Deal: How Big Audience Machine’s 4.1m SEK Funding Is Empowering Small Marketing Teams with AI—and What SaaS Founders Can Learn

Scalex Deal Briefing: Big Audience Machine Secures 4.05M SEK in Pre-Seed Funding

As an entrepreneur and advisor with over 30 years of experience in corporate finance, private equity, and venture capital across London and the Nordics, I’m passionate about helping SaaS companies unlock their full potential. Through Scalex Growth Partners, we specialise in supporting SaaS, AI, and tech companies in scaling, securing investment, and maximising their valuation.

1. Overview

Deal Name: Big Audience Machine Pre-Seed Funding

Date Announced: December 5, 2024

Industry/Vertical: AI Software, SaaS, Marketing Tech

Deal Type: Pre-Seed Funding

Key Stakeholders:

• Lead Investors: Antler Dagg AI
• Participants: Co-Made, founders from Acast, Massive Entertainment, and ftrack
• Deal Value: 4.05M SEK

2. Company Profile

Name: Big Audience Machine (BAM)

Founded: 2024

Headquarters: Stockholm, Sweden

Description: BAM develops AI-powered content creation tools aimed at small marketing teams, using proprietary “Playbook” technology to tailor content to brand voice, audience, and objectives.

Key Metrics:

• Revenue Status: Pre-revenue (no disclosed revenue as of the funding round)
• Launch Timeline: Full rollout expected by Spring 2025
• Initial Customers: Select pilot users currently testing the platform
• USP: AI-powered “Playbook” system to align content creation with brand identity

3. Deal Context

This is a pre-seed funding round, indicating that BAM is still in the early stages of development. The funding is aimed at accelerating product development and expanding the platform's AI capabilities. At this stage, the company has no disclosed revenue, which aligns with its focus on building and refining its technology before market rollout.

Strategic Drivers:

• Accelerating the development of AI-powered content marketing capabilities
• Expanding market presence among small and medium-sized businesses (SMBs)

Key Features of the Deal:

• Backed by high-profile investors with a mix of expertise in SaaS and media technology
• Focused on solving SMB marketing inefficiencies with scalable AI solutions

Impact on the Sector:

• Strengthens the Martech sector’s move toward AI-assisted creativity
• Sets a precedent for how small teams can compete with larger marketing budgets

4. Financial Analysis

Pre-Money Valuation: 11.78M SEK Post-Money Valuation: 15.83M SEK Investment Size: 4.05M SEK

Since BAM is a pre-revenue company, the valuation is primarily based on the strength of its founding team, technology, and the size of the market opportunity.

Valuation Observations:

• The valuation appears reasonable for a pre-seed Nordic AI SaaS startup targeting a scalable and fast-growing niche like marketing tech.
• Investors are likely betting on BAM’s proprietary "Playbook" technology and the increasing demand for AI-driven content creation solutions.

5. Market Context

Trends:

• Growing adoption of AI in content marketing, particularly for SMBs
• Increasing demand for tools that align content creation with branding and ROI goals

Competitors:

• Writesonic, Jasper AI (targeting broader audiences)
• Scalenut, Surfer AI (niche marketing tools)

Challenges:

• Differentiating AI tools in an increasingly crowded Martech market
• Ensuring content aligns with complex branding requirements

6. Scalex Perspective

At Scalex, we monitor deals like this to stay ahead of innovation in SaaS and AI markets. These insights enable us to support Nordic founders in identifying growth opportunities and navigating the scaling process.

Insights for Customers:

• Highlights the transformative potential of AI for SMB marketing operations
• Demonstrates the value of focusing on niche markets and targeted innovation

Opportunities to Explore:

• Leveraging AI for personalisation and efficiency in marketing campaigns
• Expanding collaborations with strategic investors to scale operations

7. Notable Quotes

Adam Chrigstr?m Founder of Big Audience Machine: “We believe every small team should have the tools to create content that matches the quality of large-scale campaigns. With this funding, we’re one step closer to making this vision a reality.”

Johan Billgren Acast Co-founder and Investor: “BAM’s Playbook technology is a game-changer for SMBs that struggle to produce high-quality content. It’s about levelling the playing field for small teams with big ambitions.”

Please feel free to reach out to us

Are you a SaaS founder looking to scale up, raise funds, or plan for an exit? At Scalex Growth Partners, we specialise in helping Nordic software companies in the 10M SEK to 50M SEK range achieve their growth ambitions.

Our tailored services include:

• Valuation Services: Gain clarity on your company’s worth and key value drivers.
• M&A Advisory: Expert guidance for fundraising rounds or planning your next big exit.
• LEAN Board Methodology: A specialised framework for software companies to drive strategic focus and effective governance.
• Strategic Scale Planning: Actionable, data-driven strategies to help you scale smarter.

With deep expertise in SaaS and tech, we’re here to support your growth journey. Contact us today to discover how we can help unlock your company’s full potential.