April 29, 2025

How to build a $5M SaaS with 3 people and no VC funding (With Esben Friis-Jensen)

43 minutes

After building a successful VC-backed company, Esben Friis-Jensen took a different path — bootstrapping his next SaaS startup to $5M ARR with just a team of 3.

In this episode, he shares why he turned down venture funding, how he built an efficient, product-led growth engine, and lessons on scaling smart without sacrificing ownership or speed.

(00:00) - Introduction

(00:32) - Meet Esben Friis-Jensen

(02:30) - The Decision to Bootstrap

(06:27) - Product-Led Growth Strategy

(11:25) - Competing in a Crowded Market

(18:54) - The Role of AI in Business Operations

(22:08) - Efficiency and Execution in Small Teams

(27:48) - Making Tough Decision

(31:17) - Revenue Metrics

(32:10) - Speed of Decisions

(38:43) - Challenges and Benefits of Founder-Led Companies

(40:49) - Joining a Bootstrapped Company

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By Toni Hohlbein & Raul Porojan

88 ratings

April 29, 2025

How to build a $5M SaaS with 3 people and no VC funding (With Esben Friis-Jensen)

43 minutes

After building a successful VC-backed company, Esben Friis-Jensen took a different path — bootstrapping his next SaaS startup to $5M ARR with just a team of 3.

In this episode, he shares why he turned down venture funding, how he built an efficient, product-led growth engine, and lessons on scaling smart without sacrificing ownership or speed.