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The SaaSgarage; SaaS Angel; SaaS Angel Germany; SaaS Expert; SaaSgarage; SaaS Mentoring; SaaS Coaching

Welcome to The SaaSgarage, European SaaS Co-founding, Angel investing and mentoring. The SaaSgarage is the cradle of many leading International SaaS companies like

The SaaSgarage is a collective term for all of Alexander Bruehl’s Business Angel activities from co-founding, mentoring, coaching to investing in early stage companies, who deliver software via the internet/cloud, and charge monthly or annual recurring subscription fees, better known as SaaS ( Software as a Service) companies.

Since 2008 a number of leading  European SaaS companies took advantage of The SaaSgarage’s unique cooperation model. Jointly with Alexander Bruehl, founder of The SaaSgarage, SaaS expert, serial software entrepreneur and passioante SaaS company builder, they refined and shaped their business-, execution- and funding strategy, before they’ve hit the global roads in full speed.

My Mission

is to deliver true value-add and credible advice and support to SaaS entrepreneurs by leveraging my …

→  business competency, which I gained from more than 15 years as an entrepreneur and co-founder of a B2B software company. 

→   Venture Capital insights, collected as a Senior Partner in a leading, trans-Atlantic Venture Capital firm.

→   SaaS startup learnings, gained from hands-on work with my portfolio companies from inception to tradesale or IPO as a board member, a SaaS advisor or mentor and coach.

… and reap the rewards later, alongside with the founders no matter when.

My Focus

In Germany we have the proverb “A cobbler should stick to his last.” As a serial entrepreneur I have founded, built and exited Enterprise software companies myself. Admittedly, the software at that tme was neither distributed via the internet, nor hosted in the cloud and certainly not charged as a service. But after all, a sofware company today still has to invest in R&D to write code and develop the product and still has to plan and execute a suitable sales strategy. 

Luckily many drawbacks and obstacles of previous sales & distribution models, e.g. client server, open source, managed service, have been fading away with the introduction of the SaaS model. Ideally there is only one single instance of the product/software out in the market, provided globally via the cloud, distributed individually to the user devices via the Internet. That is one of the main reasons why I love the SaaS model. It allows companies to deliver more attractive business KPIs, which in turn support higher revenue multiples when it coms to company valuation.

Since selling a software as a service to a private individual is very different from selling to a small, medium or even large company or enterprise, one must distinguish between Enterprise SaaS (B2B SaaS) and Consumer SaaS.  My humble distinction of the two simple and to the point:

→  Consumer SaaS requires a very analytical, big data driven sales process. Sales progress can be best understood and subsequently optimized by analysing a cosnumer behavior on ones site. Knowing what drove consumers to your site, why they eventually registered and what caused them to finally subscribe is half of the rent. A/B testing and informed tweaking of every element along the steps to a subscription, is the other half.  


→  Enterprise ( B2B) SaaS is less about understanding a prospect’s behavior on your website, but much more about optimizing the classic sales KPIs such as sales cycle, reduced trial periods paid or free, onboarding times, contract details and sales efficiency, measured by  pipeline velocity.

As you can easily grasp from my portfolio, my heart beats for any B2B SaaS startup, may they belong to

→  Horizontal SaaS, i.e. software and services focused on a category of software, addressing a broad need, spanning accross most industries. Good example are categories like accounting, customer relationship management (CRM) or customer service (CS), with prominent SaaS players such as QuickbooksSalesforce and Zendesk.


→  Vertical SaaS, i.e., in contrast to horizontal SaaS , software and services targeted to a very particular need in a specific industry. SaaS is one of the key enablers of successful vertical software distribution. Vertical software, purpose built for one industry has a narrow focus and addresses a specific niche. With the advent of global software distribution as SaaS, the underlaying business metrics suddenly looked very compelling. In fact, one can speculate that, by now, there are more opportunities for new vertical SaaS than for horizontal SaaS. 

If you want to learn more about my focus and why I prefer B2B SaaS contact me and I can share a few more thoughts and findngs with you.  

There are many fantastic website out there who all describe SaaS in quite some detail. They provide hints and even execution models about how to build a SaaS company. That is great and highly appreciated and I may refer too those sites here and there. I am a serial entrepreneur myself and I have a passion for starting up businesses. Therefore my focus is less on theories and studies about Software as a Service but on hands-on teamwork with the founders.


Last but not least let me explain the home page picture which apparently shows no context to the topics of that site. This picture was taken in 2015 on trip from Northern Namibia to Botswana. Our goal was to meet some of the very rare and endangered desert elephants. The only way to see them is not to drive along the beaten paths of renown national parks or game reserves. We decided to take on the challenge, get the right team together, organize all the things we would need in order to have a realistic chance to succeed. We started our venture in Namibia and soon dry, unpredictable riverbeds became our roads for a few days. After all it was a bumpy, dusty, yet indescribably exciting, journey which demanded a lot from the entire team, but we got awarded for the extra miles we had to go.

Does this really have nothing to do with building a startup company with all of ones  passion, will- and staying power? Back in Germany I started to see all the similarities from the right planning, diligent preparation, readiness to go beyond the accustomed way and execution and, after all, the strong will power to succeed. If this resonates with you, we already have a perfect common foundation for a fun and fruitful teamwork relationship.

Latest News

Contentful Management Team

Contentful Announces $33.5 Million in Series D Funding to Deliver Content Infrastructure for the Modern Technology Stack December 5, 2018 SAN FRANCISCO & BERLIN–(BUSINESS WIRE)–Contentful, the leading content infrastructure for digital teams, today announced $33.5 million in Series D equity funding. Led by Sapphire Ventures, with participation from OMERS Ventures, Salesforce Ventures, and existing backers