SOFTWARE PROFESSIONALS ARE EXPENSIVE…

…because basically, you get what you pay for

It’s one of life’s fundamental truths

And it’s called a fair exchange of value

Every now and then, something truly remarkable turns up that feels like you stole it

But mostly, if something’s expensive, it’s because it has massive value

That said, STAY TUNED!

I have something in the pipeline for the coming weeks

#MrSaaSSays Q&A sessions

A simple forum where software entrepreneurs can ask questions up front

And I, and a panel of experts, will do our best to answer them for the benefit of the audience over Zoom

We’ll get to geek out on all things #SaaS

It should be fun

But more on that later

Back to the expensive software pros

Think for minute what’s on the line

Your brilliant insights into your domain

Delivered to the right people via the magic of modern technology

Could literally be worth millions

Do you really want a such a valuable commodity to be administered by rank amateurs?

The cheapest people you can find?

Your vision, your dream, deserves better than that

It demands the rigour and experience that only serious professionals can provide

And of course that will come at a high price

Because basically, you get what you pay for

#MrSaaSSays

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CX EATS UX FOR BREAKFAST

SaaS businesses can get user and customer experience confused

Some may even think they’re the same

But one is part of the other

User experience deals with the way software works

How the user interface acts

Its features and aesthetic

User experience is tech-centric

Customer experience starts with user experience as its base

And then builds on it

It’s all about how we treat the customer

How we look after their needs

The conversation we have with them

And how we make them feel

Customer experience is human-centric

And this is why I was chatting with #CX expert @Alex Allwood, understanding the importance of empathy

It’s something #SaaS businesses often get very wrong, because they focus on their tech rather than understanding their people

Vendors in the same space have similar features and benefits

So the user experience will likely be similar

But get to know your people, and you can deliver a very different and far superior customer experience

Not only will it reduce your marketing costs and help you close more sales

It will also increase your customer lifetime value

And whether you’re in this for the long haul or planning to build and exit

That is one metric that you want to be as big as possible

#MrSaaSSays

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THERE’S MORE TO SAAS THAN SOFTWARE

There's more to SaaS than just software

SaaS entrepreneurs can easily lose focus

Though not on the software they sell.

They can’t take their eyes off that.

They’re like Narcissus, in love with their own reflection.

No, they stop looking at the IT needs of the business itself.

And as they’re really just a manufacturer churning out a product for market, they have the same basic IT needs as everyone else.

Of course, the developers will all have tip top machines, or at least, THEY SHOULD!

I’ve seen places that don’t!

WHAT A WASTE OF MONEY!

But what about everyone else?

They’re the same team with the same goals.

What about their IT needs?

Who looks after that?

It often has to fend for itself or is left to a non-technical CFO, and that’ll increase costs and reduce efficiency.

I recently helped a SaaS business develop a job specification for a CIO. Planning to grow the business over the next few years, the role was initially focussed on the product side. Bu as I explained to the #CEO, this was an chance to reorganise their IT.

Rather than 2 streams, they could recruit someone to look after both.

Internal IT would get a unified focus and the CFO could get back to doing what he does best

A win win by any measure.

As ever, there’s so much more to SaaS than just software

#MrSaaSSays

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DON’T MAKE AN ASS OF U AND ME

To ASSUME makes an ASS out of U and ME

SaaS vendors, what do you know about your users’ habits?

No, not what they get up to in the privacy of their own homes.

I’m talking about the features of your software.

It turns out some of them are missing out.

Here’s an example.

My mum, the old fella and I like a game of Words With Friends.

We’ve always got a couple on the go.

You can buy powerups from the store with earned coins.

I’d assumed anyone playing it would have worked this out, but no!

It was a revelation to The Olds, and they’ve been playing for years!

Now you might think this is just old people struggling with technology, but I’ve seen the same throughout my career.

And it’s a real problem for vendors.

If customers don’t know about something, they won’t use it.

They may even think you don’t have the feature, and that can’t be good for word of mouth and reputation.

There are lots of ways of pointing customers at unused features, but you’ve got to know you need to do it.

And that brings me back to my initial question.

What do you know about user habits?

If you’re not recording their actions, you’re guessing, and that, as I’ve written before, has been proven to lead to less than desirable results.

So, what have you assumed about your customers’ knowledge?

#MrSaaSSays

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STEALTH MODE? MEH!

Don't hide from your customers, GET TO MARKET

Entrepreneurs building SaaS platforms worry a lot.

They worry others might find out their little secret.

That their idea might be stolen.

Or that someone might steal a march on them.

Get there first and corner the market.

So they go in to STEALTH MODE.

They lock themselves away; hiding from the enemy; Ready to ambush their unsuspecting competition when the moment is right.

There’s only one problem.

Beyond the first few months, it’s a waste of time, effort, and most of all, opportunity!

I’ll explain

Few ideas in SaaS are truly unique with most platforms joining an overflowing market, and even if they are, first mover advantage isn’t all it’s cracked up to be.

And even if the cat gets out of the bag, commercial software is complex.

Who’s really in a position to stop what they’re doing and play catchup?

So enough with the cloak and dagger nonsense!

GET TO MARKET!

Create a digital presence.

Tell prospects there’s a new world order coming.

Get some expressions of interest.

Target some potential accounts and build a database.

Generate a little BUZZ.

They don’t need to know the HOW, just the WHAT, because you’re not selling technology.

You’re offering a vision of a better tomorrow.

It’s your competition that should be worrying

Not you!

#MrSaaSSays

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CUSTOMERS LOVE M.A.T.H.S.

Excellent CX is all about the M.A.T.H.S

UI is critical to SaaS customer experience, right?

Nope!

It’ll help, but it’s not all that.

Trust me on this!

Some world leading platforms are just plain horrid, and price doesn’t matter much either.

The right client will pay well for a fair exchange of value.

Tip top customer experience is all about the service you deliver, and doing the M.A.T.H.S is a great way to start.

MAINTAIN

Software has bugs.

C’est la vie.

But don’t hide from your mistakes.

Fix them promptly and then tell your customers.

What better than a business that sorts out issues quickly and efficiently?

AUGMENT

Get new features online as soon as possible, and be sure to announce their arrival.

You’ve just given your clients something for free.

You deserve the kudos!

TRAIN

Tutorials, training, video snippets, mentoring and more.

Don’t leave customers to stumble around helplessly.

Provide the education they need to maximise the value of their purchase.

HELP

Customers have many, many questions.

The easier you make it for them to find the answer, the happier they’ll be with your product.

SUPPORT

And if they can’t answer them, make sure you can.

Forums, online chat, email, phone staff…whatever!

Help them solve their problems quickly and efficiently.

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