Denis Shatalin

SaaS Camp

• Over 100 startups have successfully completed the program
• Over 90 percent of startups participate in all sessions after 4 months in the program

SaaS Camp is a Performance-based Accelerator specializing in sales and marketing for B2B SaaS startups.

https://saascamp.co/

Highlights from founders inside the program:

✅ 16 demos and 4 deals in 21 days for Powerleads IO
✅ 8X increase in profit after restructuring positioning for Feedbucket
✅ 23 demos in the first week for Ethos
✅ Cold B2B sale 6 days after launching campaigns for MiloTree Cart
✅ 83 demos in 4 months with a 25% average close rate for Perci

Want to be our next success story? Visit saascamp.co.

Founder

In my third year of coaching startups, Univercity College London invited me to be their guest lecturer and startup mentor. Helping young entrepreneurs get to their startup goals faster.

Startup Mentor

Founder Coach

Razum

MentalTech Platform for Startup Founders.

SaaS for Exam Preparation

Coaching startups on sales, marketing strategy, positioning, idea validation, and user acquisition.

Founder & CEO

Sobachii Kaif

Co-Founder & CEO

Peer - to - peer accountability network for startup founders

Okinawa Techwear

Global Markets Research Analyst

Textura jewelry

Founder and CEO at Private Accelerator SaaS Camp | Coach | Angel Investor | Help SaaS Startups Dominate the Market Growing By 15% Every Month

How I added millions in revenue for SaaS startups without scaling a single one myself:

I was working at a Big 4 consulting firm, but understood that corporate life wasn't for me...

I left to launch ecom businesses. Have grown a jewelry store, dropshipped backpacks, and even sold dog toys on marketplaces.

The e-com businesses were working, but I wanted a new challenge and started building startups with no-code tools.

I spent years making every startup mistake you can imagine, spent tens of thousands of dollars, and earned a ton of expensive scars.

After one of the products got traction, other founders approached me to ask for sales and marketing tips.

I enjoyed helping them, and one day, I decided to pause other ventures to go into coaching full-time.



Since then:

● I have built Go-To-Market strategies for over 100 startups, in nearly every niche you can imagine, that have generated millions in new revenue.

● I built an outbound campaign for an AI Property startup Realiste, that helped them close a $52M deal with the #1 investment fund in Dubai.

● My coaching practice has grown into a Performance-Based Accelerator, where more than 80% of founders still attend every session after being in the program for 6 months.

● I made an Angel Investment in a B2B SaaS startup that helps football teams manage their finances and see how much they've made on each transfer. Within 7 months they’ve gone up from £400k to £950k in annual revenue (by closing a few US and Italian teams) which has grown their valuation from mid 7 to 8 figures. 



How I did this:

1) Tested a hell lot with every startup I worked with (I'm talking tens of thousands of messages, multiple personas and channels)

2) Noted every strategy that worked, acknowledged it when one didn't, and saved why this happened

3) Continuously analyzed common patterns between startups that add revenue and those who don't

4) Focused on doing one thing for years

5) Have always been testing my approaches on my own business. Customer acquisition, sales, operations. Whatever I coach on, I tried in the past or currently doing for myself.

Niching down to B2B SaaS who are selling through product demos made my business & life a ton easier:

I get 30-50 calls a month through LinkedIn, cold email and SEO, closing 20%-30% of them. My "simple" business is coaching B2B SaaS founders on how to get 30-50 sales calls a month through LinkedIn, cold email and SEO, and close 20%-30% of them.

Over the years I learned who I can and can't help, which allowed me to get into a performance-based model with a refund guarantee.

• Over 60 startups have successfully completed the program
• Over 1.1M new revenue generated for early-stage B2B SaaS in 2022 with 0 ad spend
• Over 90 percent of startups participate in all sessions after 3 months in the program

SaaS Camp is a Private Accelerator specializing in sales and marketing for B2B SaaS startups.

Highlights from founders inside the program:

✅ 8X increase in profit after restructuring positioning for Feedbucket
✅ 23 demos in the first week for Ethos
✅ Cold B2B sale 6 days after launching campaigns for MiloTree Cart
✅ 83 demos in 4 months with a 25% average close rate for Perci

Want to be our next success story? Visit saascamp.co.

Chris Nawrocki

Ecommerce Consultant | Director | CMO | CCO & Founder @ Heur

Co-founder at Heur - an award-winning DTC-as-a-service ecommerce agency.

We run end-to-end ecommerce for ambitious brands, owning strategy, trading, digital marketing and retention. In practice, that means becoming your senior ecommerce team on demand and taking responsibility for performance, not just activity. We currently operate and grow some of the world’s most ambitious B2C ecommerce businesses.

I’m a hands-on ecommerce and digital growth operator with 17+ years’ experience across international luxury, lifestyle and FMCG. I’ve worked brand-side, agency-side and alongside investors, with deep, practical exposure to scaling ecommerce businesses across markets.

Previously, I’ve worked with brands including H&M, Lyle & Scott, Vivobarefoot, Drake’s, Resident Home, Derek Rose, Jaded, The Ragged Priest, Duke & Dexter and Tangle Teezer.

Today, I work directly with founders and leadership teams in CMO, COO, Growth Director and NED capacities. Typical mandates include rebuilding ecommerce foundations, restoring growth momentum, professionalising teams and trading models, or preparing businesses for investment or M&A.

My experience spans full ecommerce ownership: P&L accountability, multichannel acquisition and retention, marketplaces, CRO, tech stack decisions, and the operational realities behind the storefront - from procurement and fulfilment through to delivery and customer experience.

I specialise in designing and executing growth strategies that are commercially rigorous, scalable and profitable. I’m comfortable operating from board level through to hands-on delivery, translating complexity into clear decisions, and building systems that stand up under pressure.

Director Of Ecommerce Strategy

End-to-end Ecommerce and marketing growth agency. Delivering managed Ecommerce and fractional growth support for growing brands.

Working with clients such as H&M, Union Coffee, Drakes and Jaded London.

I expected AI to shrink creative teams... because once production becomes cheap and instant, it feels like the “making” part of marketing stops being a bottleneck.

What has actually happened is the opposite. Output has exploded, so direction has become the constraint. When everyone can generate ten variations in an hour, the competitive edge shifts to having an eye for what belongs, what is off-brand, and what will work commercially.

It is similar to photography going digital. Cameras got better and cheaper, and suddenly everyone could shoot. The winners were not the people with the fastest shutter finger. They were the ones who could frame a shot, set a mood, and build a consistent point of view across a whole body of work.

You can see it in paid social now. One brand uses AI to flood the channel with average assets (This is the MUDDY MIDDLE) and watches blended CAC drift upwards as frequency rises and response weakens. Another keeps a tight creative direction, uses AI to iterate around it, and ends up with better learning, cleaner spend, and more contribution per session.

The trade-off is uncomfortable. Creative direction is harder to hire for and harder to measure, which means the best people cost real money.

AI reduces production costs. It increases the premium on taste, judgement, and commercial creative leadership... this is what interests me now!

Founder & CCO @ Heur | Fractional Ecommerce Consultant

Hiring an in-house ecommerce team looks like control.

For many growing brands, it is concentrated risk.

We now run managed ecommerce for 10+ brands. The common thread is not capability. It is risk appetite. Building an internal team means fixed salaries, hiring errors, management load and the quiet cost of underperformance while you work it out.

A useful comparison is portfolio management. You can place one large bet on a single stock and hope you hired the right manager. Or you can access a diversified fund with specialist operators across disciplines, already working as a unit. The second model spreads risk and compresses learning curves.

In ecommerce, mis-hiring a Head of Performance or Ecommerce Director can cost six figures before you see the damage in margin. Add recruitment fees, onboarding time and opportunity cost, and growth slows while payroll stays constant.

Managed ecommerce changes the structure. You access a senior trading brain, performance expertise and operational governance without carrying the employment risk. Incentives are aligned around contribution, not job titles. It also gives you access to CMOs and senior consultants for the BIGGER questions a traditional team would not be able to navigate.

It is not about outsourcing responsibility. It is about structuring it properly. For brands where D2C matters, reducing execution risk is often the most underrated growth lever.

Building teams can work - Outsourcing ecommerce has a much higher chance of success!

Most ecommerce reporting is overbuilt.

Too many KPIs, not enough understanding.

I regularly see dashboards with 25 metrics tracked weekly, yet no one can clearly explain what actually drives contribution. Traffic is up, conversion is down, AOV is flat, ROAS looks acceptable. The board still cannot answer a simple question: Are we creating profitable growth?

In finance, no serious CFO manages a business through 30 ratios at once. They obsess over a small set of drivers and understand how they interact. Revenue quality, gross margin, operating leverage, and cash conversion. Everything else supports those.

Ecommerce is no different. If you truly understand blended CAC, repeat rate, gross margin and contribution, you can diagnose most performance issues quickly. You can see when discounting is masking demand weakness. You can see when paid efficiency is deteriorating before profit collapses.

The problem is not data availability... they give comfort.... It feels safer to discuss many surface metrics than a few hard commercial truths.

Depth beats breadth here. Knowing five KPIs inside out, including their drivers and trade-offs, gives you control. A vague grasp of twenty-five gives you noise.

I'd choose clarity over volume every time.

Marketing costs are rising. That is a given.

Everyone talks about optimising your marketing... but the real lever is how well you trade your website.

If your unit economics are solid, the site becomes a force multiplier. Conversion rate, AOV, mix of full price to discount, repeat cadence. These are trading decisions. They determine how much contribution you generate from the traffic you already paid for.

Think of it like retail shelf space. Two supermarkets can have identical footfall. The one who understands product placement, margin mix and basket drivers will generate more profit from the same volume. The footfall matters, but the trading matters more.

Most teams default to buying more traffic when revenue softens. It feels active. It shows intent. But if your product mix is skewed toward low-margin SKUs, if discounting is doing the heavy lifting, or if your PDPs are leaking conversion, you are amplifying inefficiency.

Strong trading discipline changes the equation. You improve full-price sell-through. You protect gross margin. You lift AOV through intelligent bundling rather than blunt discounting. Now every pound of media works harder.
Poor trading erodes brand and margin at the same time. Good trading compounds both.

Traffic buys opportunity. Trading turns it into profit.

Growth makes alignment harder... but not impossible.

The bigger the team, the easier it is for priorities to drift. This is totally natural and part of growing fast.

In the early days of an agency/businesses, everyone sits close to the numbers. You feel cashflow pressure together. You know which clients matter. Decisions are made against a shared understanding of margin and risk.

As you scale, that proximity fades. More roles, more specialisation, more interpretation. People optimise for their function because that is what they see. Performance marketing chases ROAS. Delivery chases utilisation. Sales chases top line. All rational in isolation.

It is similar to a rowing crew. When there are four people in the boat, you can sense if someone is slightly off rhythm. With eight, misalignment compounds quickly. If the stroke rate is not clearly set and reinforced, effort increases but speed drops.

Alignment drifts because prioritis and information fragment over time. The leadership still sees the whole P&L. Most of the team only sees a slice... but this is what needs to happen as you scale! 

The fix is not more meetings. It is clarity around what actually matters commercially and repeating it until it becomes muscle memory .

You will hear me say muscle memory a lot in the context of ecommerce - build the reflex for things that matter most.

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