The SaaSiest Podcast · 2026-04-01 · 50 min
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?
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