SaaS which increases the efficiency & efficacy of online advertising campaigns, while enabling more granular attribution and conversion tracking

The client is a SaaS company attached to a digital advertising agency which specialises in student acquisition campaigns for universities and higher education institutions.

The agency has been building and operating a substantial in-house SaaS with their client-base, and decided to spin it out as an independent product and company with the objective of servicing institutions & organisations who work with other agencies. The SaaS enables institutions to dramatically improve the efficiency and efficacy of their enrolment/admissions advertising and marketing campaigns.

Turning this into a standalone proposition presented several challenges, including:

1. How to bundle and package the in-house SaaS features into a standalone proposition

2. How to segment customers in a market which includes unusually wide variations in customer requirements

3. How to price the proposition

Highlights of the engagement included:

• Defined how some of the existing SaaS functionality should be split into three functional standalone bundles, based on user requirements

• Defined pricing for each bundle, and how that pricing should work with a value metric

• Defined customer segmentation around functionality and a value metric

• Defined additional billable services

• Planned and implemented an extensive customer development program

• Planned and undertook an internal stakeholder interview program

• Identified common high value underserved requirements amongst institutions

• Identified planned functionality with a low willingness to pay among institutions, enabling it to be deprioritised from further product development

• Recommended making a major piece of existing functionality free, as a strategy to commoditise the product’s complement.

• Identified existing functionality which would be unhelpful to adapt to a standalone proposition

• Identified key risks from offering the product as a standalone proposition.

• Proposed potential mitigations to the risks