This document outlines Aaron Burciaga's keynote presentation at INTERCON in June 2019 on transitioning a business model from services to SaaS. Some of the main points discussed include the Stockdale Paradox of optimism in difficult situations, principles for embedding SaaS like identifying opportunities and building business cases, optimizing the feedback loop between humans and SaaS, and industrializing SaaS processes over time through grit, resilience and thoughtful leadership.

1. INTERCON Keynote | Caesar’s Palace June 2019
TRANSITIONING YOUR BUSINESS MODEL
FROM SERVICES TO SAAS
Aaron Burciaga
aburciaga@analytics2go.com
in/aaronburciaga .
@ADBurciaga .

2. AARON BURCIAGA, CAP
adburciaga@gmail.com
in/aaronburciaga
@ADBurciaga

3. THE STOCKDALE PARADOX
“
cr. M. Colagrossi, 2018

4. THE STOCKDALE PARADOX
"Who didn't make it out?“
cr. M. Colagrossi, 2018

5. THE STOCKDALE PARADOX
"Who didn't make it out?“
"Oh, that's easy, the optimists."
cr. M. Colagrossi, 2018

6. THE STOCKDALE PARADOX
"Who didn't make it out?“
"Oh, that's easy, the optimists."
"The optimists? I don't understand…"
cr. M. Colagrossi, 2018

7. THE STOCKDALE PARADOX
"Who didn't make it out?“
"Oh, that's easy, the optimists."
"The optimists? I don't understand…"
"The optimists. Oh, they were the ones who
said, 'We're going to be out by Christmas.'
And Christmas would come, and Christmas
would go. Then they'd say, 'We're going to be
out by Easter.' And Easter would come, and
Easter would go. And then Thanksgiving, and
then it would be Christmas again. And they
died of a broken heart."
cr. M. Colagrossi, 2018

8. EXPERIMENT.FAIL.LEARN.REPEAT.
“Make incremental advances.
Stay lean and flexible.
Improve on the competition.
Focus on product, not sales.”
-Peter Theil

9. PRINCIPLES OF EMBEDDING SaaS

10. PRINCIPLES OF EMBEDDING SaaS
1. Identify and frame the business opportunity

11. PRINCIPLES OF EMBEDDING SaaS
1. Identify and frame the business opportunity
2. Build the business case

12. PRINCIPLES OF EMBEDDING SaaS
1. Identify and frame the business opportunity
2. Build the business case
3. Partner with experts

13. PRINCIPLES OF EMBEDDING SaaS
1. Identify and frame the business opportunity
2. Build the business case
3. Partner with experts
4. Sustain organizational rollout

14. PRINCIPLES OF EMBEDDING SaaS
1. Identify and frame the business opportunity
2. Build the business case
3. Partner with experts
4. Sustain organizational rollout
5. Learn, Fail/Succeed, and repeat

15. HUMAN & SaaS FEEDBACK LOOP
LEFT BRAIN
RIGHT BRAIN
BRAIN STEM

16. HUMAN & SaaS FEEDBACK LOOP
LEFT BRAIN |CX
Creativity, art
RIGHT BRAIN
BRAIN STEM

17. HUMAN & SaaS FEEDBACK LOOP
LEFT BRAIN |CX
Creativity, art
RIGHT BRAIN |AX
Logic, science, math
BRAIN STEM

18. HUMAN & SaaS FEEDBACK LOOP
LEFT BRAIN |CX
Creativity, art
RIGHT BRAIN |AX
Logic, science, math
BRAIN STEM |IX
Information flow

19. INDUSTRIALIZATION OF SaaS

20. SaaS FEEDBACK LOOP

21. SaaS FEEDBACK LOOP
OPTIMIZE PROCESS

22. SaaS FEEDBACK LOOP
OPTIMIZE PROCESS
TRANSFORM SERVICE

23. SaaS FEEDBACK LOOP
EMPOWER
EMPLOYEES
OPTIMIZE PROCESS
TRANSFORM SERVICE

24. SaaS FEEDBACK LOOP
EMPOWER
EMPLOYEES
ENABLE
ACTION
OPTIMIZE PROCESS
TRANSFORM SERVICE

26. DOCUMENTED
ACCREDITED
VALIDATED & VERIFIED
BE THOUGHTFUL

27. BE GRITTY
We’re surrounded by issues
that lack insight from data...
That simplifies the problem.
-Gen. Chesty Puller
adapted

28. BE RESILIENT
@ADBurciaga

30. THOUGHTFUL

31. THOUGHTFUL
GRITTY

32. THOUGHTFUL
RESILIENT
GRITTY

33. BE THE CHANGE.
LEAD THE CHANGE.

34. THANK YOU
Aaron Burciaga
aburciaga@analytics2go.com
in/aaronburciaga .
@ADBurciaga .