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SaaS Strategy Playbook Series: Post Launch Part III (6/6)
SaaS Strategy Playbook Series: Post Launch Part III (6/6)

September 20, 2021

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SaaS Strategy Playbook Series: Post Launch Part III (6/6)

So we have reached the last blog of the SaaS Playbook Series and in this blog we will develop some understanding on other 3 aspects of “Post Launch”:

#Churn Management

# Partnership Ecosystem

#Geographical Expansion

 

#2. Churn Management

Key focus areas of churn management are:

  • Catch customers before they have chance to churn
  • Add customers to a direct communication channel
  • Intense Customer Success Program
  • Understand where and why customers quit
  • Customize your customer experience
  • Integrate business Intelligence
  • Segment and prioritize your customers
  • Email Automation basis team behavior
  • Regularly scheduled check-ins, phone calls and emails
  • Tigger based emails

Churn1

 

Churn2

#3. Partnership Ecosystem

Partnerships can amplify your sales but you need to provide value in return to your partners as well as customers

Referral Partnership

  • Generates and passes leads to your SaaS company in return of commission payments
  • Commissions are basis revenue form the customer
  • Shopify offers partners 20% commission on nay referred customer’s subscription fees

Strategic/ Technical Partnership

  • Involves co-working towards a common goal
  • Information sharing and technology integrations for benefits of both the parties
  • Slack’s partnership with ServiceNow and Google has helped Slack in expanding their offerings to include more enterprise customers and connecting their tool with products and services that their customers were already using

 

Sales/ Support Partnership

  • Partners recommend your products/ services to their customers wherever they find the requirement
  • Provides co-marketing resources, shared training and development resources and certifications
  • Marketo provides partners with access to a partner community, an ongoing series of monthly trainings webinars, joint sales and marketing materials.

 

 

#4. Geographical Expansion

  • To get started in new market, SaaS company just needs 5-10 prospects, a handful of customers and one good success story

MindTickle focused on 5-10 prospects in US. The founder sold first 50 deals himself, carefully nurtured and built relationships with customers and leveraged deeper market knowledge to make changes to the product to fit market needs

 

  • First set of customers in a new market provides various opportunities of co-creation

Zenoti worked with its first set of customers to build its product which helped them achieve faster Product-Market Fit. They built their early US base through research and creative account-based marketing

 

  • Preparing a product for a new geography is like building a new company

SaaS Companies including Zoho that expanded globally, focused on

Product modifications basis geographic needs, Realignment of Pre-sales & Post sales activities, Value Based Pricing

 

  • Keep your expansion costs always under check

Hands on execution by SaaS Founders has been witnessed for recovering investment in new market.

Land and Expand strategy is widely used in SaaS expansion where SaaS companies acquire customers and then grow these customers into large accounts.

Icertis focuses on Large Enterprises and expands through its Cross selling and Upselling

 

  • Building a product for an emerging market helps to validate and refine it, before the product is introduced to a more mature market

Druva built, tested and refined its product for India market first and had quite a few success stories to quote for expanding in US market 

 

Please find below the link of earlier blog in this series:

Product Development: https://community.nasscom.in/communities/productstartups/saas-strategy-playbook-series-product-development-14

Launch Preparation: https://community.nasscom.in/communities/productstartups/saas-strategy-playbook-series-launch-preparation-24

Product Launch: https://community.nasscom.in/communities/productstartups/saas-strategy-playbook-series-product-launch-34

Post Launch (Part I): https://community.nasscom.in/communities/productstartups/saas-strategy-playbook-series-post-launch-part-1-46

Post Launch (Part II): https://community.nasscom.in/communities/productstartups/saas-strategy-playbook-series-post-launch-part-ii-56


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