The best growth strategy for your SaaS category скачать в хорошем качестве

The best growth strategy for your SaaS category

The maturity and nature of your SaaS category often dictate your best marketing strategy. 1. New category creators -- i.e. "trailblazers" have the challenge of building and legitimizing a new category, but they'll likely own it in the end. Competition is weak, possibly even non-existent in the early stages. They often need to focus on proving and managing profitable unit economics early in their growth journey as part of this validation. 2. Competitive, more mature categories, where they already are 1-3 900 lb gorillas [think CRM]. Here, there are really 2 choices/paths. a. Carve out a narrow niche and try to dominate it, i.e. create a 'purple ocean' by making a small blue ocean within the bigger red ocean. b. Try to take serious market share from an existing leader[s]. In this scenario, founders often must burn cash and dilute their equity, run negative ROI growth marketing for some period of time in order to get traction and market share. It's way riskier, but the payoff is to be a Coke or Pepsi once the category becomes very mature.