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SaaS and Enterprise Tech

Helping SaaS enterprises assess market attractiveness, how to differentiate vs. competition, ensure stickiness of revenue and to scale in line with growth ambitions

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What We Do

Customer needs assessment
Market potential assessment
Customer journey mapping
Product benchmarking
Voice of customers
Customer NPS diagnostic
Deep product evaluation
Market trends analysis
Target screening and diligence
Churn drivers assessment

Customer needs assessment

Who are the customers for the SaaS / Enterprise Tech product?
What are the use cases that the product addresses across different verticals / customer types?
What are the key purchase criteria for the SaaS / Enterprise Tech product and how do they differ across businesses depending on their size and vertical?
What are the offerings customers are aware of and currently using? What are the ‘must have’ vs. ‘nice to have’ features in the product offerings?
Preference for integrated vs point solutions and horizontal vs. vertical solutions? What are the primary reasons to adopt the product?
What is the stickiness of the solution in terms of criticality to business and switching costs?
Are there any offerings not available to customers? Is the opportunity significant?
How to understand emerging needs and deepen relevance to personalize the company’s product?

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Market potential assessment

What is the bottom-up / top-down market size across different product categories in SaaS and Enterprise Tech?
What is the company’s TAM (Total Addressable Market), SAM (Serviceable Addressable Market) and SOM (Serviceable Obtainable Market)? What is excluded in SAM and SOM?
How fast are various niches in terms of verticals / customer types / use cases growing in SaaS and Enterprise Tech?
What is the possible market share the company can achieve in various niches?
How is the market potential split across different geos / customer segments / channels etc.?
What is the expected growth trend in product penetration across verticals / geographies / customer types?
What are the expected ARPA growth trends across verticals, geos / customer types?

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Customer journey mapping

What is the typical purchase process and customer journey across different product categories / customer type?
Who are the key decision makers or influencers in the product purchase journey across product categories / customer types?
What are the main touch points in customer journey across different product categories?
What is the role of the sales and marketing and customer support team in each stage of the customer purchase and product usage journey?
How is the service support experience with the product’s Customer Success team?
How does the company fare in customer success metrics such as Average Ticket Resolution Time and Average Ticket First Response Time vs. competitors?
What are the specific pain points and areas for improvement at different touch points?
How is customer happiness across different touch points of the customer journey?

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Product benchmarking

Which competitors are in the client’s consideration set? What is the overall perception of own product vis-à-vis competition?
How does the company’s feature set compare with other competitors in the space?
How does the company’s offering stand against its peers in SaaS and Enterprise Tech in terms of key purchase criteria like performance, user interface, TCO, customer support, integrations etc?
What can be a potential differentiator for the company’s product in the space?
How does the product fare in key SaaS parameters such as % ARR growth, Logo retention, Dollar Revenue Retention, LTV / CAC, Sales efficiency, Revenue / FTE, Capital efficiency, etc. compared to industry peers?
How does the company fare in customer success metrics such as Average Ticket Resolution Time and Average Ticket First Response Time vs. competitors?

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Voice of customers

What are the reasons for preference of the company’s product over others?
What is the company’s perception with customers and non-customers in the space?
How do customers rate the ‘sales and service’ experience?
What are the key pain points or improvement areas across product categories?
What is the level of stickiness across product categories?
What are the possible triggers that would make customers shift to a competitor?
What are the key elements to provide a comprehensive user experience?
Are existing customers referring the company’s product? What is the viral coefficient?
How can the company use ‘Voice of Customer’ for product improvement and improved customer satisfaction?

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Customer NPS diagnostic

How likely will the customer promote the respective company’s product?
How does the NPS vary across regions and product(s)?
How does the product’s NPS compare with key competitors?
What is the product’s Customer Happiness Score? What is the existing correlation with the NPS?
What are the key reasons for a customer to be a promoter / detractor?
Are customers using new features in the product? What is the adoption rate?
What is the level of stickiness across product categories?
What are the possible negative triggers that may make customers shift to another company’s product?
What are the technical strengths, shortcomings, and risks of the technology platform which affecting NPS?

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Deep product evaluation

Is the product contributing to the intended outcomes for target clients?
How does the product fare on SaaS metrics such as MRR growth, Logo and Revenue Retention Rate, ARPA growth by product categories / customer type and cohort?
What is the split of inbound vs. outbound leads in the company’s current traffic?
What is the company’s ARPA (Average Revenue per Account)? What is the growth rate?
Does the company’s product have any feature which gives it a sustainable competitive advantage?
Do the outcomes / output of the product represent value for money for new clients? What is RoI of the product for the clients?

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Market trends analysis

What are the emerging market trends in SaaS and Enterprise Tech?
What are some global trends that are expected to take place in India in SaaS and Enterprise Tech in the near future?
How can players be future-ready for the new SaaS landscape?
What are the most adopted business models in SaaS and Enterprise Tech?
How does one classify trends from fads in SaaS and Enterprise Tech?
Is there a way / method to pick up trends before they become mainstream?

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Target screening and diligence

How does the target fare against competition across key operational and financial metrics?
Is the product’s source code intellectual property?
Is the source code characterized by good readability, transparency, stability and trustworthiness?
What is the CAC and LTV of target? Are they above / below industry standards?
How core is the product to the customer’s business /operations? What are the alternatives available to the customers?
Is the team technically competent to drive growth? What is their track record?
How robust is the sales engine and talent hiring model of the firm? Is it able to grow its team at the required rate? Is it able to retain talent?
In how much time can the target achieve scale in their business?

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Churn drivers assessment

What are the customer requirements which the company’s product serve?
How does the product fare on key metrics such as monthly churn rate, annual churn rate etc?
How much of the churn is due to controllable vs. uncontrollable factors?
What is the customer re-activation rate? Do some customers return after they have churned out?
What is the product’s Customer Health Score and Customer Engagement score?
Is the product facing involuntary churn (subscription getting terminated without a customer’s awareness)?
What is the current customer churn rate and how does it compare with industry standards?
Is the pricing model (fixed license, freemium, per user etc.) aligned with the value customers realize from the product?

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Related Case Studies

Concept validation of Human Resource Management System for corporates to meet their existing needs

Objective

A product development firm wanted to conduct a deep need-gap analysis to understand the pain points and purchase preferences that are not addressed by a current SaaS/Enterprise Tech product

Methodology

Conducted in-depth consumer interviews (N=50) across 5 cities for establishing different customer segments and identifying their pain points and purchase preferences
Conducted quantitative survey (N=200) across 5 cities to understand customer pain points and product features that customers deemed necessary
Conducted A/B tests for the beta version of the product (N=50) across 5 cities for the established customer segments on a one-on-one basis or in a focus group setting to receive feedback on the product

Impact

Client could clearly identify the key purchase criteria for corporates in an HRMS
Client was able to understand user preferences on various product attributes thus feeding into a quality product design

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Detailing the customer and supplier journey for a vertical-specific SaaS company in logistics

Objective

A vertical-specific SaaS company wanted to gain a deep understanding of the journey of platform stakeholders and understand the touchpoints to create value in the current product

Methodology

Conducted in-depth consumer interviews (N=40) across 8 sub-segments of the logistics industry for establishing different customer personas and outlining of their journeys
Conducted in-depth competitor interviews (N=12) across existing players to understand the value proposition and target segments of these players
Mapped detailed journeys for stakeholders based on user requirement, touchpoints and additional value which can be delivered

Impact

Client could clearly identify the journeys of the target customer segments to make necessary adaptions based on nature of use
Client launched a more user-friendly and intuitive platform to deepen account relationships

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An Indian hospitality player was interested in assessing the market potential for a multi-asset type property management software vendor (SaaS platform)

Objective

Market sizing exercise (bottom-up and top-down estimates) to understand the market and assess market potential in the medium and long term

Methodology

Conducted market sizing exercise and product benchmarking to understand market attractiveness and potential
Estimated 5 year revenue & EBITDA growth using 3 scenarios: BAU, base case & aggressive growth case
Conducted deep secondary research to identify relevant market sizing inputs, SaaS property management platform growth drivers in developed economies and global operational benchmarks

Impact / Outcome

Successfully provided the client with deep, comprehensive market profile study in SaaS platforms for property management, defined market attractiveness and product attributes needed to win market share

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Large SaaS Co wanted to assess L1 & L2 churn drivers that are causing their clients to opt for services / products from competitors

Objective

To conduct a retention and churn analysis to identify and analyse L1 and L2 drivers that are causing churn for the client

Methodology

Conducted deep in-depth interviews (N=100) with existing and churned clients to analyse customer requirements and usage behaviour
Analyzed churned clients to understand negative triggers and identify specific initiatives to minimize churn by conducting a survey (N=100) with existing and churned clients
Conducted in-depth interviews (N=15) with current and ex-sales, customer success and customer support teams to understand their bandwidth, and reasons for attrition (for ex-employees)
Analyzed past and current sales pipeline and the impact of sales rep attrition on customer churn

Impact

Successfully provided client with comprehensive and in-depth reasons for churn by customer segment and steps to improve product and customer experience and thus increase retention

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Screening and diligence of a CRM player

Objective

Due diligence case to establish market attractiveness and the target firm’s growth prospects within the market

Methodology

Conducted N=50 one-to-one customer, non-customer and competitor interviews to understand their perspective on the target
Deep product assessment including current technical stack, product performance and UI / UX and its benchmarking with competitor products
Bottom up market sizing exercise to understand market attractiveness and potential across possible use cases

Impact

Successfully provided the client with a comprehensive assessment of market attractiveness, competitor landscape and differentiation, quality of business, voice of customer and value creation blueprint.

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