How to grow your SaaS through acquisitions with Matt Cole @SUMA SaaS

saas.unbound is a podcast for and about founders who are working on scaling inspiring products that people love, brought to you by https://saas.group/, a serial acquirer of B2B SaaS companies.

In episode #38, Anna Nadeina talks with Matt, founder, and CEO of SUMA SaaS, the leading provider of Financial Management Software-as-a-Service for Small Businesses in Spanish-speaking Latin America.

Understanding the Landscape of Latin America

Latin America presents a unique landscape for SaaS businesses. With a significant portion of small businesses still relying on traditional methods, such as pen and paper, there is ample room for technological advancement. Matt’s experience in the region has highlighted the potential for growth through the digitization of small businesses.

Over his 25 years in Latin America, Matt observed that many small businesses face administrative challenges that hinder their growth. These challenges often stem from complex regulatory environments and outdated operational methods. By focusing on financial management software tailored for these businesses, SUMA SaaS aims to simplify processes and enhance productivity.

Acquisition Strategy: Finding the Right Fit

When considering acquisitions, Matt emphasizes the importance of identifying companies that align with SUMA SaaS’s mission. The strategy involves looking for businesses that:

• Focus on a narrow ideal customer profile (ICP)
• Operate in the cloud
• Offer accessible pricing for small businesses

In Matt’s experience, the first acquisition was not just a stroke of luck; it was a strategic choice. The company had already established a strong relationship with SUMA’s target audience, making it a natural fit for integration into the larger vision.

Cultural Integration: The Heart of Successful Acquisitions

Acquiring a company is not solely about merging products and services; it also involves integrating teams and cultures. Cole believes that cultural fit is crucial for the success of any acquisition. He looks for founders and teams that share SUMA’s vision and are eager to be part of a larger mission.

To facilitate cultural integration, Cole adopts a collaborative approach. He encourages open communication between teams and emphasizes the importance of shared values. This collaboration helps to create a cohesive work environment where employees feel empowered and motivated.

Empowering Teams for Success

At SUMA SaaS, the focus on team dynamics is evident. Matt understands that a motivated team is essential for delivering excellent customer experiences. He promotes a culture of empowerment, allowing team members to make decisions and adapt to changing circumstances.

Through various initiatives, including team-building events and training sessions, Matt ensures that employees are engaged and aligned with the company’s mission. This commitment to team culture extends to the integration of new acquisitions, where existing employees are encouraged to share their expertise and best practices.

Communicating with Customers During Acquisitions

One of the most critical aspects of the acquisition process is maintaining open lines of communication with customers. Matt emphasizes three key principles when addressing customer concerns during transitions:

• Continuity of service and operations
• Growth opportunities for customers
• Enhanced support and resources

By focusing on these principles, SUMA SaaS aims to reassure customers that the acquisition will ultimately benefit them. Matt has experienced firsthand the challenges of customer support during transitions, especially when founders have established personal relationships with clients. It is crucial to transition these relationships while maintaining a high level of service.

Recruiting for Excellence

As SUMA SaaS continues to grow, recruiting the right talent becomes increasingly important. Matt believes that the best hires are those who are passionate about being part of something bigger than themselves. He looks for individuals who have demonstrated excellence in their personal and professional lives.

In his recruiting strategy, Matt emphasizes the significance of understanding a candidate’s interests outside of work. He seeks individuals who have pursued challenges and achieved success in various fields, whether in sports, the arts, or other endeavors. This commitment to excellence translates into a strong team culture at SUMA SaaS.

Lessons Learned: The Emotional Side of Acquisitions

Reflecting on his journey, Matt acknowledges that the emotional aspect of acquisitions is often underestimated. Founders pour their hearts into building their businesses, and the transition can be emotionally charged. Understanding and addressing these feelings is essential for a successful integration process.

Matt encourages open dialogue and transparency during negotiations, allowing founders to express their concerns and expectations. By fostering trust and empathy, SUMA SaaS can create a more positive experience for all parties involved.

Future Plans and Goals

Looking ahead, SUMA SaaS has ambitious goals. Matt envisions impacting one million small businesses in Latin America over the next decade. This vision drives the company’s strategic decisions and shapes its growth trajectory. To achieve this, SUMA SaaS will continue to seek opportunities for acquisitions and expansion into new markets.

As the company scales, it will also explore additional funding options to support larger acquisitions. Matt’s ultimate goal is to take SUMA SaaS public, providing access to long-term capital for sustained growth.