Web application development is the process of using client-side and server-side programming to build an application accessible over a web browser.

The web apps don’t require any installation, all users access the latest version automatically —eliminating any compatibility issues. This infographic explores how to build scalable web applications.

Kreyon Systems is a web development company with in-depth experience in building scaling apps. For any queries, please get in touch with us.

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Product led growth is the new panacea for SaaS companies looking to scale and succeed. Product led growth is when a company relies on its product as the key driver for customer acquisitions, conversions, referrals, retention and growth. The product essentially drives the business and growth of a company. It creates a seamless and flowing model which helps customers derive indispensable value from the product. 

There are many SaaS companies adopting product led growth as the go to strategy for their business. The emphasis is on building the best product and using it to increase sales and business opportunities for a company. 

Why Product Led Growth?

There is a growing cost of customer acquisition and lower revenue per users, the sales driven approach may not be the best one to achieve scale. Products like Slack, Dropbox, Netflix etc. on the other hand are subscription based purchases made by the users. These products reduce the dependency of sales representatives and friction for company growth.

The sales driven company growth leads to higher costs and often not the most scalable mode for a SaaS business. The product led growth acquires customers at a lower cost and creates higher lifetime value for customers.

Product led growth focuses on customer success. It helps companies acquire customers without involvement of sales teams. A SaaS product typically offers a free trial that is used for winning customers. The trial period helps customers derive value from the product.

Modes of Product Led Growth

Product led growth is driven by finding qualified prospects, offering the products for use, and winning customers by providing aha moments for them. The product is not dependent on sales teams for generating revenues, but smooth onboarding and superior product experience leads to revenues.

The product led growth companies typically rely on offering their products in the following ways to their customers:

i) Free Trials

Enterprise customers want to experience and vet products before buying them. Companies offering free trials and great product experience often generate more sales than the ones that don’t. 

ii) Demo

Some products are often sold through demos and guided sessions for customers. Products that are built for specific niche customers are often introduced to their customers with demos. 

iii) Freemium Model

A free version of the product can be used to win a large user base and these customers could then upgrade to premium functionality upon payments. The freemium model can be expensive and hurt the business model of a company, if it is not supported by the right monetisation models. LinkedIn is a good example of a company that employs a freemium model with a good business model. 

The right approach for offering your product to the customers will reduce sales cycles, lower customer acquisition costs, and generate higher revenue per customer. Essentially, the product led companies employ the complete team for bringing revenues and winning customers. 

Product Specialisation

The product led growth is often reliant on specialisation for acquiring customers. For e.g. Google docs used a stripped down version of Microsoft docs to target its user base. The idea is to target the right audience for your product and provide them with a clear value proposition. Products that are used frequently by users accelerate its sales. Slack is an example of a product whose sales is driven by its users. It depicts a bottom up selling strategy.

The bottom up selling strategy helps companies target the users for their products. Once users love the product experience and are able to map the outcomes they want from it, they buy the product. The user’s motivation drives the sales of the products. 

Strong Value Proposition

Customers buy products when they can derive value from it. Products that are intuitive, help users accomplish what they want and provide tangible value for the customers generate revenue for companies. 

The value needs to be explicit for the customers. It should be easy for customers to understand. What is the value for the customer? What does your product help your customers achieve? For e.g. a product that helps customers save their costs or increase their revenue in tangible terms. 

Product led companies ask their customers what outcomes they are looking to achieve. They help their customers achieve those outcomes to justify their product value proposition for them. For e.g. CRM is linked to increased revenue generated. A 10% revenue increase is an outcome that generates great value for a customer. If your product helps your customer achieve this, you’re in business.

Product led companies zone into the right customers with specialised focus. They target the right customers and ensure that the outcomes they are looking for are met. The product trial is a great opportunity to showcase value metrics that customers can get.

Growth Metrics

Product led growth is driven by tracking key metrics to understand customer insights. When customers are able to use your product to meet their desired outcomes, they are likely to buy your product. The value perception of your product is shaped when key customer considerations are met. Companies can understand these considerations using metrics like:

What percent of your sign-ups lead to paying customers?
What percent of your customers churn after a given time period?
Who are your target customers?
What is the lifetime value of a customer?
What are the customer acquisition costs?
Why did Customers Churn?
What is your annual recurring revenue?
What is your monthly recurring revenue?
Are your customers able to achieve the primary outcomes they are looking for?

The sales driven method of growing a company is becoming obsolete. Great products that deliver on their promise, help customers achieve key business outcomes and offer rich product experience are the new growth levers for a SaaS company.

An incredible user experience leads customers to introduce your product in their networks, which leads to faster growth, increased reach and scalability for your business. Zoom is a great e.g. of a company that achieved amazing scale with network effects where users introduce a product in their network. It achieved a revenue of over $2.6 billion in 2021.

Kreyon Systems is a SaaS product development company. If you have any queries for us or need help in building SaaS products, please reach out to us.

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There is a SaaS product for virtually everything today. Whether it is governments, businesses or consumers, everyone is leveraging SaaS products and solutions in some ways to get things done. SaaS product differentiation helps a business gain competitive advantage, increase adoption and growth. There is a SaaS product already in use or being conceptualised for nearly every process in the world. According to a report from Finances online, the SaaS market will reach a massive $623 billion by the year 2023 at a compound annual growth rate of 18%. 

New SaaS products are being launched by companies everyday. The pandemic has accelerated the pace at which new SaaS products are built and launched by companies. There is an Uber for every conceivable service being developed. The increasing number of SaaS products and applications make positioning and differentiation more important than ever. For 89% of SaaS businesses, new customer acquisition is the top growth activity.

Here’s a look at the strategies to establish SaaS product differentiation and position your company for success:

1. Innovative Features

Does your product have innovative features for the users? Is it better than the existing ones they already use? Is it a new product that will transform their existing processes? Innovation in a product helps it beat its competitors.

Products that are built with innovative features are more likely to get noticed. It is a very strong way to differentiate against existing products in the market. When your product has features and capabilities, it would get the notice and appreciation of customers. 

2. Design Solutions & User Experience

Design has become a quintessential tool for users today. Any customer experience is shaped by how well a product is designed. When a SaaS product helps a customer to solve his problems, navigate complex things and makes it simple for them, it creates a great user experience.

Is your user experience better than your competitors? How are first time users onboarded and likely to use your products? Product experience shapes its appeal to the users. A product that offers rich user experience is likely to be promoted by the users. It creates a differentiation with word of mouth marketing. 

3. Articulate What Your Product is Replacing

SaaS products are typically replacing some existing process in the physical world. Articulating what is being replaced immediately helps your product position itself in the customer’s mind. For e.g. automated telecalling replaces sales agents for generating customer leads. Virtual accounting software replaces your day to day book-keeping services with online options.

When a product is positioned well, customers can see the tangible way it fits into their scheme of things. Good SaaS products help companies improve their capabilities by leveraging automation.  

4. Complete Ecosystem

SaaS products are not sold in a silo. Most customers use best of the breed products for different functionalities in their business. When SaaS products provide integration capabilities and a complete ecosystem, it helps their positioning. For e.g. when customers use business process automation, they may like to integrate it with a payment gateway system, fetch documents from Google docs, or integrate it with their existing business applications.

The best SaaS products are able to integrate and cooperate with other applications. Whether it is a consumer or a business app, complete ecosystem and integrated experience has become a necessity.

5. Customer Success Team

How does your SaaS product support your customer? Is it reactive and responding only to customer complaints and grievances? Or is it proactive and helping your customers win and be successful.

Today, driving your customer’s success is the most effective strategy for differentiation. Why do users opt for your product? Unlock their hard pressing needs and see what it takes for your customers to be successful. How your product can solve issues for the customers that will make them successful. 

Figure out ways to help your customers become more successful when they use your products. Doing this proactively will make customers feel appreciated and connect with your brand.

6. Figure of Merit
Figure of merit is a metric that is often used for comparing similar products. It can be used to communicate how well your product serves the customer. For e..g if a product saves 2 hours of manual time per day or makes a saving of 100$ per person per day. When a SaaS product has a tangible value proposition, it is easier to win the customers. 

Your SaaS product can articulate its value proposition in tangible terms with some of the following metrics for customers:

Process Turnaround Time: How much time does your customer save?
Cost Savings: What are the cost savings?
Meeting Compliances and Regulatory needs: Is it helping them meet regulatory needs for business?Convenience Product: Does it create a better reputation for their business or make it easier for them?
Serving a Niche Segment: Is your product specifically driven to serve a niche segment or industry. For e.g. inventory for the Pharmaceutical industry with QR capabilities.

The figure of merit helps your product articulate its effectiveness in tangible terms for the customers. It can be used as a strong differentiation strategy for not only product positioning, but also guiding its development roadmap in line with customers’ aspirations.

7. A Worthy Cause

Is there a worthy cause behind your product or brand? A product or a brand can be differentiated when it articulates its purpose with clarity. Great brands always give people a cause to root for them. Think of the products that Apple launched and it always positioned itself with a cause, a story and a way to connect with its customers.

For e.g. when Apple launched Mac computer, it provided tools for their customers to do creative work and stand out from others. The customers took pride in being different and it started a loyal following for Apple.

The best brands find ways to establish and build bonds with their customers. They invest in connecting, understanding and serving their customers well.

Kreyon Systems is a leading SaaS development company. If you have any queries for us or need help in implementation of SaaS  based products, please reach out to us.

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Software as a Service (SaaS) has emerged as the preferred mode of building software applications today. With the growth of cloud computing platforms, companies are looking to adopt SaaS based approach for building software solutions. Kreyon Systems is a SaaS company with great expertise in building scalable, user centric and multi-tenant software products & SaaS solutions.

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