https://substack.com/@saascontentwriter/p-170173717

Scaling SaaS from $100K to $2M ARR: What No One Warns You About

Most SaaS journeys are either about launching your MVP or chasing the unicorn dream with VC money. But there’s a quieter, harder chapter in between—going from $100K to $2M ARR.

It’s not glamorous. It’s not often talked about. But it’s where most SaaS startups hit a wall.

This post is a reflection on that in-between zone—drawing from conversations with 50+ SaaS founders and patterns I’ve seen across breakout companies like Notion, Calendly, and Loom.

Here are the 8 hard truths that don’t show up in playbooks:

1. Revenue Doesn’t Equal Product-Market Fit

Just because someone pays doesn’t mean your product has true traction. Real PMF shows up when users stick around, tell others, and keep coming back.

2. Scaling Before You’re Ready Can Break You

If your foundation is shaky, growth magnifies the cracks—burning cash, hurting morale, and leading to high churn.

3. Sales Is Your Best Feedback Loop

Forget pushy tactics. Founders need to sell first—not to close fast, but to understand why deals close or stall.

4. Don’t Hire Blind

Only hire when you can confidently say, “This role will directly grow our ARR.” Anything less = wasted time and budget.

5. Focus Beats Opportunity

Chasing a broad market sounds tempting. But starting with one clear ICP (ideal customer profile) builds momentum. Think Airbnb: airbeds first.

6. Founders Must Drive Focus