Launch Sale Ends January 29!

Rogers Centre
55 Colonel By Dr, Ottawa ON K1N 9J2

604.449.2284
Close Menu

OTTAWA, CANADA, NOV 4-5 2026 • ROGERS CENTRE

2025 just wrapped — now gearing up for 2026!

SAAS NORTH is Canada’s go-to hub for scaling and growing SaaS & AI-Native companies, where founders and investors connect to stay ahead.

Get Your SaaS Pass! Become an Exhibitor

Why Attend SAAS NORTH

Future-Proof Your SaaS In The Age Of AI

Meet Top Investors & Raise Capital To Scale Faster

Learn From Industry Leaders On AI, GTM, & Growth

Founder-Only Sessions With Actionable Playbooks

Unmatched Networking With Top SaaS & AI Innovators

Be Part Of Canada’s Largest In-Person SaaS Community

Why Attend SAAS NORTH?

Launch Sale Pricing Now Live!

Get First Access to SAAS NORTH 2026!

Save Up To $700 until January 29!

Get Your SaaS Pass
Regular Price $1,199

$499*/person

*When you buy 3+ Tech Executive Passes.

SAAS NORTH’s Biggest Names

Since 2016, SAAS NORTH has been attracting the biggest names to our stage. Check out our past speaker alumni!

View Speakers

Tobias Lütke

Founder

Shopify

Tope Awotona

CEO & Founder

Calendly

Katherine Homuth

Founder

Oomira & SRTX

Swish Goswami

Head of Growth & Marketing

Boardy

Neil Patel

Co-Founder

Neil Patel Digital

Stephany LaPierre

Founder & CEO

Tealbook

Mara Reiff

Chief Data Officer & Co-CEO

FreshBooks

Dax DaSilva

CEO

Lightspeed

Jason VandeBoom

Founder & CEO

Active Campaign

Alison Taylor

Co-Founder & Co-CEO

Jane

David Cancel

Co-Founder & Executive Chairman

Drift

Jason Smith

CEO & Co-Founder

Klue

Sarah Stockdale

Founder

Growclass

Steve Munford

CEO

Trulioo

Kelly Schmitt

CEO

Benevity

Wade Foster

CEO & Co-Founder

Zapier

Sara Cooper

Chief People Officer

Jobber

Canada’s Largest SaaS Community. Your Biggest Networking Opportunity.

No bad LinkedIn pitches. Just real connections that matter.

Stay Up To Date

Canada’s Largest SaaS Community

For founders.For teams. For investors

Stay Up To Date

Don’t Just Take Our Word For It

“

SAAS NORTH is the best place to learn, scale, and raise capital. If you’re building a SaaS company, there’s no better event to connect with investors and seize funding opportunities.

Neil Patel
Co-Founder, Neil Patel Digital
“

The best founders in SaaS and AI come together at SAAS NORTH to tackle the industry’s most interesting challenges.

Andrew McLeod
CEO, Certn
“

Each year, SAAS NORTH gathers companies, entrepreneurs, and seasoned industry experts to connect and exchange ideas around one of the most vibrant areas in Canada’s tech ecosystem – SaaS.

Jeff Shiner
CEO, 1Password
“

If you are a founder, investor or interested in SaaS, SAAS NORTH is the conference for you. I was impressed by the caliber of attendees, speakers and ideas presented.

Tobi Lutke
CEO, Shopify
“

I was very impressed by the quality of the content at SAAS NORTH. This conference is a great learning opportunity for both start-up and scaling companies.

Kelly Schmitt
CEO, Benevity
“

SAAS NORTH brings a lot of value to the SaaS ecosystem. You get not only the companies, but also the mentors, financiers and partners that the companies can leverage.

David Ossip
CEO, Ceridian
“

I was here last year and it worked out really well. Met a lot of really cool companies, and I’m here for more of that this year.

Tope Awotona
CEO + Founder, Calendly
“

SAAS NORTH was a game-changer. I closed a $3M round and landed $100K in advisory business, all from connections made at the conference. If you attend one tech event in North America, make it this one.

Adrian Salamunovic
Co-Founder, MILLIONS.co
“

SAAS NORTH has seen tremendous growth…This is a great place for SaaS companies to meet others…

Michele Romanow
Co-Founder & Executive Chairman, Clearco

2025 Sponsors

We accept money in exchange for audience visibility.

Without the brave mid-level marketing managers who convinced their CFOs to give us the money, it would be fiscally irresponsible to run this event.

Become A Sponsor

Didn’t make it this time? You don’t want to miss 2026.

Subscribe for first access to recordings, highlights and future event drops before anyone else.

Subscribe Now!

Exhibitor Hall Of Fame

We provide booths so you can scan badges like it’s cardio.

Let’s be real — your product deserves more than a cold LinkedIn DM. At SAAS NORTH, you’ll meet decision-makers, demo-gawkers, and just the right mix of “we’re buying soon” energy.
 
Your booth. Your spotlight. Your bragging rights.
Become An Exhibitor

The Latest From SAAS NORTH NOW

The New Rules Of Demand Gen: Why Community, Trust & Alignment Win In 2026

Dilara Cossette, Founder, Demand Gen Agency for HR Tech FIP

SAAS NORTH NOW #103

READ MORE

Reinvention In A Hard Market: What Founders Need Most Right Now

Siri Agrell (CEO, BetaKit) Marie Chevrier Schwartz (CEO, TechTO & Peerscale) & Katherine Homuth (Founder, Oomira & SRTX)

SAAS NORTH NOW #102

READ MORE

Why Defence Tech Is Emerging As Canada’s Next Big Innovation Sector

Eliot Pence, Founder & CEO, Dominion Dynamics & Douglas Soltys, Founder & Editor-in-Chief, BetaKit

SAAS NORTH NOW #101

READ MORE

Canada’s AI Moment: Minister Evan Solomon On Building A Nation Of Builders

Evan Solomon, Canada’s first Minister of AI & Digital Innovation, & Michael Buhr, Executive Director, C100

SAAS NORTH NOW Special Edition

READ MORE

From CX To AI Agents: Jo Lai On Redefining The Customer Experience

Jo Lai, VP of Customer Experience & SVP AI Solutions, HTS (Hopper Technology Solutions)

SAAS NORTH NOW #100

READ MORE

What Customers Really Want: Insights From Sarah Stockdale

Sarah Stockdale, Founder & CEO, Growclass

SAAS NORTH NOW #99

READ MORE

Jason Smith On Closing The Competitive Revenue Gap

Jason Smith, CEO & Co-Founder, Klue

SAAS NORTH NOW #98

READ MORE

Louis Têtu’s 6 Rules For Building SaaS Companies That Last

Louis Têtu, Executive Chairman & Former CEO, Coveo

SAAS NORTH NOW #97

READ MORE

From $1M to $10M: 3 Timeless Lessons for SaaS Growth in 2025

Asia Orangio, CEO & Founder, DemandMaven

SAAS NORTH NOW #96

READ MORE

top

Hello to Canada’s SaaS and AI Community,

As SAAS NORTH celebrates its 10th year, it’s a chance to reflect on an industry that’s evolved dramatically and the fundamentals that still hold true.

One of those fundamentals: the leap from $1M ARR to the next stage of growth.

While there’s no disputing that it’s a milestone worth celebrating, it’s also where growth often stalls, costs climb, and earlier strategies can stop working.

That’s exactly the challenge Asia Orangio, CEO and Founder of DemandMaven, addressed at a previous SAAS NORTH. She shared a growth troubleshooting framework, grounded in customer interviews, journey mapping, and problem-first positioning, that’s just as relevant today.

Reaffirming that in a decade of disruption, the basics don’t fade; they compound.

Key takeaways:

  • Jobs-to-be-Done is still your most powerful strategic lens
  • Interviewing 10 customers can unlock millions in growth
  • Mapping the customer journey reveals the gaps that matter most
  • Growth doesn’t always require more spend, it often starts with doing less, better

Asia Orangio helped a SaaS company 10x its revenue, without adding more marketing spend. Her approach? A deceptively simple, three-step process that puts your customer at the center of every growth decision.

Keep reading to learn how this framework continues to deliver results in today’s market and why it might be exactly what your SaaS business needs right now.

1.      Start With Jobs-to-be-Done

Asia opened with a question that’s more important in 2025 than ever: What job are your customers hiring your product to do?

“People are hiring your products and your solutions for jobs, and our job is to figure out what that job is.”

She drew from Clayton Christensen’s well-known “milkshake” story, not for novelty, but to drive home a truth many SaaS companies overlook. It’s not about the product itself. It’s about the outcome customers want.

“When Clayton came along, he said, wait a second, why are people hiring milkshakes? What are they trying to accomplish?”

If you can’t clearly define the job your customer is trying to get done, you’ll struggle to build the right features, deliver relevant onboarding, or close the right users.

In 2025 (when new AI tools launch daily) relevance is your edge and Jobs-to-be-Done is still one of the most powerful ways to uncover it.

2. Talk to Ten Customers

Next, Asia addressed one of the most underrated growth tactics: direct customer interviews.

“You actually just need 10 interviews. If you have a thousand customers, if you have 20 customers, you actually just need to talk to 10 people.”

It’s not about sample size; it’s about depth. Her point was simple: qualitative insights beat surface-level analytics when it comes to uncovering meaningful growth opportunities.

She backed it with hard data:

“Companies that do [customer research] see 54% greater return on marketing investment, they see an 18 times faster average sales cycle, 3.5x greater revenue from customer referrals, 56% more cross-sell and upsell revenue.”

“Teams that do 10 interviews a month [see] two to three times faster growth than teams that don't.”

Especially now, with AI summarizing insights at scale, it’s easy to think you know your customer. But speed doesn’t equal accuracy. You still need to talk to people.

3. Map the Journey, Find the Gaps

Once you understand the job and have real customer feedback, Asia’s next step was to map the customer journey, simply and practically.

“Customer journey mapping doesn’t have to be a super complicated process or experience... You can actually do a very simple spreadsheet and call it a day as long as you get it done.”

She emphasized that most companies have clear friction points but fail to see them. That’s where the biggest opportunities are hiding.

“The gap is the opportunity.”

She shared a client case study that followed this framework. Without increasing marketing spend, the company saw a 20% increase in connection rate, a 3x lift in new signups, a 4x increase in MRR, and eventually, 10x total growth.

“We did this without more marketing... We did this just focusing on what we had. We didn’t spend more on ad dollars.”

In today’s leaner operating environment, this kind of capital-efficient growth is exactly what most SaaS teams are looking for.

Why This Still Works in 2025

The context has changed since 2022. Budgets are tighter. AI has flooded the market. Customers are more cautious and more informed. But the fundamental principles of growth haven’t changed.

“Customers see [products] different now than they did pre-panorama. And what happened was we were operating under old pre-panorama assumptions.”

SaaS companies once led with features. Now, it’s about clarity and time saved.

“They didn’t really care that we had tonnes of features. They cared that the features were designed to help them save time.”

Put simply, Asia’s framework works because it brings your focus back to what matters: the customer’s outcome, not your feature roadmap.

Her Three-Step Framework:

  1. Interview your customers using Jobs-to-be-Done
  2. Map their journey from discovery to retention
  3. Find the gaps and close them

If you’re stuck between $1M and $10M ARR, this is a process worth repeating quarterly because growth isn’t random, it’s often blocked by something obvious you’ve just stopped seeing.

The Takeaway for Canadian SaaS Founders

In 2025, product-market fit isn’t just about love for your product, it’s about winning consistently in a crowded market.

  • Don’t underestimate your competitors.
  • Know what it’s costing you.
  • Build systems that help you win, again and again.

This is the kind of clarity we bring to SAAS NORTH every year. Join us this November to connect with the founders, teams, and investors who are scaling SaaS and AI with focus.

Because fundamentals? They still win.

SAAS NORTH is Canada’s hub for scaling SaaS and AI companies. Founders, teams, and investors come to learn, connect, and grow with the country’s largest in-person tech community.