Here is a day of a startup founder building a SaaS company from Stockholm Sweden.

I'm building the SaaS company Univid in public, from Stockholm, Sweden.

Here is a realistic day in my life - a 12 hour long Monday of building SaaS - talking to customers, running demos, closing deals, and creating content. Also, making sure to get the work out with sauna, cold plunge, and a run. And dealing with the daily ups and downs of running a B2B SaaS.

First off, I cleaned my desk to start the week off fresh. Working from home - this helps me having a productive mindset.

With the home desk now looking spotless, I headed out for a quick run in the refreshing spring weather.

My typical morning run leads me down to the sea for a quick ice bath. Working out is key to a productive day and healthy life. Especially when working from home.

Despite the sunshine, the water was refreshing. Energized from the run and cold plunge, I returned home, ready to dive into work.

I kicked things off with breakfast at my desk — porridge with peanut butter and jelly — while preparing for our morning stand-up.

As a lean team scaling an automated SaaS - we reduce meetings to a minimum, but we always hold a short morning check-in to:

1. Align how we feel

2. Share progress and set daily priorities

3. Align on the backlog and customer feedback

Today was packed with content creation. I recorded a new YouTube video showcasing how to create webinars using our SaaS platform, Univid.

This is how the video turned out 👇

Updating our Help Center was also on my to-do list to ensure our customers have clear, helpful resources - and customers can help themselves - reducing the need for support.

Alongside this, I handled incoming support queries — something we run ourselves to (1) stay close to our customers’ needs and (2) improve both our platform and documentation accordingly.

A great highlight was receiving a new HubSpot review!

Our integration with HubSpot allows seamless webinar automation, and it’s rewarding to see customers sharing positive feedback.

As a top-rated platform on G2 and HubSpot, this kind of recognition on third-party marketplaces and review sites, helps build trust with prospects. Instead of us saying that we have a great product. Transparency Sales is a great read on this topic.

I also prepped our latest product newsletter, featuring updates and improvements we've made recently.

With a video introduction, key updates, and visuals, the email was designed to inform and engage our active users and customers. See the product update video below 👇

A midday sauna break was the perfect way to recharge before my afternoon work block.

With fresh energy, I tackled a compliance a vendor assessment questionnaire - a time consuming, but important task for securing larger deals.

With these, often it's difficult finding out how much effort to put in - as:

1. Deal size might not always be large enough to justify the time spent

2. There are seldom any guarantees the deal will close.

The day wrapped up with two customer demos. One involved a promising prospect who seemed likely to convert within a week or two.

For my demos, I like to create custom webinar designs live - using the customer's branding to showcase our platform's capabilities. I also send pre-demo questions before and have built a script to generate custom slides to follow-up immediately after.

Read my full guide on how I closed over 100 B2B SaaS deals.

Just before my evening demo, I received a notification from Paddle that we'd gained a new subscriber — a fantastic way to finish the day.

Ending on that positive note, I reflected on the day’s progress, celebrated some wins, and geared up for another productive day ahead.

A Monday in the life of a Swedish entrepreneur, building a SaaS. For more insights, check out my video on growth hacking Reddit — a powerful acquisition channel for early-stage SaaS startups. Stay tuned for my upcoming book below, where I break down my Reddit playbook in detail. Let's scale our SaaS companies to the next level!

Need cheat codes to grow your SaaS in 2025?

The startup founder's playbook to hack growth on Reddit. Proven tactics to:

• ✅ Find high intent buyers for your SaaS
• ✅ Get large exposure to relevant prospects
• ✅ Show up in AI search and Google without SEO
• ✅ Get deal flow from Reddit

Join waitlistSign up

Join 103 growth hackers who already signed up