Topic: Marketing of Software as a Service (SaaS) (Sa aS) Based Model: At ResolveBiz Services and Apps Private LimitedBiz Services and Apps Private LimitedBiz Services and Apps Private Limited Name of the student: Mukul Bishwas Registration number: 16SKCMD092 Guide name: Prof. R. Jyothirmayee Jyothirmayee College name: AIMS Batch: 2016-2018
CHAPTER 1
INTRODUCTION
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CHAPTER 1 – 1 – INTRODUCTION INTRODUCTION It would be amazing for anybody that the IT business is portrayed as a rapid development and evolution. Since the introduction of the first desktop computer, followed by the World Wide Web available to every house, it seems impossible to track and to identify all new launches in IT world, influencing and, very often even radically, changing the way of doing business one of these decisive reveals, which changed the way of thinking, developing and collaborating in IT and business domains, was the appearance of the concept Cloud Computing, which in turn gave birth to a new business model, known as Software as a Service (SaaS). In Era of cloud computing ecosystem; Internet- based based shared resources, software’s and information are provided to computers and other devices on demand. Infrastructure, platform, and software provided by internet-based resources are decided over company’s need and comfort level. Business decisions and strategies are made simpler and faster with acceptance of cloud based services and platforms. From year 2006 organizations have shown inclination and reliability towards technological tools to keep track of their selling, billing, logistics, and other aspects.
Fig. 1 Historical Evolution of SaaS products
1.1.
Cloud Computing
Cloud computing comprises delivery of computing services servers, storage, database, networking, software over the internet. Companies offering these services are called providers and vendors charges based on computing services used. Cloud services concept is a couple of decade old but spread throughout marketplace rapid than fire including tiny startups to global corporations, governmental bodies to non-profit organizations. Cloud computing can be used to: 2
Create new apps and services
Store and recover data
Host websites and blogs
Stream audio and video
Software’s on demand
Analyze data and make predictions.
1.1.
1. Characteristics of cloud computing:
a. Available on demand b. Can be accessed through multiple devices i.e. Desktop, Laptop, Mobiles etc. c. Dynamic allocation d. Can be used by multiple users e. Resources are on the unified platform to share f. Scalability g. Fast implementation h. Pay per use i. No long-term commitments j.
Application is architecture independent
1.1.2. Features of Cloud computing
An organization opting for cloud-based computing systems there are three main capabilities considered:
a. Computing : A software hosted on cloud need a powerful computing installations to perform complex calculations. This requires complex processors and hardware h ardware to expose to computing abilities.
b. Storage: Any cloud-based computing system requires large storage capacity. Storage is required for calculations, cloud exposure, leverage to organize, and accessible for future usage. 3
c. Management : Optimizing output based on hardware and software components installed. Manage tasks allocated, organize processes are the boon of cloud services. d. Security: It refers to policies, technology, and controls deployed to protect data, information and applications. Computer security, network security, and information security are vital components of cloud-based services. A Service provider must ensure that their infrastructure is secure and their client’s information’s and data’s are protected with authentication measures.
1.1.3 Factors influenced in cloud computing marketplace
a. User Experience b. Procurement and billing c. Administration capabilities d. Customer retention e. Return on investment f. Service delivery
1.1.4. Types of Cloud Services
a. IaaS (Infrastructure as a Service) : Utility computing as demand b. PaaS (Platform as a Service) : Hosted application c. SaaS (Software as a Service) : Software via browser
Software as a Service is a multilayer business model, enabled by IaaS and PaaS, which allows the application of the application to the customer on the subscription network, following following the one-tomany principle. principle.
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Cloud Clients
Fig.2 Cloud computing types and features
a. IaaS (Infrastructure as a Service): IaaS is comprised of highly automated and scalable resources backed up by storage and network capability supplied, analyzed and available on demand. IaaS providers offer cloud servers and resources through its dashboard. Clients can directly access to servers for their data and information. This platform is flexible model allows automated deployment of servers, processing, storage, and networking. IaaS providers have their unique value proportion and portfolio to choose from. In this service company is responsible for upgrading the necessary platforms for upgrading the necessary platforms if there is a new version released in the market.
b. PaaS (Platform as a Service): Typically providing a platform on which software can be developed and deployed. PaaS is built on top of virtualization. Companies can request resources as they need them, further can be scaled as demand grows rather investing in hardware and required resources.
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PaaS provides all hardware and computing infrastructure and maintains applications developed. Business need not worry about maintenance. The cloud computing service which provides PaaS comes up with a package of hardware and platform to support it. c. SaaS (Software as a Service): SaaS allows users to connect to cloud-based apps remotely. SaaS is a way of delivering applications over the internet instead of installing and maintaining software. SaaS Applications are sometimes called web based software, on-demand software or hosted software. The top-layer of cloud computing, software as a Service typically built on a platform as a solution to service. Common applications are CRM, Email, office automation tools. SaaS provides a software solution which is on a subscription basis from cloud service provider. Business organizations connect over the internet to access its functionality, infrastructure, middleware, applications, and database are located in service provider center.
Fig.3 Types of cloud computing and examples
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1.2. Software as a Service (SaaS) According to Gartner, Software as a Service (SaaS) is "software that is owned, delivered and managed remotely by one or more providers. The provider delivers software based on one set of common code and data definitions that is consumed in a one-to-many model by all contracted customers at any time on a pay-for-use basis or as a subscription based on use metrics." SaaS is a way to deliver software applications over the Internet, instead of physically installing and maintaining the software on the site rather on o n a server or directly.
1.2.
1. Characteristics of SaaS
a. Multi-user architecture: A multi-user architecture leverages all users and applications to share a single common infrastructure and code base that is managed centrally. Vendors can innovate more quickly and save the valuable development and version updating hazard. b. Ease of customization: Ease of each client to customize for best according to their business processes without affecting the infrastructure. SaaS architecture can be configured for each company or user on lower adoption cost. c. Ease of access: Remote access to data from multiple device platform with ease of managing and monitoring. Data can monitored by different executives in real-time. d. SaaS trend: Organizations can adapt or switch to other platform without being bound with single provider. Businesses gets update as trend changes and need not to buy or individually update platforms accordingly. e. Web access: User can access software and work remotely via web. There is no specific software required to be installed for accessing. Businesses need internet connectivity to work with SaaS platform.
1.2.3. Advantages of SaaS
a. Pay per use: SaaS are based on number of users and requirement by the organization. It can be variable on subscription basis and can be modified over period of time.
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b. Anytime, anywhere accessibility: All that a user needs is internet access to utilize the SaaS. They can access it anywhere, anytime, from different device platform. Most of people are comfortable and familiar with internet, they can easily adopt SaaS product. Services offered by host are extremely competitive these days emphasizes on user experience which is interactive, neat and self-configurable. c. Vendor accountability: SaaS applications arte on subscription basis, dissatisfied user can easily cancel their subscription. Hence hosts strive to provide excellent service in cutthroat competitive market. Vendors are focused on customer experience, responsive to client’s requests, and constant improvisation.
d. Mobilize work flow: Data stored at cloud can be accessed remotely through internet on any device. There is no requirement of limiting access to different devices, one having internet can access it. A service provider will ensure security of your data, regardless of type of device consuming it. e. Instant scalability: With cloud based applications you can increase or decrease the number of users needed over period of time. There is no condition of running out of capacity or building infrastructure to add or remove.
f. Security and Reliability: With cloud applications client’s data d ata is stored securely in cloud, so there is no threat of losing confidentiality if they lose their device. Cloud data is secured through different level of encryption and firewall.
SaaS was started initially for sales automation, Customer Relationship Management (CRM). Now it has spread for wide applications including accounting software, automated billing process, Enterprise resource planning, Invoice generation, Human Resource planning, content management, document management.
1.3. Indian SaaS market Software as a Service has emerged with multiplying growth rate over last few years which is proven by massive investments by foreign investors. Venture capitalists like Google 8
Capital, Sequoia Capital are attracted towards SaaS companies’ of Indian space. Demand of Indian products considerably increased in International market. The basic reasons for such increase in demands are excellent programming talent in India, global application of such products/service offered and lower cost incurred. The users mainly look for increase in revenue those organizations will lean towards this market. Mid and Small size industries are main clients for these products and many small startups has made their way to significant revenue grossing firms. This eventually led built and test multiple iterations of their products locally before launching in larger and competitive market. Over last few years players like Freshdesk, Zoho have paved their way to success and in motion to spread globally. Indian SaaS have price advantage that’s fit well with domestic price sensitive market. The local market has internet penetration and organizations are willingness to work on cloud technologies has made its way for long durable businesses. SaaS market in India is expected to cross $50 billion in next ten years and huge demand will come from small and medium size enterprises – survey conducted by Google and Accel. SaaS will surpass 75 percent of public crowd funded revenues drive of sales to $132 billion by 2020. Cloud computing is top technological investment trends in this decade with ease of using on mobile phones; which will make India become a very strong base of cloud hosted software’s. U.S. account. With Europe about 80 percent of Indian SaaS average demand, according to a report. Worldwide, the SaaS market in 2015 was $ 31 million and expected to grow by 18 percent per annum of o f $ 72 million in -2020. Players Pla yers like Salesforce, SAP, Oracle, IBM and Microsoft live almost 50 percent in the world's SaaS market.
1.4. SaaS marketing Marketing of something that has no physical presence and constantly changing, a small list of clients, not so popular among average person is challenging and heads unconventional approaches to sell.
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“The aim of marketing is to know and understand the customer so well the pr oduct oduct or service fits him and sells itself.’itself.’- Peter F. Drucker. In SaaS marketing/promotion/customer acquisition methods should extend in order to get the product to sell itself. While plotting SaaS marketing plan, marketers assure that the business model is of choice and is a fully integrated architecture; including products, support, revenue model, and marketing are tightly bounded.
1.4.1. SaaS Marketing Principles
1. Goal Setting: For long lasting growth, it is backed by clear and operational framework that allows allows to measure exactly what’s working and what’s not not working. It has to be classified in two approaches, first being aligning marketing and sales teams on unified goal and second being providing resources to be successful. a. Marketing and sales alignment: Establish a revenue or lead based on pipeline metrics and growth-revenue model. Stick to goals and aligning services between sales and marketing teams. Define target for sales team on qualified data provided by marketing team and how many becomes qualified data then converted into customers. This will determine number of visitors and leads marketing team has to generate to hit goals. b. Marketing budget: There are different verticals to be kept for consideration for setting up budget. In a survey conducted among SaaS companies, organizations invest around 80% of their revenue in sales and marketing. Whichever mode the organization makes a choice, it is important to be assured that you are at appropriate resource to hit the goal. 2. Tactics: By the time an organization offering a product or service, they are likely to be out of a period where an extensive amount of time is spent on understanding market and customers demand. Before implementing any decision make sure customers demand is well incorporated and built to meet their needs. 3. Resources: Aligning goals and applying appropriate tactics to access resources that will achieve goals.
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1.4.2. Objectives of SaaS marketing Primary Objective and strategies
Fig. 4 Objectives and Strategies of SaaS marketing
Keep updating content: The success approach of the SaaS companies is by growing their business through applying different methodologies and are growing drastically. This include Hubspot, Duple, and WordPress which reflects success of content marketing. For successful content in flow, strategies have to be organized and unique to withstand cacophony of competitors. Paid content promotion and retargeting: With growing revenue and expanding user base, it’s likely that marketing and sales budget will increase as well. Increased revenue revenue can be used to a) Multiple content with paid advertisement b) Capture prospects who turned back after a glance. Retargeting is always a great way to grow client base. The countless number of companies have success with various approaches to paid advertising. Retrieving past data and figure out that most sense for your business needs, resulting in the least possible cost-per-lead and acquisition.
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Email conversion for leads: Email Marketing is top channel practiced by B2B marketers to generate demand leads. As lead generation will increase, eventually marketing automation will grow as depicted in fig.5. Reach to prospects with automation will be most relevant information.
Marketing Channels
Percentage
Email marketing
89.2
Content marketing
82.1
SEO
79.2
Conference/Seminar
70.8
Paid search
65.4
Press & Public relations
64.2
Paid social media
58.3
Partner marketing
50.0
Print ads
24.2
Video Advertising
20.4
Fig 5. SaaS marketing channels
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CHAPTER 2
COMPANY PROFILE
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CHAPTER 2 – COMPANY PROFILE
ResolveBiz Services and Apps Private Limited gives an end to end practical administration as business accomplices to its customers in Finance, Accounting, and HR spaces. We work intimately with CEO or HR Heads. help organizations with Statutory Registrations, R esolve solveB B i z Ser Ser vices vices and A pps Pr P r i vate vate L i mi ted ted help setting up useful objectives, MIS Reports intended for their business, deciphering the same with proposals to administration, exploring and realigning forms, applying our advancements whereby basically empowering administrations to concentrate on the development of their centre business. Their administration models depend on customer circumstances and what kind of engagement they have agreed with. Customer Business could be from start-up arrange or from there on, having put resources into some innovation items or basic spreadsheet strategies, effectively employed practical staff or taking a gander at an entire outsourced set of administrations or besides an administration that works with their very own blend group and ResolveBiz Services and Apps Private Limited's group. They trust that they have an administration show that would suit each of these fluctuated needs that improve assets and gives the best esteem. ResolveBiz Services and Apps Private LimitedBiz Services and Apps Pvt. Ltd is a budding IT Software and Fintech Outsourcing specialist organization to a portion of the biggest enterprises in India. ResolveBiz Services and Apps Private Limited offers Software Product Development, Finance and Accounting and Compliance administrations to IT, Manufacturing, Social Enterprises, Non-Profit Organizations and SMEs in India. We enable associations in robotizing whole business to process. ResolveBiz Services and Apps Private Limited SaaS Applications tracks and oversee operations for all intents and purposes in the associations. Our stage shares continuous data to everybody in the association.
You can depend on ResolveBiz Services and Apps Private Limited CRM as the centre point of your business operations by making rich client profiles worked by catching data and collaborations from over your association and from outer sources. Rich reconciliation with business administration
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Applications, desktop profitability devices, re-promoting, and online networking engages everybody in your association to cooperate, productively, in the matter of building gainful client connections.
2.1 Products and Features 2.1.1 Expense management
Request/claims anywhere anytime
Instant documents/bills upload facility
Configurable Expense Line items
Forex conversion facility; multiple payment modes
Multiple dimensions cost capturing
Integrated policy exceptions
Configurable as per organizational process/needs
Analytical Dash board embedded
Multiple cost centers to one expense
Integration with Tally accounting platform
2.1.2. CRM
Remote update through multiplatform access
Sales funnel to track task proceeding, current status
Track sales opportunities, manage performance
Dashboard to fetch information’s, generate reports
Analyze data, Facilitate communication
Automate interaction
Satellite visibility of the workforce
Google Route-map view
Real-time monitoring and reporting
2.1.3. Leave management
Leave application and approval on your finger tips 15
Monitor Leave Cycle, Leave Credits
Leave types, Leave limits
Encashment Flexibility
Analytical dashboard represented statistically
2.2. Services and Features 2.2.1. Payroll
Online NDC clearance
Pay slip Access
Tax Declaration
FBP Clarification and Claim
Pay slip Integration
TDS computing
PF statement
ESI
Form 16 Integrated digital signature
2.2.2. Accounting
Align the Accounting function.
Roll out policies, processes, procedures, forms etc.
Optimize Accounting Database, Cost centers
Chartered Accountants oversight
Reassure management on meeting compliances
Cost effective technologies
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2.3. Organizational Hierarchy
Fig. 6. Organizational hierarchy
2.4. Functions 2.4.1. Payroll Team
Outsource payroll services
Implement service
Monthly payroll calendar
Pay sheet generation
Payroll statutory compliance
Customer MIS
ESI
Professional tax
PF
Labor welfare fund
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2.4.2. Financial and accounting Team
Updating of customers account
Bank reconciliation
Statutory compliance
GST compliance
Foreign exchange compliance
Organization registration
Secretarial compliance
Monthly financial reports
Monthly MIS
IT filling and returns support
Audit assistance
2.4.3. Sales Team
New sales generation
Lead identification
Relationship management
Channel management
Customer management
Event management
Digital marketing
2.4.4. Technical team
New service
New products
Service platform support
Banking and Troubleshoot
In-house applications for support functions
Website development
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2.4.5. Human resource team
Recruitment
Employee relations
Compliances
Record Keeping
Payroll and Benefits
Performance and appraisal
2.4.6. Admin team Manage and organize office effectively and professionally
Filing according to standards
Appropriate office management strategies
Plan and control administrative budget
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CHAPTER 3
RESEARCH DESIGN
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CHAPTER 3 – 3 – RESEARCH RESEARCH DESIGN
3.1.
Introduction
Software as a Service (SaaS) is software licensing and delivery model in which applications are on a subscription basis and is centrally hosted. SaaS is accessed remotely by the individual user via web browser or apps. SaaS differs from Application Service Provisioning (ASP) and other traditional software hosting models. SaaS is:
To setup software development, deployment and operating in productive manner,
For customers to outsource operating, maintenance and other software development related activities
For producing and delivering browser-based activities
Often characterized by high volumes, high scalability, and on-demand pricing.
SaaS has become a commonly used model for many business applications such as Customer Relationship Management (CRM), Human Resource Management (HRM), Payroll Processing, and Content Management Systems (CMS). Software as a Service (SaaS) allows users to connect and use cloud-based apps over the internet. SaaS is the method of delivering software that can be accessed from any device with an internet connection on web browser or application on phone from any location. In this model vendors host and maintain the servers, database, networking security, updating, and firewall. For clients, this eliminates the expenses of hardware acquisition, maintenance, licensing, installation and support. The SaaS vendor takes care of all verticals. The major benefit being able to spread-out cost over time. Common examples include Outlook, Hotmail, Yahoo Mail, NetSuite by Oracle, Salesforce etc. SaaS makes it easy to mobilize workforce in the context that user can access from the internet, and no need to worry about developing apps to run on different types of devices. Clients do not need to hire experts to run, manage, security regardless of the type of device consuming it. With the data stored on cloud, users can access their information in real-time with no security constraints and failure to retrieve. 21
SaaS products do not have their physical presence and keep on changing continuously. The major challenge which is faced by marketers branding which is not physically present and is cloud-based as service. Conversion of prospects on the client is in lesser percentage. SaaS marketing is content driven and depends on information shared. Service-oriented marketing and concepts have started in 1970’s. These These early concepts were attempted in defining and differentiating service marketing from conventional goods marketing. In B2B elements marketing strategies include two important parts, i.e. target market and marketing mix and a combination of these two with with other elements they all represent a firm’s marketing program.
3.2.
Concepts of Service marketing
3.2.1. 8 P’s of service marketing
SaaS market positioning is highlighted on evidence instead towards image Product elements – SaaS of product. Vendor provide free trails, where customers can test what they will be buying and how to use, whether it bring use to benefit they need. SaaS Company has created a wide alley of services and offer package solutions and include them into value added chain. Place - There is no physical channel in SaaS distribution, therefore no brick-and-mortar stores,
no transport, but internet and system to access is required. There is no any location boundary, no cultural regulation or country regulations. Price – The importance of free online trails, like free, dynamic pricing and then after finally
pricing strategies according to adoption of product. Most important scheme under SaaS pricing is ‘pay-per‘pay-per-use’ use’ pricing. Second scheme is ‘per time period’ defined for a month, or year. According to study conducted by PWC, suggests adjusting your price according to what stage of technology adoption lifecycle the users come from, whether they are leaders, mainstream or laggards. Promotion – In relevance to SaaS promotion main concepts to set marketing communication
strategy are: provide tangible clues, online and offline marketing activities, segmenting the sales approach, relationship marketing, and industry influencers. It been claimed that the biggest tangible benefit of using SaaS is cost saving, whether on hardware or software’s or savings on
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less IT employees. SaaS solutions are developed to solve certain problem, such as workforce management or sales leads management and versatile solutions are those which can be sold for different industries. Products and services of high complexity like SaaS normally increases probability of Process – Products making errors. Hence the process of SaaS should be even more worked out specifically on all activities and needs, specified according to activities need and links between activities specified in order to detect errors in time and execute flawless performance. Every product or service evolves through lifecycle of four stages in case SaaS S aaS these are defined as: Acquisition – Acquisition – demand demand generation, trail or demo, purchase Installation – Installation – set-up, set-up, configuration, on boarding Usage – Usage – training, training, usage metrics, support, community Commerce – Commerce – success success metrics, billing, support, purchase The only really physical element of SaaS is the device with which the Physical environment – The SaaS user access the service. Therefore, it is difficult to talk about a traditional environment in SaaS marketing. The only approach to user is through interface and conditionally through sales people. SaaS as cloud computing is more standardized, automated, and commoditized service People – SaaS falling under low-contact services; it requires less human interference. Intangible services require more relationship oriented marketing, which can be very challenging for salespeople with strong technical background. Productivity measures the amount of output produced relative to the Productivity and quality – Productivity amount of units used. The input can be materials, technology, staff, and consumers. SaaS vendors should focus on the service in isolation, the service provider and the customer producing the service in interactions and the service in isolation from the service provider. Customer’s perception of quality, qualit y, is an important determinant of quality. They compare their perception p erception of a service with their expectation. Their expectation are set on two specters of the quality of service, which can be measured objectively, o bjectively, such as execution time, credibility, security, and acc ess etc.
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3.3.
Review of literature
According to Gartner, the SaaS market will grow annually at 17.7%. For software firms it will be new business opportunity as well as challenges in adapting to new business environment. A transition from packed business provider to SaaS provider following the best practices of the SaaS model will set new challenges to strategic management, but also to marketing and sales. An alternative approach emphasizes providing a solution to the customer rather than selling SaaS, focuses on providing value to the customer when selling SaaS. Kotler and Keller defines marketing as a function and process of the organization, which
creates, communicates and delivers value to customers and maintains customer relationship. One of the functions included is selling aiming at completing sale process. At same time marketing tries to make sales unnecessary by providing self-selling products, which customers will be willing to pay for. The two main approaches to marketing are transactional marketing and relationship marketing. From transactional marketing point of view the organization can compete with 8 P’s of service service marketing. According to Kotler and Keller, a holistic view delivery channels as well as communication. Relationship marketing includes customers includes customers, partners and delivery channel related questions. Performance marketing focuses on questions related to integrated marketing which will match the expected low transition costs of offering as well as relationship marketing. Software business includes segments rather different characteristics with respect to marketing and sales. Embedded software is usually developed for a single company. Companies providing professional services implement software’s and deploy a technical assistance executive for the customer. The number of customers are less while transaction cost and revenue per customer are high which require investment for customer relationship management. Instead packed standardized software products with low price are examples of offering of firms with strong brand marketing and marketing ma rketing alliances. For these software products firms the marketing costs are a major share of the budget.
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Most appropriate marketing means for software services include relationship management, seminars, fairs and other related to personal communication. Software products business relies more on advertising and direct sales. A software product business use more wholesale and resale organizations as we as internet as a sale channel. Software as a Service can be characterized as a standard software product operated by SaaS provider, delivered using internet protocols and consumed as on demand by customers.
3.4.
Statement of problem
Increase awareness of SaaS based model within market of Medium and small scale organizations. To make awareness and convey values of owning cloud based model in B2B organizations. Improvise and increase market presence, revenue, value, profit of SaaS offering companies. Getting sustainable plan for long-term success and keep track of product features to match changing demands.
3.5.
Objectives of the study
a. To investigate marketing gap for SaaS based products b. To make the customers (B2B) gain awareness of SaaS based products c. To determine measures for conversion of prospects/leads to sales
3.6.
Scope of study
The study is focused on SaaS based products for existing clients and for data collection identified prospect customers.
3.7.
Research methodology methodology
The qualitative research method used in my research is a semi-structured questionnaire survey. However, data collected can be collected using one or more approaches including case studies, observations etc. Qualitative research is often designed at the time it is being done, which requires individual judgement which showed to be true in my research. Additional questions were asked depending on how precise the answers were, or in case any clarification needed.
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Considering all these reasons a semi-structured survey was more appropriate than the structured one. 3.7.1. Type of research : Descriptive Research - This type of research helps us to understand social phenomena in natural setting, giving emphasis on to the meanings, experiences and views of participants. The analysis of qualitative research involves aiming to uncover and understand by using data to describe. – Survey based method. 3.7.2. Sampling : Sample for the study is existing customers of ResolveBiz Services and Apps Private Limited Biz and Apps limited that is 60 across Bangalore.
3.8.
Data collection
3.8.1. Source of Data: This study is based on primary data as well as secondary data will be used to understand existing reviews and feedback. To collect the primary data, structured questionnaire is prepared. Existing Clients of company as well as prospects are studied under this research. 3.8.2. Tools for Data Collection: Primary data collection. Primary data will be collected through questionnaire survey. Questionnaire will be in two parts, one with focusing on prospect clients second will be focused on existing client.
3.9.
Data presentation and analysis
The data collected is presented in tabular form for interpretation on various parameters.
This tabular form is represented in graphical form.
A holistic approach has been taken to analyze customer perception and different approaches of marketing to reach them.
3.10.
Limitations of study
Getting client database from company was against contractual agreement between companies.
Data collection could be conducted among more number of clients, but due to reach constraint it was not possible. 26
Dedicated marketing team doesn’t exists in organization.
SaaS is new for Indian marketplace, so not much or background research available.
Respondents may have biased opinions.
Customers are resisted to disclose confidential information’s.
3.11.
Scope of further study
As SaaS is budding market for software companies in India, ResolveBiz Services and Apps Private Limited can go further with a dedicated marketing team which can work closely take-up with new challenges, new strategies.
ResolveBiz Services and Apps Private Limited can approach for different verticals on diversified marketing strategies to grow its business and market share.
Marketing approaches taken under this study could be further refined and fine-tuned to narrow down target segment.
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CHAPTER 4
ANALYSIS OF DATA
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CHAPTER 4 - Analysis of data With the help of questionnaire and personal p ersonal interactions with the existing clients of organization across Bangalore, the data is analyzed anal yzed and presented for ease of interpretation and understanding the data. The total number of data collected is 53 from client data base. Data validation ensures that the survey questionnaire are completed and present consistent data.
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Questions, Data representation in tabular and graphical method, and Data Interpretation and Inferences based on survey conducted.
1.
Table
Which all SaaS application does your organization use? Tick all applicable.
Responses
Product
10
Accounting
30
Attendance
24
CRM
22
Expense
19
Leave
26
Payroll
1: SaaS
applications used Fig.7. SaaS applications used Data Interpretation and Inferences: Organizations are opting cloud based services in various
aspects of business processes like Accounting services, Leave module, Attendance module, Payroll services, CRM module, Expense management and many more.
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2. What is the employee strength of your company?
Responses
Employee strength range
13
Between 100-500
14
Between 20-50
11
Between 500-1000
13
Between 50-100
2
Less than 20 Table 2. Employee strength
Fig.8. Employee strength Data Interpretation and Inferences: Most of companies surveyed are mid and small scale.
Software as a Service (SaaS) based companies comp anies offer hosted software or web-based software in B2B market. SaaS model is market for organizations organ izations which works on less workforce and not viable to invest capital in creating internal systems. This signifies that SaaS products a re for MSME which is roughly about $ 30 billion and it’s growing growing by rate of 12% -14% per annum.
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3. How you got know about ResolveBiz Services and Apps Private Limited products or services? Responses
Customer reach media
1
Event/Seminar
3
Print Media
8
Referral ResolveBiz Services and Apps Private
38
Limited Executive
3
Social Media Table. 3. Customer reach media
Fig.9. Customer reach media Data Interpretation and Inferences: Products and services offered at ResolveBiz Services and Apps Private LimitedBiz Services and Apps Private Limited is majorly done by Executives
of the organization which is clearly evident from this survey. 71.7% of existing clients are reached through company’s sales team. Whereas looking at global market scenario 86% of SaaS sales is done through marketing channels. At global marketing channels tools like Email marketing, content engagement, SEO, Conferences, Trade shows, Paid Search, Paid social media, Display advertising etc.
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4. Is SaaS product plays a major part role in your company or additional support?
Responses
Role in company
9
Additional
44
Core Table. 4. Role in company
Fig.10. Role in company
Data Interpretation and Inferences: SaaS products has become a major and prominent part of
business process. Clients are using it as their their integral part of their daily functions. In this survey 83% of Clients has accepted our ou r product to be a core co re part of their business. This signifies companies are adapting SaaS products and its helping them in smooth flow of their business. bu siness.
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5. Has your organizational revenue from SaaS products produ cts offerings increased or decreased after implementation?
Responses
Revenue Implication
2
Decreased
35
Increased
16
Neutral
Table. 5. Revenue implication
Fig.11. Revenue Implication
Data Interpretation and Inferences: SaaS Products has increased business mobility in
business flow. The products has improved work flow in 66% of companies. Automation in flow decreases human effort and time consumed to perform eventually increases participation in mking decisions and other tasks.
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6. Do your organization has plans for using more mo re SaaS products in future? Responses
Future buying decision
1
No
24
Not yet Decided
28
Yes
Table. 6. SaaS future plans
Fig.12. SaaS future plans
Data Interpretation and Inferences: Companies surveyed under this study has further plans
to adopt more SaaS products and are ready for SaaS modules. Planning to utilize more of product is based on positive responses and confidence improving business in products.
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7. How you manage hardware/software infrastructure for your SaaS application?
Responses
SaaS Infrastructure
13
In-house
40
Outsource
Table. 7. Technological Infrastructure
Fig.13. Technological Infrastructure
Data Interpretation and Inferences: SaaS using organizations are mainly using
outsourced infrastructure and technical support. MSME enterprises are major market for cloud based market because they are not scaled to keep a in-house team and infrastructure. This requires less on investment as well as maintaining the system.
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8. On a scale of 1-5, how likely will you recommend our product? Rating
Responses
One
0
Two
2
Three
12
Four
25
Five
14
Table. 8. Product recommendation
Fig.14. Product recommendation
Data Interpretation and Inferences: Customers surveyed are willing to refer our SaaS
products and services. Referring acceptance of SaaS product is sign of customer delight. 47% of customers has accepted that they the y might refer to use our products.
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9. How well our product does serves your needs? Rate on scale of 1-5
Responses
Rating
0
One
0
Two
18
Three
25
Four
10
Five Table. 9. SaaS product fulfilment
Fig.15. SaaS product fulfilment Data Interpretation and Inferences: Products offered by ResolveBiz Services and Apps
Private LimitedBiz services and Apps private limited fulfilling customers requirement. In this survey 47.2 % has rated to be 4 and 18.9% has rated SaaS product as 5.
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10. What is your biggest technical concerns with SaaS? .
Technical concern
Responses
Application scalability
7
Application up-time
6
Data Back-up
9
Network connectivity
18
Security
13
Table. 10. SaaS Technical concern
Fig.16. SaaS Technical concern
Data Interpretation and Inferences: Out of surveyed customers are facing network connectivity
issues. Network issues is because of internet providers this inferences inferences that they don’t have proper internet connectivity or remotely they are not able to access properly. SaaS is cloud based service which runs on network connectivity, so there is requirement of building internet infrastructure strong and available to access remotely.
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11. Do you feel SaaS is the preferred software delivery method of future? Future of SaaS
Responses
No
3
Yes
50
Table. 11. Future of SaaS
Fig.17. Future of SaaS Data Interpretation and Inferences: Customers surveyed agreed that SaaS is budding
business partner of automation in business world. They agreed that this will make a major impact on streamlining business process. 93% of surveyed respondents interpreted that SaaS will emerge as future trend in software delivery method.
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12. What are most important features of our product/service served your best? Tick all applicable options.
Features
Responses
Bill/document upload facility
19
Communication facilitation
9
Configurability
21
Dashboard
20
GPS integration
19
Landing page
16
Lead generation
23
Multi-platform accessibility
19
Real time data
22
Remote accessibility
18
Response rate
22
Sales funnel to track proceeding and current status
17
Tally integration
18
Track opportunities and performance management
16
Transparency
16
User interface
19
Table. 12. Important feature
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Fig.18. Important feature
Data Interpretation and Inferences: Customers surveyed has used ResolveBiz Services and Apps Private Limited products and used it, so considering their experience Real-
time data and lead generation functions are liked. Real-time data is possible only through cloud computing which is backbone of SaaS products. Cloud computing updated data on cloud in real-time and can be fetched instant and remote by other users. Second Se cond most liked function is lead generation, it means summarizing their clients on unified platform with visibility and transparency. Third option liked most is response rate, as it is c loud based platform hence there is minimal lag in sharing information information over SaaS platform. SaaS offered by ResolveBiz Services and Apps Private LimitedBiz are configurable, that means it can be modified according to customers need and requirement.
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CHAPTER 5
RESULTS, OBSERVATION, FINDINGS, SUGGESTIONS
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This section presents the summary of findings inferred from the analysis of data collected from the different customers across Bangalore of ResoveBiz and Apps private limited and suggestions offered with reference to findings from the study.
5.1. Summary of Findings The summary of findings below is presented in the context of objectives of this study in previous chapters. The findings are presented with respect to each of the objectives. 5.1.1. Objective 1
‘To investigate marketing gap for SaaS products’
It is observed that 71.7% of sales is done by b y ResolveBiz Services and Apps Private P rivate Limited sales executives, 15.1% by referral from existing clients. This signifies that ResolveBiz Services and Apps Private Limited is not prominent in marketing their products and services.
Clients are keen in using new products and services to simplify their business process by using more number of SaaS products. In this study 45.3% clients agreed that they will be using more products. Along with their keenness, 83% of organizations has adopted to their core need of business process because 66% of them observed that their business revenue has increased by using SaaS products.
5.1.2. Objective 2
‘To make the customers (B2B) gain awareness of SaaS based products’
Customer awareness is done with physical interaction in toda y’s marketplace where as Service marketing should be reach and deliver value to customer and sell itself. Cloud services is budding marketplace and MSME organizations prefer to outsource technological support. In this study 75.5% organizations preferred to outsource hardware/software infrastructure for SaaS applications.
5.1.3. Objective 3
‘To determine measures for conversion of prospects/leads to sales’ 44
Existing customers of ResolveBiz Services and Apps Private LimitedBiz and Apps rated 4 on-scale of 5 to fulfil their needs.
94.3% of customers believed SaaS to be futuristic technological advancement and will be preferred software delivery method of future.
Existing users prefer new features and automated platform to overview their business processes. Features like Real-time Tracking, Lead generation, response rate, configurability, GPS integration, Dashboard with configurable statistics, transparency are most preferred and can only be achieved in cloud platform.
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5.2. Suggestions Software as a Service (SaaS) companies stand on online platform. SaaS has lot of ways to software and services online, but considering budget and market type most favorable strategies are suggested to ResolveBiz Services and Apps Private LimitedBiz and Apps private limited.
5.2.1. 5.2.1. Socia Sociall M edi a Market Marketi ng: Social media networks like Facebook, Twitter, T witter, Pinterest, Youtube, and LinkedIN allow you to reach both potential and current cu rrent users of our products. Social media allows two way wa y communication with users to get feedback and drive traffic to website, landing page etc. Implementation: LinkedIn – LinkedIn – Setup Setup of SHOWCASE page for driving traffic to website and keep content flow. Link:
https://www.linkedin.com/feed/update/urn:li:activity:6304239508716122112
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5.2.2. 5.2.2. B uy Tra Tr affic ffi c: Drive targeted traffic to website with pay-per-click advertising. Some of the p opular and proven methods are:
Google Adwords
Paid social media
Implementation: Google Adwords ResolveBiz Services and Apps Private Limited implemented Google Adwords with a budget of Rs.30 for each day and 20 keywords to optimize search Keywords:
5.2.3. 5.2.3. D emo, T r ai ls and S pecial ci al off offe er s A demo version, trail version or discount can motivate a user to use SaaS. 86% of SaaS offering companies offer trail version to understand and evaluate software. Implementation: ResolveBiz Services and Apps Private Limited has started offering free version for 15 days to prospective customers. Free version is made in trail for observing client conversion rate for CRM module.
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5.2.4. 5.2.4. C onve onver sion si on rat r ate e optimi optimizzati ati on To improve the effectiveness of marketing without spending more money mon ey on advertising, SEO, or content strategies. Conversion rate optimization involves frequent testing small elements of website landing page. Implementation: Implementing Point of action on website landing page for submitting ‘Query’ ‘Registration’.
5.2.5. 5.2.5. Sea Sear ch E ngine ngi ne Opt Optimi imi zati on Search engine optimization is the practice of optimizing website to rank better in searches on Google, yahoo and other search engines. SEO is most cost-effective way to expose software to most potential users, and target your traffic without spending mone y on advertising.
Implementation: Initially analyzed ResolveBiz Services and Apps Private Limited landing page site check on o n grounds of optimization for search friendly. Score observed was 62 out of 100. Analyzing Anal yzing score improvisations implemented and current optimization score is 87 out of 100. Few Fe w measures are: o
Meta Description
o
H1 headline
o
HTML page size
o
HTML page compression
o
Site loading time
o
Image Meta tagging 48
Initial report
Current report
5.2.6. 5.2.6. L i ve C hat hat To engage visitors and answer their questions the moment they arrive on website.
Implementation: Integrated a live chat feature who every visits website can ask any query and concerned team will get back with answer. It’s based on module of live Q&A.
5.2.7. 5.2.7. Conference/seminar participation To engage with more prospects on a larger format through setting-up stall at Seminar. Implementation: Participation in ICAI event named ‘Samvarthaka’ on 9th Sept 2017. Considering event preparation Brochure, Standee and banner has been made to put-up on stall.
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Event click
Brochure Image
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