The Epic guide to SaaStock 17


The Epic guide to SaaStock 17

SaaStock17 is just around the corner. With 120 speakers, 3 stages, a dozen satellite events, 50 exciting SaaS companies in the Software.City, 200 investors, 1500 potential friends, and a new city to explore it will take some effort to plan and navigate.

We know how busy you are turning your SaaS up to 11, so we made you a guide. Remember SaaStock can pan out in a myriad of ways for you, depending on what specific challenges bring you. We know in SaaS, those are more than many. We have emulated a well-rounded experience, filled with learning, networking, and discovery.


Before we get on with planning your precious 72 hours in Dublin, here are a few things you should do today:

Buy a ticket now, if you haven’t already. Prices are increasing, and seats are depleting.

Download the app, look through attendees and start chatting. SaaStock is as much about making friends as it is about learning.

Browse through the investors we have joining us and schedule some meetings. You don’t have to be actively looking for an investment to do so. Get on their radar for when you do.

- Sign up for the SaaS.City events as they are all limited in capacity (links are in your email). Since most of these run through the whole day, you can only book one. See below for recommendations.

Sunday, 17th

Highlights: a walk in Dublin, a drink with GoGardless, Founders and Algolia, many new SaaS friends

Don’t miss your flight to Dublin. We wish we could welcome you with a note and a hug at the airport but will be busy getting everything ready. Several bus services can take you to the city center in about 40 minutes. Alternatively, hop in a taxi, which will get you to town in less than 20 minutes. As SaaStock is as much about the SaaS Universe as it is about exploring the SaaS City of Dublin, get out of your hotel and slip into the city. Go for a walk in Stephen’s Green, have a peak at Trinity College, listen to some trad music.

Then prepare to kick off SaaStock 2017 with some cold beers at the SaaS Warm-Up Drinks held by Founders, GoCardless and Algolia in Kennedy's Bar. This is your first chance of many over the next 4 days to catch up with old faces, introduce yourself to some new ones and talk all things SaaS!

Go for a bite to eat with all your new friends after. You can do traditional Irish, modern Irish, devour some steaks, go light and Mediterranean or funky Mexican. These are all local’s favourites.

Monday, 18th

Highlights: the art of making Love with Jacco, David Scanlon’s beard, party inside the Powerscourt Townhouse


Get a coffee. This day is for growing and succeeding in SaaS by rolling up your sleeves at SaaS.City. You will enjoy a well-deserved drink or two at the end of it, we promise. Just remember you need to have booked those in advance. Whichever one it is you have chosen, you won’t regret it.

If you feel like you have a full day of strength in you, go to one of the full-day bootcamps. For the salesman or saleswoman, join Steli Efti from; Kevin O'Malley from Salesloft; and Steven Broudy from Mulesoft.

For the marketer, head over the other way and spend the day in the company of Bill Macaitis, Pedro Magrico from Typeform; Guillaume Cabane from Drift; Lidia Lüttin from Bynder.

If the fuzzy art of customer success is your thing, no better people to tell you how it’s done than Dan Steinman of Gainsight and David Apple of Typeform.


If you decided to take the morning off, you have a few options for the afternoon.

At lunchtime, you can cross over to the Point Nine lunch and learn session about crossing over into the US with the wonderful Bill Macaitis, Rachel Delacour, Jonathan Anguelov and Nicolas Dessaigne. You do have to apply for it.

As the afternoon rolls, you can either learn about Pricing from Patrick Campbell at 1:00 or the art of being a CEO with Promise Phelon and John Thompson at 2:00. Another art form, that of lovemaking when you sell, will be workshopped by the one and only Jacco van der Kooij at 2:00.

If all of this hasn’t been enough, you can see Rachel Delacour take a seat across from David Scanlon at the Startup Grind fireside chat at 6:00.


From that point onward, it’s time to close the notebooks and switch off as the fun begins. You could start at 5 in the company of Peter Coppinger and SaaS Network Ireland. Meet some fine SaaS players this island has at the Bridge Bar and talk SaaS over finely poured pints of Guinness.

If you are one of the lucky ones to have snatched a pub crawl ticket, you start off at 5:30. Chargebee and SendGrid are picking the tab on two of those. But don’t overdo it as the grand finale of the day or shall we say the SaaStock grand opening begins at 7:00 at the Powerscourt Townhouse. You can grab your lanyard there, so you do not have to queue the next morning.

A day to remember and relinquish but do preserve your energies as the biggest fun is yet to come.

Tuesday, 19th

Highlights: Unicorn secrets from Ryan Smith and Bill Macaitis, VR with Looker, drinks with Facebook


There will be traffic so allow yourself some time to get to the RDS. Be on time because we kick off with a bang. A $2.5 billion bang as unicorn maker Ryan Smith, co-founder of Qualtrics takes the stage at 9:00 am sharp. Knowing his habits, by this point he would have been up for 4 or 5 hours straight and will be as full of energy as ever to share unicorn tips. You will have to be a good match.

To keep you in the SaaS high, the one and only David Skok of Matrix Partners will follow right after by telling you what matters at each of your stages. Regardless of which you fall into, the remaining two days will have you covered as we have divided the agenda into traction, growth, and scale.

Round up the superstar morning by heading to Bill Macaitis at 10:00 for some unicorn secrets, and then to Patrick Campbell from Price Intelligently for a state of SaaS, as learned by working with 6 K companies.

Wow, what a morning it has already been. Time for some well-deserved coffee, kindly provided by Pipedrive. If you followed our advice on connecting with investors in advance and setting up meetings, you will find the designated investor area in the middle of the Software.City. In case you haven't, you can submit your info to be shared with investors.

Category King Creator Mark Organ who will tell you how not to f**k it is up next at 11:30. With an $800 million exit with his previous company Eloqua and Influitive on a stellar rise, he is one to know.

At 12:00, get some people power with a panel made up of the powerful humans John Coldicutt, CMO of Planday; Phillip Chambers, Co-Founder of Peakon, Jonathan Anguelov, COO and Co-Founder of Aircall and Bénédicte de Raphélis Soissan, Founder & CEO of Clustree.

If it is people you are after, you could alternatively hop over to Claire Burge founder of This is Productivity, who will tell you why you should forget the product and bring the human.


And because it’s been a long morning and we are all human, multiple food trucks will await you at the courtyard. Grab a lunch at SaaS.Park. And if we are lucky with the weather as we were last year, some Dublin sun too.

For a change of pace and some stretch, grab a coffee at the Software.City exhibition space and have your first peek at over 40 stands from our sponsors. Get to see the state of SaaS first hand, gain some valuable ideas and grab cool stuff from the swag stand.

At each booth something funky and useful awaits you. Looker will show you how to mix virtual reality with data dashboards. Rumor has it Price Intelligently may run another of their fantastic pricing workshops.   

After you have had your slow time, it’s back on the fast track with Cristina Fonseca, Kyle Porter, Rob Nelson and Pietro Bezza at 2:00. Nothing feels as fast paced as the growth to the $1 million in sales, the subject of Refract's Kevin Beales talk you can see at 2:30. If you have achieved that, going Massive is the next natural step. Hop over to Mark McLeod’s talk at 3:00.

After that, it’s another well-deserved coffee break for some air and new friends.

You will know just how vital those could be if you head over to Rachel Delacour’s talk at 3:45. Her network was vital at every step of the BIME journey but never more so than when she scaled her team from Montpellier to Kansas. At 4:25 hop over to Tope Awotona’s session, who will give you the nuts of bolts of how to deal with a SaaS product that is a B2B/B2C hybrid.

And because SaaS is all about the customers, squeeze in one last session at 5:10 with Travelperk’s Jean-Christophe Taunay-Bucalo who will tell you about how to create a customer onboarding framework.


The fun begins with a special Facebook Happy Hour in Software.City at 5:30.

After that, it's time for some hustling. We hear Notion Capital, Dawn Capital and Eight Road ventures are all having after parties at different locations. As a true hustler you surely can find your way there. 

In case it doesn't work out, follow the example of the Dutchies who organised a dinner for themselves and organize something with your new best SaaS friends around our beloved Dublin. Explore and bond. You could do it fancy, with a view, Italian, French or downed with some good wine. But know when to call it a night.

Wednesday, 20th

Highlights: Coffee with Christoph, reverse pitching by investors at lunch, a pint at Lemon and Duke


The day starts bright and early at 9:00 with coffee with the one and only Christoph Janz, Managing Partner of Point Nine Capital. You want to be fresh for that one as he is bringing a special guest. Don’t be shy and have some extra coffee because as soon as Christoph steps down, Rory O’Driscoll, General Partner at Scale Venture Partners will step up and will address what all of us are wondering - is AI the next big thing in SaaS.

Then at 10:00, we have Dr. David Darmanin spell us out how to get from $0 to $10 million with a remote team and an HQ in Malta. Speaking of living the dream. If it is such astronomical growth, you are after stick around at that stage where Greg Pietruzysnki will spell out what he has learned from growing 1200% a year.

After such a run of talks, it will be time for some more coffee and some Software.City-ing. Or if you need to do some work or have a meeting, you can head over to the Huckletree’s pop-up coworking area.

At 11:50, you have a tough choice to make - listen how to stay on brand as you scale with Lidia Lüttin, CMO of Bynder, Nicola Anderson, VP Marketing, GoCardless, Liam Boogar, Brand Director, Algolia, and Adrienne Weissman, CMO G2 Crowd. Or devour David Apple’s retention storytelling skills he devised at a recent board meeting.

Just before lunchtime, at 12:10, Kyle Porter of SalesLoft will spell out what the top sales people are doing right.


You can feed on some burgers and falafels. Or watch investors pitch at Hall 3.

Either way be quick because as soon as lunch is over, we turn the tables on the Scale stage where Philippe Botteri, Partner at Accel, Jos White, Partner at Notion Capital and Indy Guha, Partner at Bain Capital Ventures will be advising Nicolas Dessaigne from Algolia how to spend his series B round.

Across the hall, the CTO track will commence at 2:00. Your host, Rodrigo Martinez will kick it off by interviewing Cristina Fonseca, co-founder of Talkdesk about building a top tech team in a tiny place. Meanwhile, at the Growth stage at 2:20, you can learn what lessons from fundraising to use for enterprise sales.

At 3:00, prepare to hear SendGrid’s story and what Scott Heimes, its CMO has learned about scaling. Sharpen your pencils as he will be giving out five concrete keys to success.

After that get another coffee and head over to the Growth stage where award winning journalist Tom Lyons will sit down with Ronan Perceval of Phorest at 3:45 to talk no bull shit about 45 K lifetime value.

If you like the journalist founder dynamic, you also have the opportunity to catch Robin Wauters sit down with Cristian Reber, also at 3:45, on the Wunderlist story and the acquisition by Microsoft.

At 4:00, head over to the CTO track to listen to another Irishman, Darragh Curran of Intercom who will talk about building a great culture to attract even greater engineers.

If it is the art of building great teams that you are after, then head over to Scale right after, at 4:35 where some great Sales teams shall be built by David Benjamin, SVP & GM EMEA, Box; Glenn Cahill, VP SMB EMEA, New Relic, Inc; Steven Broudy, Head of Account Development, Mulesoft; and Ryan Burke, SVP International, InVisionApp.

For a final mind stretching, learn how you change from seed to unicorn with Renaud Visage, Venture Partner at Index Ventures and Co-Founder of Eventbrite at 5:40. Or get some AI hype unpacking by Nathan Benaich, Investor and technologist at Ravelin Technology at 6:10.

Then take a deep breath. Namaste.


By this point it will already be 6:30 and you will be more than ready to call the beautiful SaaStock experience a wrap. But not before a proper celebration. Grab a few new SaaStock mates, get a taxi and come over to the Closing party at a secret location. We will be there until 11 but hey Dublin is your playground and the night is yours. Make it one to remember.

If you are one of those that have crossed the prodigal $10 million ARR, you should be at SaaSociety the next day so maybe postpone the wild night until the day after. Don’t know what SaaSociety is, drop us a line.

Thursday, 21st

Highlights: We will be sad to see you leave

Grab a full Irish or Dublin’s award winning pulled pork sandwich, buy a super early bird ticket for SaaStock 2018 because you cannot wait to have as much fun, and head back pumped to share all that you have learned. Remember to follow up with all the lovely SaaS folk you got a chance to meet. Sustaining these friendships will be more valuable and pleasurable than you may envision.

This is only one way to have the SaaStock experience. You can choose to have it another. If it sounds a bit overwhelming, grab some buddies, you can still avail of the team ticket.