Your SaaS Positioning is NOT your tagline
Visiting the landing page of a SaaS product, it’s easy to fall into the trap of assuming the main tagline is its positioning statement. This, however, is a fallacy.
Positioning reflects the place your brand occupies in the minds of your prospects and customers in the category and segment your product operates.
Your product conveys its value proposition through the benefits of its relevant features. This becomes clear to users without needing to explicitly mention it.
Below is a general template to write a positioning statement. It helps you clarify the strategy for your product. Who it is you’re selling it to and how your product is different.
While there are multiple ways to position your SaaS. Here is a broad outline of how most software companies try to position themselves.
Target Market
- Enterprise: Target large companies with complex requirements, and high requirements for customization
- SMB: Small businesses looking for affordable products relevant to their particular requirement
- Industry Specific: You can target a specific vertical or an Industry like e-commerce, education, finance, etc.
Once you’ve identified your target market, you develop a value proposition…
Value Proposition
- User Interface & Ease of Use: You can focus on a clean UI and ease of use of your product vs others
- Cost-effective: You can focus on making your SaaS more cost-effective than others.
- User Experience & Unique Features: You can focus on a better user experience by providing an innovative approach like using AI.
- Open Source & Customisation: You can make your product more attractive by making it open source and customizable and offer hosted solutions for companies looking for an out-of-the-box solution. However, it's important to note this might not work for all SaaS.
One of the best ways to understand how positioning works is to compare it directly within a particular software category:
Let's take one of the most popular categories of SaaS i.e. CRM (Customer relationship management) Software.
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Sahil Kamra
A newsletter on SaaS Marketing Strategies and Stories.
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