A story about building market leadership by saying no to obvious growth—on purpose.

This episode is for SaaS founders chasing international expansion—and questioning if dominating locally first makes more sense.

Most SaaS companies chase international markets early. Get traction locally, then expand globally fast.

Jim Whatmore, CEO of Joblogic, walked away from that playbook. He spent three years attending HVAC shows in the US, picked up customers, then stopped. He saved his marketing budget for UK and Ireland only. He turned down international revenue to dominate his home market first.

From 11 people and £500K revenue in 2013 to 500 people today. Ten-year grind to £9M, then quadrupled in two years through four strategic acquisitions. Vista Equity Partners betting £100M+ on the execution.

And this in ...