How to Build Capital-Efficient Growth in E-commerce SaaS Tech
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In a recent conversation, Anchanto’s CFO, Julien Juttet, sat down with our CMO, Charles Py, to unpack how a lean, multicultural SaaS businesses can scale sustainably. This isn’t just another SaaS growth story—it’s a hands-on CFO playbook. From turning customers into co-investors to aligning multicultural teams and scaling with intention, Julien shares powerful lessons for anyone building a fast-growing global business.
Running a Business is More Than Just Numbers
What it takes to run a business successfully goes beyond spending wisely and earning more revenue. Here’s what we distilled from the podcast:
1. Build with Customers — Not Just for Them
Julien shared that Anchanto’s evolution goes beyond selling to customers as their customers became their investors too. By involving customers in product development and offering them early-stage investment opportunities, Anchanto turned users into engaged stakeholders. That synergy unlocked funding, deeper understanding of user needs, and faster product iteration. A smart move for any startup balancing product-market fit and capital needs.
2. Customer Alignment = Strategic Capital
Rather than pitching to anonymous Venture Capitalists, Julien stressed, “We secured support … from customers paying for our product, who also invested.” This approach aligns incentives: customers who are co-owners become vested in your success. It builds credibility with future investors too—demonstrating real market demand backed by financial commitment.
3. Cultural Glue in Global Teams
Anchanto grew across the APAC region and all the way to Europe and the Middle East, making Anchanto a diverse company in terms of people and customers. Julien emphasized how this diversity is an advantage—“but without alignment, it can slow an organization down.” In Singapore’s melting pot, the team prioritized shared values and a unified purpose. Passion and resilience become cultural cornerstones, enabling colleagues from varied backgrounds to rally around a common mission.
4. Patience + Product + Localization = Sustainable Growth
Describing their expansion, Julien broke it into two phases – Phase 1: Build the right product for the right market and Phase 2: Localize deeply—customizing based on real-world feedback. Growth wasn’t explosive overnight for Anchanto. That’s because patience and strategic execution mattered more than speed. This discipline led to scaled, sustainable SaaS products across diverse markets.
5. Investors Pay Attention to Execution
For investors, this podcast is a blueprint. It demonstrates strong product validation, customer commitment, and operational discipline—all communicated through a CFO’s lens. Moreover, it compares and communicates the success and growth achieved by the company through its strategic approach to building and selling software.
Why This Conversation Matters
Whether you’re scaling e‑commerce operations, evaluating investment opportunities, or steering your company’s finances, this podcast offers concrete strategies that drive real-world impact.
Julien’s key takeaways will inspire businesses in e-commerce and logistics, investors eyeing growth, and fellow founders charting their next move to progress. Running a business is a delicate balance between doing what works for your target audience and ensuring they and potential investors see this. Additionally, it’s a matter of making the most of what you have.
Curious about how Anchanto is building bridges for exponential growth? Don’t miss the full podcast episode—it’s full of strategic wisdom (and a dose of CFO candor) worth bookmarking for your next board meeting or investor pitch.
FAQs
1. Who is Julien Juttet?
Julien Juttet is the Co-Founder and CFO of Anchanto, a global B2B SaaS company enabling end-to-end e-commerce and logistics operations for enterprises. With over two decades of international experience, he has held senior finance roles across the tech, architecture, and real estate sectors in Europe and Asia. Julien specializes in finance and operations management, fundraising, M&A, and global business expansion.
2. Who are Anchanto’s investors?
Anchanto’s investors are uniquely made up of its own customers—industry leaders who have experienced the value of our SaaS solutions firsthand. Our main backers include Asendia, Telkom Indonesia, Innosight, Luxasia, and Transcosmos. Their investment reflects deep trust in our technology and long-term vision.
3. What solutions does Anchanto offer to its customers?
Anchanto offers unique solutions that are purpose built to support the diverse needs of brands, retailers, and logistics service providers. By analyzing real customer usage and strategic goals, we’ve developed 11 solution use cases that map directly to key e-commerce and supply chain challenges. Each solution is designed to drive efficiency, scalability, and competitive advantage—ensuring our technology directly supports our customers’ growth ambitions.