From Consulting to Crisp: What Atheon’s Journey Tells Us About SaaS, Supply Chains and Smart Scaling
Fireside with Founders, hosted by Rupert McSheehy and brought to you by RMG Digital, offers a front-row seat to the journeys behind some of the most forward-thinking founders in tech. In this episode, we hear from Guy Cuthbert, founder of Atheon Analytics, who reflects on his 20-year journey from a one-man consulting business to a fully-fledged SaaS platform – one that was recently acquired by U.S.-based Crisp.
Beneath the story of exit and evolution is a more valuable narrative – one about data, agility, and the power of staying relentlessly focused on solving customer problems. Here’s what others in tech, retail, and SaaS can take away from Atheon’s story.
Key Industry Takeaways
1. Data Visualisation Isn’t a Bonus – It’s a Backbone
Guy’s pivot into “visual analytics” wasn’t based on trend-watching – it came from discovering a data tool that bridged his analytical mindset with his creative instincts. This tool didn’t just crunch numbers – it showed patterns, insights and connections in a way users could grasp immediately.
What this means: Visualisation isn’t an add-on – it’s foundational for decision-making. Especially in areas like retail and supply chain, where real-time insights can mean the difference between availability and waste.
According to McKinsey, businesses that use supply chain analytics effectively can reduce logistics costs by 15% and inventory levels by over a third.
2. Real Product-Market Fit Comes from Repetition, Not Theory
Atheon didn’t set out to build a product. In fact, its now-flagship platform Skutrak emerged organically from repeated consulting projects, helping suppliers make sense of supermarket data. The more they solved the same problem, the clearer the opportunity became.
Take note: Many successful products don’t start with a formal MVP. They start with a recurring customer pain point and a solution that keeps proving itself.
3. Bootstrapping Builds Deep Expertise
Instead of chasing early funding, Atheon used consulting revenue to fund product development. This forced the team to stay close to the customer and build with precision. It also helped them avoid building the wrong thing too early.
Why it matters: In a market where VC funding is harder to secure, bootstrapped growth is having a resurgence – and with good reason. It's leaner, more focused, and often produces better software.
4. Scaling Isn’t Just About Headcount
Like many businesses that saw growth during the pandemic, Atheon began hiring rapidly. But the team soon discovered that more people didn’t mean more output – in fact, productivity dipped as coordination costs rose.
Hard truth: Scaling isn’t just about size. Without clarity and structure, adding people can slow you down. Sometimes, the bravest move is to stop, restructure, and rebuild – even if that means difficult decisions.
5. You Don’t Need to Be Right – Just Decisive
A recurring theme in the conversation was the importance of making decisions quickly. As Guy puts it, “It’s better to be certain than to be right.” Most business decisions can be revisited. The real danger is inertia.
Why it matters: In fast-moving industries, hesitation can be costlier than getting it slightly wrong. Make a call, gather feedback, and adjust. That’s how momentum builds.
The Bigger Picture: Optimising the Grocery Supply Chain
Skutrak’s mission was simple but ambitious: get the right product, to the right place, at the right time. This wasn’t just about margin or availability – it was about reducing food waste, a significant issue in UK retail.
For context: The UK wastes 9.5 million tonnes of food each year. Much of that is due to mismatched demand and poor shelf-level forecasting. Atheon helped suppliers, from small independents to global brands, navigate supermarket data and make better decisions.
One of their early clients, a small pet food supplier, became a category leader at Sainsbury’s by using insights to optimise shelf placement and stock levels. It wasn’t flashy, but it was incredibly effective.
Building with Purpose, Not Just Product
For all the growth, pivots and pressure, Atheon’s core mission never really changed. It was about creating something useful – something that helped people do their jobs better and reduced waste in the process. That mission was carried through every iteration of the business and every tough decision made along the way.
The acquisition by Crisp marks the start of a new chapter – but the values remain. As Guy moves into a new role as General Manager, the vision is clear: continue solving meaningful problems in the grocery supply chain, but now with more reach, more resources, and a renewed sense of energy.
Final Thought
If you’re working in SaaS, retail analytics, or product development, Atheon’s journey is a reminder that success doesn’t come from following trends – it comes from sticking close to your customers, building with intention, and making the hard calls when it counts.
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