30 days to plan and budget your dental SaaS

Example Marketing Plan

Created by :

Milan SkrecekKetchum, Killum and Wynn Creative

For A Dental Lab Production Management Software & Payment System

Agenda

About The Project

Mission & Vision

Our Plan

What It’ll Take

Where We Will Go

Conclusion

now…. let’s talk ….

Our Plan

https://www.linkedin.com/in/milanskrecek 4

First step of marketing IGEIL’s SaaS

Determine the Exact Target Market!

This will also determine the Look &

Feel of the SaaS.

1. Attract the Right Audience

2. Properly Manage Expectations

We’re going to be Bold, but Honest.

Artificial Friction include having to add a CC

to sign up, No pricing listed, or a Must

Contact to get started.

Engineer a Positive and Easy In-App

Experience.

Conversion MUST be Engineered

into the SaaS.

3. Remove All Barriers to Sign-up

4. Aggressively Drive Engagement

5. Make it Easy to Buy & Share

https://www.linkedin.com/in/milanskrecek


Success for this SaaS depends on the Ability to:

This has to be done quickly & cost effectively.

1. Acquiring New Customers

We are always committed to offer best

service for all clients

2. Retaining Customers

From CAC (Customer Acquisition Cost to

LTV (Lifetime Value) , the longer we keep

them, the more revenue we collect.

3. Up-sell customer to Increase LTV

SaaS is Quickly Changing Technology - We must Focus on “Service”

We will spend 50% of our Time, Energy and Resources onCustomer Acquisition, Retention and Viral Expansion.



Attracting the Right Audience


6 considerations that will help you identify your market

Defining our Target Market

Once you have a good idea what these are, you

can start to work out who is most likely to suffer

from these problems.

Understanding the Problem We Solve

Who are the target buyers and how will you get them?

Audience

If you can demonstrate that the cost of NOT sorting out the problems

is GREATER than the cost of dealing with them, then your case

becomes compelling.

Who will Gain from the Value in the Offer

How do they compare and choose products?

Decisions

What problem is your target audience

looking to solve?

Need

How will your customers benefit

from your service?

Benefit



Dental Laboratory Segment

Average Age 47, mostly Male, Average

Education with Tech Training

Who they are:

• 80% have 5 or less employees, sales of $600,000 annually or less.

• 15% have 12 employees or less, sales of $1.5Million or less.

• 5% have more than 12 employees and revenues of $1.5 Million to $3,000,000.

Yearly Sales

10,000+ dental labs in Canada and USA.

How many Labs?

Dental Lab business is up 20%

Business is Fantastic!

Industry is 15 years behind in technology – many

of the small labs don’t have email and still rely on

Fax or Phone.

Behind the Times

Creating works of art called teeth and

they love to hear positive feedback on

their work.

They are Artist



Time management is the secret to their success

Dental Laboratory Needs

This is the secret to growth and

maintaining control in the lab.

Manage Systems, not People

They want a solution that quickly trains

competent lab techs.

Rapid Training System

From Peers and Industry Professionals.

Need Validation

Productivity & Quality is alwayson their mind.

Limit Distraction



Dental Office Segment

It’s a 60% / 40% split of DentistsMale to Female

Who they are:

• 95% Female, High School Grad with Tech Training

• Includes, Dentists, Assistants, Hygienists, Schedulers and Receptionists

• Most are bored and seek distractions

Staff Member Demo

220,000 Dentists @ 160,000 practicesThe Average practice has 11 staff

How many Labs?

Dental Industry business is up 10%

Business is Good!

Dental practices are facing massive digitization

trend – digitization of patient records to increased

technology in equipment and communication.

The Industry is Filled with Neophiles

Dentists seek peer validation and

accolades from their patients.

Dentists tend to be Narcissistic



Time management is the secret to their success

Dental Practice Needs

Staff members need a time saving solution that connects

their out-dated software to all other / different systems.

Time Saving Solutions

Dentists want to see their staff working

as efficiently as possible.

Efficient Up-Grade to Current Tech



Managing Expectations


about the SaaS and what it can do to help your customers

We Are Going To Bold, But Honest

People hate having to hunt this information down, or see it buried

deep in a site.

All costing will be easily listed

This is crucial in a SaaS environment!

Deliver 100% of Promises

Not following through with promised functionality or support

turns users into churners.

Make sure they get what they pay for!



SaaS Sales Model



Removing Artificial Friction


The less Hoops a customer has to jump through, the better our conversion rates will be

Remove All Sign Up Barriers

2 Data Points to Sign Up

Never Mark Fields As Required

Make the First Step Extremely Easy

Only ask for data points up front that are truly required. Why

ask for a phone number if you don’t intend to call?

If a field is not required, remove it from the initial sign-up form.

You can ask for it later in the engagement process.

We should spend our time and energy getting people into

your app and using the service, not looking for ways to keep

people out or from getting engaged with the service as fast

as possible.



Aggressively Drive Engagement


Build a Product That Customers Love to UseAnd Solves Their Big Problem

19

Make the Sign-Up process as easy as the On-Boarding

Process. Remember, Engagement requires on-boarding, but

on-boarding does not require (or guarantee) engagement.

Engineer A Positive In-App Experience

Once we have them Engaged, the goal is to drive

Investment in our service; investment in the form of time,

effort, energy, resources, data, etc… not necessarily money.

Get Them Invested in our Service

We will Sell our SaaS by promoting our service. We will

always keep customer satisfaction paramount in our

thinking and strategy.

Don’t forget that SaaS is “Service”

SaaS is designed for the purpose of providing

information. Thus, the main job of the SaaS marketer

should be to provide information that leads to the

source of greater information — the SaaS product.

Our Greatest Asset is Information



Make it Easy to Buy and Share


with SaaS, they are one in the same.

The Sales process isn’t decoupled from the app

Our top customer acquisition method is

“word of mouth.”

Orchestrated Virality

Consider this when making it “easy to

buy” within the app!

Sell how your customers buy

You don’t have to wait until the end of a

Free Trial to ask for the sale.

Ask for the Sale

And enable users to become “Experts”

and “Partners” helping others utilize the

SaaS to its full potential.

Create a Resource Center

People come back for

You can integrate all information into

social media

Easy On-Boarding

The secret sauce of this SaaS is hiring

passionate people. Create a company

your employees will love!

24 Hour Customer Service



30 Days To Plan & Budget


before we put our marketing plan together

Who We Need Speak With

1. Inventor or BrainChild of the SaaS

2. CEO of the Company

3. SaaS Engineers

4. Business Development / Sales Manager

5. Customer Service Staff 6. Dental Lab Professionals

7, Dentists, All other Staff / Target Users

8. Dental Industry Professionals Like Gary Takacs - BloggerDr. Samsun Liu - Pres. Oral

Innovation

9. Current Subscribers

10. The Competition



This is the Market Research Data I’d Like To Review

Market Research Data

Current # of Labs and Practices using our SaaS? What is the CAC?

Potential amount of users of this SaaS? Why are they not using this solution?

What software do labs and practices use? How do they process payments?

All Competition Data? Total Amount of Users? Where? How Long?

Who really needs this type of software and payments solution? Any untapped Market?

Where do Dental Practices and Labs connect with each other? Trade

Shows? Conferences? Publications? LinkedIn? Google+?



We will quickly identify and adapt to changes in our environment.

Agile Marketing “Outline”, Not “Campaign”

Week 1 - 2

LEARN & PLAN

Speak With Everyoneon List

Review All Market Research

Fully Understand theSaaS

CAC and LTV?

Week 2 - 3

PLAN & PRIORITIZE

Brand Development

Team Development

Awareness Strategy

Content MarketingPlan

Week 4

REVIEW & ACT

Elicit Feedback

Collaborate with Customers

Listen and Track

Deliver Customer Centric

Outcomes





Week 1 - 2

LEARN & PLAN

Speak With Everyoneon List

Review All Market Research

Fully Understand theSaaS

CAC and LTV?

Create Focus Groups, Interviews and

Surveys to get more information. You can

never have too much info.

Review / Determine Customer Acquisition

cost and Lift Time Value of the SaaS

Contact everyone on the list to fully

understand the SaaS, SWOT, Value Prop

Review All of the Market research

Available. If the software is already out

and available, then carefully review

We need to understand the product and

problem before we can address a solution.

Scrum with Team Members to digest

market research. Assign Tasks to team.

If needed, request additional info to complete Strength, Weakness,

Opportunity & Threats

CAC =Sum of Sales & Marketing Expenses

Number of Customers Added





Review Brand Awareness then flood the

target market with a sexy new campaign.

Our Greatest Asset is Information…

backed by Top-Notch Customer Service.

If needed, Create a Brand Identitybased on Market Research. Determine

how to make customers Brand Aware.

Do we have a Team? We should have a

Social Media Manager, Content Creator,

Data Analyst, Sales Managers, Techy

Customer Service, etc.

We need to understand the product and

problem before we can address a solution.

Get them hired, paid well and keep them

happy.

Since we know the brand, we’re not going

to wait to make our customers aware.

Week 2 - 3

PLAN & PRIORITIZE

Brand Development

Team Development

Awareness Strategy

Content MarketingPlan

It’s All About The Service!





Really Listen to any problems, be it from

Customers or even Staff

Focussing on the Customer and the

Service is Paramount.

What Worked, What Didn’t and what

obstacles did we encounter?

Expand your Customer Feedback Loop

and work with the Team to address

challenges or roadblocks.

Deliver a New Set of Sprints - 2 weeks apart

after the first month - and track progress.

Understanding the problems helps our

solution.

Keeping everyone happy is vital to the

success of the SaaS

This is the Key to a Sustainable Future!

Week 4

REVIEW & ACT

Elicit Feedback

Collaborate with Customers

Listen and Track

Deliver Customer Centric

Outcomes



Tools we’ll use to reach our target.

Digital Marketing Tools

Growth Hacking involves generating traffic to

your site, viral expansion, customer acquisition…

and even customer retention. Growth Hacking is

hustlin’ at scale.

Growth Hacking

Numerous Google Adword Campaigns

focusing on different keywords

CPC Campaigns

Utilizing Hub-Spot, and other Inbound Marketing

tools, we can understand our customers needs

better during the sales funnel.

In-Bound Marketing

A Website with up-to-date information

that is design to convert, and responsive

- Perfect for SaaS marketing.

Web Blog & Website

If it’s Awesome, the product will

potentially sell itself.

A Remarkable SaaS

This is still a powerful, Lead Generating

Tool that can’t be overlooked.

Email Marketing



Aggressively Driven Engagement Through Social Media Growth Hacking Promotion through Social Media

30

This is a Must-Have Social Media Platform to be on - Post

TuTs, Reviews, product notice, press release, or some other

piece of content - FREE

Facebook

Micro blogging providing simplicity and support

contacts. - FREE

Twitter

Sharing video media Tutorials, Innovative

Strategies for Labs and Practices. - FREE

Youtube

These 2 must be added too. They ARE the industry standard in

Promoting SaaS, creating awareness, Lead Generation, Growth

Hacking, Informative Posts, Contact Info - FREE

LinkedIn & Google+



DirectTrade Shows / Conferences Print Publications

31

Other ways to connect with Dental Labs and Practices

Offline Marketing Tools

With 45+ Major Dental

Conferences in North America,

the Ability to connect with One-

To-One essential.

Numerous Dental Publications

exist, potentially another

vehicle to connect with Dental

Professional.

Contacting labs and practices

directly I can be done using

clever, creative engagement

winning techniques.



Review & Conclusion


The questions that are always asked by costumer

How I will Determine My Plan & Budget

The First Week will be all about learning about the SaaS and planning our engagement Strategy. I’ll review all market

research, speak with company and industry peers, and determine our current CAC and LTV. Envision my Team.

Week 1

Week 2

Week 3

Focus on Developing a Kick-Ass Team, then collectively hone the Brand Identity and awareness strategy. Work on creating

fresh content, a respectable social media presence, creative inbound marketing connections, and delegate tasks to the Team.

Create an educational resource hub called “SaaS Academy” or “SaaS U”, which helps users learn the best practices of the SaaS.

Ramp up Digital Marketing Strategy (Inbound marketing, Influencer marketing, CPC campaigns) and review costs. In the first 6

months we should be spending $1 for every $1 of Revenue.

Week 4

Elicit and report on feedback to track progress. Determine what strategy gave us traction, and what didn’t. Run the

numbers for current CAC. Tweak marketing strategy and change sprint duration to 2 weeks.


Milan Skrecek

[email protected]

604 219-4241

It was a pleasure presenting to you today

Thank You For Your Time Today!

mailto:[email protected]?subject=

30 days to plan and budget your dental SaaS

Marketing

Transcript of 30 days to plan and budget your dental SaaS