web development consulting
Aleksander Furgal Published: 10 Oct 2023 36 min to read

SaaS Startup: The Ultimate Guide on How to Start a Software as a Service Business

The rapidly expanding Software as a Service sector continues to carve out a significant niche in the digital economy.

In the upcoming year, the global SaaS market is projected to skyrocket, with an estimate of $232 billion. This surge is part of a broader trajectory, with the market expected to reach a staggering $819.23 billion by the end of the decade.

Companies like Salesforce, which generated $8.247 billion in revenue in the first quarter of 2023 alone, are emblematic of the sector’s robust financial potential. Aspiring SaaS entrepreneurs are thus not only riding a wave of digital transformation, but contributing to a paradigm where software solutions are becoming more integral, sophisticated, and indispensable across a spectrum of industries. The future promises a world where SaaS platforms, bolstered by ongoing technological advancements, will be integral in boosting operational efficiencies and promoting innovation in a swiftly changing digital economy.

With each section, this article aims to provide you with the knowledge, insights, and practical strategies necessary to navigate the launching of your own SaaS platform. It will pave the way not just to financial support, but to establishing a long-term and thriving SaaS enterprise.


I. Business planning for Saas startups

When designing a SaaS solution, a properly organized business plan is essential.

This section explores the essential ingredients that create a dependable business strategy. By meticulously addressing them, you can strategically steer your SaaS startup towards sustainable growth and success.

This section seeks to outline a systematic approach to business planning, establishing a strong foundation upon which your SaaS enterprise can thrive.


#1 Product vision

Your product vision should encapsulate what you aspire to achieve long-term and serve as a guiding beacon. Here are some steps and tips for establishing a robust product vision:

  • Understand your why. Delve deep to understand why you want to solve a particular problem. Your “why” will serve as the cornerstone of your product vision.
  • Long-term view. Look beyond the immediate future and envision where you want your product to be in 5 or 10 years.
  • Inspire and motivate. Your vision should inspire and motivate your team and stakeholders, driving them towards achieving it.
  • Be clear and concise. A good vision is easy to understand. It should be articulate, clear, and devoid of any jargon.
  • Align with core values. Ensure your vision aligns with the core values of your startup.

Problem identification

Identifying a problem worth solving is the bedrock of a SaaS startup. The value of a problem is directly proportionate to how painful that problem is for your target audience. Here are some steps to aid in problem identification:

  • Discover a customer problem. Your first step should be to identify a problem your potential customers face.
  • Evaluate the pain points. Assess the severity of the problem. The more painful the problem, the more compelling the solution.
  • Research and validate. Research to validate the existence and extent of the problem. Engage with your target audience to understand their pain points better.

Solution proposal

Once a problem is identified, proposing a solution is the subsequent step. Your solution should aim at alleviating the pain points identified in the previous step. Here’s how you can go about it:

  • Focus on benefits. When proposing a solution, focus on the benefits it will bring your customers rather than just the features of your product.
  • Compare pain points to benefits. Ideally, align the benefits your solution offers with the pain points you identified, making it clear how your solution adds value to potential customers.


#2 Market research & sizing

Market research is an essential practice that helps in understanding the target market, competitors, and overall market trends. Doing so will help you position your SaaS product within the market.

The size of the SaaS market has been growing significantly. For instance, the SaaS market was valued at USD 151.31 billion in 2022 and is projected to reach USD 896.2 billion by 2030, with a CAGR of 27.45% from 2023 to 2030.

Determining market size

Understanding the market size is fundamental to building market segment expertise and is crucial for effective marketing and determining the kind of ROI you can expect. It also plays a vital role when seeking outside investment, as prestigious venture capital firms often have a “large target market” at the top of their checklist.

Determining the market size involves identifying whether the audience for your product is substantial enough to sustain your business currently and in the long term.

There are different approaches to determining market size, and the methods used may vary based on the type of customers you aim to serve, such as B2B, B2BC, or B2C. Some steps to consider include:

  • Research. Conduct thorough research to collect as much information as possible. This process could take weeks or even months but will provide a more accurate estimate of your audience size.
  • Industry reports. Purchase industry reports from reputable sources. These reports can provide valuable insights into market sizes and other essential market information.
  • Industry experts. Engage with industry experts to gather their opinions on the market size and potential growth. Their insights can be invaluable in understanding the market better.


#3 Choosing a business model

Investing creative time in designing a business model tailored to your SaaS startup is crucial. A well-designed business model can significantly impact the venture’s sustainability and growth, ensuring that the product idea is well-aligned with market demands and can generate sustainable revenue.

The choice between different business models may often come down to the specific circumstances of your startup, including the nature of the product, the target customer base, and the competitive landscape. Each business model has its set of implications on user acquisition, revenue generation, and the overall growth trajectory of the SaaS startup. Hence, a thorough analysis considering the long-term sustainability and growth potential is imperative.

Subscription-based model

The subscription model is a hallmark in the SaaS industry, where customers pay a recurring fee—monthly, quarterly, or annually—to access the software service. This model is lauded for its predictable revenue streams, scalability, and the creation of a loyal customer base.

Some of the key features include tiered pricing, continuous value delivery, and a focus on customer retention. However, it does pose challenges such as potential revenue loss if customers cancel subscriptions, and necessitates a well-thought-out pricing structure to prevent pricing oneself out of the market.

Freemium model

In the freemium model, users access a basic version of the software for free, with the option to pay for advanced features.

This model can rapidly attract a large user base and generate revenue from premium feature upgrades. Yet, the challenge lies in converting free users to paid users, and the costs associated with maintaining the free version of the product.

Revenue streams

It’s essential to distinguish between the business model and revenue model when discussing a SaaS startup’s monetization strategy.

While the business model encompasses the overall strategy of delivering value and generating revenue, the revenue model specifically addresses how the company makes money. This could include multiple revenue streams such as subscriptions, advertising, and transaction fees.

A common pitfall we see among founders we work with is the assumption that a great idea alone is sufficient for success, overlooking the critical need for rigorous market validation. It’s vital to remember that any idea, no matter how innovative, requires thorough validation to ensure there’s a genuine market need. We encourage founders to engage in comprehensive market research and user feedback loops early on, with the aim of aligning their solutions with real-world demands and achieving market traction. Paul Jackowski CEO, ASPER BROTHERS Let's Talk


#4 Competitor analysis & benchmarking

Competitor analysis and benchmarking are integral steps in the business planning phase, especially for SaaS startups looking to carve a niche in the competitive market landscape.

Here’s how to go about it:

Competitor analysis

Competitor analysis entails a detailed exploration and assessment of your competition to understand their strengths, weaknesses, and strategies. This analysis is aimed at gaining a competitive edge and improving your startup’s performance. Here are the steps to a thorough competitor analysis:

  • Identify your competitors. Make a list of your competitors by researching your niche or relevant keywords related to your SaaS offering on search engines like Google. Make a list of competitors for further analysis.
  • Website exploration. Check out your competitors’ websites to understand their unique selling propositions, features, benefits, sign-up processes, and the type of content they publish.
  • Strategy reverse-engineering. Analyze your competitors’ strategies to understand their approach, assess the threat they pose to your business, and identify areas of improvement.
  • Product, Sales, and Marketing Analysis. Delve into your competitors’ product offerings, sales tactics, marketing, and customer retention strategies to build better practices.


Benchmarking involves comparing your startup’s performance metrics either historically or against industry peers to understand your position and opportunities in the market:

  • External benchmarking. Compare your SaaS startup’s performance metrics with those of other companies in the same industry, especially if you have limited trading data.
  • Internal benchmarking. If you have sufficient historical data, compare your current performance metrics with past metrics to track progress and identify areas for improvement.
  • Benchmarking analysis. Conduct a benchmarking analysis to optimize your business strategically and quantitatively, understanding your position relative to market realities and competitors.
  • Benchmark parameters. Establish benchmark parameters such as SEO benchmarks to compare your startup’s online visibility with that of competitors and understand where you stand in the market landscape.


#5 User persona development

Developing user personas is a foundational step towards creating a product that resonates with your target audience. This process helps in visualizing who your customers are, what their pain points are, and how your SaaS product can address those needs.

The core idea behind user persona development is to foster empathy towards your users. It aids in understanding their needs, behaviors, and challenges on a deeper level, which is crucial for designing user-centric SaaS products. Developing user personas places users at the center of product development, enabling teams to design and build products that cater to their specific needs and preferences.

Here’s a step-by-step guide on how you can approach user persona development for your SaaS startup:

  • Research. Begin with a thorough research to understand your target audience. This includes analyzing existing data, conducting interviews, and surveys, and gathering insights from web analytics. Collecting a variety of data including demographic information, behavioral tendencies, goals, and pain points of your users is crucial.
  • Analyzing data. After collecting the necessary data, analyze it to identify common characteristics, behaviors, and needs among your target audience. Segregate the data and look for the main trends that can be used to form the basis of your personas.
  • Drafting personas. Based on the analyzed data, start drafting your personas. Each persona should represent a significant user segment of your SaaS product. A typical persona includes a name, demographic information, goals, needs, and pain points among other behavioral information. It’s advisable to create 3-5 personas to represent your varied user base without overwhelming your team with too much information.
  • Visualization. Visualizing your personas by creating detailed profiles can help in better understanding and communication among your team. A persona is essentially a visual compilation of your customer’s problems, emotions, desires, jobs to be done, and goals which aids in aligning your team with the mission of solving your users’ problems.
  • Iterative improvement. User persona development is not a one-time task. It’s an iterative process that may require revisiting and tweaking as you gather more insights about your users. Regular feedback from your users and stakeholders can provide valuable information to refine your personas over time.


#6 Unique Value Proposition

Crafting a compelling Unique Value Proposition (UVP) is an indispensable step for SaaS startups on the road to capturing the essence of their offerings and differentiating themselves in the competitive market.

Your UVP is essentially a clear statement that explains how your SaaS product solves a problem, delivers specific benefits, and tells the customer why they should choose your product over competitors.

Here’s a breakdown to guide you through this process tailored for SaaS startups:

  • Understanding the value proposition. A value proposition is a concise statement highlighting the uniqueness of your product, its features, benefits, and how it addresses the customers’ needs and problems. It’s the elevator pitch of your product; succinct, clear, and direct, explaining the benefits and how the product solves the customers’ problems.
  • Clarity and specificity. Your UVP should be clear and specific to ensure prospective customers understand the value of your product immediately. Be specific in your claims about your product as specific claims are more compelling than general ones. For instance, instead of saying “improves efficiency,” you might say “reduces invoice processing time by 50%.”
  • Demonstrate expertise. Exhibit domain authority and expertise to create trust and generate inbound leads.
  • Targeted messaging. Tailor your message to appeal to a specific audience rather than a generic crowd. If you try to appeal to everyone, you’ll appeal to no one.
  • Competitive advantage. Highlight what makes your SaaS product innovative and unique to your prospects, showing your competitive advantage in the market.
  • Boil it down to key benefits. Make your value proposition meaningful by boiling it down to the key benefit your customers get. For instance, if your app increases revenue, make that clear in your UVP.
  • Differentiation. Differentiate your SaaS from competitors by understanding and communicating what makes your offering unique.
  • Examples and real-world applications. Use real-world applications or examples to make your UVP relatable and easily understandable. For example, Slack’s value proposition emphasizes its revolutionary approach to communication, which is faster than email and more focused than chat, making the value immediately apparent to potential customers.

Incorporating these elements into your UVP will not only clarify what your SaaS startup stands for but will also help in resonating with your target audience and standing out in the crowded SaaS marketplace.


II. Validating a SaaS startup idea

Thoroughly validating a business idea is critical to the venture’s trajectory.

This section expands on diverse methodologies to validate your SaaS startup ideas effectively. It mentions various approaches and techniques that will help you gather valuable feedback and insights to refine your business model and product offerings.

This section provides a systematic approach for validation, enabling informed decision-making that can significantly improve the chances of startup success in the competitive SaaS market.


#1 Qualitative studies

Conducting qualitative studies with your target audience is a pivotal step in understanding their needs, preferences, and the potential value your SaaS startup can deliver.

Through qualitative studies, you’ll not only gain deeper insights into your target audience but also be better positioned to tailor your SaaS solutions to meet their needs effectively. This in turn can lead to improved product-market fit and customer satisfaction.

Here’s a structured approach to help you get started:

  • Identify your target audience. Identifying the target audience is fundamental for any SaaS startup. Knowing who you are targeting makes it easier to reach and convert them into customers.
  • Segment your audience. Segment your audience into distinct groups using strategies like gathering data upon sign-up to create highly targeted segments.
  • Create buyer personas. Craft buyer personas to better understand and communicate with your target audience. This strategy helps in attracting high-value customers, enhancing your marketing strategies, and boosting ROI.
  • Engage in customer research. Conduct customer research to bridge the gap between what you think your customers want and what they actually want. This will provide actionable insights to make informed decisions that contribute to your SaaS startup’s success.
  • Conduct an in-depth audit. Before diving into actual customer research, perform an audit to identify the real issues as opposed to apparent symptoms. Check for reported problems, positioning, customer journey, marketing efforts, churn rate, sources of feedback, competition, and online reviews.
  • Utilize various research methods. Employ a mix of research methods such as interviews, surveys, focus groups, and usability testing to gather qualitative data from your target audience.
  • Analyze and act on feedback. Analyze the feedback, identify trends, and translate findings into actionable insights to refine your product and strategies accordingly.
  • Iterate. Continually iterate on your findings, re-evaluate your personas, and adjust your strategies to ensure your SaaS startup remains aligned with the evolving needs and expectations of your target audience.
  • Employ tools and platforms. Leverage tools and platforms to facilitate customer research, data collection, and analysis, ensuring a structured approach to understanding your target audience.


#2 Quantitive research

Understanding your target audience and their preferences is crucial for tailoring products or services that meet market demands.

Quantitative research is a method used to gather numerical data and transform it into usable statistics. This type of research is essential for making informed decisions, especially when it pertains to understanding your target audience in a SaaS startup scenario. It involves structured methods such as surveys, questionnaires, or polls to collect data from a predetermined and significant sample size. The data collected is then analyzed to derive actionable insights.

Quantitative studies are fundamental in understanding market size, customer behavior, and the effectiveness of marketing strategies. They answer critical questions like who is buying your products/services, why others are not buying, and how to reach potential clientele. By employing quantitative research, SaaS startups can gain insights into marketing activities like website updates, social media page management, or newsletters, which in turn, helps in refining marketing and sales strategies.

Conducting quantitative studies with your target audience can provide data-driven insights that are invaluable for decision-making and strategy formulation. Here’s how you can go about it:

  • Identify the problem. The first step in any research is to identify the problem or objective of the study from the business perspective. It’s crucial to keep the business’s goal in mind as the data collected depends on what the business aims to learn.
  • Designing the survey/questionnaire. Create a well-structured questionnaire or survey to collect data. The questions should be clear, concise, and directly related to the objectives of the study.
  • Selecting the sample size. Choose a significant sample size that accurately represents your target audience. It’s essential to have a large enough sample to derive meaningful insights.
  • Data collection. Distribute the survey/questionnaire to the selected sample size using various channels like email, social media, or your website.
  • Data analysis. Once the data is collected, analyze it using statistical methods to derive insights. The analysis will provide a numerical evaluation of the data collected, which can be used to form better strategies and marketing plans.
  • Interpreting results and making informed decisions. Interpret the results of the analysis, and use the insights gained to make well-informed decisions regarding product development, marketing strategies, and other business-related aspects.
  • Iterate. Conducting quantitative studies should be an ongoing process. As the market evolves, continually collecting and analyzing data will keep your SaaS startup aligned with market demands and customer preferences.
  • Use tools. There are various tools available for conducting quantitative studies. Platforms like SurveyMonkey, Google Forms, or QuestionPro provide the necessary infrastructure to create, distribute, and analyze surveys.


#3 Smoke testing

Smoke testing in the SaaS startup realm serves as a pivotal step toward validating your product idea before diving into the development phase.

Smoke testing encompasses two primary realms within software development: Quality Assurance (QA) and Product Validation. In QA, it’s an initial test of critical functionalities before proceeding to in-depth quality assurance. On the flip side, in the domain of product validation, smoke testing refers to the creation of a landing page for a product concept to validate it by testing the ease of acquiring waitlist sign-ups before the actual app development begins.

Smoke testing is a low-risk method to test the desirability of a product or service, making it particularly valuable for SaaS startups aiming to validate their product ideas before investing significant resources into development. By executing smoke tests, you can ascertain market demand and save substantial amounts of money, which is crucial for new SaaS entrepreneurs operating within limited budgets.

Conducting smoke testing can be broken down into the following steps:

  • Identify the objective. Define what you aim to learn from the smoke test, be it the market demand, the functionality of a feature, or the stability of a software build.
  • Design the test. For product validation, create a landing page to test market demand. For QA, prepare a set of tests targeting critical functionalities.
  • Execute the test. Roll out the landing page to a targeted audience or conduct the initial QA tests on the software build.
  • Analyze the results. Evaluate the data collected to derive insights that will inform your next steps.
  • Iterate. Based on the insights gained, make necessary adjustments and conduct further testing if needed.
  • Use specialized tools. Utilizing platforms like Google Forms or landing page builders like Unbounce can facilitate the process of executing smoke tests for product validation.
  • Follow best practices. Following best practices such as keeping the test simple, focusing on critical functionalities or core value propositions, and ensuring a significant sample size for reliable insights is crucial for successful smoke testing.


III. Architecting a technical solution for a SaaS platform

The process of technically realizing a SaaS startup idea is where the conceptual meets the practical.

This section explores the systematic approach to designing a technical solution that aligns with your SaaS platform’s goals. A proper technical architecture is vital, as it creates the foundation for building and scaling your SaaS platform.

Through a methodical and comprehensively researched approach, we guide you through the intricacies of technicality, guaranteeing a sturdy technical infrastructure.


#1 Technical feasibility study

A technical feasibility study helps ascertain whether the technical resources and capabilities required for your software product are available. It ensures that the envisioned SaaS product can be built with the existing technology stack, infrastructure, and technical expertise.

Below is a breakdown of what entails a technical feasibility study:

  • Technological infrastructure. Assess the availability and adequacy of the technological infrastructure that will be required to develop, deploy, and maintain the SaaS product.
  • Software and hardware requirements, Define and assess the software and hardware requirements. This could include servers, databases, networks, and other technology platforms needed for the SaaS solution.
  • Technical skillset. Ensure that the necessary technical skills and expertise are available either in-house or can be sourced externally. This includes the knowledge required to design, code, and maintain the software.
  • Evaluation of the proposed technology stack. Evaluate the current state of the chosen technology stack and its readiness to meet the project’s requirements. Also, consider the future scalability and maintainability of the product with the chosen technology stack.
  • Alternative solutions. Explore alternative technical solutions, assess their feasibility, and compare them to choose the most suitable one.
  • Risk analysis. Identify and analyze technical risks and limitations that could impact the project. This could include potential bottlenecks, performance issues, or technological constraints.
  • Cost estimation. Estimate the costs associated with the development, deployment, and maintenance of the SaaS product. This would provide a clearer picture of the financial feasibility of the project.
  • Timeline estimation. Estimate the timeline required to develop, test, and deploy the SaaS product. Ensure that the timeline aligns with the overall business goals and market entry strategy.
  • Regulatory and compliance assessment. Ensure that the SaaS product will comply with the necessary industry standards and regulations.
  • Drafting the technical feasibility report. Document the findings, recommendations, and conclusions in a technical feasibility study report. The report should include definitions, an overview, the scope of the project, current diagnosis, proposed alternatives, recommended alternatives, benefits, costs, risks, and timeline.

This structured approach to conducting a technical feasibility study will help SaaS startups make informed decisions, align technical strategies with business objectives, and ensure the practicality and viability of the proposed SaaS platform.


#2 Initial infrastructure design and costing

This phase demands a fine balance between achieving desired performance levels, ensuring security, and managing costs effectively. The decisions made here will significantly impact the functionality and user experience of your SaaS platform.

To navigate this phase, consider:

  • Infrastructure requirements. The first step involves gaining a clear understanding of the infrastructure required to host your SaaS applications. Essential components include secure, scalable, and enterprise-grade infrastructure to ensure reliable service delivery to your users.
  • SaaS infrastructure foundations. This involves decisions on server architecture, database management, network configurations, and security protocols among others.
  • Cost estimations. The financial footprint of your SaaS platform’s infrastructure design is a crucial consideration. Costs for SaaS software development can range from $5,000 to over $50,000, with hosting services being an additional expense. Various factors influence these costs, including the platform’s features, integrations, and flexibility.
  • Selecting a cloud infrastructure. Many SaaS startups opt for cloud infrastructures like Platform as a Service (PaaS) for hosting their applications. PaaS provides an abstraction layer over hardware, alleviating concerns related to OS/containers, upgrades, and security. Examples of such platforms include Azure PaaS and AWS.
  • Infrastructure scalability and security. Make sure to design an infrastructure that can scale seamlessly with the growth of your user base. Incorporate robust security measures from the outset to safeguard user data and ensure compliance with regulatory standards.
  • Engage with experts. Consulting with infrastructure experts or firms specializing in SaaS platform development can provide invaluable insights into designing an efficient and cost-effective infrastructure.


#3 Tech stack selection

In the quest to architect a technical solution for a SaaS platform, evaluating and selecting the right tech stack lays the foundation for your platform’s functionality, performance, and long-term scalability.

The best tech stack for a SaaS application hinges on its purpose and the type of customer you’re targeting. For instance, a B2B solution requiring high security and reliability might necessitate a managed cloud platform with a relational database, contrasting with an open-source platform with NoSQL databases for different use cases.

Here’s a detailed guide on how to navigate this crucial phase:

  • Core features. Identify the primary features and functionality that your SaaS platform aims to offer. This step should focus on the critical elements that differentiate your product from competitors and address your target users’ pain points.
  • Integrations. List essential integrations with other services such as third-party APIs, payment gateways, or CRM tools. The compatibility of your tech stack with these services is vital.
  • Scalability. Estimate the scalability requirements for future growth to ensure your tech stack can accommodate an expanding user base and evolving product features.
  • Popular languages. Evaluate popular programming languages like Python, Ruby, and JavaScript, each having its benefits and drawbacks. For instance, Python is known for its readability and versatility, making it a popular choice for backend development.
  • Frameworks. Assess frameworks such as Django, Ruby on Rails, and Express.js, which help streamline the development process by providing pre-built structures, built-in tools, libraries, and conventions.
  • Library and tool availability. Explore the availability of libraries, tools, and plugins that can speed up development and enhance functionality. Research the ecosystem around each language and framework to ensure there’s sufficient support for your project needs.
  • Database selection. Understand the differences between SQL (Structured Query Language) and NoSQL databases. SQL databases are known for their strong consistency, and reliability, while NoSQL databases are recognized for their flexibility, scalability, and performance in handling large volumes of unstructured or semi-structured data. Ensure the chosen database can handle expected growth in data volume and user traffic. Additionally, evaluate the database’s built-in security features and performance under varying loads.
  • External insights. Seek insights from experts or communities related to SaaS development to gain a broader perspective on the suitable tech stack for your project.


#4 Initial backend and frontend software design

A technology stack encompasses various components forming the basic layers of a web or mobile application, mainly split into two major layers: server-side (backend) and client-side (frontend). Your selection should harmonize these components ensuring they collectively serve your SaaS platform’s objectives.

Designing the backend and frontend software for a SaaS platform requires careful consideration and possibly a team of skilled individuals to execute correctly. The choices made during this phase will significantly impact the platform’s success, so it’s crucial to get them right.

Here’s how to approach it initially:

  • Tech stack evaluation and selection. Common choices include backend frameworks like PHP Laravel, TCL, or Ruby on Rails, and frontend frameworks like React, Angular, or Vue.js.
  • Local development. Start full-stack development locally to test the waters and rectify issues before deploying to a live server.
  • Backend development. Backend developers need to set up the server, get the environment ready, and code the system, ensuring it’s ready to handle the application logic, user data, and interactions with the database and external systems.
  • Frontend development. Frontend developers work on the user interface and user experience, ensuring the application is user-friendly, responsive, and accessible across various devices and browsers.
  • Database management. Database management involves creating table schemas, crafting SQL queries, and ensuring data integrity and security.
  • Deployment. Initial deployment should be done in a controlled environment to test the build and fix any issues. This involves deploying the backend and frontend, setting up the production database, and ensuring the server is configured correctly.
  • Performance optimization. Performance optimization involves tweaking various aspects of the frontend and backend to ensure the platform operates efficiently, loads quickly and provides a smooth user experience.
  • Security measures. Security is a priority; ensure that all necessary security measures are in place to protect user data and guard against potential threats.
  • Cost management. Keep an eye on the cost associated with your tech stack and infrastructure, making sure it aligns with your budget and financial projections.
  • Scalability. Design the backend architecture with scalability in mind to accommodate growing user numbers and data volumes without sacrificing performance.
  • External integrations. Ensure that the platform can easily integrate with external systems and services, which is crucial for its functionality and usefulness.


#5 Initial Artificial Intelligence approach

The integration of Artificial Intelligence (AI) in your SaaS platform can propel your service to new heights by enhancing product quality, automating tasks, and elevating the end-user experience.

Here’s a structured approach to initiating AI integration in your SaaS platform:

  • Understanding AI as a Service (AIaaS). AIaaS encapsulates a suite of AI algorithms capable of self-modification and creation of new algorithms based on learned data and inputs. It’s a paradigm where AI learns and adjusts to the data it processes, forming the bedrock for intelligent functionalities in your SaaS platform.
  • Identifying AI-powered tools. Leverage AI-powered tools designed for SaaS businesses. These tools obviate the need for significant hardware investments or specialized personnel, making AI integration more accessible and cost-effective.
  • Benefits of AI-SaaS integration. Integrating AI and Machine Learning (ML) into your SaaS platform can significantly improve product quality and end-user experience, automate repetitive tasks, and augment human capabilities, particularly in customer service automation.
  • Strategic AI integration. Strategically integrate AI and ML to bolster your existing SaaS offerings without disrupting your current service delivery. This entails adding new AI-driven capabilities to your SaaS product to stay competitive and meet evolving market demands.
  • Engagement with AI experts. Collaborate with AI experts or consultancies specializing in SaaS to garner insights and guidance on effectively integrating AI into your platform. This engagement can provide a roadmap, highlight potential pitfalls, and suggest optimized AI implementations.
  • Continuous learning and adaptation. Foster a culture of continuous learning and adaptation to leverage evolving AI technologies and methodologies. Stay abreast of AI trends, tools, and best practices to ensure your SaaS platform remains at the forefront of delivering intelligent, automated solutions.
  • Measuring AI impact. Establish metrics to measure the impact of AI on your platform’s performance, user satisfaction, and ROI. Analyzing these metrics will provide insights into the effectiveness of your AI integration and areas for improvement.


IV. Prototyping a SaaS platform

The prototyping stage for a SaaS platform allows for a preliminary evaluation of the product’s functionality and user experience.

In this section, we delve into the iterative process of prototyping, which plays a vital role in refining the product. Through testing the usability rigorously, feedback is gathered to iterate and enhance the prototype, bringing the product closer to meeting the market’s expectations.

By adhering to the outlined structured prototyping process, you will be better positioned to develop a SaaS platform that meets technical requirements and delivers a compelling user experience.


#1 Prototype iterations

Prototype iteration is central to SaaS prototype development. It involves analyzing user feedback and iterating on design, functionality, and user flows. Modern prototyping tools offer version control and collaborative features to streamline this process.

An iterative approach includes defining a sprint or initial product, usually carried out in two-week sprints for SaaS product development. This method allows for the development and testing of a complete product, not just a small sprint, and enables the team to make necessary adjustments before proceeding to the next iteration.

Rapid prototyping

The rapid prototyping process begins with creating a low-fidelity sketch, wireframe, or interactive prototype of your product. Test it with a small group of users to gather feedback on its functionality and user experience. Based on the feedback, refine your prototype, and create a new version for further testing.

Building a SaaS platform in iterations

Plan every iteration carefully, choosing the right SaaS development tools for the process. Quality Assurance (QA) engineers should test the right parts of the software during each iteration. While it’s likely that many changes will occur at later development stages, a prototype can help define and readjust the first features in some cases, ensuring that the platform evolves in alignment with user needs and expectations​4​.

  • Feedback loop. Establish a feedback loop with users to gather insights on the usability and functionality of the prototype. This feedback is invaluable for making informed decisions during the iteration process.
  • Tools and technologies. Utilize modern prototyping tools that offer version control and collaborative features to facilitate the iterative process. These tools can help manage changes efficiently, ensuring that all team members are on the same page regarding the prototype’s current state and future directions.
  • Testing and analysis. Conduct thorough testing during each iteration to identify bugs, usability issues, and other areas of improvement. Analyze the results to inform the next steps in the iteration process.
  • Continuous improvement. Embrace a culture of continuous improvement. Encourage team members to look for opportunities to enhance the prototype’s design, functionality, and overall user experience.


#2 Core User Journey Prototype

A Core User Journey Interactive Prototype (CUJIP) serves as a semi-interactive model allowing you and your users to experience the main user flows of your envisioned solution, thereby providing clarity on what needs to be built to ensure an amazing user experience.

This process encourages a user-centric approach, ensuring that the platform is being developed with the end-user’s needs and preferences at the forefront. Each iteration of the prototype brings you one step closer to a well-designed SaaS platform that not only meets the technical requirements but also provides a genuine user-first experience.

Here’s a guide on how to develop a CUJIP for a SaaS platform:

  • Core User Journey mapping. Start by identifying the core user journey which is the sequence of steps that users will follow to achieve their goals using your platform. Utilize user journey maps to visualize the persona’s interaction with the digital product, including goals, expectations, devices used, and potential issues.
  • Create a functional prototype. Develop a functional prototype which is a realistic, interactive implementation approximating the envisioned product, offering a sufficient level of functionality to support real user interaction. This prototype should be fast and inexpensive to develop, containing only a small subset of essential features that form the core user experience.
  • Utilize visualizations and wireframing. Employ visualizations, wireframing, and clickable prototypes to create a series of connected user interfaces that mimic the flow of the envisioned application, providing basic navigation and demonstrating the core user flows.
  • Gather feedback. Engage with real users or experts to gather qualitative feedback from the prototype, understand user engagement and interaction with the prototype, and identify signals for improvements or possible pivots.
  • Analyze interaction data. Analyze interaction data such as clicks and other events captured during user interaction with the prototype to understand user behavior and preferences.
  • Iterate based on insights. Use the insights gained from user feedback and interaction data to iterate on the prototype, refining the core user journey and the overall user experience.
  • Validate technical feasibility and user engagement. Validate both the technical feasibility of your concept and the expected levels of user engagement especially when your concept involves novel, untested features or technologies.


#3 Core User Journey mapping

Core User Journey mapping lays the blueprint for how users interact with the software at different stages.

A User Journey map visualizes the relationship users build with your software across every touchpoint. It usually starts from the point where users first hear about your product and leads to them becoming enthusiastic supporters. The journey mapping process aims to comprehend customer needs and resolve pain points at all critical touchpoints with your product.

  • Setting a clear purpose. Having a clear purpose for your mapping process is crucial. This purpose can vary depending on your company’s specific objectives and whether you offer a B2B or B2C SaaS product. It’s imperative to define a primary goal for your customer journey mapping process.
  • Creating personas. Building personas for the SaaS buyer journey is a starting point in mapping out the user journey. These personas represent the different user types that would interact with your platform.
  • Identifying touchpoints. Your map should include every critical point of contact between your user, company, and product. This could range from the first interaction they have with your marketing material to signing up and using your product.
  • Collecting and analyzing data. Collect all necessary data from user experiences and touchpoints. This data can be synthesized and analyzed to gather insights into user behavior and preferences, which in turn would inform the design of your user journey map.
  • Customer feedback. Incorporate direct customer feedback through interviews to uncover aspects of the customer experience that might not be apparent from data analysis alone.
  • Plotting journeys and insights. Utilize the collected data to build your map, highlighting critical insights and friction points between customer touchpoints. This map will provide a visual representation of the user journey, making it easier to identify areas of improvement.
  • Optimization. After creating the map, use it to align team members and their efforts to optimize the user journey and your product. This will ensure a more intuitive and user-friendly platform.
  • Iterative improvement. The user journey map is not a one-time task but a continuous process. It should be revisited and updated as you gather more data and feedback, and as your platform evolves.


#4 User stories

User Stories encapsulate the requirements and expectations of users. They describe the “why” and the “what” behind the day-to-day work of development team members, often formulated as persona + need + purpose. They generally follow a simple template: “As a [type of user], I want [an action] so that [a benefit/a value]”​​.

The creation of user stories is typically an early-stage activity in the project. They are initially drafted near the start of the project and can be updated as the project progresses to stay aligned with the client’s requirements.

User stories can be written by anyone on the team, although it’s usually the Product Owner’s responsibility. The stories are often penned by team members related to the business side of the project like sales managers, marketers, and product owners. To capture diverse perspectives, they are crafted through collaboration.

Characteristics of good user stories

  • Independent. Each story should be self-contained, with no inherent dependency on another story.
  • Negotiable. Details can be adjusted and refined through discussions with stakeholders.
  • Valuable. Provides value to the end-users or the business.
  • Estimable. It should be possible to estimate the time and resources required to implement the story.
  • Small. Small enough to be implemented quickly.
  • Testable. Clear criteria to validate the completion of the story.

How to write great user stories

  • Identify your users. Understand who your end-users are and their needs. Avoid using a generic term like “the user”; instead, identify specific user roles or create user personas.
  • Define their actions. Ascertain what actions these users might want to perform on your platform.
  • Identify value. Determine the value these actions will bring to the users and, eventually, to your product.
  • Discuss acceptance criteria and implementation strategy. Establish what success looks like for each user story and discuss the best way to implement them.
  • INVEST Criteria. Good user stories should meet the INVEST criteria – Independent, Negotiable, Valuable, Estimable, Small, and Testable.
  • Representation. It’s beneficial when user stories are written by someone who represents business users, like a product owner, to ensure they align with business goals and user needs.


#5 Usability testing

Usability Testing helps in evaluating the user interface and overall experience from the user’s perspective, thus paving the way for improvements before the final product is launched.

In general, usability testing helps in:

  • Identifying design problems. Usability testing helps in identifying design problems before the final product is released.
  • Understanding user interactions. It provides insight into how users interact with the product, helping in making user-centric decisions.
  • Cost-efficiency. Identifying and fixing issues early on helps in saving costs that might accrue from making changes post-launch.

Usability Testing is a subset of user research which is a broader concept involving other methods like focus groups, surveys, and interviews. It can be conducted in different setups: moderated or unmoderated, remote or in-person, and explorative or comparative.

Methods of usability testing

There are various methods of usability testing, each with its unique advantages and scenarios where they are most effective:

  • Guerilla testing. This is a quick, cheap, and effective way to get immediate feedback by presenting the prototype to people in public places like cafes.
  • Unmoderated remote usability testing. Conducted remotely without a moderator, this method is fast, robust, and relatively inexpensive.
  • Lab usability testing. A method where detailed feedback is gathered from a small group in a controlled setting.
  • 5-second test. Users are exposed to the prototype for five seconds, followed by an interview to gauge their initial understanding.
  • First-click testing. Evaluates whether users can easily identify the path they need to follow to accomplish a task.
  • Card sorting. Ideal for prioritizing content and features, where participants group and categorize concepts.
  • Session replays. Non-audio video recordings of a user’s journey and interactions on the site.
  • Eye-tracking. Visual representation of where a user looks most on a webpage, usually represented through heat maps.

Process of usability testing

The process of usability testing can be broken down into the following steps:

  • Choosing the method. Based on the project needs, choose a suitable usability testing method.
  • Defining tasks. Create a list of tasks that participants need to complete during the testing.
  • Recruiting participants. Select and recruit participants who resemble the target user group.
  • Documenting the results. Document the feedback and the findings from the testing.
  • Analyzing and acting on finding. Analyze the data to identify areas of improvement and make the necessary changes.


V. Securing funding for your SaaS startup

A well-prepared approach to securing funding can significantly enhance the likelihood of attracting the necessary capital.

This section provides a detailed walkthrough of the key elements involved in the process. Providing potential investors with a clear picture of your startup’s financial outlook, showcasing its viability and long-term sustainability, along identifying the right mix of funding sources will help you strategically position your startup in a way that aligns with the interests and expectations of potential investors.


#1 Drafting a 3-year financial projection model

Creating a 3-year financial model helps in forecasting the financial performance of the startup based on certain metrics, which is pivotal for making informed business decisions, presenting business performance to stakeholders, and raising capital.

A SaaS financial model aims to encapsulate the company’s financial position, aiding in projecting its future financial performance. Key aspects to consider include the cost of acquiring and retaining customers, the financial implications of a subscription payment model, and the financial sensitivity of the organization to various factors such as supply and demand, and new regulations among others.

Key metrics to consider when making a financial model

  • Recurring Revenue (MRR and ARR). Measure monthly and annual recurring revenue to gauge short-term and long-term growth.
  • Customer Lifetime Value (LTV). Evaluate the total revenue expected from each subscriber throughout their lifecycle with your service.
  • Churn Rate. Determine the percentage of users who abandon or unsubscribe from your service within a specified period.
  • Customer Acquisition Cost (CAC). Calculate the cost incurred to acquire a new customer.
  • CAC Payback Period. Understand how long a customer needs to stay for you to break even on the acquisition cost.

How to construct your financial model

  • Collect all necessary business data.
  • Build a three-statement financial model including a Profit & Loss Statement, Balance Sheet, and Statement of Cash Flows.
  • Make 3-year (36 months) detailed Profit & Loss projections for actual, forecast, and combined scenarios, along with a cash-based analysis. Plan out hiring, automate sales and support staffing based on scaling projections, and assess marketing strategies to drive leads and registrations.
  • Form a problem statement i.e., what the model aims to forecast.
  • Identify the audience for the model, whether it’s for internal use, investors, or other stakeholders.
  • There are numerous templates and tools available online, designed specifically for SaaS financial modeling. Utilizing these resources can save time and ensure accuracy in your projections.
  • Continually review and revise your financial model to reflect changes in your business strategy or external factors affecting your startup.


#2 Fundraising strategy

Creating a fundraising strategy is a pivotal step in securing the financial resources necessary for your SaaS startup’s growth and sustainability.

Your fundraising strategy should be dynamic, adapting to your startup’s evolving needs and the broader market and investment landscape. Remember, successful fundraising is as much about securing financial resources, as it is about building lasting relationships that can provide support and guidance as your startup grows.

Here’s a structured approach to help you navigate this:

  • Determine funding requirements. Understand how much funding you need, and what you will use it for. Common needs include product development, scaling operations, or hiring staff.
  • Identify suitable funding sources. Various sources can be tapped, including venture capital, angel investors, bank loans, personal savings, customers (through pre-sales or subscriptions), and grants. The right mix depends on your startup’s stage, the amount needed, and the terms of funding.
  • Target the right investors. The investor landscape for SaaS startups is evolving with a broader base of investors including traditional venture capital firms, private equity, hedge funds, and sovereign wealth funds. Tailor your pitch and approach to the type of investors most likely to be interested in your startup based on its stage and potential.
  • Prepare a solid pitch. Your pitch should clearly articulate your business model, the problem you are solving, your market size, traction to date, and how you plan to use the funds.
  • Avoid missteps. Common fundraising missteps include targeting the wrong type of investor, raising too much or too little capital, or misallocating funds. It’s crucial to avoid such mistakes to ensure the successful utilization of the funds raised.
  • Keep ahead of industry trends. The SaaS sector is attracting significant investor interest due to its recurring revenue model and capital-light nature. Understanding the evolving fundraising landscape and leveraging favorable trends can enhance your fundraising success.
  • Nurture investor relationships. Building strong relationships with investors and other stakeholders is crucial for securing funding. Engage with potential investors well before you need funding, keep them updated on your progress, and seek their advice when appropriate.


Analysis of industry-leading SaaS products

Industry-leading products set the benchmark for innovation, user experience, and market penetration.

An analytical exploration of leading SaaS platforms will help you comprehend their strategies, technological advancements, and customer-centric approaches. This analysis aims to provide a lens through which to refine your own product strategy

# Salesforce

Salesforce - example of a successful SaaS.

Salesforce provides customer relationship management software and applications focused on sales, customer service, marketing automation, e-commerce, analytics, and application development.

Salesforce’s well-rounded approach to providing robust, cloud-based solutions for managing customer relationships and other business processes is built on a solid, modern, and evolving technological foundation.

  • Problem / solution. Salesforce identifies problems related to customer relationship management (CRM), sales, marketing, and service among others. It proposes solutions by offering various cloud-based applications to manage these business operations effectively.
  • Unique Value Proposition. Salesforce’s UVP lies in its comprehensive customer relationship management services, its robust cloud-based platform, and its ability to cater to businesses of all sizes with scalable solutions.
  • Business model. Salesforce follows a business model primarily driven by subscriptions for its sales, marketing, and CRM packages offered to both small and large enterprises.
  • Infrastructure design. Salesforce’s infrastructure design is centered on trust, security, and availability with a multitenant architecture that supports varying requirements of different organizations. The infrastructure is also characterized by its next-generation architecture, Hyperforce, built for the public cloud, ensuring rapid and reliable delivery of Salesforce applications and platforms worldwide.
  • Tech stack. Salesforce’s tech stack includes a cloud-first stack supported by modern development frameworks like Lightning Web Components for UI, Einstein for AI, Platform Events for messaging, and serverless microservices technologies such as Node.js, Redis, and Kubernetes. Additionally, Salesforce utilizes tools like Google Analytics, Jira, Jenkins, Bitbucket, and G Suite for various development, operational, and business processes. The platform also employs a proprietary programming language called Apex for development purposes.


# Microsoft Azure

Microsoft Azure - example of a successful SaaS

Microsoft Azure is a comprehensive cloud platform by Microsoft offering a variety of services, including solutions for AI, machine learning, and the Internet of Things (IoT).

Microsoft Azure has positioned itself as a robust and versatile cloud platform providing a myriad of solutions for different industry needs. Through its wide range of services, integration capabilities, and solid infrastructure design, Azure continues to be a preferred choice for businesses looking to leverage cloud technology for solving complex problems and driving innovation.

  • Problem / solution. Microsoft Azure offers a range of solutions for various industry problems, including tools for analytics, AI, machine learning, and IoT. It also provides a comprehensive set of development tools, databases, computing resources, and networking capabilities for building, deploying, and managing applications and services.
  • Unique Value Proposition. Azure’s UVP lies in its integration with Microsoft software products, robust enterprise-grade capabilities, and a vast range of services and features that cater to different industry needs. It also offers hybrid capabilities, allowing organizations to integrate and manage their on-premise data centers with the Azure cloud.
  • Business model. Azure operates on a cloud computing business model, offering its services on a pay-as-you-go basis. Customers can choose between different pricing models depending on their needs, like the Elastic SAN which is a cloud-native storage area network service built on Azure. Azure also provides guidance on cloud economics to help businesses understand the financial considerations of using cloud services.
  • Infrastructure design. Azure’s infrastructure comprises Compute, Storage, and Networking as its core components, offering a range of services within these categories. It also provides solutions like Azure Stack HCI for customers looking for end-to-end Azure experience at the edge. Furthermore, Azure has a well-structured design for infrastructure solutions covering governance, application architecture, data integration, and business continuity.
  • Tech stack. Azure Stack extends Azure services and capabilities to hybrid and edge environments. It is built on vetted hardware managed by approved vendors and includes technologies like Hyper-V, Storage Spaces Direct, and Azure-inspired Software Defined Networking (SDN). Azure Stack HCI is a part of the Azure Stack family, using the same software-defined compute, storage, and networking software as Azure Stack Hub, thus providing a consistent hybrid cloud platform across different infrastructures.



The technology sector is constantly evolving, and its new advancements provide a chance for SaaS platforms to become more intelligent and streamlined. As a result, SaaS offerings have the power to significantly boost efficiency and effectiveness for client organizations. Furthermore, as the digital transformation trend continues to impact various industries, the role of SaaS solutions in facilitating businesses’ transition to digital operations becomes increasingly important.

It is essential to closely monitor emerging technology trends and be prepared to adjust the product offerings accordingly to remain competitive and provide continued value to customers as their needs change. The increase in remote work has stimulated the demand for collaborative SaaS tools, and the startups that promptly adjusted to this trend have gained significant advantages. However, competition in the SaaS market is tough, and achieving success requires an unwavering commitment to satisfying customers, fostering innovation, and adapting to market conditions.

Essentially, the process of establishing and expanding a SaaS company combines creativity, agility, and flexibility. Entrepreneurs who embrace these traits, while maintaining a solid attention on customer satisfaction and market tendencies, are well-positioned to secure a notable share in the expanding digital market. Through perseverance and a responsive approach to market dynamics, SaaS entrepreneurs have the potential to attain financial success while also making substantial contributions to the wider narrative of digital transformation.



Aleksander Furgal

Content Specialist



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