Free-From-Funding Club

Asynchronous Mastermind for Bootstrap-minded B2B SaaS CEOs

A year-round online workstream designed for B2B SaaS CEOs who want to create predictable growth without being dependent on external funding.

Together, we define what it means to be Remarkable in business software.

Get Answers • Gain Confidence • Take Action


The Mastermind and your mentoring helped me get to this stage that enables hyper-scale.

Some results: The length of the cycle has been shortened by 3-4x. Conversion rates jumped to 60% (from 30%).

– Rami Darwish, CEO Arrow Labs

Afraid of running out of runway?

After all of your efforts …

  • Money is still going out faster than it’s coming in.
  • The cost of doing business keeps climbing.
  • You struggle to achieve the growth and profitability you hope for.
  • The unpredictability of your growth frustrates you.
  • You’re puzzled how to create enough leverage that leads to healthy cashflow.
  • You’re not sure how to get your business to stand on its own legs.
  • and whether it will be able to become profitable on time.
  • You feel nervous about what opportunities you are overlooking.
  • You fear making the wrong bets and wasting precious time.

Imagine creating Funding Freedom.

  • Doing away with the stress that unpredictable traction gives you.
  • Replacing “good enough” customers with ideal customers.
  • Find ways to start winning 60%+ …without giving discount.
  • Creating leverage that’s good for customers and your profits.
  • Getting better at working on your business instead of in your business.
  • Bouncing back faster from setbacks.
  • Getting your most loyal fans to sell FOR you.
  • Having investors chase you instead of the other way around.

Quests + Community will show you the way.

The Free-From-Funding Club is a year-round workstream loop that combines the power of Monthly Quests + Community to get you out of your bubble. It helps you create the breakthroughs you need to take your SaaS business to the next level.

So, if you’re stuck in a never-ending loop of progress and regress, this program will provide the structure, time flexibility, and network of peers you need to remove blind spots and save you from wasting months, or even years, wandering around.

I know peer SaaS CEOs who tell me they’re not joining the Mastermind because it costs them too much time.

It’s the opposite: It saves me so much time having that group of peers. Their feedback on how I can look at the challenge at hand. All the things I haven’t thought about myself. The leverage of knowledge within the group. They challenge me out of my comfort zone. It’s a temperature gauge that gives me a lot of security.

– Quintus Willemse, CEO of Sharecouncil

I’m thankful to have been pushed as we are working through some shifts for 2024. I really value the guys and your input. Thank you for the opportunity!

– Tina Zwolinski, CEO SkillsGapp

I’m also glad that we met, and thanks for letting me participate in your mastermind. You’re one of the few people I met who encourage founders to go against mainstream opinion, e.g., saying no to customers who are a bad fit, increasing prices, etc.. The mindset shift is what makes your mentoring so valuable, and I appreciate you for that.

– Jens Dressler, CEO GraphAPI

These calls are great for refocusing. That’s great because the one thing we can’t buy more of in this world is time. That’s the one thing we lose if we go down the wrong path: You could spend months doing the wrong thing.

– Hew Leith, CEO Atomley

There are lots and lots of groups out there, but none that are as product focused around the entrepreneurial journey.

– Riaz Kanani, CEO RadiateB2B

Let’s create Funding Freedom

When your business has funding freedom, it can stand on its own legs. It means you have options.  You can say ‘Yes or No’ when you want to – not because you have to.

A SaaS business with funding freedom doesn’t have to worry about runway. It generates enough cashflow to make bets and do what’s best for the business long-term.

Let me help you achieve this using proven frameworks that have been battle-tested for more than a decade.

Ton is a force you can count on to awaken your leadership potential. His collaborative DNA helps inspire you to do more, reach higher, and constantly challenge you to think harder and harder – guiding you to where you are and where you need to be.

– Cindy Gordon - CEO Saleschoice

Benefits of the Mastermind Program

Get access to a group of experts like yourself without a huge investment of time or money.

  • Stop going in circles and get out of your own head.
  • Undo the armor to recharge and gain insights that are critical, yet constructive.
  • Flesh out burning questions with like-minded people who won’t judge you.
  • Avoid your competitor’s mistakes.
  • Know precisely where to double down and where to defocus in today’s market.
  • Uncover hidden growth challenges and explore new paths.
  • Find fresh ways to make your product incomparable.
  • Tap into the 1000s of hours of hands-on knowledge from your peers.
  • Find repeatability faster and more often.
  • Gain clarity on where to best invest your efforts in your role as CEO.
  • See opportunities in a totally new way.
  • Start seeing leverage everywhere in your company – not just in marketing and sales.
  • Hear what you need to hear, not what you want to hear.

… and a ton of tactics like:

  • Watch a much leaner R&D focus their time on building what matters.
  • Open up paths that increase gross margin.
  • Make your business stronger and more resilient – one month after the other.
  • Finding different routes to create remarkable traction.
  • Find ways to scale faster and optimize repeatability.
  • Learn to maximize monetization in line with the value you deliver.

The big picture

TL;DR – You get the framework to tick off one top priority after the other, supported by like-minded peers who’ll remove your blindspots and provide you with generous feedback.

The program includes:

  • Access to the online Mastermind program where every month a new Quest will open up.
  • Access to a mobile app to keep up-to-date and make progress while on the road.
  • Access to an exclusive group made up of peer B2B SaaS CEOs providing generous feedback in a safe and confidential environment (no competitors allowed).
  • Access to a monthly live Office Hours call on 2nd week of the month, Friday’s at 8AM PST/11AM EST/17.00 CET.

Asynchronous Mastermind Format

  • Monthly Quests – zooming into the biggest challenges B2B SaaS companies of your size need to overcome and be prepared for.
  • Weekly prompts – setting the weekly cadence: Read, reflect, answer, give & receive genuine feedback. The flow each month:
    • Week 1: Clarity on where you stand and what the top challenges are to overcome.
    • Week 2: Clarity why this is happening and what’s the root cause of the attack.
    • Week 3: Clarity on how to solve the challenge in a remarkable way.
    • Week 4: Clarity how to prevent it from happening again and increase resilience.

The Fine Print

  • I will never publish any of your communications, publicly or privately. Anything you share with me will be kept in the strictest confidence.
  • Monthly subscriptions are by credit card payment only.
  • If you commit for a full year, you can cancel your membership up to 3 months into the program – no questions asked.
  • You can pause the clock in the event of a family emergency or something of similar seriousness, but not for vacation or because you “got busy”.

The experience

The moment you get access, you’ll be presented with the Quest for that month.

Just imagine: The crisis takes on a new shape. Budgets are cut in many segments of your market. Everything is under scrutiny….How do you ensure your pipeline stays healthy and reliable?

A prompt encourages you to explore the biggest risks to your pipeline today. You’ll be asked to reflect on it and share your answer in a private group. Your peers will do the same.

In the next 2 days, you’ll be encouraged to review 2 or 3 answers from your peers and give them generous feedback (no advice). They’ll do the same for you. Here’s where the magic happens. You’ll get ideas from each other’s work, blindspots are removed, and clarity created.

This loop repeats during the month, guided by a new prompt every 7 days. It moves you from clarifying the real challenges to finding the root cause, exploring fresh paths to solve them, and finding smart ways to become more resilient as a whole.


I have direct access to very practical, hands-on knowledge. That’s invaluable. It’s exactly what you need in a world that’s changing so fast. You need peers – and it often feels they’re much more than peers.

– Marieke de Ruyter de Wildt, CEO The New Fork

I had no experience being an entrepreneur. And I wanted and needed the input from people that had come through this same journey before me. So what better than to have a group of CEOs that all work in a software as a service business.

The great thing about this tribe is that they’re not stakeholders, but they actually work in a very similar environment. They’re your peers that can give you feedback in a way that you can’t get from anyone else.

– Michel Valstar - CEO Blueskeye AI

Regularly engaging with a group of diverse but uniformly smart peers has been invaluable. I have gotten help in making very actionable decisions. You can’t get that from subordinates, only peers.

– Jon Ruby, CEO Jonar

Now I have a group of peers who are all doing B2B SaaS. People who have gone down roads that didn’t work out well, have tried other things, and found out what worked. They have consequential knowledge. That’s invaluable. Where else are you gonna get that?

– Frank Wander, Founder and CEO PeopleProductive.


The Free From Funding Club membership fee is available in three different flavors:

# 1: Live Masterminds 

€400 per month (20% discount if paid per year)

  • Access to the 4 weekly live CEO Masterminds (hotseats & case studies) per month.


# 2: Live Masterminds + Asynchronous track.

€750 per month (20% discount if paid per year)

Everything in option 1, plus:

  • Monthly Quests,
  • Weekly prompts,
  • generous feedback from peers and 2 office-hour calls per month.


# 3: Asynchronous + Live + Ask me Anything

€1.000 per month (20% discount if paid per year)

Everything from option 2, plus:

  • You can ask me anything 24/7 via private “our eyes only” direct messages.
    I’ll get back to you within one business day (but usually faster during business hours).\


My guarantees to you for each option above:

  • Quality and trust over quantity. Your Mastermind cohort will be no bigger than 10 like-minded peers
  • Your cohort will be without any direct competitors
  • You’ll sign up for a full year but can cancel your membership till up to 3 months into the program – no questions asked


But don’t take my word for it

Check out these testimonials from current and past members.

Testimonial from Riaz Kanani – CEO RadiateB2B

There’s so much nuance in what we do that if Ton had tried to put all that into his book, it would be so big that nobody would ever read it.

Ton simply uses the book as a foundation, but it’s what he helps you build on top that’s the invaluable part.

You could use the book as a reference. But again, when you are talking about a book, I did an executive MBA. And you know, we had lots of books to read. But if I sat down outside of the Executive MBA and read those books, they’re not reflective of what I got out of the Executive MBA – not even a single digit percentage.

The mastermind on the other hand encompasses almost everything that you come across as an entrepreneur when you’re building a company.

And so what I really, really like is the sort of additional framework that is put around this on a week to week basis.

I’m able to engage and discuss with other founders who are thinking about the same things. And that suddenly means that we’re not just thinking about theory, we’re actually starting to translate that into the real world. And that is hugely valuable.

I’m spending a little bit of time just listening to what other people have done that has moved the lever and allowed them to change.

The peer group are all founder entrepreneurs. And so either they’ve been through this or they are going through this. And so that’s invaluable.

There are lots and lots of groups out there, but none that are as product focused around the entrepreneurial journey.

– Riaz Kanani - CEO RadiateB2B

Testimonial from Hew Leith, CEO Atomley

As a bootstrap entrepreneur, obviously, you’re in the wild a little bit – you’re on your own. And there’s no one really to talk to, which can be a bit lonely sometimes.

You don’t really know if what you’re doing is the right thing. Because you have no context.

What Ton is doing with his mastermind is fantastic because it means I can speak to lots of people who are in a similar position to me – entrepreneurs who I can learn from and talk to.

I can see if what I’m doing is the right thing or the wrong thing.

And I can give back as well by telling people what I’ve seen which in turn reinforces my own thinking and my own lessons that I have learned. So it really helps me too.

As an entrepreneur, this program is great for refocusing. You get feedback from the others and trust them because you know that these people are in the thick of it and they’re actually doing it.

Of course, you learn from things that aren’t working as well too and where people have made mistakes.

The one thing we can’t buy more of in this world is time. Seriously, even Buffett can’t buy more time. And so that’s the one thing we lose if we go down the wrong path. And you could spend months doing the wrong thing.

The problem with sometimes reading blog posts or listening to podcasts is that they’re not interactive. And I think that’s the benefit of Ton’s mastermind is that you can actually check something with someone and see if they’re seeing the same things.

It’s just a high-definition, high-fidelity bit of data that you get because you’re getting feedback on what you’re thinking. And you just don’t get that from blogs, books or podcasts.

– Hew Leith, CEO Atomley

Who’s eligible to join?

The Free-From-Funding Club is for you if you are a B2B SaaS CEO and:

  • Your company has a market-tested product and paying customers.*
  • You prefer to rely on customer revenue rather than external capital.
  • You are curious, open-minded, and not afraid to be vulnerable.
  • You are committed to continuous self-learning and willing to provide generous feedback to others.
  • You get energy from joining a group of changemakers who define their success by the impact they help their customers create.

(* – To get maximum value from the program your revenue ideally sits within the $200K ARR and $5M ARR bracket.)

The program is NOT for B2B SaaS CEOs that:

  1. Are still pre-revenue
  2. Are in it just for the big valuation and their exit.
  3. Want to take shortcuts and exploit customers instead of driving value that matters.

What happens if I press ‘Start now’?

As soon as you press the button, you’ll be taken to my Calendly so you can select a 20-minute slot for an introductory call.

Step 1: Our introductory call

To make sure you optimally benefit from the program, we will discuss where you and your company stand today and what you aim to accomplish to see if it’s the right fit.

Step 2: Register

If there’s a good fit, I’ll give you a link to register to the right private group on my platform. If you prefer paying monthly you’ll be able to register you credit card. If you prefer to pay annually I’ll organize that directly with you.

Step 3: Get value right from the first Week onward.

Once you’re registered, you’ll have access to the program, and you’ll be able to start engaging with the prompts and connect with peer B2B SaaS CEOs. You’ll be automatically invited to the optional live Open Hour calls that are scheduled every 2nd Friday of the month.

Already, from the first prompt onwards, you’ll experience Aha! moments, and find breakthroughs that will make your business better.


Still have questions?

Got questions? Great! I’ve got answers:

Q: How much time should I allocate for this?

For the asynchronous Mastermind: On average: 1 – 1.5 hours per week. The average time investment to reflect on the prompt and answer it is 20-30 minutes. Giving generous feedback to others will add 20-30 minutes to that.  Reflecting on the feedback you receive from peers ads another 20-30 minutes.

Add 1 hour per week for the Live Masterminds if you choose for option 2 or 3.

Q: What if my revenue is beneath the suggested lower limit?

That depends. The $200K – $5M ARR range is a proxy. It depends a lot on the growth you’re experiencing. Having a growing number of paying customers for a standard product is most important.

Q: What if my revenue is above the suggested upper limit?

If your preferred ways of learning is ‘by doing’ this is a great way to make progress, and level up. The prompts are designed in such a way that you’ll always apply the reflection to your own situation.

Q: What if I miss a Prompt?

No problem. You can work at your own pace, that’s the beauty of the asynchronous nature of the program.

Q: Can my co-founders join as well?

No, this is for B2B SaaS CEOs only. No one owns the ‘problem’ the way the CEO does – that’s why it is so valuable to be amongst peers. I am considering a similar program for CMOs and possibly CPOs – so just let me know if that would be of value at

Q: Has the Free From Funding program a start and an end, or is it continuous?

It’s a program designed to drive continuous value. So there’s no official start or stop. This means you can join at any moment in the program. It is based on monthly Quests that are designed to zoom into all the critical challenges of profitably growing a B2B SaaS business.

So every year, the Quest repeats – and that’s a good thing because the market is dynamic, and it’s highly valuable to understand whether the progress you made is still of optimal value to the stage your business is in.

Q: Will I belong?

You belong here. Everyone belongs here. Regardless of the color of your skin, your nationality, religion, gender, sexuality, or anything that might make you feel like an outsider. You belong here. The more diversity, the better.

Q: Do you have a syllabus?

Other than my book, the answer is no. Besides the monthly Quests (which are published) and the weekly Prompts changing formats, the sessions are unstructured because that allows us to focus 100% on what’s keeping you up at night and solve real problems together.

Q: What kinds of questions can I ask?

You can ask anything you like. This is where the value comes from. The better you formulate your questions and participate in the challenges that your peers bring – the more you’ll level up.

Q: How is Free-From-Funding Club program different from your private coaching program?

The Mastermind program is focused on attacking challenges as a group. My role is the one of the moderator, and I’ll obviously add value where I can. If you are in need of my input – I’d recommend option 3 (see above), which includes unlimited 24/7 access to me via a private messaging channel or my Traction Resilience program which also gives you unlimited 24/7 access but also 1-on-1 live mentoring (typically bi-weekly depending on the priority we’re working on).

Every week we get on the call, you can see it in everybody’s eyes. Founders are warriors. You fight battle after battle. You’ve got to be unbelievable in reading the market. If you misread it, you’re dead.

What the mastermind does for me the most is bring diverse perspectives. The ability to sit with a group of people – they’re not going to judge you, we’re all in the same boat.

It provides the founder with an outlet to describe his issue unhinged with no hidden agenda.

You’re just pure in what you’re describing. Because you’re in a safe environment.

Everyone in that room is there to help. They’re there to listen and to help and share. So, that gives the founder an outlet to air out and recharge.

I have an advisory board. I have my investors. I have my executive board, and I have my team. I have all these outlets, but I can’t think I can be totally free in any of them, realistically speaking.

The last element that I think is super important is that you’re not alone in the journey. There are other people that are going through your same challenges.

– Rami Darwish, Founder and CEO Arrow Labs

I still have questions!

Still have questions? No Problem! Please shoot me an email at

Ton Dobbe, Founder of Value Inspiration and author of The Remarkable Effect

My bio in numbers and how it will help you make a difference.

2 Words: Passion + Mystique (My Archetype: The Intrigue – if you’re familiar with Sally Hogshead’s How to Fascinate)

My rare ability to switch between taking an analytical view and connecting emotions will help you find the most effective method to persuade your audience.

3 Scores on the Game Changer Index 

Being a Game-Changer 9 (Creates the Future), Strategist 8 (Maps the Future), and Polisher 8 (Creates a Future to be Proud of) all help create clarity and momentum for you.

+30 Years of Experience in International B2B Software

With over 3 decades of experience in B2B software, I can help you avoid the pitfalls and rabbit holes I’ve made in the past across product strategy, segmentation, positioning, pricing, sales, globalization and even expansion through mergers & acquisitions.

+350 B2B Software Entrepreneurs I’ve Interviewed & Worked With

Take my insights gleaned from conversing and working with entrepreneurs like you to connect critical dots and spark many Aha! moments. I also connect you with the right peers to help you level up and take your business forward.

1 Typical Dutchman

Among many things, I’m here to help you remove your blind-spots. Being an outsider, I look at your business with fresh eyes, without emotion or complacency. Being Dutch I can, and will be, direct (just as a warning!). Together, we will challenge the status quo, turn over every stone, and ask the questions nobody internally ever dares to ask.

This is your last chance!

You’re running out of web page! Don’t waste another day moving one inch in every direction. Sign up for the Free From Funding Club now:




Don’t worry; there is absolutely no long-term obligation. You can cancel at any time.




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