210. Jens Levin, Founder & CEO of Sitoo - No Overnight Success: 22 Years of Focus, Teamwork, and Playing the Long Game

210. Jens Levin, Founder & CEO of Sitoo - No Overnight Success: 22 Years of Focus, Teamwork, and Playing the Long Game

In this episode, we’re joined by Jens Levin, Founder & CEO of Sitoo, the retail SaaS platform powering in-store experiences for leading brands across the world. Today, Sitoo has 20M Euro in ARR, 40%+ growth, 300+ retailers, and deployments across 40+ countries.

But this is not a story about overnight success. Jens shares the reality behind building a company over 22 years, including 10 years of work before finding the real breakthrough. It’s a conversation about longevity, resilience, and why SaaS is not a sprint, but a long-distance team sport where focus and trust increase your chances of success.

We spoke with Jens about what changed when Sitoo found its “Holy Grail,” why saying no became more important than saying yes, and how the company evolved from founder-led hustle into a scalable global SaaS business.

Here are some of the key questions we address:

  • Why did it take 10 years for Sitoo to find true product-market fit?
  • What changed when the company went all-in on one product and one focus area?
  • Why does saying yes to everything keep you local, while focus helps you scale globally?
  • How do you build a strong partner ecosystem without becoming a competitor?
  • What happens when you scale from 3 people to 135+ employees?
  • Why do so many SaaS companies hit a major shift around 80–100 employees?
  • How do you move from founder-driven heroics to a scalable operating model?
  • How do you keep motivation, culture, and momentum alive over two decades of building?

🎧 Tune in to hear Jens’ honest take on what it really takes to build something lasting: there is no overnight success, only years of iteration, the right people around you, and the discipline to stay focused long enough for the flywheel to start turning.

Jaksot(210)

138. Daan Assen, Founder, SwipeGuide  - How do you succeed with your customer pilot projects?

138. Daan Assen, Founder, SwipeGuide - How do you succeed with your customer pilot projects?

In this episode, we speak with Daan Assen, Founder, SwipeGuide, the platform that empowers frontline teams to connect knowledge, collaboratively solve problems, and continuously improve processes to e...

24 Huhti 202451min

137. Bas van Wijk, VP Commercial Operations, AskCody  - Getting the inbound engine off the ground!

137. Bas van Wijk, VP Commercial Operations, AskCody - Getting the inbound engine off the ground!

In this episode, we speak with Bas van Wijk, VP Commercial Operations, AskCody, the Meeting Management Platform for Microsoft that's driving meeting efficiency through an intelligent Meeting Managemen...

13 Huhti 202448min

136. Ingrid Bonde Åkerlind, Principal, Oxx - You have Product-Market-Fit, now what?

136. Ingrid Bonde Åkerlind, Principal, Oxx - You have Product-Market-Fit, now what?

In this episode, we speak with Ingrid Bonde Akerlind, Principal, Oxx, a specialist SaaS investor, who provides each entrepreneur with a support system of unique specialist expertise and network, and a...

11 Huhti 202459min

135. Markus Ståhlberg, CEO & Co-Founder, N.Rich - Outplay when you can't Outspend!

135. Markus Ståhlberg, CEO & Co-Founder, N.Rich - Outplay when you can't Outspend!

In this episode, we speak with Markus Ståhlberg, CEO & Co-Founder, N.Rich, the Account-based GTM Platform best suited for fast-growing mid-market and enterprise companies. It's been recognized in the ...

8 Huhti 202455min

134. Vincent Jong, VP Product, Dealfront - PLG and Human approach in symbiosis!

134. Vincent Jong, VP Product, Dealfront - PLG and Human approach in symbiosis!

In this episode, we speak with Vincent Jong, VP Product, Dealfront, the Go-to-Market Platform giving sales and marketing teams the data, applications, and insights they need to win any European market...

3 Huhti 202455min

133. Janus Klok Matthesen, Co-founder and CTO, Pixelz - Is AI going to replace Software Engineers?

133. Janus Klok Matthesen, Co-founder and CTO, Pixelz - Is AI going to replace Software Engineers?

In this episode, we speak with Janus Klok Matthesen, Co-founder and CTO, Pixelz, the post-production software for global brands, retailers, and photo studios, having retouched more than 55 million pro...

26 Maalis 202459min

132. Martin Lidgard, Founder & CEO, Web Manuals - Design your future with strategic projects!

132. Martin Lidgard, Founder & CEO, Web Manuals - Design your future with strategic projects!

Martin Lidgard, Founder & CEO, Web Manuals, the All-in-One Document Management System For Aviation Professionals that has bootstrapped past 10m Euro in ARR and continues to grow fast globally. We talk...

20 Maalis 20241h 1min

131. Nathan Latka, CEO, Founderpath - Get more customer and get them to pay more!

131. Nathan Latka, CEO, Founderpath - Get more customer and get them to pay more!

In this episode, we speak with Nathan Latka, CEO, Founderpath, who helps founders get capital without having to raise equity. Founders connect their bank accounts, customer information, and other data...

12 Maalis 202448min

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