Send us a textWorking as a CFO for tech companies in Australia, Jason Atkins saw a need to automate the very manual and frustrating process involved in equity raises–compounded by a global workforce. While doing volunteer work in the Gold Coast tech scene, he met his soon-to-be cofounder Kim Hanson and together established a SaaS called Cake Equity with a goal to make equity easier to handle for all stakeholders.Together, they established a beachhead market in Australia by niching down into startups where the competition was scarce, but knew they had to identify larger markets to grow. Given the willingness to use software and technology, combined with a spirit of innovation, expanding in the US was an obvious choice.We caught up with Atkins on his whirlwind US tour to talk about:The current fundraising environmentEstablishing a beachhead in Australia and thinking global-firstLeveraging off of the success of Australian-based Atlassian and Canva. How starting a services firm helped in the establishment of a SaaSAnd their overall sales journey – starting with founder-led, followed by marketing and sales-led and landing on product-led growth---Not Getting Enough Demos? Your messaging could be turning buyers away before you even get a chance to pitch. 🔗 Get a Free Messaging & Conversion Review We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations. And the best part? 💡 It’s completely free. No commitments, no pressure—just actionable advice to help you book more demos. Your next demo is just a click away—claim your free review now.