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)

26. Øyvind Reed CEO, Whereby - The never say die attitude that gets you to 10m ARR!

26. Øyvind Reed CEO, Whereby - The never say die attitude that gets you to 10m ARR!

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25. Mikko Honkanen Co-Founder, Vainu - Bootstraping at its finest!

25. Mikko Honkanen Co-Founder, Vainu - Bootstraping at its finest!

In this episode, we speak with Mikko Honkanen Co-Founder, Vainu, the Sales Intelligence Platform that helps salespeople and marketers move forward through real-time company data. Mikko walks us throu...

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24. Charlotte Ekelund CEO and Co-Founder, Teemyco - The age of Hybrid and Remote workforces

24. Charlotte Ekelund CEO and Co-Founder, Teemyco - The age of Hybrid and Remote workforces

In this episode, we speak with Charlotte Ekelund CEO and Co-Founder, Teemyco, the SaaS platform that brings your offline people into a virtual office for better collaboration. Charlotte shares her th...

27 Loka 202138min

23. Tom Henriksson General Partner, OpenOcean - How do you asses the value of a SaaS company?

23. Tom Henriksson General Partner, OpenOcean - How do you asses the value of a SaaS company?

In this episode, we speak to Tom Henriksson General Partner at OpenOcean, the Finnish-based VC company with a particular love for Enterprise data-intensive software businesses across Europe.  Tom joi...

23 Syys 202145min

22. Fredrik Rönnlund COO,  Leadoo Marketing Technologies - What is the the role of your professional board?

22. Fredrik Rönnlund COO, Leadoo Marketing Technologies - What is the the role of your professional board?

In this episode, we speak to Fredrik Rönnlund COO,  Leadoo Marketing Technologies, the Finnish-based Conversion Platform for Marketing and Sales powering over 800 customers worldwide. Fredrik joins u...

19 Elo 202133min

21. Sigrun Dora Saevinsdottir COO,  LS Retail - Transforming legacy business to SaaS!

21. Sigrun Dora Saevinsdottir COO, LS Retail - Transforming legacy business to SaaS!

In this episode, we speak to Sigrun Dora Saevinsdottir COO,  LS Retail, the Icelandic based SaaS company powering over 80000+ storefronts in 140 countries with unified retail software. Sigrun shares ...

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20. Niilo Fredrikson CEO, Efecte - the role of Channel Sales in SaaS!

20. Niilo Fredrikson CEO, Efecte - the role of Channel Sales in SaaS!

In this episode, we speak to Niilo Fredrikson CEO, Efecte, the fast-growing service and identity management solution headquartered in Finland! Niilo shares his view on Channel Sales in SaaS. What is ...

7 Heinä 202138min

19. Mikael Thuneberg CEO, Supermetrics - the amazing story of bootstrapping to 36m Euro ARR!

19. Mikael Thuneberg CEO, Supermetrics - the amazing story of bootstrapping to 36m Euro ARR!

In this episode, we speak to Mikael Thuneberg CEO and Founder, Supermetrics, about how they've taken the world by storm with their platform that helps businesses manage and understand their marketing ...

23 Kesä 202136min

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