3 Things You Can Do … That the Bigger Competition Can’t

Q: How can a SaaS startup survive in a crowded market?

Find a segment of the market to win in. Where you can build a 10x feature, and then a 10x solution, that solves a niche problem that customers will pay for.

Most SaaS markets are crowded today. But the thing is:

  • As Bigger SaaS companies cross $100m in ARR, and then $1B in ARR, they stop focusing on smaller niches. They might give up on SMBs, or freemium, or higher churn segments. But you might be able to do well there.
  • Many Bigger Cos aren’t vertical-specific. There can be room for a vendor focused just on e-commerce, or healthcare, or contact centers, or other large markets. For example, Mailchimp is very strong in general email but Klaviyyo is worth $4B doing email for e-commerce.
  • Most Bigger Cos are 10+ years old. Do something important they don’t do well. Maybe they don’t integrate with newer vendors. Maybe they don’t do mobile as well, or social as well, or whatever. 10+ year old platforms are powerful. But they were architected for a different age.

Another way to look at it is any vendor sort of has to ignore any market segment that is < 10% of their revenues. It’s just immaterial.

And as so many SaaS leaders now have crossed $1B+ in ARR, from Zendesk to Hubspot to Shopify to Twilio and more … than leaves a $100m+ of customers each of them … just aren’t that focused on.

A bit more here:

5 Ways to Enter a Crowded Market. And 3+ Ways Not To.

Published on March 18, 2021

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