Client Success: SAAS Market Opportunity Analysis
Client: A large software company
Problem: The client was contemplating entering a new, emerging market
with a Software as a Service (Saas) offering for Information Technology Asset
Management (ITAM) targeted at mid-sized firms. The market size and
potential revenue opportunity and other key go-to-market factors were
unknown and needed to be quantified
Approach: Blue Rain Marketing implemented a detailed market opportunity
analysis, reviewing and analyzing existing primary and secondary research,
and client strategy documents. Interviews were held with various internal and
external constituencies to further provide context. Analysis of competitive
offerings and go-to-market channels was also pursued. Existing and new
pricing models were explored.
Results: The analysis resulted in a presentation that included the mid-size
firm market opportunity for the offering revenues and licenses, and included
market growth rate potential and growth drivers. Customer need drivers for
the solution were uncovered and explained. Key market trends were
evaluated. General SaaS market driver and inhibitors were analyzed and
included. Optimal target customer segments were identified, profiled and
sized. Go-to-market channel options were evaluated and strategic
recommendations for the correct channels was provided. Pricing models
and market price evolution was discussed and presented. Launch and
market risks were discussed and mitigation strategies provided