TINYSEED SAAS INSTITUTE
Getting to $1M ARR didn't train you for what comes next.
Growth has turned into a slog. Churn is eating what you win. And everything still lands on your plate.
The SaaS Institute helps you grow from $1M to $10M ARR and beyond, with a team of coaches who’ve been there and peers at your stage.
Ready to stop figuring it out alone?
Success got you here. It also created your hardest problems.
More customers. More churn.
Customers love it when they sign up. But a few months later, they're confused… then gone. New revenue covers what walked out the door, and the line stays flat. You know fixing churn would fix almost everything. It's exhausting.
—————
THE COST
You can't outgrow churn. Every dollar you spend on acquisition is half wasted until you fix it.
More revenue. Less momentum.
Growth has flattened. The channels that got you to $1M are flattening, AI is reshaping your market, and every fix you add works for only about a month.
—————
THE COST
Another quarter at the same number, while competitors with more focus pull ahead.
More team. More decisions on your desk.
You hired so you could step back. But instead, it's all still on your plate: back in the code, back in onboarding, back in every decision. And it’s less enjoyable now.
—————
THE COST
Your best hours go to approvals and firefighting instead of the work only you can do.
More at stake. Fewer people to talk to.
Your team needs you to have the answers. Everyone else seems to know what they're doing. It always comes back to you, and nobody around you has done this stage before.
—————
THE COST
Big decisions made alone, late at night, with no one to tell you you're wrong.
So you do what founders do. You work more hours. You try another tactic. You make a hire and hope it fixes things. Then you look up and it's been a year, and the same problems are still there. Just bigger.
You probably know how to fix it. The hard part is knowing what "it" is.
Is flat growth a churn problem or a marketing problem? Is the team slow because of the people, or because of how you've set them up? Founders lose months, sometimes years, optimizing the wrong thing first.
You built this from 0 to 1 without a playbook. The next stage has people who've already run it. The SaaS Institute pairs you with a founder coach who helps you find the real issue, then stays with you while you fix it, and the next one, and the one after that.
Find the real problem first.
Then fix it with with coaches who are in it for the long haul.
HOW COACHING WORKSOne coach for the big picture. One for your peer group.
And tactical coaches for the problems in between.
Most coaching runs out of steam once the tactics are used up. At the Institute, every founder gets a team of coaches: a founder coach for the big picture, a mastermind coach who runs your peer group, and tactical coaches brought in when a specific problem calls for it.
You
Your founder coach
Your long-term strategic partner. They help you find the real issue, build the year plan with you, and stay with you through the decisions that shape the company: who to hire, what to stop doing, where to focus next.
2 CALLS PER MONTH
Your mastermind coach
Runs a small group of founders at your stage. Their strength is drawing the answers out of the room, so you bring a hard decision and leave with your peers’ perspectives on it.
1 CALL PER MONTH
Tactical coaches
When the real issue turns out to be positioning, demand generation, or your sales process, your founder coach brings in a tactical coach for a focused 3 to 6 month engagement. They define the work, your team implements it, and your founder coach stays in the loop.
ADDED WHEN YOU NEED THEM
Plus a monthly group call with TinySeed experts on the problems founders at your stage are working through.
The network you can't get from a coaching firm
BEYOND COACHINGOffice hours with Rob Walling
Book 1:1 time with Rob, with slots set aside for Institute members.
An M&A audit with Einar Vollset
Einar runs Discretion Capital, an M&A advisory firm for B2B SaaS. Members get an M&A audit package, so you know what your company is worth and what would make it worth more, whether or not you ever sell.
Two in-person events a year
Small-group retreats with Institute founders and the wider TinySeed community, included in membership.
Monthly expert calls
Group sessions with specialists from the TinySeed network on sales, hiring, pricing, finance, and more.
The TinySeed community
A private Slack with 300+ TinySeed founders, mentors, and team. Ask a question and hear from people who've already been through it.
WHO YOU'LL WORK WITHCoaches matched to your stage, not assigned at random
After your kickoff, our program team matches you with the right coaches for where your company is and where it's going. A few of the coaches in the program today:
Julien Marzouk
Former Head of Coaching, SaaS Academy
Has coached 300+ SaaS founders and helped 60+ companies scale in the US and internationally. Works on leadership, operating systems, and go-to-market from $1M to $15M ARR.
Jordan Gal
Founder of Rosie, previously CartHook
Built CartHook, which processed over $3B in sales, and now runs Rosie. Co-host of the Bootstrapped Web podcast.
Craig Hewitt
Founder of Castos, TinySeed Advisor-in-Residence
Built Castos into a leading podcast hosting platform after joining TinySeed in 2019. Runs revenue and sales at Castos.
Marc Thomas
B2B SaaS growth marketer
Builds systematic growth frameworks for B2B SaaS: demand generation, positioning, content, and SEO.
More coaches joining as the program grows.
Plus 60 TinySeed mentors you can tap when a specific question comes up
Steli Efti
Close, sales
Hiten Shah
Growth and product
Asia Orangio
DemandMaven, growth
Laura Roeder
Hiring and culture
Dr. Sherry Walling
ZenFounder, founder mental health
Rand Fishkin
SparkToro, audience research and SEO
Janna Bastow
ProdPad, product
Michele Hansen
Geocodio, customer research
Greg Valentine
Remote First Recruiting, hiring
Patrick McKenzie
Pricing
Marcos Rivera
Pricing I/O
Corey Haines
Conversion Factory, marketing
From founders in the program:
RESULTS FROM WEEK ONE
“From week one we had actions to take that moved the needle almost immediately.”
“SaaS Institute is the program I’ve always wished for since TinySeed was announced: an accelerator without having to take investment.”
Andrew Le
Founder, Cleverific
HIGHEST-ROI INVESTMENT
“Easily one of the highest-ROI investments I’ve made in my business.”
“Working with Rob through the SaaS Institute gave me a ton of clarity and focus on where to direct my energy next.”
Andrei Novikov
Founder, Texting Betty
HIRED SALES AND IT PAID OFF
“Those conversations have shaped real decisions, like hiring a salesperson earlier than planned, which turned out to be a great move.”
“The peer group meetings and 1:1 coaching give me space to reflect and talk through things I can’t with my team.”
David Robison
Founder, Design Master Software
HOW IT WORKSFrom application to your first coaching call
1
Apply
Tell us about your company. It takes about two minutes.
2
Talk with us
A 20-minute call to see if the Institute fits where you are. If it doesn’t, we’ll say so and point you somewhere better.
3
Kickoff
We use it to choose your founder coach and mastermind group. Your founder coach joins the kickoff to meet you.
4
Start coaching
Your coaches start with the full picture, so your first session is about the work, not the backstory.
Is the Institute right for you?
How it compares
| SaaS Institute | Hiring a coach on your own | Founder peer group | TinySeed Accelerator | |
|---|---|---|---|---|
| Long-term strategic coach | Yes | Yes | No | Mentors, not a dedicated coach |
| Specialists added when needed | Yes, chosen by your coach | You find and vet them | No | Mentor network |
| Peer group at your stage | Yes | No | Yes | Yes, earlier stage |
| Access to Rob and Einar | Yes | No | No | Yes |
| In-person events | Two a year, included | No | Sometimes | Yes |
| Equity | None | None | None | Yes |
| Stage | $1M+ ARR | Any | Varies | Early stage |
A good fit if you:
✓ Run a SaaS company at $1M+ ARR with a repeatable way of winning customers
✓ Feel stuck, and aren’t sure which problem to fix first
✓ Want a long-term thinking partner, not a quick fix
✓ Will show up for calls and do the work between them
Not the right fit if you:
– Are pre-revenue or still finding product-market fit (the TinySeed Accelerator is built for that stage)
– Mainly want investor introductions or funding
– Want someone to do the work for you. Coaches advise; your team executes.
FAQ
How much does it cost?
What happens on the intro call?
How is my coach chosen?
What if my coach isn’t the right fit?
How much time does it take?
Do I need to be B2B SaaS?
I’m outside the US and Europe. Can I join?
Can my co-founder join too?
Do you take equity?
What if I’m not at $1M ARR yet?
Tell us about your company
It takes about two minutes. We read every application and reply within a few business days. If it looks like a fit, you’ll get a link to book a 20-minute intro call.
Tracy Osborn
General Manager, SaaS Institute
Not at $1M yet?
Start with the rest of the TinySeed and MicroConf community.