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Growth engine for saas startups

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Alin Dobra
Alin Dobra

Learn how to build the growth engine for your startup. Saas Lifecycle stages. Product Market Fit, Different perspectives for Marketing funnel, AARRR framework, lead generation, lead nurturing & what tools to use

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GROWTH ENGINE FOR  SAAS STARTUPS Alin Dobra, CEO Bunnyshell
SAAS LIFECYCLE STAGES PRE-STARTUP “Startup advice can’t be applied generally across stages” Reid Hoffman, Partner at Greylock, Founder at LinkedIn STARTUP GROWTH MATURITY
70% [of startups] fail because of premature scaling. What means premature scaling ? spending money beyond the essentials on growing the business (e.g., hiring sales personnel, expensive marketing, perfecting the product, leasing offices, etc.) before nailing the product/market fit.
PRE STARTUP Focus on : identifying a problem and how your SaaS provides a solution to the problem Talking to potential customers Seeking financing from friends & family Establishing relationships with advisors and/or mentors Joining an incubator or accelerator group Initial MVPs (Minimum Viable Product) - Lean Startup Risks Activities not making sales and earn revenue a dependency on seed money to cover operational costs for a longer period than anticipated
STARTUP Focus on : finding product/market fit Refining product/core features (this may involve pivoting to achieve product/market fit) Finding channel/market fit Establishing/implementing metrics & analytics Making initial key hires First paying customers Securing angel/seed money Risks Activities Failing to identify the best customers/target audience for your product Unable to get sufficient number of customers to create cash flow needed Making hiring mistakes early on that have costly impacts on the company Spending too much on customer acquisition before product/market fit Not pivoting when it’s needed
GROWTH Focus on : shift focus from revenue growth to profitability OR raising the capital required to support aggressive customer acquisition and scaling Seeking Series A funding Aggressive customer acquisition Hiring executives Scaling improvements on the back-end Gaining a deeper understanding of A/B testing and conversion optimization** Have an established, repeatable sales process  Ensuring your product, marketing, and sales teams are aligned Risks Activities Insufficient cash to handle the costs associated with growth Inability to get “costs lower than revenue at scale” Hiring mistakes (at this stage bad hires can harm company culture) New competitors created by copying your business model Scaling prematurely
MATURITY At this stage the growth of your SaaS will slow, but it should never completely stop Looking for opportunities to grow globally – local teams should be put in place who understand the local culture and nuances Considering the addition of new products or services Identifying acquisition opportunities Continue investing in growth and experimenting to find additional growth opportunities Consider preparing your company for IPO or think about an exit strategy Risks Activities SaaS company becomes too comfortable in its success and stops : Monitoring/changing with the market Testing new things (products, tools, etc.) Retaining your competitive edge
HOW TO FIND THE PRODUCT MARKET FIT ?
1. RETENTION 2. NPS 3. SEAN ELLIS’ PRODUCT/MARKET FIT SURVEY
COHORT ANALYSIS
HOW TO BUILD A GROWTH ENGINE FOR SALES & MARKETING
Growth engine for saas startups
MARKETING FUNNEL
MARKETING FUNNEL
MARKETING FUNNEL
DISTRIBUTION CHANNELS
PR (Pre startup, Startup, Growth, Maturity) SEM (Pre startup, Startup, Growth, Maturity ) SEO (Startup, Growth, Maturity) Content marketing (Pre startup, Startup, Growth, Maturity) Social and display ads (Pre startup, Startup, Growth, Maturity) Direct sales (Pre startup, Startup, Growth, Maturity) Target market blogs (Startup, Growth, Maturity) Influencer marketing (Startup, Growth, Maturity) MARKETING CHANNELS
Producthunt AppSummo WarriorForum Communities : medium, quora, reddit, linkedin groups, facebook groups, stackoverflow, etc. Guest blog post Lists with “top best x apps” G2crowd - reviews Partnership/ Bundle with other products Webinars Quizzes Calculators Content marketing for your buyer personas SEO events / meetups/ conferences word of mouth Evangelists/ influencers PR media : techcrunch, mashable, etc Paid Media Outreach/ Social Selling : linkedin add + invite Outbound Lead generation tools : Datanyze Free tools : Growth Hacking/Demand generation products LEAD GENERATION
Content Marketing : ebooks, whitepapers, case studies Webinars, Podcasts, Seminars, Meetups Free Trial/ Discounts Onboarding/ Customer Success Team Email Marketing Automated Trigger Emails Lead scoring Landing Pages Ab testing Remarketing SEO LEAD NURTURE
CLOSE - SALES FUNNEL PROSPECTING QUALIFYING ASSESMENT CAL SOLUTION CALL OFFER SENT CONTRACT SENT CLOSE
ALIGN PRODUCT DEVELOPMENT WITH YOUR DISTRIBUTION EFFORT
AARRR FRAMEWORK
ATTENTION: THE ARPU <-> CAC SPECTRUM
Growth engine for saas startups
Growth engine for saas startups
RESOURCES : TOOLS TO HELP YOU
similarweb.com buildwith.com https://growthhackers.com/growth-studies http://insidesaassales.com/ MARKET RESEARCH
datanyze.com producthunt.com appsumo.com warriorforum.com http://buzzsumo.com/ https://justreachout.io/ https://unbounce.com/landing-page- analyzer/ ab testing tools : omniconvert/ vwo/  https://viral-loops.com/ https://outgrow.co/ buffer amplifr.com LEAD GENERATION
mautic : marketing automation clearbit hotjar buffer zapier instapage/ unbounce/ mautic : landing pages intercom freshchat woopra google analytics kissmetricsLEAD NURTURING
THANK YOU Alin Dobra hello@bunnyshell.com

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Growth engine for saas startups

  • 2. SAAS LIFECYCLE STAGES PRE-STARTUP “Startup advice can’t be applied generally across stages” Reid Hoffman, Partner at Greylock, Founder at LinkedIn STARTUP GROWTH MATURITY
  • 3. 70% [of startups] fail because of premature scaling. What means premature scaling ? spending money beyond the essentials on growing the business (e.g., hiring sales personnel, expensive marketing, perfecting the product, leasing offices, etc.) before nailing the product/market fit.
  • 4. PRE STARTUP Focus on : identifying a problem and how your SaaS provides a solution to the problem Talking to potential customers Seeking financing from friends & family Establishing relationships with advisors and/or mentors Joining an incubator or accelerator group Initial MVPs (Minimum Viable Product) - Lean Startup Risks Activities not making sales and earn revenue a dependency on seed money to cover operational costs for a longer period than anticipated
  • 5. STARTUP Focus on : finding product/market fit Refining product/core features (this may involve pivoting to achieve product/market fit) Finding channel/market fit Establishing/implementing metrics & analytics Making initial key hires First paying customers Securing angel/seed money Risks Activities Failing to identify the best customers/target audience for your product Unable to get sufficient number of customers to create cash flow needed Making hiring mistakes early on that have costly impacts on the company Spending too much on customer acquisition before product/market fit Not pivoting when it’s needed
  • 6. GROWTH Focus on : shift focus from revenue growth to profitability OR raising the capital required to support aggressive customer acquisition and scaling Seeking Series A funding Aggressive customer acquisition Hiring executives Scaling improvements on the back-end Gaining a deeper understanding of A/B testing and conversion optimization** Have an established, repeatable sales process  Ensuring your product, marketing, and sales teams are aligned Risks Activities Insufficient cash to handle the costs associated with growth Inability to get “costs lower than revenue at scale” Hiring mistakes (at this stage bad hires can harm company culture) New competitors created by copying your business model Scaling prematurely
  • 7. MATURITY At this stage the growth of your SaaS will slow, but it should never completely stop Looking for opportunities to grow globally – local teams should be put in place who understand the local culture and nuances Considering the addition of new products or services Identifying acquisition opportunities Continue investing in growth and experimenting to find additional growth opportunities Consider preparing your company for IPO or think about an exit strategy Risks Activities SaaS company becomes too comfortable in its success and stops : Monitoring/changing with the market Testing new things (products, tools, etc.) Retaining your competitive edge
  • 8. HOW TO FIND THE PRODUCT MARKET FIT ?
  • 9. 1. RETENTION 2. NPS 3. SEAN ELLIS’ PRODUCT/MARKET FIT SURVEY
  • 11. HOW TO BUILD A GROWTH ENGINE FOR SALES & MARKETING
  • 17. PR (Pre startup, Startup, Growth, Maturity) SEM (Pre startup, Startup, Growth, Maturity ) SEO (Startup, Growth, Maturity) Content marketing (Pre startup, Startup, Growth, Maturity) Social and display ads (Pre startup, Startup, Growth, Maturity) Direct sales (Pre startup, Startup, Growth, Maturity) Target market blogs (Startup, Growth, Maturity) Influencer marketing (Startup, Growth, Maturity) MARKETING CHANNELS
  • 18. Producthunt AppSummo WarriorForum Communities : medium, quora, reddit, linkedin groups, facebook groups, stackoverflow, etc. Guest blog post Lists with “top best x apps” G2crowd - reviews Partnership/ Bundle with other products Webinars Quizzes Calculators Content marketing for your buyer personas SEO events / meetups/ conferences word of mouth Evangelists/ influencers PR media : techcrunch, mashable, etc Paid Media Outreach/ Social Selling : linkedin add + invite Outbound Lead generation tools : Datanyze Free tools : Growth Hacking/Demand generation products LEAD GENERATION
  • 19. Content Marketing : ebooks, whitepapers, case studies Webinars, Podcasts, Seminars, Meetups Free Trial/ Discounts Onboarding/ Customer Success Team Email Marketing Automated Trigger Emails Lead scoring Landing Pages Ab testing Remarketing SEO LEAD NURTURE
  • 20. CLOSE - SALES FUNNEL PROSPECTING QUALIFYING ASSESMENT CAL SOLUTION CALL OFFER SENT CONTRACT SENT CLOSE
  • 23. ATTENTION: THE ARPU <-> CAC SPECTRUM
  • 29. mautic : marketing automation clearbit hotjar buffer zapier instapage/ unbounce/ mautic : landing pages intercom freshchat woopra google analytics kissmetricsLEAD NURTURING