- If I were to start a SaaS business today, in this video,
I'm gonna walk you through the three principles
that I would follow
to establish a Customer Acquisition Strategy.
And I'll explain why that's important.
Intro.
(upbeat music)
(beep)
What's up everybody, welcome to unstoppable, I'm TK
and on this channel, I help SaaS startup founders,
like you get to that next stage of growth,
get to product market fit and become unstoppable
in your life and your business.
If you're new to the channel, welcome.
I drop a video like this every Sunday, Wednesday
and Friday
(snaps fingers) with the TK energy.
So be sure to hit that
subscribe button and that bell icon
So that you're notified
every single time I drop an episode.
Also, if you're part of the community and you're back,
welcome back.
Really awesome to have you here.
Also, if you are in the process of building a SaaS business,
in the process of maybe scaling a SaaS business,
be sure to check out my SaaS school.
I'm currently accepting new members
and in the SaaS school,
we actually coach you
in building and scaling a SaaS business.
I'll link to it below.
You can check it out later,
but first let's get to the matter at hand.
If you're building out a SaaS business.
If I were to start one today,
one of the first things I would work on
is establishing my customer acquisition strategy,
which honestly is a really really fancy word for Sales
and Marketing.
But we're not gonna go talk about that right now.
So knowing everything that I know, from my ToutApp journey
and from my Marketo journey,
both different scale SaaS businesses,
here are the three principles that I would follow
to actually establish a customer acquisition strategy.
So if you're excited to dig in,
be sure to smash that like button
and let's get started.
The first thing I would do is actually think
about my Total Addressable Market.
And also, out of that Total Addressable Market,
what my initial target market is going to be.
Here's the thing,
when you're starting out a SaaS business,
it's really easy to get really pulled into the code,
really pulled into the features,
really pulled into all the nitty gritty details.
But, if you don't get your market right,
if the market is not right for disruption
if the market is not receptive to it, change.
If the market is not timed properly,
you just will be wasting a ton of time.
And so, figuring out what your Total Addressable Market is
and what your target market is going to be,
specifically, as niched as possible
is super, super important.
How do know whether you're doing that the right way?
I did an entire video
on how to figure your Total Addressable Market.
You can check that out here,
or I'll actually link to it below
so you can watch the rest of this video first.
Once I have my Total Addressable Market,
the next thing I'm gonna to look into
is my manifesto.
Let me explain.
So often I see startup founders obsess about their features
and then obsess about their pitch deck.
Then they try to cobble together a homepage
then they hire a content person to blog
or a marketer that they got on loan.
And what they forget to do
is actually to take a pause
before they do any of those things,
write their manifesto.
Manifesto is something we teach inside of SaaS school
inside of a SaaS go-to-market program.
It's a thing where it's a five to 10 slides,
that explains exactly what your unique point of view is
on the market.
When you actually get that down,
it helps you establish your strategic narrative,
it helps you establish sure messaging,
it helps you establish your sales process.
Everything becomes easier
if you actually codify your manifesto.
So before you do all those things
that are deep in the details,
try to craft together the exact reason
why your software solution,
your SaaS business should exist.
Why it serves the target market, all of those things.
Now, before we go deeper into principle number three,
Lemme just pause here for a second.
By this time, you're probably starting to see
all the obvious things you need to do,
to build a SaaS business,
and some of the more strategic things you can do
that will set you up for success
in terms of acquiring customers.
Which is really the most important thing
that you can be doing
when you're building any kind of business,
let alone a SaaS business.
Things like really think about your target market
and your Total Addressable Market.
Things like really honing in on your manifesto,
and the unique reason you're building the product
and really framing it the right way.
If you start to see the difference in the approach here
on why it's so much more strategic
to think about these things first,
before the nitty gritty details.
Can I just get a yes!
in the comments below.
Also, if you're navigating this part of the journey
and you're wondering, what is a manifesto?
How do I figure out my Total Addressable Market?
How do I frame my SaaS business in the right way?
I invite you to download my SaaS checklist.
I'll tell you more about it at the end of this video,
but let's get into principle number three.
I'll link to it below as well.
Principle number three is you should run one Broadway show.
So often, startup founders that I work with
get really scattered
in terms of their messaging.
They get really scattered into who they're selling to.
They get really scattered into the channels
they're going after.
They're like we need to do eight blog posts a week
and to be on Twitter.
Maybe I should do YouTube because TK is on YouTube.
We need to run ads.
We need to do blogging.
We need to redo our homepage for the 10th time.
Your customer acquisition strategy
becomes not so much a strategy
but a laundry list of all the things you should do.
And when you do all the things
you end up being neither here nor there.
What we teach you inside of our SaaS school program,
especially go-to-market program, also our core SaaS program
and you'll learn more about this in the checklist,
is you need to run a one Broadway show.
That's focusing on one ideal customer profile.
That's focusing on one 'Aha!' moment,
one use case for your product.
That's having one Sales and Marketing funnel,
and that's having one core message that you bring
into the market every single week.
First of all, this actually helps simplify your life.
Second of all, it helps you run one control experiment,
so you can iterate on it over time
and third of all, it's the most effective way
to actually build an audience,
generate demand
and acquire customer.
So, now you know the three principles that I would apply
to actually establish a customer acquisition strategy.
I'd get really specific on the Total Addressable Market.
I'll link to that TAM video down below.
I would craft a manifesto, which I teach you more about this
(victorious music) in the checklist.
And I would also create and run a Broadway show.
Now, you know the three core principles that I would follow
if I were to a SaaS business today
to actually build a Customer Acquisition Strategy.
But you may not know
exactly how to get your TAM right
You may not know how to really craft your manifesto.
You may not know what a Broadway show is
and how to run it the proper way.
This is why I created my 10 point SaaS checklist.
It's completely free.
And it's a great way for you
to get started in really codifying
your overall strategy.
So you can go download that checklist.
It's at https//tkkader.com/saas-checklist
https//tkkader.com/saas-checklist
Or you can follow the link below
and just click on it
and you can fill out your email,
and you'll be able to download it for free.
Inside of that,
you'll also get access to a free training I run
that helps you actually fill out that checklist.
And it's a great way to actually
start to codify your strategy.
We also have our SaaS school program.
I'll link to that below as well.
Now a SaaS school program is an actual
guided coaching program
where you would get to work with me
to go deeper into these things
and really flash out your strategy.
So if you are interested in that
be sure to check that as well.
It's also at tkkader.com/saas-school
If you got value from this video,
please smash that like button, it means the world to me
and my team.
We put a lot of effort
into these videos to really take complicated concepts
and break it down into simple index cards.
So we can explain them to you in an actionable way.
I also drop a video like this every Sunday,
Wednesday, and Friday.
So be sure to hit that
subscribe button and that bell icon
so that you get notified every single time
I drop an episode.
And lastly remember,
everyone needs a strategy for their life and their business,
but when you are with us,
yours is gonna be unstoppable.
I'm TK, and I'll see you in the next episode
(beep)
Also, I do.
Nope, et me fix that.