Picture this: a gritty startup founder juggling a tiny budget, cold emailing investors from a shared basement office. It’s a tale we love. But as Cedrik from AXELR quipped in this episode of The Katalog with Justin Wood, grinning over the mic:
“People think it’s all hockey sticks. But there’s a hell of a lot of grinding in that stick before it shoots up.”
The truth? Learning how to scale a startup isn’t just about hero founders. It’s about resilience, strategic shifts, and—most of all—the unglamorous pivot from scrappy hustling to structured scaling. That’s what Cedrik breaks down in this unfiltered conversation.
What You’ll Learn in This Episode
- The hidden dangers of premature scaling: Why founders rush to hire and bloat org charts—and how it backfires.
- Bootstrap mentality vs. VC-backed strategies: What founders need to unlearn when funding finally arrives.
- Why founders are like hockey goalies: They catch all the pucks—but need a team to score.
- Real tactics for scaling up smart: Financial dashboards, team focus, and prioritizing profitability over vanity metrics.
- The messy reality of international expansion: How Axeptio navigated cultural differences and compliance challenges.
Key Takeaways for Skimmers
- Don’t just hustle—build with intention. Bootstrapped growth is scrappy, but learning how to scale a startup requires systems and strategy.
- “Revenue’s not enough. Profit matters.” Cedrik’s mantra: Aim for profitability before scaling up.
- Metrics are mirrors. Financial dashboards and tracking are non-negotiable—without them, you’re flying blind.
- Hire slow, fire fast. Build a team that impacts revenue, not just vanity headcount.
- Culture clashes kill expansion. Learn the local market before sending a sales rep abroad.
Old vs. New Playbook
Old Playbook:
- Raise capital, spend fast.
- Build an impressive org chart.
- Hope the market will keep up.
New Playbook:
- Bootstrap with lean teams.
- Focus on profitability and unit economics.
- Build systems and cultures that scale.
Diving Into the Details
Cedrik’s journey is as layered as his hockey metaphors. From running a goaltending coaching business on synthetic ice in Quebec to scaling AXELR’s consulting arm, he’s learned that resilience isn’t just about grinding, it’s about knowing when to let go.
He dropped this gem:
“It’s like being a goalie…you see the play, you catch the pucks. But you need a team to win.”
Justin brought in the founder’s perspective, sharing a story of a SaaS founder who, after showing off flashy revenue charts, admitted that it took eight years of flatlining to get there. The “hockey stick” wasn’t overnight. It was a grind with many setbacks.
Cedrik’s advice on how to scale a startup? Stop worshipping the myth of instant success. Scaling is a phase where founders need to let go, hire people better than themselves, and build a culture that doesn’t crumble under pressure.
On Axeptio’s expansion from Europe to Canada, Cedrik emphasized the complexity of scaling internationally:
“People think you just hire a sales guy and slap a Canadian flag on it. No. You need to localize, understand the legal landscape, and adapt your processes.”
Justin’s Take: Storytelling in Scale-Ups
Justin’s reflection brought realness into the conversation:
“Every successful founder story isn’t just numbers. It’s filled with messy, gritty tales of resilience. The numbers on the pitch deck don’t tell the full story. The full story lives in the hard decisions, the pivots, the sacrifices. That’s what makes it real.”
Why This Matters for SaaS Leaders
✅ Learning how to scale a startup is not a solo sport—it’s about systems, teams, and measured risk.
✅ Profitability trumps vanity metrics in the long run.
✅ Culture is a competitive advantage, especially when expanding globally.
✅ Storytelling isn’t just for marketing—it’s how teams build trust and resilience.
Where to Connect with Cedrik and AXELR
Referenced in This Episode
- Axeptio: acceptio.io
🔥 Heads-up: The Katalog is booking for 2025. Want to tell your startup’s real story? Contact us.
📣 Got your own scale-up lessons? Drop them in the comments—we’re all about swapping stories that matter.
Topics Covered in This Episode
- [00:00] The startup myth vs. scaling reality
- [03:00] From bootstrapped hustle to structured scaling
- [07:00] When vanity metrics kill good businesses
- [12:00] Building a revenue-impact team
- [18:00] International expansion done right
- [24:00] Profitability vs. top-line growth
- [30:00] The art of letting go and trusting your team
