The SaaS Playbook: Build a Multimillion-Dollar Startup Without Venture Capital

by Rob Walling, Jason Cohen (Foreword)

Do you want to build a software product that people want and are willing to pay for? Do you dream of growing the kind of company that employs smart, creative people? Are you tired of waiting for investors to fund your startup? You don’t need venture funding, and you don’t need permission. With nearly two decades of experience as a serial entrepreneur, author, and investor, Rob Walling is one of the world's leading experts in SaaS. In this book, he shares little-known strategies that have been battle-tested by some of today's most successful founders. Learn how to compete against large competitors and structure your pricing for maximum growth. Discover the four SaaS Cheat Codes that can dramatically accelerate your business's success. Learn how to avoid common mistakes that SaaS founders make and identify the right marketing approaches for your business. In this book, you’ll Whether you're a seasoned software developer, a no-code enthusiast, or you’ve never written code in your life, this book will walk you through the most actionable tactics to bootstrap a multimillion-dollar SaaS business.

Genres: Business, Entrepreneurship, Startup, Nonfiction, Technology, Management, Software

200 pages, Paperback

Published June 16, 2023

Reviews

[Mike Zornek · Rating 4 out of 5]

Overall I enjoyed the book with a few caveats.

Firstly, the book's target audience, those who will get the most out of it, are founders with some level of product market fit already and looking to grow. I'm not in that audience (currently in a pre-code research phase for a new idea), so there isn't much here that is immediately actionable for me. I did get value from some of the mindset discussions and will likely come back to the book when I'm looking to define some metrics.

Second, I've been an active follower of Rob and MicroConf for a long time, so there are few new groundbreaking ideas here; it's mostly a summary and organization of what you can already get on the MicroConf YouTube and podcasts.

The writing style is direct and focused. It does not waste your time with endless stories, which I very much appreciate.

[Steve Butterworth · Rating 4 out of 5]

What is there is great advice just having followed Robs work for a while and others like him I guess I was expecting a little bit more detail around tactics. Just need a bit more meat on the bones for me. But still some great takeaways around mindset, mentors, masterminds oh and the metrics section did have some good detail.

[Wilson Wilson · Rating 5 out of 5]

There is without a doubt, no better guide to building, managing and scaling a SaaS.

Every single sentence overflows with value, and I related on a spiritual level to the anecdotes in each chapter.

This is the SaaS Bible and I just know I’ll be referring to it over and over again.

[Eugene · Rating 5 out of 5]

Spiritual successor of first book by Rob “start small stay small”.

You can listen to 500 podcast episodes recorded by Rob, or you can read this 200p. book to get a compressed gist of 10y+ Rob’s experience.

The choice is yours.

[Isaac Sacolick · Rating 5 out of 5]

Even if you think you know SaaS, you likely only know 60-80% of what you need to be successful. Read the SaaS Playbook for key advice that you may not easily learn on your own.

[Mariah Akinbi · Rating 5 out of 5]

definite future re-read! highly recommend for anyone wanting to build a software product -- the book is for people who already have an idea and ideally know they have product-market fit.

The SaaS* Playbook walks readers through Development, Marketing, Pricing, Hiring, Metrics, and Mindset.

The author, Rob Walling, has built (and sold!) his startup, has created a community of SaaS founders, has interviewed hundreds of SaaS founders, as well as has invested in hundreds of SaaS startups. He leans on his personal experiences, conversations, and interviews to share insights on what it takes to build a successful SaaS company.

Whether you're in the early stages or in the thick of it, you will gain insights from this book.

⭐️⭐️⭐️⭐️⭐️


*SaaS: Software as a service. Basically a software company.

[Tomas Dabašinskas · Rating 4 out of 5]

For someone who occasionally gets the urge to build a SaaS, this book offered some valuable insights and made me realize a few things I hadn't considered before. That said, it felt a bit too short - wouldn't have minded a deeper dive into some topics.

[Gonz Ca · Rating 5 out of 5]

Inspiring, I appreciate how the author does not offer a one size fits all solution, but teaches you HOW to make decisions for your product. Definitely will come back to the book as I get stuck with more advanced problems.

I'd recommend this book to anybody that is ready to take action!

[Jonas · Rating 3 out of 5]

If you can get over the sound of the subtitle, this book does three things right:

1. It’s written for a specific audience and tells you upfront.

That audience is bootstrapped (mostly; it allows for some leeway in financing models) B2B SaaS businesses with some semblance of product-market fit—defined by the author as a running product customers are willing to pay for—and both the market and ambition to grow that business to upwards of $100k in MRR.

While my business is not in a market that would ever allow for that level of revenue, enough of the advice still applied, so even if you're running a niche SaaS, I’d say the book might still be relevant to you.

2. This makes it possible to give specific, relevant advice instead of general platitudes.

If you fall squarely into the target group described above, there will be few sections that don’t apply to you or don’t leave you with actionable advice.

If your business is way smaller, whole sections (e.g., hiring) might be mostly irrelevant, as they were for me. So keep that in mind.

3. It doesn’t overstay its welcome.

At around 190 pages minus a lot of formatting and empty pages between chapters, this is a pretty quick read without much fluff.



If you have been at this for a while, most of the things here will already be familiar to you. But reading something again at the tight time is often more valuable than knowing it in the abstract.

So as long as you see yourself as part of the target group, I feel confident recommending this. And I can especially recommend reading this as part of a book club with your co-founders, if you have them. I can guarantee you will get a good discussion going.

[Asim Ghaffar · Rating 5 out of 5]

The playbook that the SaaS founders must read

As someone passionate about startups, I can confidently say that "The SaaS Playbook" is the best book (out of 10) I've read this year. If you're planning to build a SaaS startup, this book is an absolute must-read. While you may still want to consult other foundational texts like "The Startup Owner's Manual" or "The Lean Startup," "The SaaS Playbook" stands strong on its own or as a complement to these well-known guides. The book covers essential strategies and insights tailored specifically for SaaS businesses. It addresses critical aspects of building a SaaS startup, offering practical advice and actionable steps.

Although some phrases may feel familiar—such as the idea that A players work with A players and that employees are like a sports team, not family—"The SaaS Playbook" remains an engaging and informative read. It combines tried-and-true wisdom with new perspectives, making it an invaluable resource for anyone serious about succeeding in the SaaS industry. Highly recommended!

[Peter Backx · Rating 3 out of 5]

In the SaaS Playbook, Rob Walling discusses dos and don'ts of running a company selling software as a service. It handles a wide ranges of topics from marketing to choosing a founder to finding funding (or not)

I have been following Rob's podcast "Startups for the Rest of Us" for a very long time. And I love it.

The book reads like (and probably is) the highlights of the podcast. It is all very interesting but it did not offer me many new insights. And for a book that aims to be for later stage bootstrapped companies, it fell a little thin on details (for instance, the book discusses some common pitfalls when accepting funding, but it doesn't offer good solutions to avoid it)

Overall, I did like the book. The summary of all this information in one place was really motivational.

[Mochammad Hadyan · Rating 5 out of 5]

I learned a lot about SaaS business, especially from the founder perspective, that many elements play to build successful software business.

Many aspects discussed here, from the product to people to mindset PoV on how to start your bootstrapping or VC funding, explained very well and thorough from seasonal founders and angel investors.

You can use this as reference when iterating the SaaS business, like the top metrics we should track, type of business model, hiring, mindsets, etc

[Colum McGowan · Rating 4 out of 5]

I learned a lot from this book. This book is a great guide to building an saas business, the books structured perfectly splitting up important information my chapter while also ordering those chapters and the information in them so that they flow as you read. Would recommend.

[Bemmu · Rating 4 out of 5]

I don’t have a SaaS, but if I did, I might have picked up some actionable advice from this. It’s annoyingly self-promotional (author’s event, author’s podcast, author’s wife’s consulting) at times however.

[dehsaR · Rating 2 out of 5]

Nothing new for me. Would loved more case studies and insights involving Tinyseed.

Problem good book if you are very clueless about SaaS and never consumed some of its content.

[Omar El-Mohri · Rating 5 out of 5]

A clear overview on how to build a SaaS product/company it doesn’t go too much into the details but helpful for someone who is new or knows about business but need specifics

[Bill · Rating 5 out of 5]

Must read for wannabe entrepreneurs

[Sam Aparicio · Rating 3 out of 5]

Nothing earth-shattering here

[Ryan · Rating 5 out of 5]

To start, I'll just say I got way more out of this book than I thought I would. Not because Rob doesn't know his stuff, but I've been following his material for a while now, and I figured this would be a concise recap of much of the wisdom he shares freely in his podcast. Perhaps the ideas in this book are shared in the countless hours of podcast material, perhaps there are brand new ideas here, but the layout of the book, the flow, and the rapid-fire knowledge bombs make this book 1,000% worth the purchase price, and more importantly, the time investment to read or listen to. I recommend listening to it since Rob reads the book himself, but personally I have a physical copy as well as the audio version. It's that good.

This goes way beyond marketing principles, and into so many nuts and bolts of what makes a startup successful that even if you aren't a founder, but are working in the startup world, heck, even the business world in general, you WILL find insights within this book that inspire you to level up your work.

In the past 10 years or so, the business world has opened up to talking more about the mental health side of running a business, and preventing burnout. Rob dedicates a portion of the book to these issues, and is well-equipped to do so given his partnership with Dr. Sherry Walling, one of the leading clinical psychologists in the entrepreneurial space. Rob talks specifically about his personal retreats, what makes them work, and the mental ups and downs throughout his journey from micropreneur to successful exit...what he's doubled-down on, and figuring out what comes next!

What I love about Rob is that he doesn't make a living being a theorist, or a talking head. He does the work, on the ground, tries things, succeeds with some, fails with others, and constantly learns...then he teaches in an accessible format. Tim Ferriss claims to be a human guinea pig as he shares his body hacks, Rob Walling is the entrepreneurial equivalent. His experience is varied, and has likely been where many of us are now.

As I mentioned earlier in this review, it's easy to spend a fraction of our hourly rate on a book. That's the easy part, the time dedication to read it and implement it is where the real commitment comes in, and where the value is given. Do yourself a favor, buy, and then READ this book if you are interested in leveling up your work, especially if you deal in startups or entrepreneurial spaces.

[Allen Fan · Rating 5 out of 5]

Ten takeaways I inferred while reading this book:

1. In the early internet days, acquiring digital media was costly and paid for by consumers. The internet enabled free user-generated content and disrupted traditional media.

2. Software creation is expensive. The large cost burdens are with hiring developers to translate English problems to JavaScript solutions.

3. LLMs are exponentially lowering software creation costs.

4. Lower costs to access technologies are precursor to exponential growth in the number of potential new solutions.

5. Traditional software companies face existential threats. Independent founders with ideas + AI will disrupt traditional software companies. Think traditional media companies being replaced by independent media such as Tucker Carlson, Joe Rogan, Jordan Peterson, Lex Friedman.

6. Traditional software pathways spend on development than spend on distribution. Now, it's spend spend spend on distribution.

7. It's easier to teach a non-developer with great distribution than to teach distribution to a developer. Just like how many amazing DJs today did not learn traditional music but were given the tools to quickly learn how to produce music.

8. There is nothing less productive in this world than a team of developers for an early-stage product.

9. Go for a small niche in a global market instead of a large niche in a local market.

10. Seek customers for validation. Don't seek the validation of VCs and Incubators.

[SaaS Night · Rating 5 out of 5]

"The SaaS Playbook: Build a Multimillion-Dollar Startup Without Venture Capital" by Rob Walling is an essential guide for entrepreneurs aiming to independently scale a SaaS business. Drawing from his extensive experience, Walling offers actionable insights into market selection, pricing strategies, customer acquisition, and sustainable growth.​

Readers commend the book's clarity and practicality. One reviewer noted, "Even if you think you know everything, Rob gives you an excellent summary. If you are just starting, it is a must-read." ​

The book emphasizes understanding your market, setting effective pricing, implementing targeted marketing strategies, building a competent team, focusing on key performance metrics, and cultivating the right mindset—elements crucial for achieving profitability and long-term success in the SaaS industry.​

For additional guidance on selecting the right SaaS solutions, you may find this resource helpful: How To Choose Right SaaS.​

In conclusion, "The SaaS Playbook" serves as a comprehensive roadmap for both aspiring and seasoned entrepreneurs, navigating the complexities of building a successful SaaS business without external funding.

[Bari · Rating 5 out of 5]

If you have read business books in the past, you probably have noticed that most of them are complete waste of time and paper. Most of them are walls of text that say nothing and are authored by snake oil sales men selling the dream and self-motivation crap while providing 0 measurable value. (Still grind every time I remember I got scammed out of $10 by that garbage Lean startup book)

This book is the complete opposite. I honestly can’t recommend it enough. It is a gold mine of practical information. I don’t think I read any 10 pages without learning some new solid information.

Rob is no snake oil salesmen, he is a great entrepreneur and in a great position to give sound and actionable advice. His podcast is a must for any aspiring entrepreneur. (If you are a doer, and want to learn the technicals. If you would rather listening to motivational crap, you might want took somewhere else).

This book is my all time favorite business book (by far). Grab it, I promise you won’t regret it.

[Aneesh AR · Rating 4 out of 5]

I loved this book. I was trying to understand the business side of product creation, and this book was perfectly aligned to my interests. Unlike most non-fiction books, this one was surprisingly easy to read.

The chapter on 'pricing' stood out to me. Previously, I always thought that if and when I create a product, I would probably give it away for free or low ball it. However after reading this, I realized the critical mistake most founders make. Though I haven't sold my own SaaS product, the insights just makes a lot of sense.

The 'Marketing' chapter was a bit hard to read, probably because of the multiple frameworks, funnels, and other examples. That felt more like a educational content to a point where I took some notes on Notion. I typically prefer not to do that when I'm reading a book.

Overall, a huge thanks to Rob for teaching me a lot through this book. Despite some suggesting that reading a SaaS book in the era of AI might be a waste of time, I'm glad I trusted my gut and stuck with it. The foundational concepts never change!

[Alex Blackie · Rating 2 out of 5]

There were some nuggets of wisdom around marketing strategy and collecting business metrics, but most of the rest felt like fluff with a lot of common sense ("write job postings that entice people to choose your company"), magic numbers ("$1000 revenue == $50k value, because...?"), and overwritten examples that I honestly mostly just skimmed.

It felt like a blog post trying to inflate its word-count to become a book. Any interesting points or topics were only explained at the most surface-level before moving on. At best, maybe it's helpful to give you a list of topics to find more in-depth books on later.

If you want to start a SaaS company but have zero experience and have no idea what SaaS is, this might be a good starting place. But if you have even just worked in any position at a SaaS startup before, there's not much new here to discover.

[Stefan Novak · Rating 2 out of 5]

You have to take all of Rob Walling's content with a grain of salt, as every single time you consume his stuff, you're giving money to him, which is what his content is all about, so the circle goes on and on.

For what it's worth, I think Walling actually does care about promoting SaaS, but the problem is it's such a fast moving industry (AI), that almost every practical tip given in his books is already out of date. SEO is dead, AI is what determines whether your SaaS lives or dies, yet all of his books talk about SEO. In 5 years, his books are going to be even more out of date.

This is a very niche book that I think applies to a handful of people. I think it was an easy book to write for Walling, and another easy source of many many dollars.

Just watch his YouTube stuff if you really want to, it's free (with an AdBlock).

[Subhash Jawahrani · Rating 3 out of 5]

The "SaaS Playbook" offers a solid overview of the SaaS (Software as a Service) industry and its best practices. However, while the content is informative, it sometimes lacks depth in critical areas. The strategies discussed are often general and may not provide the nuanced insights needed for tackling more complex challenges in the industry. Additionally, some sections feel repetitive, and the case studies could be more varied to illustrate different scenarios.

Overall, "SaaS Playbook" is a decent resource for foundational knowledge, but it may fall short for those seeking advanced strategies or in-depth analysis.

[Akil Gray · Rating 3 out of 5]

This book is more of a startup guide to be returned to over time than a quick one-time read. That being said the book doesn't go super in-depth into any one topic. One gem of wisdom that I feel is worth sharing from the book is:

“You can be highly efficient by doing 10 tasks in a day, but you weren't very effective if you didn’t need to do eight of those.”

Beyond mentor-styled advice, the book also contains some actionable steps to use at different phases of your startup journey. Things like marketing, product-market fit, and metrics are all covered to some extent. If you are a startup founder who isn’t looking for investor money, this book can be of some use to you.

[Edward · Rating 4 out of 5]

The SaaS Playbook is a concise and practical guide written for entrepreneurs building SaaS businesses. Rob Walling shares a wealth of wisdom on key topics like finding product-market fit, setting pricing strategies, and managing churn. While the book focuses on traditional SaaS and was likely written before the advent of AI services, the concepts remain relevant in the coming AI services and AI agents boom. I found it particularly useful while driving the product-led growth side of the business at an AI startup. It is a straightforward read with actionable advice that will be invaluable for anyone launching and scaling a successful SaaS business.

[Greg · Rating 5 out of 5]

For context, when I read this book I was about 1 week away from launching my B2C SaaS. While this book is tailored to B2B companies, I still found a lot of the examples relevant for the industry I’m building in. This book is also tailored to companies with some form of product market fit. While reading this book I took dozens of notes, made many plans for how to best launch and grow my own company (OptSecurity.io) and overall this book was an easy to read and insightful guide to growing a SaaS business. I feel that I will turn to this book again and again overtime when I need new ideas or are facing speed bump’s.

[Rokaiser · Rating 5 out of 5]

Very practical. The book is perfect if you want to launch a SaaS business, but you don’t know much about the topic.

In my case, I knew many of the ideas of the book, but it helped me to see how he structured those concepts and told his own experiences with them. For example, I knew about the importance of churn, but he also talks about negative churn, which I didn’t know about and for sure I will mesure in my business.

Something he does well too is that he is specific with orientation numbers, which helps with knowing which advice applies to you, and how you should change your behavior.

In short, it was a very interesting and practical guide.