What is a SaaS Product Launch?

A SaaS product launch is a systematic process of introducing a new software product to the market. It involves a collaborative process to build awareness, generate interest, and encourage usage among the targeted audience.

SaaS产品发布周期分为三个阶段：预发布、发布和发布后。

The pre-launch stage aims to prepare for the product’s release by raising awareness and interest for upcoming releases, which includes making a list of potential buyers/clients and posting on social media.

发布阶段是指产品向公众公开，并且可能会进行某种形式的广告宣传，以提高认知度和吸引力，鼓励人们试用该产品。

The post-launch stage involves monitoring how users respond to the product, addressing any complaints, continuing with advertising, and improving to enhance the product further.

SaaS product launches differ significantly from traditional launches in that they place a strong emphasis on gathering user feedback and fostering continuous engagement throughout the process. Unlike a one-time release, a SaaS launch may involve a soft release targeting a limited number of users.

一旦收集到反馈，就可以进行全面发布。SaaS产品是一种持续的互动，需要定期更新并与客户保持持续沟通。 

关于SaaS发布，需要强调的另一点是，这是一个复杂的过程，需要大量的规划。开发、营销和销售部门之间应保持协作，以促进在目标市场中产生兴趣和需求。

预发布阶段是大多数SaaS产品发布所共有的阶段，在此期间需要明确目标、分析市场、准备技术并简化即将发布的流程。

与不需要太多关注的传统产品相比，云软件需要频繁更新和持续的反馈循环，以支持其长期发展和相关性。

成功的SaaS产品发布会带来诸多优势，但也存在一定的挑战。

优势：

• 验证产品与市场的契合度： SaaS产品的发布展示了产品对特定市场需求的响应，并概述了其在行业中随着时间推移的潜在作用。
• 品牌知名度： 早期用户采用和反馈会引起人们对品牌的关注，并影响其在市场上的知名度。
• Acquiring initial users: Attracting early users allows for collecting information through consumer feedback, which can be applied to SaaS product development.
• Early revenue: Early sales impact financial stability and signal the product’s commercial viability.
• 收集用户反馈： 用户反馈为调整产品以符合用户需求提供了依据。

挑战：

• 竞争激烈： SaaS市场竞争激烈，需要不断创新和差异化。
• 客户获取成本： 客户获取可能涉及大量成本，尤其是在早期阶段。
• 需要快速发展： SaaS 产品需要定期更新和增强，以保持竞争优势。

管理客户流失： Customer retention and minimizing churn are important for long-term success.

Product value proposition in a SaaS product launch is typically the customers’ value and worth that they stand to get from your product.  It should announce what your product does, why it is better than similar products, and how it can solve customer’s problems.

A product’s value proposition captures customer attention, defines it from competition and drives its sales.

区分SaaS产品依赖于清晰的价值主张，该主张概述了其独特的功能和相关优势。

了解目标消费者的需求、他们在购买过程中的阶段以及他们寻求特定产品的原因，在创建价值主张中起着关键作用。

There are several ways that companies can continue to differentiate SaaS products: targeting specific verticals，打造令人着迷的产品功能，并在专业服务的同时，专注于品牌和客户亲密度。

研究表明，人们在与销售人员交谈之前，就已经做出了高达 90% 的购买决定，这突显了企业提供清晰、有用的信息并确保其产品在营销材料中脱颖而出的重要性。

通过跟踪 KPI 可以进一步评估 SaaS 产品的发布情况，这可以显示产品在市场上的表现。最常见的 KPI 示例包括注册率， CAC，活跃率，追加销售率，以及 客户保留率.

Financial ratios are also used to forecast the performance of the business operation and to build assurance for stakeholders. That is the reason why it is necessary to monitor it and adapt the marketing key plans in response to the obtained data.

For instance, the bare first-year objectives should consist of achieving an upsell of at least 30% and retaining 90% of clients.