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SaaS & Marketing Workshop
 Delivered by Sriram Reddy
        5th May 2011
Covering…
•   SaaS, PaaS, Cloud, Grid, Utility computing
•   SaaS & Digital media marketing models
•   SaaS & Digital media marketing strategy
•   SaaS & Pricing models
•   SaaS & Accountability in marketing
•   SaaS & Innovation in marketing
•   SaaS & Ethics in marketing
SaaS vs PaaS vs Cloud vs Grid vs
          Utility-Computing

Utility-Computing: Packaging computing
  resource/s on a metered service.
Grid: Centralized/Distributed, On Demand
  and Scalable integrated computing power
  as a service.
Cloud: Scalable integrated system as a
  service hosted on a grid.
SaaS vs PaaS vs Cloud vs Grid vs
           Utility-Computing
SaaS: A methodology to provide an On
 Demand software system with an ability to
 monitor its resources usage on a specified
 unit.
PaaS: A methodology On Demand software
 platform with an ability to integrate with
 other softwares and have an ability to
 monitor its resources usage on specified
 units.
Why do we need to know the
         differences?
• Eases the development and innovation
  strategy
• Gives flexibility in product offering
• Provides a new vision in marketing
  strategy
• Derives better billing model with high
  transparency
• Possibly changes business model
Methodology?
• Not as strict as a method
• Provides an idea to generate a strict
  methods
• Methodology gives knowledge to develop
  number of methods to attain a goal
• Methodology is nothing but theory
• Methodology evolves over the time
SaaS business methodology
• Human Resources
• Information &
  Technology
• Marketing & Sales
• Accounts & Finance
• Operations & Support
Marketing or/and The best
             product
• Even universe is not perfect
• Market is not stable
• If such only product exist yes we don't
  need to marketing
• If market is not varying yes we don't need
  marketing
• Balance is important
Digital Media Marketing
• What is digital
  media marketing?
Simple marketing but
  launchers,
  launchpads and
  payloads are
  different
• Is this different?
Yes
Digital Media Marketing Models
• Push Model             • Pull Model
Aim is to push digital   Aim is to pull
  marketing content        customer your
  to potential             comfort zone
  customer market
• Less €€€               • More €€€
Digital Media Marketing
       Push Model - Launchers
•   Email Campaigns
•   Social Networks
•   Group Messages
•   RSS feeds
•   Podcast pushes
•   Slide pushes
•   Video pushes
•   Product Manuals
Digital Media Marketing Push
        Model - Payloads
• Email Messages
• Network update posts
• Help messages on
  groups
• Updates on RSS feeds
• Audio (Explanations and
  guidelines)
• Video (Display usage)
Digital Media Marketing Push
      Model – Launch Pads
• Mail marketing    • Depends on product
  provides          • Depends on strategy
(ex: constant       • Depends on
  contacts & ec2)     accountability
• Shared News         threshold
  Portals,Content   • Depends on brand
  aggregators etc     management
Digital Media Marketing
       Pull Model - Launchers
• Search Engine Marketing
  (Organic)
• Affiliate Networks
• Pay Per Click (Ad- tech)
• Pay Per Leeds (Ad- tech)
• Pay Per Million
  Impressions (rte)
• Search Engine
  Marketing(Paid)
Digital Media Marketing
      Pull Model - Payloads
• Website target
  landing pages
• Website routing
  pages
• Banner Images
• Banner Animations
• Target key words
• Leeds form
Digital Media Marketing Pull
      Model – Launch Pads
• Website directories   • Depends on budgets
• Search optimization   • €€€€€€€€€€€€€€€€
• Search engine paid
  search results        • €€€€€€€€€€€€€€€€
• Video blogs
• Ad Networks
• Product comparison
  sites
Pull model - Web Development
1. Web site is the primary media for digital
  marketing in SaaS era
2. Search engines are one major source
3. Optimizing website for high search
  ranking
4. Optimizing website for brand building
5. Optimizing website for support
6. Optimizing web site for business process
Pull model - Web Development
7. Optimizing for speed
8. Optimized of security
9. Optimized for costumer behavior analysis
10. Optimized for information acquisition
11. Optimized for sales
12. Optimized for legal obligations
13. Optimized for ethical obligations
Push Model – Social Marketing
1. High ROI since investment is low
2. Media platform are evolving
3. Opportunity to make SaaS integrated with
   Social Platforms
4. Social Resource Planning
5. Constant review on social content for
  brand building
Strategy & Business Success
• Measures             • If plan is good
  effectiveness of       probability of
  plan                   getting success is
• Introduces math in     heigh
  to life              • Business success
• Strategy = Plan        = Financial
  ROI = Financial        Accounts = Math
  Accounts = Math
Strategy & Success
Digital Media Marketing
               Strategy
• Strategy introduces accountability
• Accountability introduces responsibility
• Digital media marketing strategy introduces
  1. Measuring mechanism for effectiveness of
     digital media marketing
  2. Adds accountability in terms of Return On
     Investment (ROI)
  3. Creates responsibility for an effective plan
Strategy in Push & Pull Models
Pull Model               Push Model
1. Cost of advertising   1. Cost of media
2. Cost of media         generation
  development            2. Cost of strategy
3. Cost of keywords        implementation
  investigation
4. Cost of strategy
  implementation
Strategy in Push & Pull Models
1. We calculate cost of traffic
2. We measure leeds count from traffic
3. We number transactions on books from leeds
4. We extract profit from transactions
5. We present profit/loss of each campaign
Who is doing all the above work and how much that
   cost where it goes in my books?
I say cost of strategy
Digital Media Marketing
    Strategy SaaS Perspective
1. Fill the knowledge gap in digital media
  marketing
2. Apply both push and pull models with right
  strategy
3. Manage both longterm and short term
  strategies
4. Adopt SaaS pricing models and apply
  transparent licensing and billing
Marketing & Pricing
1. Right price is important for effective
  marketing
2. Pricing may not be a direct a result of
  costing
3. Variable pricing can attract variety of
  markets
4. One price for each market can also bring
  ethics down
SaaS Pricing Models &
            Licensing
1.Identify right computable units
(Ex- User, Transaction, Instance, Usage
  Time, API key incase of PaaS)
2. Increased metering variables increases
  number of marketing plans
3. More plans mean more flexibility to user
4. Dont forget to meter metering cost
SaaS Pricing Models &
           Licensing
• Transparent Pricing
   1. Computing power cost
   2. Data storage cost
   3. Application usage cost
   4. Data escrow cost
   5. Software escrow cost
   6. SaaS layering cost
   7. Dependable services cost
SaaS Pricing Models &
           Licensing
• Closed Pricing
  1. Price per unit
  2. Price per plan
  3. Price per add-on
  4. Price per api-key
  5. Price per support unit
  6. Price per support plan
SaaS & Innovations In
           Marketing
• Marketing evolves since market evolves
  over the time
• Research and development needed for
  new marketing strategies
• R&D funding should be for both SaaS
  product development and marketing
• SaaS business market is the fastest
  growing and evolving market
SaaS & Accountability
• SaaS business function
  integrates with each other
  and its hard to develop
  accountably
• Every thing looks like
  software department is
  accountable
• Accountability is crucial for
  strategy implementation
• With out accountability
  there is no responsibility
SaaS & Accountability
• Modular and
  interoperable with in
  the platform
• Single service for
  each business
  function
• Service bus for
  message passing
• Independent &
  channeled data bus
Cost Of Strategy
• Strategy costs time   • Strategy
  and money               implementation
• Reduced cost of         becomes error
  strategy means          prone with out
  flexible strategies     having
• Use integrated          accountability
  data to reduce cost   • Accountability
  of strategy             increases
                          responsibility
SaaS & Ethics
1. Ethics are far more important to SaaS business
  then normal software business
2. It is minimum requirement to be ethical to be
  transparent on data handling policies and
  procedures
3. It is minimum requirement to publish ethics of the
  SaaS company
4. It is minimum requirement provide training on
  ethics to key software and data handlers
SaaS & Ethics
5. It is ethical to describe the reasons for
  pricing,supply and service variance over
  demographies
6. It is ethical to obey the enforced supply
  restrictions of residing legal boundary
7. It is ethical to obey the enforced
  restrictions of operating legal boundary
Marketable Ethics & Ethical
      Marketing in SaaS
• Since Ethics are important for SaaS
  business they are highly marketable
• Having good published ethics gives
  company's value over ethics and provides
  vital trust needed in the SaaS market
• Also it is important to have ethical
  marketing strategy over competitors
SaaS Ethics & Retention
• Retention is key for SaaS business since
  SaaS market got rapid changes
• Cost of retention is much lower than cost
  of acquisition
• It is proven having good ethics on supply
  and support provides high retention ratio
• It is important to have an over look on
  ethics of support personal
Review
• We know what exactly is SaaS
• We know how to make a methodology
• We know we need marketing no mater
  what
• Digital medial marketing
• Push Model
• Pull Model
Review
•   What is Strategy
•   Strategy for digital marketing
•   Pricing and marketing
•   Pricing models for SaaS
•   Strategy and accountability
•   Cost of strategy
Review
•   Ethics and why do SaaS business count
•   Value of published ethics
•   Marketable ethics
•   Ethical marketing
•   Finally we reviewed all

A Big Thanks :-)

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SaaS Business & Marketing & Strategy

  • 1. SaaS & Marketing Workshop Delivered by Sriram Reddy 5th May 2011
  • 2. Covering… • SaaS, PaaS, Cloud, Grid, Utility computing • SaaS & Digital media marketing models • SaaS & Digital media marketing strategy • SaaS & Pricing models • SaaS & Accountability in marketing • SaaS & Innovation in marketing • SaaS & Ethics in marketing
  • 3. SaaS vs PaaS vs Cloud vs Grid vs Utility-Computing Utility-Computing: Packaging computing resource/s on a metered service. Grid: Centralized/Distributed, On Demand and Scalable integrated computing power as a service. Cloud: Scalable integrated system as a service hosted on a grid.
  • 4. SaaS vs PaaS vs Cloud vs Grid vs Utility-Computing SaaS: A methodology to provide an On Demand software system with an ability to monitor its resources usage on a specified unit. PaaS: A methodology On Demand software platform with an ability to integrate with other softwares and have an ability to monitor its resources usage on specified units.
  • 5. Why do we need to know the differences? • Eases the development and innovation strategy • Gives flexibility in product offering • Provides a new vision in marketing strategy • Derives better billing model with high transparency • Possibly changes business model
  • 6. Methodology? • Not as strict as a method • Provides an idea to generate a strict methods • Methodology gives knowledge to develop number of methods to attain a goal • Methodology is nothing but theory • Methodology evolves over the time
  • 7. SaaS business methodology • Human Resources • Information & Technology • Marketing & Sales • Accounts & Finance • Operations & Support
  • 8. Marketing or/and The best product • Even universe is not perfect • Market is not stable • If such only product exist yes we don't need to marketing • If market is not varying yes we don't need marketing • Balance is important
  • 9. Digital Media Marketing • What is digital media marketing? Simple marketing but launchers, launchpads and payloads are different • Is this different? Yes
  • 10. Digital Media Marketing Models • Push Model • Pull Model Aim is to push digital Aim is to pull marketing content customer your to potential comfort zone customer market • Less €€€ • More €€€
  • 11. Digital Media Marketing Push Model - Launchers • Email Campaigns • Social Networks • Group Messages • RSS feeds • Podcast pushes • Slide pushes • Video pushes • Product Manuals
  • 12. Digital Media Marketing Push Model - Payloads • Email Messages • Network update posts • Help messages on groups • Updates on RSS feeds • Audio (Explanations and guidelines) • Video (Display usage)
  • 13. Digital Media Marketing Push Model – Launch Pads • Mail marketing • Depends on product provides • Depends on strategy (ex: constant • Depends on contacts & ec2) accountability • Shared News threshold Portals,Content • Depends on brand aggregators etc management
  • 14. Digital Media Marketing Pull Model - Launchers • Search Engine Marketing (Organic) • Affiliate Networks • Pay Per Click (Ad- tech) • Pay Per Leeds (Ad- tech) • Pay Per Million Impressions (rte) • Search Engine Marketing(Paid)
  • 15. Digital Media Marketing Pull Model - Payloads • Website target landing pages • Website routing pages • Banner Images • Banner Animations • Target key words • Leeds form
  • 16. Digital Media Marketing Pull Model – Launch Pads • Website directories • Depends on budgets • Search optimization • €€€€€€€€€€€€€€€€ • Search engine paid search results • €€€€€€€€€€€€€€€€ • Video blogs • Ad Networks • Product comparison sites
  • 17. Pull model - Web Development 1. Web site is the primary media for digital marketing in SaaS era 2. Search engines are one major source 3. Optimizing website for high search ranking 4. Optimizing website for brand building 5. Optimizing website for support 6. Optimizing web site for business process
  • 18. Pull model - Web Development 7. Optimizing for speed 8. Optimized of security 9. Optimized for costumer behavior analysis 10. Optimized for information acquisition 11. Optimized for sales 12. Optimized for legal obligations 13. Optimized for ethical obligations
  • 19. Push Model – Social Marketing 1. High ROI since investment is low 2. Media platform are evolving 3. Opportunity to make SaaS integrated with Social Platforms 4. Social Resource Planning 5. Constant review on social content for brand building
  • 20. Strategy & Business Success • Measures • If plan is good effectiveness of probability of plan getting success is • Introduces math in heigh to life • Business success • Strategy = Plan = Financial ROI = Financial Accounts = Math Accounts = Math
  • 22. Digital Media Marketing Strategy • Strategy introduces accountability • Accountability introduces responsibility • Digital media marketing strategy introduces 1. Measuring mechanism for effectiveness of digital media marketing 2. Adds accountability in terms of Return On Investment (ROI) 3. Creates responsibility for an effective plan
  • 23. Strategy in Push & Pull Models Pull Model Push Model 1. Cost of advertising 1. Cost of media 2. Cost of media generation development 2. Cost of strategy 3. Cost of keywords implementation investigation 4. Cost of strategy implementation
  • 24. Strategy in Push & Pull Models 1. We calculate cost of traffic 2. We measure leeds count from traffic 3. We number transactions on books from leeds 4. We extract profit from transactions 5. We present profit/loss of each campaign Who is doing all the above work and how much that cost where it goes in my books? I say cost of strategy
  • 25. Digital Media Marketing Strategy SaaS Perspective 1. Fill the knowledge gap in digital media marketing 2. Apply both push and pull models with right strategy 3. Manage both longterm and short term strategies 4. Adopt SaaS pricing models and apply transparent licensing and billing
  • 26. Marketing & Pricing 1. Right price is important for effective marketing 2. Pricing may not be a direct a result of costing 3. Variable pricing can attract variety of markets 4. One price for each market can also bring ethics down
  • 27. SaaS Pricing Models & Licensing 1.Identify right computable units (Ex- User, Transaction, Instance, Usage Time, API key incase of PaaS) 2. Increased metering variables increases number of marketing plans 3. More plans mean more flexibility to user 4. Dont forget to meter metering cost
  • 28. SaaS Pricing Models & Licensing • Transparent Pricing 1. Computing power cost 2. Data storage cost 3. Application usage cost 4. Data escrow cost 5. Software escrow cost 6. SaaS layering cost 7. Dependable services cost
  • 29. SaaS Pricing Models & Licensing • Closed Pricing 1. Price per unit 2. Price per plan 3. Price per add-on 4. Price per api-key 5. Price per support unit 6. Price per support plan
  • 30. SaaS & Innovations In Marketing • Marketing evolves since market evolves over the time • Research and development needed for new marketing strategies • R&D funding should be for both SaaS product development and marketing • SaaS business market is the fastest growing and evolving market
  • 31. SaaS & Accountability • SaaS business function integrates with each other and its hard to develop accountably • Every thing looks like software department is accountable • Accountability is crucial for strategy implementation • With out accountability there is no responsibility
  • 32. SaaS & Accountability • Modular and interoperable with in the platform • Single service for each business function • Service bus for message passing • Independent & channeled data bus
  • 33. Cost Of Strategy • Strategy costs time • Strategy and money implementation • Reduced cost of becomes error strategy means prone with out flexible strategies having • Use integrated accountability data to reduce cost • Accountability of strategy increases responsibility
  • 34. SaaS & Ethics 1. Ethics are far more important to SaaS business then normal software business 2. It is minimum requirement to be ethical to be transparent on data handling policies and procedures 3. It is minimum requirement to publish ethics of the SaaS company 4. It is minimum requirement provide training on ethics to key software and data handlers
  • 35. SaaS & Ethics 5. It is ethical to describe the reasons for pricing,supply and service variance over demographies 6. It is ethical to obey the enforced supply restrictions of residing legal boundary 7. It is ethical to obey the enforced restrictions of operating legal boundary
  • 36. Marketable Ethics & Ethical Marketing in SaaS • Since Ethics are important for SaaS business they are highly marketable • Having good published ethics gives company's value over ethics and provides vital trust needed in the SaaS market • Also it is important to have ethical marketing strategy over competitors
  • 37. SaaS Ethics & Retention • Retention is key for SaaS business since SaaS market got rapid changes • Cost of retention is much lower than cost of acquisition • It is proven having good ethics on supply and support provides high retention ratio • It is important to have an over look on ethics of support personal
  • 38. Review • We know what exactly is SaaS • We know how to make a methodology • We know we need marketing no mater what • Digital medial marketing • Push Model • Pull Model
  • 39. Review • What is Strategy • Strategy for digital marketing • Pricing and marketing • Pricing models for SaaS • Strategy and accountability • Cost of strategy
  • 40. Review • Ethics and why do SaaS business count • Value of published ethics • Marketable ethics • Ethical marketing • Finally we reviewed all A Big Thanks :-)