conferences
• Fun fact - 250,000 miles flown in a year
• Passion outside work
• Wrap up and where to find Thomas

Resources

• Full show notes: https://saasclub.io/201
• Join 5,000+ SaaS founders: https://saasclub.io/email