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?
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.
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.
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.
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.
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.
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:
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:
- The problem you are solving. Make this into a story and engage your audience.
- Your sales and profitability projections
- How much money you’re raising (if you’re seeking investment)
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.
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.
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.
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.
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。
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。
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.
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.
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.
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.