2 days ago
ThinkGo launches to guide New Zealand SaaS startups to scale
Auckland-based SaaS startup ThinkGo has been launched to provide growth diagnostic tools tailored for early-stage software companies in New Zealand.
ThinkGo is the brainchild of Devin Deen, a former US Marine and Silicon Valley executive who has now settled in New Zealand. Drawing on his international experience, Deen aims to address what he describes as "the messy middle" – the stage in a startup's journey that occurs after product launch but before substantial traction has been achieved.
Reflecting on the typical path of early-stage SaaS companies, Deen commented on the challenges faced by founders as they navigate this uncertain period. "It's not the product that kills momentum, often it's the chaos around it," says Deen. "ThinkGo is about helping founders focus on what matters, when it matters."
ThinkGo offers a practical system to shift founders from confusion to clarity. Deen explained, "It's that point where you've launched something, you've got a few customers, and now the real work begins. Suddenly, you need structure but not too much. You need strategy but not a 60-page slide deck. That's where most founders get stuck."
The toolset leverages established frameworks from organisations such as Strategyzer, The Chasm Group, and Lean Startup. "There are plenty of smart models out there," says Deen. "The trick is making them usable by real people, under real pressure."
From military to SaaS
Deen's background includes graduating from the US Naval Academy and serving as a communications officer in the US Marine Corps. He credits his military experience with instilling discipline and a systems-based approach, which has proven relevant in the unpredictable world of startup growth.
After leaving the military, Deen entered the technology sector, joining a SaaS startup in San Jose during the dot-com boom. Reflecting on this period, he said, "I've been around technology pretty much my whole life – though more on the application of technology side. At that startup, I led the customer success team, onboarding new clients, and that's when I really saw how critical customer experience is - especially with early adopters."
This insight has become foundational to ThinkGo's development philosophy. "The product's one side, but it's the stuff around it that really counts and helps you attract and retain customers. Marketing, sales, pricing, customer care. And more than that, it starts with people and culture."
Bringing global experience to New Zealand
After relocating to New Zealand, Deen became active in the country's tech ecosystem, supporting the growth of several consultancies and software companies. Notably, he assisted in the international expansion of which saw its headquarters move to Austin, Texas. He also played a role in the sale of a local tech firm to an Australian company, which was subsequently absorbed by a multinational. "We had about 170 people in our New Zealand business, around 30 of those were in my team. The Aussie acquisition made sense strategically - both companies had similar growth ambitions and cultures. But when our still-forming company was absorbed by the multinational, these were so different it dampened the fire of growth."
This experience reinforced Deen's belief in the importance of structure and culture as growth drivers, principles which are now embedded into ThinkGo's approach.
Advice for startup founders
With a career spanning over 25 years in startups, SaaS, and consulting, Deen encourages founders to focus on clarity over complexity. "Start with product-market fit, then move to go-to-market fit," he says. "That progression is where the real traction happens."
He also advises caution against premature optimisation and overengineering. "Especially in software. Your early adopters are giving you the clearest signals. You've got to build with them, listen to them, and iterate fast."
Deen highlighted the necessity of reviews and changes as startups scale. "Tools that help get from zero to USD $1 million in revenue, he notes, don't always take you to USD $30 million. When you feel the speed wobbles in your tools, replace them," he says. "But up to that point, my goal is to help founders get there with more confidence and less chaos."
The future for ThinkGo
ThinkGo represents the culmination of Deen's global experience in startups and his systems-based approach to business growth. With New Zealand's technology sector undergoing continual development, he intends for ThinkGo to assist local founders in scaling their companies whilst maintaining clarity and cultural cohesion.
