Peter Holten Mühlmann, CEO of Trustpilot, an online review community, talks with Alex Theuma on the latest episode of the SaaS Revolution Show and offers practical wisdom such as when is the right time to go international, how to fundraise and what is the question every CEO needs to be answering as a company scales.

Trustpilot’s story began ten years ago in Copenhagen when Peter decided all companies with online presence deserved to show they have happy customers through reviews and ratings.

Peter initially had a very naive idea how he was going to build an Internet company and what his business model would be. Get on the front page of every paper in Denmark, become viral and make money from AdWords.

After this business model earned €4 to the company, Peter figured he had to find a better way. Hundreds of cold calls and asks for people to review every site they had ever used later, Trustpilot began to gather momentum.

Approaching unicorn status today, the company operates from 7 offices around the world, but Copenhagen is still the main HQ. Trustpilot has grown to over 600 people. The reviews that companies showcase are seen 2 billion times each month.

In the interview, Peter talks at length that the key to scaling successfully is maintaining personal balance throughout the journey and relentlessly answering the pivotal question Why we exist as a company to everyone around.

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