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SaaS Strategy Playbook Series: Product Launch (3/6)

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SaaS Strategy Playbook Series: Product Launch (3/6)

We started this blog series with the most important part of the playbook which is product development that lays the foundation of the chain. Next came Launch Preparation, which actually makes you ready to take your product to the market effectively. In this blog we will discuss the 3rd strategy which is “Product Launch” which can be categorized into 2 categories:

  • Fast Adoption
  • Product Market Fit


A. Fast Adoption

Faster SaaS Product Adoption is the key to success and can be achieved with these 4 tested strategies

  1. Give your users a quick win
  • The first time a user logs into your product, you need to blow them away- The Aha Moment
  • Let prospective users try out  your product before they sign up
  • AirBnB provides its customers with a list of relevant places with just 3 form fields- The Aha moment in few seconds  after landing on the page
  1. Onboard your customers effectively
  • Simple and fast customer onboarding is the key to more signups
  • The customer onboarding process should differ basis your customer segments
  • NowFloats devised “3 SMS” onboarding strategy where their customers (merchant) could get their website created through NowFloats with just 3 messages
  1. Market your new features
  • Maintain and share updated Changelog with your customers
  • Market the features on sign-in pages, landing pages, blog posts, and emails
  • Drift has successfully utilized its sign-in pages to show off exciting new features
  1. Don’t lock up customers with rigid price plans
  • Provide free trials for your product to let users realize its value
  • Provide flexible pricing plans to encourage users to buy your product
  • Kayako has succeeded in designing a pricing page that gives the feeling of simplicity and flexibility to its customers


B. Product Market Fit Mantra

Whatever you do to make your product ready for the market but there are high chances that you might end up missing something. Pitch to customers, consult them, and thank them.

  1. Test if your product is needed by getting out there and selling
  • Allows to test product-market fit by understanding who your likely customers will be
  • Helps in the creation of committed users who provide real feedback and demand real results for their money
  1. Trust and follow your agile processes to the “T”
  • Product-Market fit requires testing, tracking, and transparency
  • Follow agile to find, test, and reinforce changing customer/ market needs
  1. Keep cutting back on unnecessary features
  • While delivering sales pitches and through customer feedback post-sales, Crankwheel realized most of its exiting features were irrelevant to customers
  • It created a simpler product by removing redundant features and reached its Product Market Fit
  1. Your customers know best- seek their wisdom early on
  • Teamleader went to the market very early on and used early customer feedback to adapt its tool to the needs of its immediate target segment
  • The product was launched only after its initial Product Market Fit was achieved
  1. Build in an established market to scale more quickly
  • Selecting the right industry to capitalize on market efficiencies is key in deciding which sector to enter
  • With the right product to revolutionize an already established market, BidMotion achieved profitability without wasting time and marketing funds
  1. Don’t rush to grow until you have defined your niche
  • Keep your business small initially to know your customers and solve their real needs
  • Credo kept a running list of things people asked for, then dug deeper and built their product to solve their problems. Credo scaled only after achieving Product-Market fit


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

Product Development:

Launch Preparation: