Jan Heybroek, the founder and CEO of MDoutlook, is the moderator of EO Atlanta’s Forum Confidential programme. Jan contributed this article with help from Rhonda Suttle, EO Atlanta executive director, and Thamara Ataide, EO Atlanta marketing manager.

The Entrepreneurs’ Organization (EO) exists to help entrepreneurs achieve their full potential. One way the organization does this is by facilitating deep, honest and respectful conversations that lead to growth and breakthroughs.

EO Atlanta’s new EO Forum Confidential sessions are a great example. Led by Jan Heybroek, the closed, coached conversations facilitate shared experiences around one presenter’s specific business challenge in a deep-dive presentation format.

Business challenge: Scaling a SaaS business

In a recent Forum Confidential session, EO Accelerator member “Dan” (not his real name) presented his business challenge to a group of experienced entrepreneurs in search of helpful, real-world tips and best practices.

Dan’s professional IT services consultancy developed a SaaS product and now wants to grow and scale the product—but has little experience in marketing or selling SaaS products. Dan’s ultimate goal is to scale the business for a lucrative exit in about five years.

During the Forum Confidential session, EO members with expertise in the SaaS space and other digital markets shared their experience to help Dan grow and scale.