Writing a business plan对任何企业家来说都是一个重要的一步。但是,如果你是starting a SaaS businesS,业务计划发挥了一个超出的角色,因为燃料增长所需的资金可能比你猜到的要多得多。而不是在裤子的座位上飞行并希望它一切都锻炼,需要一两天或两个建造一个计划,以便你有一个策略来建立你的业务。

每个业务计划中都有共同的组成部分,但SaaS(或订阅)业务计划应该特别关注客户收购(ie. marketing) and the财务计划

但是,不应该所有的商业计划都包括财务计划吗?当然是。但对于依赖于每月订阅的企业,cash flow can become a real issue。Instead of getting all of your customer’s payment upfront, those payments are spread out over months or even years, so it can take time to break even on marketing and development costs. This means that you’ll most likely need more money up-front to get your business off the ground than you initially assume.

Why write a business plan for your SaaS business?

对于只想潜入并开始建立一些东西并解决客户问题的企业家来说,商业计划似乎浪费时间。它似乎似乎是一种拖延的形式。为什么花时间“计划”,当你可以花时间“做”?以下是您应该在业务计划上度过一天或两项的主要原因。

战略

Writing a business planwill help you think through and clarify your business strategy. Are you going to require subscriptions up-front? Will you offer a free trial? Or perhaps you’ll explore the “freemium” route where some features of your product are always free and others require an upgrade to a paid price tier.

通过写下您的初始策略,您将能够在同一页面上获取您的团队,并在您的方向上清晰。这并不意味着您无法在将来更改策略,它只是关于定义您的起点。betway官网

现金是国王

For many subscription businesses, the cost of acquiring a customer is far more than what that customer pays you in their first month. In fact, it may take several months or even more than a year to recoup the cost of acquiring a customer.

Because of this, it’s critical to create a plan that includes a solid金融预报。一个良好的财务计划将让您尝试使用不同的场景,因此您将确切地知道您需要多大的现金来处理worst-caseand best-case scenarios.

客户收购计划

一个很好的商业计划将概述您计划如何获得新客户。这可能是您在计划中包含的详细营销计划的形式。你不能只服用Field of Dreamsapproach and hope that “if you build it, they will come.” Occasionally this works, but most of the time acquiring customers takes more work than that.

保留计划

获取客户is just part of the game with a subscription business. SaaS businesses need to keep earning their customer’s loyalty each month, especially in a competitive market. Your business plan should help you think through and create a plan for how you’re going to keep your customers in the long run.

市场研究和知识

Your business plan will ask you to think about who your customer is and你是如何达到他们的。Knowing your customer is key to your success, and having a deep understanding of your customers will help you develop the right product for them over time.

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What to include in your SaaS business plan

While all business plans share common components, a business plan for a SaaS business needs to pay special attention to the customer acquisition section and财务计划。Below, you’ll find the details of everything you need to include in your plan:

执行摘要

尽管首先在您的商业计划中,您应该写下你的执行摘要最后,在您通过其余的业务计划中思考后。一个良好的执行摘要可以独自站立,没有剩下的计划,并总结了业务的关键组成部分,而不会进行太多细节。

The real trick of getting an executive summary right is to not repeat everything that’s in your full plan, as tempting as that might be. You really need to cut down to the core details so that your reader is left asking for more.

良好的执行摘要通常是用作站-alone document that you can email to lenders and investors as part of the fundraising process, so you want to make sure that it’s short and to the point. Make sure to include these key elements:

  1. The problem you are solving. Make this into a story and engage your audience.
  2. 您的产品如何解决这个问题。
  3. 你的目标受众是谁
  4. Your sales and profitability projections
  5. 你是谁以及为什么你有资格建立这一业务
  6. How much money you’re raising (if you’re seeking investment)

问题

All successful businesses solve a problem for a customer. For SaaS businesses, your customer may be another business or potentially a consumer, but either way, your service needs to solve a problem for your customer. If you’re Netflix, you’re filling the need for affordable, instantly available entertainment. If you’re Salesforce, you solve the problem of disorganized sales pipelines and poor customer communication.

良好问题陈述的关键是为您的受众造成“真实”。您希望有人读取您的业务计划,立即对经历问题的客户立即同情。您希望您的受众来理解问题并与之相关。

您可以用Storytellin完成这一点g and real examples of how customers are currently solving their problem. For example, if you’re building a new project management tool, you can talk about how your potential customers currently try and solve their problem with spreadsheets and email, and how that leads to confusion and poor communication.

Solution

可以说是商业计划的最有趣部分是关于您的解决方案的写作。betway手机网页对于SaaS业务,这是您描述您的服务以及它如何解决您的客户问题。

除了谈论您的解决方案外,您还希望在谈论您的竞争以及您打算将您的服务与其他替代方案区分开来的部分。

Be sure to also封面定价and your solution’s positioning in the marketplace. By this, I mean that you should describe if you’re the budget offering in the market, or perhaps the premium price player. If the market is relatively young and there aren’t many direct competitors, then you can compare the price of your solution to how your customers are solving their problem currently.

Target market

任何商业计划中的一个重要部分,目标市场部分用于描述您的客户是谁。根据您销售的服务类型,您将希望突出显示不同的信息。对于消费者订阅的服务,您可能希望描述常见的人口统计,兴趣和其他关键属性,帮助您识别良好的目标客户。如果您正在向其他业务销售,您将想要描述您所抛售的业务的典型大小,以及典型的决策者。

Regardless of whether your target market consists of consumers or businesses, you’ll want to make sure that you include the total number of potential customers in your market. This is especially useful for investors as they’ll want to get a good understanding of how large your market opportunity is. You can use the TAM, SAM, SOM method for determining market size.

Customer acquisition strategy

获取客户for your SaaS startup is key to your success. Without sales and customers, it doesn’t matter how good your service is.

When we talk about customer acquisition, we’re talking about marketing and sales. This is the part of your business plan where you detail how you’re going to reach your prospective customers and what your sales process will look like.

Your target market will determine your marketing and sales strategies. Do your prospective customers learn about new products by searching for solutions to their problems on Google? Do they go to trade shows? Or perhaps they are heavy Instagram users and advertising on that platform will be the best way to reach them.

您的营销计划应该详细介绍您计划如何到达目标客户以及您希望在营销和广告上花钱的地方。

对于您的销售计划,您需要解释您的销售流程是否需要销售团队或您的销售将是自助服务。如果您正在向企业销售,您可能需要销售团队,并且销售流程将需要几周,或者甚至可能是几个月。如果您正在向消费者销售,您可能能够拥有一个自助销售模式,客户在不与贵公司通信的情况下注册服务。

Team

If you are seeking outside investment, theTeam section您的业​​务计划至关重要。投资者想知道谁在公司后面以及为什么他们有技能和经验,以将一个想法变成成功的业务。投资者还希望了解您正在寻求填补的管理团队中拥有的任何差距。意识到这些差距显示了对现有业务状况的成熟和诚实。

如果您使用的是内部战略目的的业务计划,则团队部分仍然很重要。您不需要包括团队中每个人的详细传记,但您可以概述您仍然希望填补甚至概述公司的组织结构的差距,所以您和您的合作伙伴可以理解谁负责谁。

财务计划

对于SaaS业务,财务计划有一些重要的组成部分,传统的商业计划可能不包括。订阅业务需要必要的订阅销售预测,只要救策投资者想要看到的一些关键指标。

Subscription sales forecast

A subscription sales forecast for a SaaS business will show how many customers sign up each month as well as how many customers cancel each month. You’ll also include the average subscription amount as well as any setup fees that you may charge new customers. Subscription forecasts can be a bit tricky because your revenue from annual contracts has to be recognized over time as opposed to all up-front. If you’re new to forecasting subscription sales,查看我们的指南

客户流失率

This is usually included as part of your sales forecast. It’s the percentage of existing customers that cancel their subscription in a given month. This is a key indicator of the health of a subscription business. If a high percentage of customers are predicted to cancel, that indicates that the value of those customers is low and that your solution isn’t a good fit for your customers’ problems.

寿命值

终身价值(LTV)是典型客户在他们是客户时将花在服务上的总额。如果您的服务相当年轻,您可能没有关于典型客户终生的实际数据。

幸运的是,您可以通过每月流失率除以1来预测客户的预期寿命。这将使您预测典型客户可能是您服务的用户可能是订阅者的预测。将此数字乘以您为客户收取的平均金额,并且您将拥有预测的LTV编号。

LTV is an informative number because it can help you figure out how much you might want to spend to acquire a customer. Typically, you’ll want to spend less acquiring a customer than they will spend with you over their lifetime, so knowing your predicted LTV will help guide your spending.

客户收购成本(CAC)

除此如上所述,您的商业计划的财务部分应详细说明您的平均客户收购成本。这是您购买普通客户的总金额。您可以通过查看您的营销和广告支出,然后将该数字除以您预计的营销的客户数量来划分出来。

现金周转

Your financial plan will certainly include a profit and loss forecast, but even more important is your cash flow forecast. For SaaS businesses, it can be surprising how much cash is needed to fund initial growth. This is because your customers are typically paying you monthly, instead of upfront.

与销售产品的企业立即销售产品并立即收集所有销售收入,订阅业务正在为年份,年复一年以后收集资金。因此,虽然您的典型客户可能会随着时间的推移而值得一点,但可能需要一段时间来收回您所花费的客户。

Acash flow forecastwill help you identify how much money you’ll need to raise to keep your business afloat while you acquire your first customers.

A business plan can help you manage your SaaS business

Writing a business plan为您的订阅业务是启动业务的重要组成部分。betway官网您将进入您的策略的能见度非常值得投资,并具有遵循的路线图作为混乱betway官网开始生意takes over can provide the guiding force thatyou need to grow

如果您需要更多有关编写业务计划的信息,请查看我们的完整指南writing a business plan以及我们的library of business plan examples

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