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1
Frameworks Governing SaaS Models
from Dilek DAYINLARLI
2
Big shifts are happening in
#SaaS
3
It has never been cheaper
to build a SaaS company.
SHIFT #1
4
• Facebook: 171% increase in
cost per thousand impressions,
or CPM
• Twitter: 20% increase in CPM
• LinkedIn: 44% increase in CPM
TO BE CONSIDERED
However,
because of this
low barrier to
entry, there’s
no shortage of
competition
5
The buying decision is made before
the customer comes to the vendor
SHIFT #2
6
Product experiences have
become an essential part
of the buying process
SHIFT #3
7
MAIN CHALLENGES OF
How do we look at
scaling?
SCALEX VENTURES VIEW
Growth phases of scaling
Search for Product/Market Fit
Search for Repeatable &
Scalable
& Profitable Growth Model
Scaling the Business
8
9
SaaS products:
• 5% conversion rate from free-to-
paid
• 3X CPA to LTV ratio
• <2% monthly churn rate
• Clear path to $100k MRR
• My favorite J >10% MoM growth
SCALEX VIEW
What Product-
Market fit
looks like?
10
BASICS OF SCALING
Phases of Scaling: Search for Product/Market Fit
Search for
Product/Market Fit
11
MAIN CHALLENGES OF
Types of SaaS
12
IMPORTANT CONSIDERATION
Types of SaaS Companies
SOLD BOUGHT
13
IMPORTANT CONSIDERATION
Types of SaaS Companies
Sales-Led Product-Led
Customer acquisition led
primarily by sales teams.
Features & usage are
primary drivers for customer
acquisition, retention, and
expansion.
“All the old-school laborious and high-cost selling steps
were no longer necessary. We had entered the new era of
the Internet, and our service was available 24/7 on the
Web. It was so simple that customers could learn
everything about it, subscribe, and get it running just by
visiting www.salesforce.com. It was do-it-yourself. There
were no analysts and no meetings. Further, there was no
haggling.” ~ Marc Benioff
|14
15
IMPORTANT CONSIDERATION
Slack is going enterprise too…
16
PRODUCT LED GROWTH
How did your company adopt Slack?
Emily Emily’s
Team
Company “We love
Slack”
17
PRODUCT LED GROWTH
How did your company adopt Slack?
“Please buy Slack” “Okay”
18
PRODUCT LED GROWTH
How did we get here?
Infrastructure Cost Buyer Distribution
Where does
software live?
How much does it
cost to build and
buy software?
Who evaluates
and selects
software
products?
How do software
products get in
front of the
buyer?
19
PRODUCT LED GROWTH
A History of Software in Three Eras
CIO Era Executive Era End User Era
20
PRODUCT LED GROWTH
What is product led growth?
Product led growth (PLG) is an end
user-focused growth model that relies
on the product itself as the primary
driver of customer acquisition,
conversion and expansion.
21
PRODUCT LED GROWTH
Solve end user pain
End User
Pain
Executive
Pain
“I am annoyed.” “I need ROI.”
PRODUCT LED GROWTH
How to distribute a product to end users
Distributing your
product where
users live
Making it easy to
get started
Delivering value
before the
paywall
Hiring sales last
|22
23
MAIN CHALLENGES OF
SaaS sales and
marketing needs new
mindset..
25
FLYWHEEL
SaaS Sales Has Outgrown the Funnel
STAGE 1 STAGE 2 STAGE 3 STAGE 4
PROSPECT
LEAD
OPPORTUNITY
CLOSE/BOOK
REVENUE
SALES
CYCLE
NET-30
UPGRADE & SUPPORT
ANNUAL
MARKETING AND SALES METHODOLOGY
QUALIFICIATION
Frameworks that govern B2B Sales and Marketing
26
27
FLYWHEEL
Growth Model – Funnel
Marketing
Sales
Customers
Customers
Old Way = The Funnel
seller focused
New Way = The Flywheel
customer focused
28
FLYWHEEL
Why you should care?
57% of B2B purchase processes are
completed before buyers ever reach
out to vendors
81% of buyers trust their families’
and friends’ recommendations
more than companies’ business
advice
29
FLYWHEEL
Distribution of revenue across five years of a perpetual sales model
30
FLYWHEEL
Distribution of revenue across five years of a recurring sales model
31
EXAMPLES
How did they do it?
32
LEARNINGS
Product-Market Fit + Scaling
Opsgenie= Understanding customer/ Finding differentiator
Forums, customer interviews, Events, Consultancy
Customer Success- CEO
Features
Mobile App – SMS cost
Presence
Product-fit & Scaling Opsgnenie Customer Growth
33
LEARNINGS
Product-Market Fit + Scaling
Zeplin = Understanding pain/ Distribution/Delighting customers
Own problem
400 Linkedin Contacts/200+ interview
ZEPLIN.IO (2016)
Product Hunt/ Content
Tweet of an influencer
YC
ZEPLIN.IO (NOW)
34
BASICS OF GROWTH
D-Day Strategy
35
BASICS OF SCALING: SEARCH FOR PRODUCT-MARKET FIT
Finding your product-market at the beginning = one to one combat
ZEPLIN.IO OPSGENIEUnderstood pain
Simple/Focused differentiator/D-Day
Distribution
No-friction
Delighted customers
Word of mouth
36
“You're the average
of the 5 people
you spend the most
time with.”
Brain-to-Brain Synchrony
37
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Frameworks Governing SaaS Models

  • 1. 1 Frameworks Governing SaaS Models from Dilek DAYINLARLI
  • 2. 2 Big shifts are happening in #SaaS
  • 3. 3 It has never been cheaper to build a SaaS company. SHIFT #1
  • 4. 4 • Facebook: 171% increase in cost per thousand impressions, or CPM • Twitter: 20% increase in CPM • LinkedIn: 44% increase in CPM TO BE CONSIDERED However, because of this low barrier to entry, there’s no shortage of competition
  • 5. 5 The buying decision is made before the customer comes to the vendor SHIFT #2
  • 6. 6 Product experiences have become an essential part of the buying process SHIFT #3
  • 7. 7 MAIN CHALLENGES OF How do we look at scaling?
  • 8. SCALEX VENTURES VIEW Growth phases of scaling Search for Product/Market Fit Search for Repeatable & Scalable & Profitable Growth Model Scaling the Business 8
  • 9. 9 SaaS products: • 5% conversion rate from free-to- paid • 3X CPA to LTV ratio • <2% monthly churn rate • Clear path to $100k MRR • My favorite J >10% MoM growth SCALEX VIEW What Product- Market fit looks like?
  • 10. 10 BASICS OF SCALING Phases of Scaling: Search for Product/Market Fit Search for Product/Market Fit
  • 12. 12 IMPORTANT CONSIDERATION Types of SaaS Companies SOLD BOUGHT
  • 13. 13 IMPORTANT CONSIDERATION Types of SaaS Companies Sales-Led Product-Led Customer acquisition led primarily by sales teams. Features & usage are primary drivers for customer acquisition, retention, and expansion.
  • 14. “All the old-school laborious and high-cost selling steps were no longer necessary. We had entered the new era of the Internet, and our service was available 24/7 on the Web. It was so simple that customers could learn everything about it, subscribe, and get it running just by visiting www.salesforce.com. It was do-it-yourself. There were no analysts and no meetings. Further, there was no haggling.” ~ Marc Benioff |14
  • 15. 15 IMPORTANT CONSIDERATION Slack is going enterprise too…
  • 16. 16 PRODUCT LED GROWTH How did your company adopt Slack? Emily Emily’s Team Company “We love Slack”
  • 17. 17 PRODUCT LED GROWTH How did your company adopt Slack? “Please buy Slack” “Okay”
  • 18. 18 PRODUCT LED GROWTH How did we get here? Infrastructure Cost Buyer Distribution Where does software live? How much does it cost to build and buy software? Who evaluates and selects software products? How do software products get in front of the buyer?
  • 19. 19 PRODUCT LED GROWTH A History of Software in Three Eras CIO Era Executive Era End User Era
  • 20. 20 PRODUCT LED GROWTH What is product led growth? Product led growth (PLG) is an end user-focused growth model that relies on the product itself as the primary driver of customer acquisition, conversion and expansion.
  • 21. 21 PRODUCT LED GROWTH Solve end user pain End User Pain Executive Pain “I am annoyed.” “I need ROI.”
  • 22. PRODUCT LED GROWTH How to distribute a product to end users Distributing your product where users live Making it easy to get started Delivering value before the paywall Hiring sales last |22
  • 23. 23 MAIN CHALLENGES OF SaaS sales and marketing needs new mindset..
  • 24.
  • 25. 25 FLYWHEEL SaaS Sales Has Outgrown the Funnel STAGE 1 STAGE 2 STAGE 3 STAGE 4 PROSPECT LEAD OPPORTUNITY CLOSE/BOOK REVENUE SALES CYCLE NET-30 UPGRADE & SUPPORT ANNUAL MARKETING AND SALES METHODOLOGY QUALIFICIATION Frameworks that govern B2B Sales and Marketing
  • 26. 26
  • 27. 27 FLYWHEEL Growth Model – Funnel Marketing Sales Customers Customers Old Way = The Funnel seller focused New Way = The Flywheel customer focused
  • 28. 28 FLYWHEEL Why you should care? 57% of B2B purchase processes are completed before buyers ever reach out to vendors 81% of buyers trust their families’ and friends’ recommendations more than companies’ business advice
  • 29. 29 FLYWHEEL Distribution of revenue across five years of a perpetual sales model
  • 30. 30 FLYWHEEL Distribution of revenue across five years of a recurring sales model
  • 32. 32 LEARNINGS Product-Market Fit + Scaling Opsgenie= Understanding customer/ Finding differentiator Forums, customer interviews, Events, Consultancy Customer Success- CEO Features Mobile App – SMS cost Presence Product-fit & Scaling Opsgnenie Customer Growth
  • 33. 33 LEARNINGS Product-Market Fit + Scaling Zeplin = Understanding pain/ Distribution/Delighting customers Own problem 400 Linkedin Contacts/200+ interview ZEPLIN.IO (2016) Product Hunt/ Content Tweet of an influencer YC ZEPLIN.IO (NOW)
  • 35. 35 BASICS OF SCALING: SEARCH FOR PRODUCT-MARKET FIT Finding your product-market at the beginning = one to one combat ZEPLIN.IO OPSGENIEUnderstood pain Simple/Focused differentiator/D-Day Distribution No-friction Delighted customers Word of mouth
  • 36. 36 “You're the average of the 5 people you spend the most time with.” Brain-to-Brain Synchrony