How I Built a SaaS Business From Hostels and Coffee Shops

SaaS entrepreneurship insights

How I Built a SaaS Business From Hostels and Coffee Shops

Lessons on environment, branding, and iteration from 14 years of building online businesses while traveling and working in unconventional spaces.

Building a SaaS Business That Fits Your Life: Lessons From Hostels, Coffee Shops, and Real-World Iteration

Imagine working at 3 a.m. in a coffee shop filled with students and night owls, or coding in a cramped hostel dorm, squeezed between triple bunk beds. For over 14 years, this was my reality—building side projects and tiny online businesses while moving between hostels in New Zealand, Australia, Canada, and the UK. I’ve run companies in London and Singapore, coded in 24/7 coffee shops like Breka in Vancouver, and brainstormed in spa pools in Rotorua. Through these experiences, I learned that building a sustainable SaaS business is less about technical skill or marketing tricks, and more about designing a business that supports your lifestyle, values, and well-being.

Here’s what I’ve learned about building a SaaS business from scratch—one that doesn’t just make money, but lets you live well.

The Power of Environment: Why Where You Work Matters

Your environment isn’t just background noise—it’s a silent partner in your success or failure. I’ve lived in hostels with 33 beds, capsule hotels that used to be prisons, and cities where ambulance sirens made it hard to think. I’ve also worked in serene spaces with trees outside the window and in coffee shops where the energy was contagious.

Your environment shapes your creativity, focus, and mental health. If you’re surrounded by negativity or constant distractions, it’s hard to think big or stay motivated. Find spaces that lift you up—whether that’s a favorite coffee shop, a co-working space, or even a spa where you can brainstorm in peace. In New Zealand, I spent Sundays at the Polynesian Spa, using the Wi-Fi in the pools to plan my next steps. Don’t underestimate the impact of your surroundings on your business.

Branding Is Not Optional—It’s Your Business’s Soul

Before you write a single line of code, think about your brand. Branding isn’t just a logo or a color palette—it’s the personality, values, and promise your business makes to the world. I treat my brand like my own child, nurturing it, thinking about it daily, and making sure every detail is consistent.

Start by defining your brand’s colors, tone, and communication style. Are you playful and emoji-filled, or serious and professional? Choose three main colors that reflect your business’s spirit—reds for energy, blues for trust, greys for seriousness, pinks for creativity. Consistency is key: your brand should feel the same on every platform, even if you adapt your tone slightly for TikTok versus LinkedIn.

Know Your Avatars: The Secret to Targeted Marketing

One of the most powerful tools I use is the creation of detailed customer avatars. For my SaaS, Retainer.io, I have two: Pauline and Romain.

• Pauline is 24, lives in central Paris, loves dogs, shopping, and tennis, and wants financial independence.
• Romain is 32, a young professor who dreams of freelancing, loves design and basketball, and enjoys a beer with friends.

I know their birthdays, hobbies, what they love and hate—even their shopping habits. Whenever I create content or develop a new feature, I ask: would this appeal to Pauline or Romain? This clarity guides everything from marketing channels (university flyers for Pauline, professional networks for Romain) to product features (all-in-one dashboards, white-label options, simple client communication).

If your product is for a specific age group or gender, focus your avatars accordingly. Don’t try to be everything to everyone—if you target everyone, you reach no one. The more detailed your avatars, the easier it is to create content, features, and marketing that resonate.

Be Your Own Customer: Eat Your Own Dog Food

You should be the first and most passionate user of your own product. When you use your SaaS daily, you spot pain points, discover improvements, and understand exactly where your users spend their time. This makes marketing and product development infinitely easier—you know where to find your customers because you are one.

If you’re building a tool for freelancers, hang out where freelancers do. If your product is for students, spend time in their spaces. This insider perspective is invaluable for both outreach and product refinement.

Iterate Relentlessly: MVPs and the Value of Simplicity

Don’t fall into the trap of building a “complete” product before launching. The MVP (Minimum Viable Product) principle is about delivering the maximum value with the minimum effort. Focus on solving one painful problem exceptionally well, rather than offering a bloated suite of mediocre features.

Look at Curvo, a Belgian investment app. They started with simple financial tools, built a community, and only launched their app when users demanded it. Their success came from targeting a specific audience—young professionals who want to invest easily, without becoming experts. Their onboarding is frictionless, their messaging clear, and their features focused.

Your MVP should be the simplest version of your solution that delivers real value. Launch, get feedback, and iterate. Don’t be afraid to throw out what doesn’t work and start fresh—sometimes, the most fertile ground comes after a total reset.

The Administrative Maze: Company Formation and Accounting

I’ve set up companies in the UK, Singapore, and Australia. Each country has its quirks:

• UK: Easiest for online company creation, reasonable taxes, straightforward processes. Services like Rapid Formation and Clever Accounts make setup and accounting manageable, though response times can lag.
• Singapore: More complex—requires a local director if you’re not a resident, and services like Sleek (founded by French entrepreneurs) are invaluable. Accounting fees depend on your expenses, not revenue.
• Australia: Somewhere in between, with a 30% tax rate and mandatory GST registration above certain thresholds.

Choose your jurisdiction based on your needs, but don’t get bogged down in admin. The real challenge is delivering value to your users, not paperwork.

Marketing: Speak to Feelings, Not Just Logic

People buy based on feelings, not logic. Your website is like a storefront—if the atmosphere isn’t inviting, visitors will leave without buying. Use social proof (like Proof or Trustpilot), clear messaging, and visuals that resonate with your avatars. Track user behavior with analytics to see where people drop off, and keep iterating.

Don’t be afraid to try different acquisition channels—TikTok, LinkedIn, traditional media, or university flyers. What works for one business may not work for yours. Test, learn, and adapt.

Productivity Hacks for Solo Founders

Working alone can be isolating and demotivating. I rely on tools like Forest (a gamified Pomodoro timer), Focusmate, and Boss as a Service to stay accountable and productive. These tools simulate the presence of a coworker or accountability partner, helping you focus and get things done.

Balance is crucial: consume information (books, podcasts, courses) for 20% of your time, but spend 80% creating and executing. Don’t fall into the trap of endless learning without action.

Less Is More: Do Fewer Things, But Do Them Exceptionally Well

It’s tempting to add more features, more content, more everything. But often, less is more. Focus on doing a few things perfectly, rather than many things poorly. Apple’s products may not have every feature, but what they do, they do flawlessly. Strive for a “perfect but incomplete” product, rather than a “complete but imperfect” one.

Your Unique Value Proposition: What Makes You Different?

Every successful business has a unique selling proposition (USP). Domino’s didn’t make the best pizza—they delivered it in 30 minutes or less, guaranteed. Curvo makes investing simple for young Belgians. What’s your USP? Define it clearly and build your brand, product, and marketing around it.

Give Value First: The Long Game

Building a SaaS business is a marathon, not a sprint. For a long time, you’ll give more than you get—writing blog posts, answering questions, helping users. But over time, this generosity builds trust and loyalty. When users are ready to buy, they’ll choose you because you’ve already proven your value.

Final Thoughts: Perseverance, Iteration, and the Adventure of Building

Being an entrepreneur is a rollercoaster. There will be highs and lows, moments of doubt and exhilaration. The most important qualities are perseverance and determination. Keep talking to your users, keep iterating, and don’t be afraid to start over when necessary.

Remember: your business should serve your life, not the other way around. Build something that lets you live well, stay curious, and keep growing. The journey is just beginning.