Blume SaaS event in 2012
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Transcript of Blume SaaS event in 2012
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blu l i te
SMB/ENTERPRISE – SAAS ON THE CLOUD
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SCHEDULE
• 3.45 – 6pm: SaaS topic discussion
• 6.00– 6.30pm: Tea Break
• 6.30 – 8pm: Blume SaaS portfolio mixer with VCs
• 8 – 9pm: Drinks /Food
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PANELISTS
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ONLINE MARKETING
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QUALITATIVE
• What channels of online marketing works for you - SEM vs SEO vs Content Marketing vs Social Media.
• How do you prioritize and what kind of team structure do you need for running these activities?
• What are the critical pain points in the sales funnel:• Visibility (# of website hits)• # of hits to customer Trials• Customer Trials to Paid Customers
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QUANTITATIVE
• Monthly Recurring Revenue (include servicing) with relation to CAC• CAC with relation to LTV.• Life of Customer (defined by churn)• Acquisition Rate vs Churn Rate• Cost of Servicing the Customer vs Churn Rate
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SALESFORCE SUBSCRIBER BASE
2001 2002 2003 2004 2005 2006 2007 20080
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0%
10%
20%
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Paying Subscribers Subscribers Growth of subsribers
Custo
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'000
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KEY METRICS
# of website hits per day
<100 <500 <1000 >1000
website hits to trials <5% <10% >10%
trials to paid customers
<10% <20% <30% >30%
MRR <$10 <$20 <$30 >$30
CAC <$50 <100 <150 >150
Churn rates <1% <5% <10% >10%
Life time (years) 1 2 3 4
Customer Support <$10 <$20 <$30 >$30
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PRICING
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PRICING EXAMPLES
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PRICING THOUGHTS
• Decide on one metric and don’t confuse the customer – pricing evolves from there.• What metrics and features should limit
or differentiate the pricing plans• Freemium/Trial to Paid: B2B/B2C,
product/services, time/metric, what plan.• Paid/Pay as you go – defined by barrier to entry
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SOME EXAPMPLES
Free
miu
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Plus
Prem
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100
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-0.5
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0
Price per test % reduction in price/test
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ce/t
est
% r
educti
on
Free Photos/Docs
High Res Photos
Videos -
1
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0%10%20%30%40%50%60%70%80%90%100%
Price per GB % reduction in price/GB
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ce /
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% r
educti
on
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PRICING THOUGHTS
• Least – Most expensive or the other way round• Monthly/Annual should correspond to industry
dynamics• Number of Plans• Highlight the most used plan• Naming conventions:
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PANELIST PRICING
Basic Silver Gold0.0
0.5
1.0
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0%10%20%30%40%50%60%70%80%
Price per missed call% reduction in price/missed call
Pri
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% r
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Basic Silver Gold0.0
50.0100.0150.0200.0250.0300.0350.0400.0
-80%-70%-60%-50%-40%-30%-20%-10%0%
price/section% reduction in price/sectionpagesl
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Robust Advanced Enterprise Ready
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Robust Advanced Enterprise Ready
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Price per transaction% reduction in price/features call
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educti
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PRICING THOUGHTS
• Reduction as the plan scales need to make sense till it plateaus + Should reduction be uniform for all plans?• Add on/Upgrades – should be promoted not
shown on pricing
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PANELIST PRICING
Series10%
20%
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60%
80%
100%
120%
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reduction in price/CPU - 12mreduction in price/CPU - 6mreduction in price/CPU - 3mreduction in price/CPU - 1m
Pri
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Robust Advanced Enterprise Ready
0102030405060708090
-100%
-80%
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Price per survey % reduction in price/survey call
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INSIDER SALES
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Q&A
• What is Inside sales? • How is it different from pure customer support? • Breakup of self serve & inside sales• CLV vs CAC• Product is sold or bought – features/apps vs
complex product (CRM)• Innovative compensation plans
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INSIDER SALES..
• Innovative channel partners + commission• Sales Cycle & Payment terms• Upsell strategies – Customer support /sales• Leads/ representative• Touch points
• What have been your learnings? • Where can we hire the right inside sales people
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TECHNOLOGY
• Sales (Zoho/Salesforce/SugarCRM/Pipedrive)• Bug Tracking
(CodebaseHG/Redmine/unfuddle/recurbe/Bitbucket/Jango/DataRPM)• Support: Desk.com, Supportbee, myhive,
freshdesk, • Project Mangament: Asana, Treilo
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OTHER
• Company Structure• Content Marketing• Web marketing• Online Sales• Customer Support
• Incorporation• Invoicing• US/Singapore/India – patent/subsidiary
• Optimum Funding• Angels/VCs• Runway
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BLUME BANGALORE & EXPANDING