Scaling Showpad to $100M: Pieterjan Bouten’s Founder Journey

Jan de Vries · 2026-05-14

In a recent episode of the EU-Startups Podcast, we sat down with Pieterjan Bouten, Founding and Managing Partner at Entourage. He walked us through his journey from co-founding In the Pocket and scaling Showpad to $100 million ARR, to now building and funding the next generation of B2B SaaS companies through Entourage Studio and Entourage Capital. Pieterjan also shared insights on his role as an Entrepreneur in Residence at the Vlerick Entrepreneurship Academy and the vision behind Wintercircus, a hub for entrepreneurs, researchers, and digital creatives. He dove into the challenges and triumphs of scaling a global SaaS company, the evolution of his perspective as both an operator and investor, and how Entourage is redefining early-stage support for European founders. He also discussed the future of AI in B2B SaaS, the role of communities like Wintercircus, and what it takes for founders to stand out in today’s competitive landscape. ### The Early Days: From Zero to $100M ARR Pieterjan didn’t start out as a typical founder. His early influences came from a mix of curiosity and a desire to solve real problems. He co-founded In the Pocket, a digital agency that taught him the ropes of building products and teams. But the big leap came with Showpad, a B2B SaaS platform that went from zero to $100 million in annual recurring revenue (ARR) and over 500 employees worldwide. What made Showpad work? Pieterjan credits a relentless focus on customer needs and a willingness to pivot when things weren’t clicking. He learned that scaling isn’t just about adding headcount; it’s about building a culture that can handle rapid growth without losing its soul. For U.S. founders eyeing European markets, his advice is simple: localize your approach. What works in Silicon Valley won’t always fly in Brussels or Berlin. ### The Operator-Turned-Investor Shift After selling Showpad, Pieterjan moved to the other side of the table. He’s now both a venture studio builder and a VC fund manager at Entourage. This dual role gives him a unique perspective. As a CEO, he felt the pressure of every dollar spent. As an investor, he sees the same pressures from a distance. “The shift changes how you evaluate risk,” he says. “You start asking different questions.” His key takeaway for founders? Don’t just pitch your product. Show you understand your unit economics. In today’s cautious capital environment, investors want to see a clear path to profitability, not just growth at any cost. ### Why Entourage Combines a Studio and Fund Entourage isn’t your typical VC. It’s a venture studio that builds companies from scratch, paired with a fund that backs external startups. Pieterjan explains the rationale: “A studio lets us embed ourselves in the company’s DNA. A fund gives us the flexibility to invest in great teams we didn’t create.” This hybrid model is rare in Europe, where most VCs are sector-specific or stage-focused. Entourage fills a gap by offering hands-on support for early-stage B2B SaaS founders. For U.S. investors looking at European deals, this approach signals a deeper commitment to operational excellence. ### The Role of Communities Like Wintercircus Wintercircus is more than a co-working space. It’s a community hub in Ghent, Belgium, designed for entrepreneurs, researchers, and digital creatives. Pieterjan sees it as a catalyst for collaboration. “When you put smart people in a room and give them freedom, magic happens,” he says. Key benefits of communities like Wintercircus: - Knowledge sharing across industries - Serendipitous connections that lead to new ventures - A support network for founders facing tough decisions For U.S. founders, this European emphasis on community might feel foreign. But Pieterjan argues it’s a strength. “In Europe, we’re more collaborative. That’s how we compete with the scale of U.S. markets.” ### The Future of AI in B2B SaaS Pieterjan is bullish on AI, but not in a hype-driven way. He sees it as a tool to automate repetitive tasks and free up founders to focus on strategy. “AI won’t replace your sales team tomorrow,” he says. “But it will make them faster and more efficient.” For B2B SaaS companies, the opportunity lies in vertical AI applications—tools tailored to specific industries like healthcare or logistics. European startups have an edge here because they’re closer to niche markets. U.S. companies should watch this space, as cross-Atlantic partnerships could accelerate innovation. This episode of the EU-Startups Podcast is brought to you by [Vanta](https://www.vanta.com) (nofollow). The trust management platform helps more than 12,000 companies, including Nando’s, Allica Bank, and Granola, start and scale their security programs while building trust with buyers. It saves security teams time and improves program visibility by automating over 35 compliance frameworks, such as SOC 2 and ISO 27001, as well as GRC workflows like risk management.