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Looking for ways to differentiate your SaaS product from competitors? Product managers need to clearly communicate what makes their product distinctive. Getting this right gives you a competitive advantage, even in markets where bigger players dominate. I believe this is an underdeveloped topic for SaaS. I've dealt with this topic during my Master's in Strategic Management and my 10-year Management Consulting experience at Accenture and Ernst & Young. Some say there are only three differentiation strategies (highest quality, lowest price, and best service). However, I think that there are many more nuances to SaaS products. This article describes which factors are relevant to SaaS companies with some examples. I distinguish five categories: Product Price Customers Marketing channels Business operations If these categories look probably familiar, you are right! They are based partly on existing strategies such as Porter's Generic Strategies and the 5Ps of Marketing . Let's jump right into the tactics! Table of contents Product You can't sell anything if you can't tell anything Beth Comstock 1. Brand, image, and story To what extent do your product and brand have their own identity? Are you a follower, or do you do it differently? For example, MadMimi (now part of GoDaddy) had a unique face, which was much different from competitors. If someone compared ten products for email newsletters, which one would they remember? Mimi would be on that list! This is MadMimi, she doesn't look too mad Next to brand identity, I think your story is vital. You can share an aspiring history, i.e. "these guys started out of their garage". Or you can share an aspiring ambition or mission. This is easier said if you build a product to help end world hunger but less clear for day-to-day products. I heard of an excellent example from Pieter Levels about a Travel app. Making another travel app is quite dull, but how about one for women only? Adding another angle and a mission (helping women

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productfolio.com

Do We Build, Measure, and Learn? Proposed by Eric Ries, the Build-Measure-Learn (BML) cycle describes a process by which we can go about building products that resonate with users. It was introduced as an alternative

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Lance is a Certified Scrum Trainer with the Scrum Alliance which includes Certified Scrum Professional, Certified ScrumMaster, and Certified Scrum Product Owner!

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