{"id":13531,"date":"2023-04-25T10:00:00","date_gmt":"2023-04-25T09:00:00","guid":{"rendered":"https:\/\/www.sage.com\/en-gb\/blog\/?p=13531"},"modified":"2026-01-16T14:10:18","modified_gmt":"2026-01-16T14:10:18","slug":"corporate-to-saas-future-startup-founders","status":"publish","type":"post","link":"https:\/\/www.sage.com\/en-gb\/blog\/corporate-to-saas-future-startup-founders\/","title":{"rendered":"Corporate to SaaS: How can future startup founders make the jump?"},"content":{"rendered":"<header class=\"entry-header has-dark-background-color entry-header--has-illustration entry-header--has-illustration--generic\">\n\t<div class=\"container\">\n\t\t<div class=\"entry-header__row row align-center\">\n\t\t\t<div class=\"col col-lg-7 col-xlg-6 entry-header__content\">\n\t\t\t\t\t\t\t<div class=\"component component-single-header\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"entry-header__misc text--subtitle text--uppercase text--small\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.sage.com\/en-gb\/blog\/category\/growth-customers\/\" class=\"entry-header__link\">Growth &amp; Customers<\/a>\t\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t<div class=\"entry-title-wrapper\">\n\t\t\t\t\t<h1 class=\"entry-title\">\n\t\t\t\t\t\tCorporate to SaaS: How can future startup founders make the jump?\t\t\t\t\t<\/h1>\n\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t<p class=\"entry-header__description\">\n\t\t\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n\t<div class=\"single-post-details container\">\n\t\t<div class=\"col\">\n\t\t\t<span class=\"posted-on \"><time class=\"entry-date published\" datetime=\"2023-04-25T10:00:00+01:00\">25 April, 2023<\/time><\/span><span class=\"reading-time\"> min read<\/span>\n\t\t<button\n\t\t\ttype=\"button\"\n\t\t\tclass=\"social-share-button button button--icon button--secondary js-social-share-button\"\n\t\t\tdata-share-title=\"Corporate to SaaS: How can future startup founders make the jump?\"\n\t\t\tdata-share-url=\"https:\/\/www.sage.com\/en-gb\/blog\/corporate-to-saas-future-startup-founders\/\"\n\t\t\tdata-share-text=\"Please read this interesting article\"\n\t\t>\n\t\t\t<span class=\"social-share-button__share-label\">Share<\/span>\n\t\t\t<span class=\"social-share-button__copy-label\" hidden>Copy Link<\/span>\n\t\t\t<span class=\"social-share-button__copy-tooltip\" aria-hidden=\"true\" hidden>Copied<\/span>\n\t\t<\/button>\n\n\t\t\t\t<\/div>\n\t<\/div>\n<\/header>\n\n\n\n<div class=\"wp-block-post-author\">\n\t\t\t<div class=\"co-authors\">\n\t\t\t\n\t\t<div class=\"entry-author-wrapper\">\n\t\t\t<a class=\"entry-author\" href=\"https:\/\/www.sage.com\/en-gb\/blog\/author\/asavinwattanajantra\/\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"40\" height=\"40\" src=\"https:\/\/www.sage.com\/en-gb\/blog\/wp-content\/uploads\/sites\/10\/2026\/03\/Asavin-350x350.jpg\" class=\"entry-author__image\" alt=\"Asavin\" srcset=\"https:\/\/www.sage.com\/en-gb\/blog\/wp-content\/uploads\/sites\/10\/2026\/03\/Asavin-350x350.jpg 350w, https:\/\/www.sage.com\/en-gb\/blog\/wp-content\/uploads\/sites\/10\/2026\/03\/Asavin-768x768.jpg 768w, https:\/\/www.sage.com\/en-gb\/blog\/wp-content\/uploads\/sites\/10\/2026\/03\/Asavin-810x810.jpg 810w, https:\/\/www.sage.com\/en-gb\/blog\/wp-content\/uploads\/sites\/10\/2026\/03\/Asavin.jpg 1000w\" sizes=\"auto, (max-width: 40px) 100vw, 40px\" \/>\t\t\t\t<span class=\"entry-author__name\">Asavin Wattanajantra<\/span>\n\t\t\t<\/a>\n\n\t\t\t\t\t<\/div>\n\n\t\t\t\t<\/div>\n\t\t<\/div>\n\n\n\n\n\n<p>Regular salary, pensions and great benefits. <\/p>\n\n\n\n<p>Why would dynamic business leaders leave the comfy surroundings of a big corporate company for the fast and furious challenge of working at a Software as a Service (SaaS) startup?<\/p>\n\n\n\n<p>What does it take for high-level executives to swap the corporate life with founding or joining a seed stage or early stage business. <\/p>\n\n\n\n<p>And if you do make the jump, what do you need to know?<\/p>\n\n\n\n<p>In this article, we feature insights from people who&#8217;ve been there and done it.<\/p>\n\n\n\n<p>Here&#8217;s what we cover:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#your\">Your startup idea could be a solution to a big problem<\/a><\/li>\n\n\n\n<li><a href=\"#if\">If the technology isn&#8217;t out there, maybe you should build it<\/a><\/li>\n\n\n\n<li><a href=\"#in\">In business, spreadsheets have limitations<\/a><\/li>\n\n\n\n<li><a href=\"#with\">With SaaS, you can start on a clean slate<\/a><\/li>\n\n\n\n<li><a href=\"#as\">As you grow, you may need to hire a CFO<\/a><\/li>\n\n\n\n<li><a href=\"#saas\">In a SaaS startup, don&#8217;t work harder, work smarter<\/a><\/li>\n<\/ul>\n\n\n\n<div class=\"single-cta\">\n\t<a\n\t\tclass=\"button button--primary gate-adbf67e7-f26f-4f58-a954-9e67147b2f85\"\n\t\trole=\"button\"\n\t\tdata-button-location=\"content_area\"\n\t\thref=\"#gate-adbf67e7-f26f-4f58-a954-9e67147b2f85\"\n\t>Download your free small business toolkit: a guide, business plan template and cash flow forecast template so you can manage your business effectively<\/a>\n<\/div>\n\n\n\n\n<h2 class=\"wp-block-heading\" id=\"your\">Your startup idea could be a solution to a big problem<\/h2>\n\n\n\n<p><a href=\"https:\/\/valutico.com\/\" rel=\"noopener noreferrer\">Valutico<\/a> was set up in 2014 and is a business that deals with valuations. That&#8217;s an important process in mergers and acquisitions where large corporates must work out the value of businesses they want to acquire or merge with.<\/p>\n\n\n\n<p>Valuations can be straightforward if the company in question is listed on the stock market. But for private companies, it can be a complex and ongoing analysis.<\/p>\n\n\n\n<p>Valutico has grown to a point where it now has around 60 staff, headquartered in Vienna and with subsidiaries in the UK and US. <\/p>\n\n\n\n<p>It has a product now in use in 26 countries, represented by team members and partners on five continents.<\/p>\n\n\n\n<p>Paul Resch is the founder and CEO of Valutico. <\/p>\n\n\n\n<p>Before that, he was an investment banker in mergers and acquisitions at Deutsche Bank, and he has an academic background in quantitative finance and economics.<\/p>\n\n\n\n<p>The spark that started his journey from corporate investment banker to the founder of a successful SaaS startup was his realisation that valuations in big businesses were inefficiently done.<\/p>\n\n\n\n<p>Paul says: &#8220;People usually do valuation analysis in spreadsheets. <\/p>\n\n\n\n<p>&#8220;They&#8217;ll digest all the information about a business and translate it, creating a forecast of its financial performance, incorporating everything about the company and its environment, such as its strategy and competitors.<\/p>\n\n\n\n<p>&#8220;You run it through different valuation models and try to come up with a coherent story. There&#8217;s a bit of storytelling, with narrative and the numbers pulled together.&#8221;<\/p>\n\n\n\n<p>&#8220;I did a lot of valuation work as an investment banker. It was one of those things which I thought was inefficient. It works, but I thought there was a better way to do it.&#8221;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"if\">If the technology isn&#8217;t out there, maybe you should build it<\/h2>\n\n\n\n<p>WCKDR RZR is a <a href=\"https:\/\/thestack.technology\/chuck-teixeiras-wckd-rzr-one-to-watch\/\" rel=\"noopener noreferrer\">financial startup earlier on its journey<\/a>, developing technology that looks to automate global data governance compliance using machine learning. In 2022, WCKDR RZR secured $1.2m (\u00a31m) of funding from angel investors.<\/p>\n\n\n\n<p>WCKD RZR&#8217;s founder is Chuck Teixeira, another person who moved from a big corporate machine to the SaaS startup world. He was previously chief administrative officer at HSBC.<\/p>\n\n\n\n<p>Chuck was looking for tools in the market that could help automate the painstaking process of collecting 10 PB of data from 1.6 million clients across 65 different jurisdictions. <\/p>\n\n\n\n<p>Ultimately, his team pulled together information into an on-premise Hadoop environment.<\/p>\n\n\n\n<p>He says: &#8220;Jonathan Farina [chief technology officer at WCKDR RZR] and I are known for building the world&#8217;s largest wholesale banking and big data environment\u2014part of a migration to Google Cloud.&#8221;<\/p>\n\n\n\n<p>The search for a solution was where the idea for WCKD RZR came from. <\/p>\n\n\n\n<p>Chuck says: &#8220;John and I were frustrated with the time we took trying all the tools in the market and spending incredible amounts of money trying to build a big data environment.&#8221;<\/p>\n\n\n\n<p>Chuck&#8217;s problem was that with big monolithic data storage solutions, you could never get all the data you want in there. And even if you can, you can&#8217;t use it because the data isn&#8217;t labelled or subject to myriad rules.<\/p>\n\n\n\n<p>Chuck says of WCKD RZR: &#8220;We took a step back, almost starting from a white piece of paper. <\/p>\n\n\n\n<p>&#8220;First, we said that all people want is to use their data and not spend huge amounts of money transforming their systems. <\/p>\n\n\n\n<p>&#8220;And secondly, we fundamentally didn&#8217;t believe that people should pay money to use their data.<\/p>\n\n\n\n<p>&#8220;So, we created software that allows you to connect to data wherever it is and whatever type of database you&#8217;re using.&#8221;<\/p>\n\n\n\n<p>This led to WCKD RZR creating its first product, Data Watchdog. <\/p>\n\n\n\n<p>It&#8217;s data enablement software that sits between an organisation&#8217;s databases and catalogues the data in them through machine learning. <\/p>\n\n\n\n<p>It allows users to find, govern and access data while remaining compliant over different jurisdictions.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"in\">In business, spreadsheets have limitations<\/h2>\n\n\n\n<p>Paul Resch of Valutico says he loves Excel and financial modelling but realises that with spreadsheets, you very quickly run into <a href=\"https:\/\/www.sage.com\/en-gb\/blog\/speed-up-business-processes\/\" rel=\"noopener noreferrer\">limitations<\/a>. <\/p>\n\n\n\n<p>They can be tedious and slow, and you have issues with fragmented data sources such as PDFs, CSV files and information from SQL databases.<\/p>\n\n\n\n<p>He adds: &#8220;Of course, spreadsheets are very prone to human errors. <\/p>\n\n\n\n<p>&#8220;There are many stories of financial models where people introduce mistakes on huge transactions, which means you could do mergers and acquisitions based on false assumptions because of these mistakes.&#8221;<\/p>\n\n\n\n<p>There&#8217;s where Valutico comes in, a tech-enabled platform that looks to automate and simplify valuation processes to enhance the analysis and operations of its corporate clients. <\/p>\n\n\n\n<p>It already has a range of clients, from tax auditing accounting advisory services to financial investors.<\/p>\n\n\n\n<p>Spreadsheets aren&#8217;t going anywhere, but it&#8217;s worth searching out better ways to do things for many business applications.<\/p>\n\n\n\n<p>Paul says: &#8220;My favourite example is with CRM [customer relationship management] tools around 25 years ago. People used spreadsheets to keep track of their client data. <\/p>\n\n\n\n<p>&#8220;Then Salesforce came along and showed that CRM isn&#8217;t just about storing data on clients but managing the workflows of sales processes right.<\/p>\n\n\n\n<p>&#8220;With Valutico, we wanted to do something similar\u2014to build a standardised tool that connects to all the databases and financial models you have.&#8221;<\/p>\n\n\n\n<div class=\"single-cta\">\n\t<a\n\t\tclass=\"button button--primary gate-adbf67e7-f26f-4f58-a954-9e67147b2f85\"\n\t\trole=\"button\"\n\t\tdata-button-location=\"content_area\"\n\t\thref=\"#gate-adbf67e7-f26f-4f58-a954-9e67147b2f85\"\n\t>Download your free small business toolkit: a guide, business plan template and cash flow forecast template so you can manage your business effectively<\/a>\n<\/div>\n\n\n\n\n<h2 class=\"wp-block-heading\" id=\"with\">With SaaS, you can start on a clean slate<\/h2>\n\n\n\n<p>A big business may have a sophisticated and complex technology stack. It might even have legacy technology that existed for a long time and will have gates, standards and requirements with multiple sign-offs needed to get anything done.<\/p>\n\n\n\n<p>Jonathan Farina, CTO of WCKD RZR, says that control is there for a reason, and it&#8217;s very important, but it doesn&#8217;t allow you to innovate very quickly. <\/p>\n\n\n\n<p>Yes, you can innovate, and there might be channels there to do so, but you&#8217;ll do it in a very structured way.<\/p>\n\n\n\n<p>&#8220;It&#8217;s a different world with a startup,&#8221; Jonathan explains. &#8220;I thought I understood this until I got on the ground, and you find you have absolutely nothing. Remember, you&#8217;ve just come from a lovely warm, cosy environment where everything is provided in some manner.<\/p>\n\n\n\n<p>&#8220;With a startup, you must build the tools from zero, which seems incredibly daunting. But it&#8217;s a huge opportunity because you can learn from your mistakes.<\/p>\n\n\n\n<p>&#8220;We like to think that we&#8217;ve built cutting-edge technology very quickly because we had the freedom to innovate.<\/p>\n\n\n\n<p>&#8220;In any large corporate, you have a very defined role. In a startup, you don&#8217;t.<\/p>\n\n\n\n<p>&#8220;You know you will write code, work on presentations, pitch to clients, etc. That is a challenge. It&#8217;s great fun, and every day is different.&#8221;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"as\">As you grow, you may need to hire a CFO<\/h2>\n\n\n\n<p>Valutico&#8217;s Paul Resch says of financing: &#8220;We bootstrapped most of the time and managed to grow to a team of 60 people. We got investment from friends and family and research and development grants. Austria&#8217;s landscape is very good.<\/p>\n\n\n\n<p>&#8220;We signed a term sheet three weeks ago for our first real financing round, and we&#8217;re going through due diligence on that.&#8221;<\/p>\n\n\n\n<p>Paul has acted as the CFO with a small finance team, but with <a href=\"https:\/\/www.sage.com\/en-gb\/blog\/sound-advice-fund-your-startup-louise-doherty\/\" rel=\"noopener noreferrer\">financing and funding<\/a>, the growing startup needs to deal with increasing collection and billing complexity. <\/p>\n\n\n\n<p>Valutico&#8217;s business is subscription-based, which comes with its unique challenges, although a lot of the financial work is automated.<\/p>\n\n\n\n<p>Paul explains: &#8220;For legacy reasons, we built our financials on Google Sheet technologies. We developed sophisticated reporting tools that import data from other sources\u2014one holding company and three international subsidiaries.<\/p>\n\n\n\n<p>&#8220;Now we are considering moving to a proper accounting or ERP [enterprise resource planning] solution. We don&#8217;t want to wait too long as we have a lot of analysis work as a data-driven company, with a lot of work around cohort and churn analysis.&#8221;<\/p>\n\n\n\n<p>Valutico is looking to hire a full-time <a href=\"https:\/\/www.sage.com\/en-gb\/blog\/saas-cfos-financial-predictions\/\" rel=\"noopener noreferrer\">SaaS CFO<\/a>. Paul is looking for a professional with experience in building a team, understanding what&#8217;s involved in Valutico&#8217;s valuation business model and the next growth stage. They must understand SaaS metrics and contribute to the product roadmap and strategy.<\/p>\n\n\n\n<p>Paul says: &#8220;Our new CFO should contribute to other areas in the company\u2014specifically product development and training employees on valuation techniques. <\/p>\n\n\n\n<p>&#8220;We&#8217;re also building a professional services team here in-house, so I would also expect our CFO to contribute to that.<\/p>\n\n\n\n<p>&#8220;They can help with marketing. For example, we need people who can write valuation-specific white papers, and I think our CFO should contribute.&#8221;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"saas\">In a SaaS startup, don&#8217;t work harder, work smarter<\/h2>\n\n\n\n<p>Although startup founders can often talk of burning the midnight oil, Paul Resch says he worked a lot more when he was an investment banker.<\/p>\n\n\n\n<p>He says: &#8220;I worked a lot more when I was in banking. I still work a lot, but now I think I work smarter. I don&#8217;t do shifts until 4am anymore.<\/p>\n\n\n\n<p>&#8220;We do have crunch times. Now and then, with important projects, all hands are on deck. But I don&#8217;t expect people to be in the office at midnight every day to show their faces. I think that&#8217;s silly. I think that&#8217;s something that the investment banking world has too much of.<\/p>\n\n\n\n<p>&#8220;I think that needs a cultural change. Work smarter and more efficiently.<\/p>\n\n\n\n<p>&#8220;It doesn&#8217;t always feel like work if it&#8217;s fun and we have a great team. I think we have a great company culture, and so at least to me, it doesn&#8217;t feel like work.&#8221;<\/p>\n\n\n\n\n\n\n<div class=\"single-cta gated-content\">\n\t<div class=\"single-cta__positioner\">\n\t\t<div class=\"single-cta__wrapper has-dark-background-color\">\n\t\t\t<div class=\"single-cta__content\">\n\t\t\t\t\t\t\t\t<h2 class=\"single-cta__title h3\">Small business toolkit<\/h2>\n\n\t\t\t\t\t\t\t\t\t<div class=\"single-cta__description\">\n\t\t\t\t\t\t<p>Get your free guide, business plan template and cash flow forecast template to help you manage your business and achieve your goals.<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\thref=\"#gate-adbf67e7-f26f-4f58-a954-9e67147b2f85\"\n\t\t\t\t\t\tclass=\"single-cta__button button button--primary\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t>Download your free toolkit<\/a>\n\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t<div class=\"single-cta__downloads\">\n\t\t\t\t\t\n\t\t\t\t\t4,088 readers have downloaded this guide\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<img decoding=\"async\" width=\"1440\" height=\"810\" src=\"https:\/\/www.sage.com\/en-gb\/blog\/wp-content\/uploads\/sites\/10\/2022\/04\/GettyImages-1282134863-1440x810.jpg\" class=\"single-cta__image\" alt=\"Man working on laptop at desk and looking at business priorities\" loading=\"lazy\" srcset=\"https:\/\/www.sage.com\/en-gb\/blog\/wp-content\/uploads\/sites\/10\/2022\/04\/GettyImages-1282134863-1440x810.jpg 1440w\" sizes=\"auto, (min-width: 48em) 33vw, 100vw\" \/>\t\t\t<\/div>\n<\/div>\n\n\n<div class=\"single-cta\">\n\t<div class=\"single-cta__positioner\">\n\t\t<div class=\"single-cta__wrapper has-dark-background-color\">\n\t\t\t<div class=\"single-cta__content\">\n\t\t\t\t\t\t\t\t<h2 class=\"single-cta__title h3\">Subscribe to the Sage Advice newsletter<\/h2>\n\n\t\t\t\t\t\t\t\t\t<div class=\"single-cta__description\">\n\t\t\t\t\t\t<p>Join more than 500,000 UK readers and get the best business admin strategies and tactics, as well as actionable advice to help your company thrive, in your inbox every month.<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\thref=\"#gate-b1a63862-3fa0-4a5e-bb67-c76b88bbc6b8\"\n\t\t\t\t\t\tclass=\"single-cta__button button button--primary\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t>Subscribe now<\/a>\n\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<img decoding=\"async\" width=\"1440\" height=\"810\" src=\"https:\/\/www.sage.com\/en-gb\/blog\/wp-content\/uploads\/sites\/10\/2022\/04\/GettyImages-1073797282-1-1440x810.jpg\" class=\"single-cta__image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/www.sage.com\/en-gb\/blog\/wp-content\/uploads\/sites\/10\/2022\/04\/GettyImages-1073797282-1-1440x810.jpg 1440w\" sizes=\"auto, (min-width: 48em) 33vw, 100vw\" \/>\t\t\t<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>What&#8217;s it like moving from working as a high-level executive at a corporate to founding a SaaS startup? Two founders share their stories.<\/p>\n","protected":false},"author":356,"featured_media":11552,"menu_order":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_sage_video":false,"post_featured_image_hide":false,"footnotes":""},"categories":[8],"tags":[15,12,159,125],"business_type":[4,3],"lilypad":[],"context":[],"industry":[],"persona":[71,73,74,75],"imagine_tag":[96,335,109],"coauthors":[351],"class_list":["post-13531","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-growth-customers","tag-grow-business","tag-start-business","tag-midsized-business","tag-workplace-technology","business_type-small-business","business_type-medium-sized-business"],"sage_meta":{"region":"en-gb","author_name":"Asavin Wattanajantra","featured_image":"https:\/\/www.sage.com\/en-gb\/blog\/wp-content\/uploads\/sites\/10\/2022\/04\/GettyImages-1332414620.jpg","imagine_tags":{"96":"Medium businesses","335":"SaaS &amp; Software","109":"Small business"}},"distributor_meta":false,"distributor_terms":false,"distributor_media":false,"distributor_original_site_name":"Sage Advice UK","distributor_original_site_url":"https:\/\/www.sage.com\/en-gb\/blog","push-errors":false,"_links":{"self":[{"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/posts\/13531","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/users\/356"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/comments?post=13531"}],"version-history":[{"count":0,"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/posts\/13531\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/media\/11552"}],"wp:attachment":[{"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/media?parent=13531"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/categories?post=13531"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/tags?post=13531"},{"taxonomy":"business_type","embeddable":true,"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/business_type?post=13531"},{"taxonomy":"lilypad","embeddable":true,"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/lilypad?post=13531"},{"taxonomy":"context","embeddable":true,"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/context?post=13531"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/industry?post=13531"},{"taxonomy":"persona","embeddable":true,"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/persona?post=13531"},{"taxonomy":"imagine_tag","embeddable":true,"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/imagine_tag?post=13531"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.sage.com\/en-gb\/blog\/api\/wp\/v2\/coauthors?post=13531"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}