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

Author: Walling, Rob

Publication Date:

July 2023



Original language and publisher

English (USA) | Start Small, LLC

Territories Handled

World excl. English


Business & Leadership

Number of copies sold:


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

Author: Walling, Rob


Strategies and frameworks from the trenches to help you grow a successful SaaS company.

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 find:
  • Questions and processes to take you from product-market fit to scale.
  • New ways to compete and differentiate yourself in crowded marketplaces, and how to react when someone copies you.
  • Pricing tactics, and the pitfalls to avoid.
  • Real examples from software companies that are operating today.
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.

“Rob knows software, and he knows startups. I’ve been learning from him since the early years of HubSpot. You should too.” — Dharmesh Shah, Cofounder/CTO, HubSpot

“By far the best book on this subject. Packed with specific instructions but also surprisingly deep insights into the hurdles and solutions. You can tell he’s speaking not only from his own extensive experience but from knowing hundreds of other startups. A must-read for every bootstrapping entrepreneur.” — Derek Sivers, Founder of CD Baby. Author of Anything You Want

“If you’re starting or running a SaaS business, this book isn’t just good; it’sessential. Rob’s seen hundreds of SaaS businesses fail and dozens succeed,and he’s distilled that knowledge into a beautifully readable, perfect-sizedvolume of only the really good advice. Even as a seasoned founder, I keptuncovering bits of gold, chapter after chapter. You will, too. If you want toavoid the pitfalls that imperil every SaaS startup (and kill 95% of them),read this cover to cover and refer back often; that’s my plan.”— Rand Fishkin , Cofounder, SparkToro

“I do whatever Rob recommends in SaaS! With a track record like his, it’sa gift he’s sharing this playbook with the world. Must read for every SaaScreator.”— Noah Kagan , Chief Sumo, AppSumo.

“Rob’s one of the few minds who sits at the center of the SaaS ecosystemwith the knowledge of not only how to build SaaS products properly but alsohow to scale them. His playbook is something I’ve wanted for years—glad hefinally put it down on the page so we can all learn.”— Patrick Campbell, Cofounder, Profitwell

“Most of the advice that’s out there about growing a SaaS past the initialphases is pretty bad. Not a lot of people have actually run a bootstrappedSaaS business for a long time. Rob Walling is the exception. He’s been inthe trenches for over a decade and has been mentoring the indie softwarecommunity the whole time. I started reading this book, and I can’t put itdown.”— Peldi Guilizzoni , Founder and CEO, Balsamiq

“Rob has more years in the bootstrapped trenches than anyone, and that’swhy he’s my go-to source for how to build a lucrative bootstrapped business.After learning from his teachings and community, I exited my bootstrappedSaaS for 7 figures!”— Laura Roeder, Founder, Paperbell

“Rob is a startup Grand Master who’s inspired me and countless others. Achance to learn from Rob’s condensed knowledge is a drop-everything-anddo-this-instead moment.”— Courtland Allen, Founder, Indie Hackers

“Rob has instilled so many important lessons about building software businessesin me so deeply that I almost forget how naive and lost I was beforefinding his work. Even if you wouldn’t call your business SaaS, you’re going tolearn something from this book that changes the trajectory of your company.”— Adam Wathan, Founder, Tailwind Labs

Marketing Information

  • #1 on Amazon in Venture Capital
  • #4 on Amazon in Entrepreneurship Management