6 - The Exit Playbook: Johan Hoernell’s Secrets to Scaling and Selling

5 to 50: Financial Strategies for Growing Companies

What if you could learn from someone who successfully scaled and sold a SaaS company in Europe before launching their next venture?

In this episode of 5 to 50: Financial Strategies for Growing Companies, host Jeff Rudner sits down with Johan Hoernell, CEO and co-founder of Reveal Automation. Johan shares his journey from McKinsey consultant to successful SaaS entrepreneur, offering practical insights on scaling businesses, building transparent financial systems, and preparing for successful exits. He explains why empowering teams through context, rather than control, is vital for sustainable growth. Whether you're growing your first startup or leading a growth-stage SaaS company, Johan’s strategies around operational excellence, financial leadership, and entrepreneurial resilience provide invaluable lessons for building and exiting technology ventures.

What you will learn:

• Why transparent financial metrics and company-wide KPI visibility drive better results
• The "Context Over Control" leadership principle for empowering teams
• How to build effective finance operations from bookkeeper to CFO
• Why pre-acquisition preparation and financial hygiene are crucial for a smooth exit
• The strategic framework for bootstrapping a new venture
• How to identify the right moment to exit a business
• The importance of focusing on core competencies and outsourcing critical functions
  

Johan Hoernell is the CEO and Co-founder of Reveal Automation, specializing in the automation and enablement of enterprise digital tools. With a distinguished background including strategic consulting at McKinsey and successfully scaling Time Edit to acquisition, Johan brings deep expertise in technology optimization and business transformation. His entrepreneurial journey spans from early programming interests to executive leadership, where he successfully led Time Edit's expansion from a Nordic-focused company to a broader market presence.

Episode Resources:

• Johan Hoernell on LinkedIn
• Reveal Automation on LinkedIn
• Jeff Rudner on LinkedIn
• Proseer Website
• Book a Consultation Contact Us
• Download Our eBook Transforming Accounting Solutions

Previous guests include: Sabrina Valle and Jessica Quon, co-founders of the Jam Stand and Mighty Picnic, Tom Hunt, Founder and CEO of Fame, Kenny Dettman, Founder and CEO of TaxNow, Rick Zullo, founder and managing partner of Equal Ventures, Adam Schwartz, founder and CEO of Parable and former co-founder of TeePublic.
Check out our three most downloaded episodes:

• Scaling Smarter: Adam Schwartz on Data, AI, and Entrepreneurial Growth
  
• The Exit Playbook: Johan Hoernell’s Secrets to Scaling and Selling

• Pivot & Prosper: Scaling a CPG Brand the Smart Way with Sabrina Valle and Jessica Quon