Topic: Marketing of Software as a Service (SaaS) Based Model: At ResolveBiz Services and

Apps Private LimitedBiz Services and Apps Private LimitedBiz Services and Apps Private
Limited

Name of the student: Mukul Bishwas

Registration number: 16SKCMD092

Guide name: Prof. R. Jyothirmayee

College name: AIMS

Batch: 2016-2018
CHAPTER 1 INTRODUCTION

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 CHAPTER 1 INTRODUCTION

It would be amazing for anybody that the IT business is portrayed as a rapid development and
evolution. Since the introduction of the first desktop computer, followed by the World Wide
Web available to every house, it seems impossible to track and to identify all new launches in IT
world, influencing and, very often even radically, changing the way of doing business one of
these decisive reveals, which changed the way of thinking, developing and collaborating in IT
and business domains, was the appearance of the concept Cloud Computing, which in turn gave
birth to a new business model, known as Software as a Service (SaaS).

In Era of cloud computing ecosystem; Internet-based shared resources, softwares and

information are provided to computers and other devices on demand. Infrastructure, platform,
and software provided by internet-based resources are decided over companys need and comfort
level. Business decisions and strategies are made simpler and faster with acceptance of cloud-
based services and platforms. From year 2006 organizations have shown inclination and
reliability towards technological tools to keep track of their selling, billing, logistics, and other
aspects.

Fig. 1 Historical Evolution of SaaS products

1.1. Cloud Computing

Cloud computing comprises delivery of computing services servers, storage, database,
networking, software over the internet. Companies offering these services are called
providers and vendors charges based on computing services used. Cloud services concept is a
couple of decade old but spread throughout marketplace rapid than fire including tiny
startups to global corporations, governmental bodies to non-profit organizations. Cloud
computing can be used to:

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 Create new apps and services
Store and recover data
Host websites and blogs
Stream audio and video
Softwares on demand
Analyze data and make predictions.

1.1. 1. Characteristics of cloud computing:

a. Available on demand
b. Can be accessed through multiple devices i.e. Desktop, Laptop, Mobiles etc.
c. Dynamic allocation
d. Can be used by multiple users
e. Resources are on the unified platform to share
f. Scalability
g. Fast implementation
h. Pay per use
i. No long-term commitments
j. Application is architecture independent

1.1.2. Features of Cloud computing

An organization opting for cloud-based computing systems there are three main capabilities
considered:

a. Computing: A software hosted on cloud need a powerful computing installations to

perform complex calculations. This requires complex processors and hardware to expose
to computing abilities.

b. Storage: Any cloud-based computing system requires large storage capacity. Storage is
required for calculations, cloud exposure, leverage to organize, and accessible for future
usage.

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 c. Management: Optimizing output based on hardware and software components installed.
Manage tasks allocated, organize processes are the boon of cloud services.

d. Security: It refers to policies, technology, and controls deployed to protect data,

information and applications. Computer security, network security, and information
security are vital components of cloud-based services. A Service provider must ensure
that their infrastructure is secure and their clients informations and datas are protected
with authentication measures.

1.1.3 Factors influenced in cloud computing marketplace

a. User Experience
b. Procurement and billing
c. Administration capabilities
d. Customer retention
e. Return on investment
f. Service delivery

1.1.4. Types of Cloud Services

a. IaaS (Infrastructure as a Service) : Utility computing as demand

b. PaaS (Platform as a Service) : Hosted application
c. SaaS (Software as a Service) : Software via browser

Software as a Service is a multilayer business model, enabled by IaaS and PaaS, which allows the
application of the application to the customer on the subscription network, following the one-to-
many principle.

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 Cloud

Clients

Fig.2 Cloud computing types and features

a. IaaS (Infrastructure as a Service): IaaS is comprised of highly automated and scalable

resources backed up by storage and network capability supplied, analyzed and
available on demand.
IaaS providers offer cloud servers and resources through its dashboard. Clients can
directly access to servers for their data and information. This platform is flexible
model allows automated deployment of servers, processing, storage, and networking.
IaaS providers have their unique value proportion and portfolio to choose from. In
this service company is responsible for upgrading the necessary platforms for
upgrading the necessary platforms if there is a new version released in the market.

b. PaaS (Platform as a Service): Typically providing a platform on which software can

be developed and deployed. PaaS is built on top of virtualization. Companies can
request resources as they need them, further can be scaled as demand grows rather
investing in hardware and required resources.

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 PaaS provides all hardware and computing infrastructure and maintains applications
developed. Business need not worry about maintenance. The cloud computing service
which provides PaaS comes up with a package of hardware and platform to support it.
c. SaaS (Software as a Service): SaaS allows users to connect to cloud-based apps
remotely. SaaS is a way of delivering applications over the internet instead of
installing and maintaining software. SaaS Applications are sometimes called web-
based software, on-demand software or hosted software.
The top-layer of cloud computing, software as a Service typically built on a platform
as a solution to service. Common applications are CRM, Email, office automation
tools. SaaS provides a software solution which is on a subscription basis from cloud
service provider. Business organizations connect over the internet to access its
functionality, infrastructure, middleware, applications, and database are located in
service provider center.

Fig.3 Types of cloud computing and examples

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1.2. Software as a Service (SaaS)

According to Gartner, Software as a Service (SaaS) is "software that is owned, delivered and
managed remotely by one or more providers. The provider delivers software based on one set of
common code and data definitions that is consumed in a one-to-many model by all contracted
customers at any time on a pay-for-use basis or as a subscription based on use metrics."

SaaS is a way to deliver software applications over the Internet, instead of physically installing
and maintaining the software on the site rather on a server or directly.

1.2. 1. Characteristics of SaaS

a. Multi-user architecture: A multi-user architecture leverages all users and applications
to share a single common infrastructure and code base that is managed centrally. Vendors
can innovate more quickly and save the valuable development and version updating
hazard.
b. Ease of customization: Ease of each client to customize for best according to their
business processes without affecting the infrastructure. SaaS architecture can be
configured for each company or user on lower adoption cost.
c. Ease of access: Remote access to data from multiple device platform with ease of
managing and monitoring. Data can monitored by different executives in real-time.
d. SaaS trend: Organizations can adapt or switch to other platform without being bound
with single provider. Businesses gets update as trend changes and need not to buy or
individually update platforms accordingly.
e. Web access: User can access software and work remotely via web. There is no specific
software required to be installed for accessing. Businesses need internet connectivity to
work with SaaS platform.

1.2.3. Advantages of SaaS

a. Pay per use: SaaS are based on number of users and requirement by the organization. It
can be variable on subscription basis and can be modified over period of time.

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 b. Anytime, anywhere accessibility: All that a user needs is internet access to utilize the
SaaS. They can access it anywhere, anytime, from different device platform. Most of
people are comfortable and familiar with internet, they can easily adopt SaaS product.
Services offered by host are extremely competitive these days emphasizes on user
experience which is interactive, neat and self-configurable.

c. Vendor accountability: SaaS applications arte on subscription basis, dissatisfied user

can easily cancel their subscription. Hence hosts strive to provide excellent service in cut-
throat competitive market. Vendors are focused on customer experience, responsive to
clients requests, and constant improvisation.

d. Mobilize work flow: Data stored at cloud can be accessed remotely through internet on
any device. There is no requirement of limiting access to different devices, one having
internet can access it. A service provider will ensure security of your data, regardless of
type of device consuming it.
e. Instant scalability: With cloud based applications you can increase or decrease the
number of users needed over period of time. There is no condition of running out of
capacity or building infrastructure to add or remove.

f. Security and Reliability: With cloud applications clients data is stored securely in
cloud, so there is no threat of losing confidentiality if they lose their device. Cloud data is
secured through different level of encryption and firewall.

SaaS was started initially for sales automation, Customer Relationship Management (CRM).
Now it has spread for wide applications including accounting software, automated billing
process, Enterprise resource planning, Invoice generation, Human Resource planning,
content management, document management.

1.3. Indian SaaS market

Software as a Service has emerged with multiplying growth rate over last few years which
is proven by massive investments by foreign investors. Venture capitalists like Google

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 Capital, Sequoia Capital are attracted towards SaaS companies of Indian space. Demand
of Indian products considerably increased in International market. The basic reasons for
such increase in demands are excellent programming talent in India, global application of
such products/service offered and lower cost incurred.
The users mainly look for increase in revenue those organizations will lean towards this
market.
Mid and Small size industries are main clients for these products and many small startups
has made their way to significant revenue grossing firms. This eventually led built and test
multiple iterations of their products locally before launching in larger and competitive
market. Over last few years players like Freshdesk, Zoho have paved their way to success
and in motion to spread globally. Indian SaaS have price advantage thats fit well with
domestic price sensitive market. The local market has internet penetration and
organizations are willingness to work on cloud technologies has made its way for long
durable businesses.
SaaS market in India is expected to cross $50 billion in next ten years and huge demand
will come from small and medium size enterprises survey conducted by Google and
Accel. SaaS will surpass 75 percent of public crowd funded revenues drive of sales to $132
billion by 2020.
Cloud computing is top technological investment trends in this decade with ease of using
on mobile phones; which will make India become a very strong base of cloud hosted
softwares.
U.S. account. With Europe about 80 percent of Indian SaaS average demand, according to
a report. Worldwide, the SaaS market in 2015 was $ 31 million and expected to grow by 18
percent per annum of $ 72 million in -2020. Players like Salesforce, SAP, Oracle, IBM and
Microsoft live almost 50 percent in the world's SaaS market.

1.4. SaaS marketing

Marketing of something that has no physical presence and constantly changing, a small list
of clients, not so popular among average person is challenging and heads unconventional
approaches to sell.

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The aim of marketing is to know and understand the customer so well the product or
service fits him and sells itself.- Peter F. Drucker.
In SaaS marketing/promotion/customer acquisition methods should extend in order to get
the product to sell itself. While plotting SaaS marketing plan, marketers assure that the
business model is of choice and is a fully integrated architecture; including products,
support, revenue model, and marketing are tightly bounded.

1.4.1. SaaS Marketing Principles

1. Goal Setting: For long lasting growth, it is backed by clear and operational framework
that allows to measure exactly whats working and whats not working. It has to be
classified in two approaches, first being aligning marketing and sales teams on unified
goal and second being providing resources to be successful.
a. Marketing and sales alignment: Establish a revenue or lead based on pipeline
metrics and growth-revenue model. Stick to goals and aligning services between
sales and marketing teams. Define target for sales team on qualified data provided
by marketing team and how many becomes qualified data then converted into
customers. This will determine number of visitors and leads marketing team has to
generate to hit goals.
b. Marketing budget: There are different verticals to be kept for consideration for
setting up budget. In a survey conducted among SaaS companies, organizations
invest around 80% of their revenue in sales and marketing. Whichever mode the
organization makes a choice, it is important to be assured that you are at appropriate
resource to hit the goal.
2. Tactics: By the time an organization offering a product or service, they are likely to be
out of a period where an extensive amount of time is spent on understanding market
and customers demand. Before implementing any decision make sure customers
demand is well incorporated and built to meet their needs.
3. Resources: Aligning goals and applying appropriate tactics to access resources that
will achieve goals.

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1.4.2. Objectives of SaaS marketing

Primary Objective and strategies

Fig. 4 Objectives and Strategies of SaaS marketing

Keep updating content: The success approach of the SaaS companies is by growing
their business through applying different methodologies and are growing drastically.
This include Hubspot, Duple, and WordPress which reflects success of content
marketing. For successful content in flow, strategies have to be organized and unique to
withstand cacophony of competitors.
Paid content promotion and retargeting: With growing revenue and expanding user
base, its likely that marketing and sales budget will increase as well. Increased revenue
can be used to
a) Multiple content with paid advertisement
b) Capture prospects who turned back after a glance.
Retargeting is always a great way to grow client base. The countless number of
companies have success with various approaches to paid advertising. Retrieving past
data and figure out that most sense for your business needs, resulting in the least
possible cost-per-lead and acquisition.

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Email conversion for leads: Email Marketing is top channel practiced by B2B
marketers to generate demand leads. As lead generation will increase, eventually
marketing automation will grow as depicted in fig.5. Reach to prospects with
automation will be most relevant information.

Marketing Channels Percentage

Email marketing 89.2
Content marketing 82.1
SEO 79.2
Conference/Seminar 70.8
Paid search 65.4
Press & Public relations 64.2
Paid social media 58.3
Partner marketing 50.0
Print ads 24.2
Video Advertising 20.4

Fig 5. SaaS marketing channels

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CHAPTER 2 COMPANY PROFILE

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 CHAPTER 2 COMPANY PROFILE

ResolveBiz Services and Apps Private Limited gives an end to end practical administration as
business accomplices to its customers in Finance, Accounting, and HR spaces. We work
intimately with CEO or HR Heads.

ResolveBiz Services and Apps Private Limited help organizations with Statutory Registrations,
setting up useful objectives, MIS Reports intended for their business, deciphering the same with
proposals to administration, exploring and realigning forms, applying our advancements whereby
basically empowering administrations to concentrate on the development of their centre business.

Their administration models depend on customer circumstances and what kind of engagement
they have agreed with. Customer Business could be from start-up arrange or from there on,
having put resources into some innovation items or basic spreadsheet strategies, effectively
employed practical staff or taking a gander at an entire outsourced set of administrations or
besides an administration that works with their very own blend group and ResolveBiz Services
and Apps Private Limited's group. They trust that they have an administration show that would
suit each of these fluctuated needs that improve assets and gives the best esteem.

ResolveBiz Services and Apps Private LimitedBiz Services and Apps Pvt. Ltd is a budding IT
Software and Fintech Outsourcing specialist organization to a portion of the biggest enterprises
in India. ResolveBiz Services and Apps Private Limited offers Software Product Development,
Finance and Accounting and Compliance administrations to IT, Manufacturing, Social
Enterprises, Non-Profit Organizations and SMEs in India. We enable associations in robotizing
whole business to process. ResolveBiz Services and Apps Private Limited SaaS Applications
tracks and oversee operations for all intents and purposes in the associations. Our stage shares
continuous data to everybody in the association.

You can depend on ResolveBiz Services and Apps Private Limited CRM as the centre point of
your business operations by making rich client profiles worked by catching data and
collaborations from over your association and from outer sources. Rich reconciliation with
business administration

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Applications, desktop profitability devices, re-promoting, and online networking engages
everybody in your association to cooperate, productively, in the matter of building gainful client
connections.

2.1 Products and Features

2.1.1 Expense management

Request/claims anywhere anytime

Instant documents/bills upload facility
Configurable Expense Line items
Forex conversion facility; multiple payment modes
Multiple dimensions cost capturing
Integrated policy exceptions
Configurable as per organizational process/needs
Analytical Dash board embedded
Multiple cost centers to one expense
Integration with Tally accounting platform

2.1.2. CRM

Remote update through multiplatform access

Sales funnel to track task proceeding, current status
Track sales opportunities, manage performance
Dashboard to fetch informations, generate reports
Analyze data, Facilitate communication
Automate interaction
Satellite visibility of the workforce
Google Route-map view
Real-time monitoring and reporting

2.1.3. Leave management

Leave application and approval on your finger tips

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 Monitor Leave Cycle, Leave Credits
Leave types, Leave limits
Encashment Flexibility
Analytical dashboard represented statistically

2.2. Services and Features

2.2.1. Payroll

Online NDC clearance

Pay slip Access
Tax Declaration
FBP Clarification and Claim
Pay slip Integration
TDS computing
PF statement
ESI
Form 16 Integrated digital signature

2.2.2. Accounting

Align the Accounting function.

Roll out policies, processes, procedures, forms etc.
Optimize Accounting Database, Cost centers
Chartered Accountants oversight
Reassure management on meeting compliances
Cost effective technologies

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2.3. Organizational Hierarchy

Fig. 6. Organizational hierarchy

2.4. Functions

2.4.1. Payroll Team

Outsource payroll services

Implement service
Monthly payroll calendar
Pay sheet generation
Payroll statutory compliance
Customer MIS
ESI
Professional tax
PF
Labor welfare fund

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2.4.2. Financial and accounting Team

Updating of customers account

Bank reconciliation
Statutory compliance
GST compliance
Foreign exchange compliance
Organization registration
Secretarial compliance
Monthly financial reports
Monthly MIS
IT filling and returns support
Audit assistance

2.4.3. Sales Team

New sales generation
Lead identification
Relationship management
Channel management
Customer management
Event management
Digital marketing

2.4.4. Technical team

New service
New products
Service platform support
Banking and Troubleshoot
In-house applications for support functions
Website development

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2.4.5. Human resource team
Recruitment
Employee relations
Compliances
Record Keeping
Payroll and Benefits
Performance and appraisal

2.4.6. Admin team

Manage and organize office effectively and professionally
Filing according to standards
Appropriate office management strategies
Plan and control administrative budget

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CHAPTER 3 RESEARCH DESIGN

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 CHAPTER 3 RESEARCH DESIGN

3.1. Introduction

Software as a Service (SaaS) is software licensing and delivery model in which applications are
on a subscription basis and is centrally hosted. SaaS is accessed remotely by the individual user
via web browser or apps. SaaS differs from Application Service Provisioning (ASP) and other
traditional software hosting models. SaaS is:

To setup software development, deployment and operating in productive manner,

For customers to outsource operating, maintenance and other software development
related activities
For producing and delivering browser-based activities
Often characterized by high volumes, high scalability, and on-demand pricing.

SaaS has become a commonly used model for many business applications such as Customer
Relationship Management (CRM), Human Resource Management (HRM), Payroll Processing,
and Content Management Systems (CMS).

Software as a Service (SaaS) allows users to connect and use cloud-based apps over the internet.
SaaS is the method of delivering software that can be accessed from any device with an internet
connection on web browser or application on phone from any location. In this model vendors
host and maintain the servers, database, networking security, updating, and firewall. For clients,
this eliminates the expenses of hardware acquisition, maintenance, licensing, installation and
support. The SaaS vendor takes care of all verticals. The major benefit being able to spread-out
cost over time. Common examples include Outlook, Hotmail, Yahoo Mail, NetSuite by Oracle,
Salesforce etc.

SaaS makes it easy to mobilize workforce in the context that user can access from the internet,
and no need to worry about developing apps to run on different types of devices. Clients do not
need to hire experts to run, manage, security regardless of the type of device consuming it. With
the data stored on cloud, users can access their information in real-time with no security
constraints and failure to retrieve.

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SaaS products do not have their physical presence and keep on changing continuously. The
major challenge which is faced by marketers branding which is not physically present and is
cloud-based as service. Conversion of prospects on the client is in lesser percentage. SaaS
marketing is content driven and depends on information shared.

Service-oriented marketing and concepts have started in 1970s. These early concepts were
attempted in defining and differentiating service marketing from conventional goods marketing.
In B2B elements marketing strategies include two important parts, i.e. target market and
marketing mix and a combination of these two with other elements they all represent a firms
marketing program.

3.2. Concepts of Service marketing

3.2.1. 8 Ps of service marketing

Product elements SaaS market positioning is highlighted on evidence instead towards image
of product. Vendor provide free trails, where customers can test what they will be buying and
how to use, whether it bring use to benefit they need. SaaS Company has created a wide alley of
services and offer package solutions and include them into value added chain.

Place - There is no physical channel in SaaS distribution, therefore no brick-and-mortar stores,

no transport, but internet and system to access is required. There is no any location boundary, no
cultural regulation or country regulations.

Price The importance of free online trails, like free, dynamic pricing and then after finally
pricing strategies according to adoption of product. Most important scheme under SaaS pricing is
pay-per-use pricing. Second scheme is per time period defined for a month, or year.
According to study conducted by PWC, suggests adjusting your price according to what stage of
technology adoption lifecycle the users come from, whether they are leaders, mainstream or
laggards.

Promotion In relevance to SaaS promotion main concepts to set marketing communication

strategy are: provide tangible clues, online and offline marketing activities, segmenting the sales
approach, relationship marketing, and industry influencers. It been claimed that the biggest
tangible benefit of using SaaS is cost saving, whether on hardware or softwares or savings on

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less IT employees. SaaS solutions are developed to solve certain problem, such as workforce
management or sales leads management and versatile solutions are those which can be sold for
different industries.

Process Products and services of high complexity like SaaS normally increases probability of
making errors. Hence the process of SaaS should be even more worked out specifically on all
activities and needs, specified according to activities need and links between activities specified
in order to detect errors in time and execute flawless performance. Every product or service
evolves through lifecycle of four stages in case SaaS these are defined as:

Acquisition demand generation, trail or demo, purchase

Installation set-up, configuration, on boarding

Usage training, usage metrics, support, community

Commerce success metrics, billing, support, purchase

Physical environment The only really physical element of SaaS is the device with which the
SaaS user access the service. Therefore, it is difficult to talk about a traditional environment in
SaaS marketing. The only approach to user is through interface and conditionally through sales
people.

People SaaS as cloud computing is more standardized, automated, and commoditized service
falling under low-contact services; it requires less human interference. Intangible services require
more relationship oriented marketing, which can be very challenging for salespeople with strong
technical background.

Productivity and quality Productivity measures the amount of output produced relative to the
amount of units used. The input can be materials, technology, staff, and consumers. SaaS
vendors should focus on the service in isolation, the service provider and the customer producing
the service in interactions and the service in isolation from the service provider. Customers
perception of quality, is an important determinant of quality. They compare their perception of a
service with their expectation. Their expectation are set on two specters of the quality of service,
which can be measured objectively, such as execution time, credibility, security, and access etc.

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 3.3. Review of literature

According to Gartner, the SaaS market will grow annually at 17.7%. For software firms it will be
new business opportunity as well as challenges in adapting to new business environment. A
transition from packed business provider to SaaS provider following the best practices of the
SaaS model will set new challenges to strategic management, but also to marketing and sales. An
alternative approach emphasizes providing a solution to the customer rather than selling SaaS,
focuses on providing value to the customer when selling SaaS.

Kotler and Keller defines marketing as a function and process of the organization, which
creates, communicates and delivers value to customers and maintains customer relationship. One
of the functions included is selling aiming at completing sale process. At same time marketing
tries to make sales unnecessary by providing self-selling products, which customers will be
willing to pay for. The two main approaches to marketing are transactional marketing and
relationship marketing. From transactional marketing point of view the organization can compete
with 8 Ps of service marketing. According to Kotler and Keller, a holistic view delivery
channels as well as communication. Relationship marketing includes customers includes
customers, partners and delivery channel related questions. Performance marketing focuses on
questions related to integrated marketing which will match the expected low transition costs of
offering as well as relationship marketing.

Software business includes segments rather different characteristics with respect to marketing
and sales. Embedded software is usually developed for a single company. Companies providing
professional services implement softwares and deploy a technical assistance executive for the
customer. The number of customers are less while transaction cost and revenue per customer are
high which require investment for customer relationship management. Instead packed
standardized software products with low price are examples of offering of firms with strong
brand marketing and marketing alliances. For these software products firms the marketing costs
are a major share of the budget.

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Most appropriate marketing means for software services include relationship management,
seminars, fairs and other related to personal communication. Software products business relies
more on advertising and direct sales. A software product business use more wholesale and resale
organizations as we as internet as a sale channel. Software as a Service can be characterized as a
standard software product operated by SaaS provider, delivered using internet protocols and
consumed as on demand by customers.

3.4. Statement of problem

Increase awareness of SaaS based model within market of Medium and small scale
organizations. To make awareness and convey values of owning cloud based model in B2B
organizations.

Improvise and increase market presence, revenue, value, profit of SaaS offering companies.
Getting sustainable plan for long-term success and keep track of product features to match
changing demands.

3.5. Objectives of the study

a. To investigate marketing gap for SaaS based products
b. To make the customers (B2B) gain awareness of SaaS based products
c. To determine measures for conversion of prospects/leads to sales

3.6. Scope of study

The study is focused on SaaS based products for existing clients and for data collection identified
prospect customers.

3.7. Research methodology

The qualitative research method used in my research is a semi-structured questionnaire survey.

However, data collected can be collected using one or more approaches including case studies,
observations etc. Qualitative research is often designed at the time it is being done, which
requires individual judgement which showed to be true in my research. Additional questions
were asked depending on how precise the answers were, or in case any clarification needed.

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Considering all these reasons a semi-structured survey was more appropriate than the structured
one.

3.7.1. Type of research: Descriptive Research - This type of research helps us to

understand social phenomena in natural setting, giving emphasis on to the
meanings, experiences and views of participants. The analysis of qualitative
research involves aiming to uncover and understand by using data to describe.
Survey based method.
3.7.2. Sampling: Sample for the study is existing customers of ResolveBiz Services and
Apps Private Limited Biz and Apps limited that is 60 across Bangalore.

3.8. Data collection

3.8.1. Source of Data: This study is based on primary data as well as secondary data will
be used to understand existing reviews and feedback. To collect the primary data,
structured questionnaire is prepared. Existing Clients of company as well as
prospects are studied under this research.
3.8.2. Tools for Data Collection: Primary data collection. Primary data will be collected
through questionnaire survey. Questionnaire will be in two parts, one with focusing
on prospect clients second will be focused on existing client.

3.9. Data presentation and analysis

The data collected is presented in tabular form for interpretation on various parameters.
This tabular form is represented in graphical form.
A holistic approach has been taken to analyze customer perception and different
approaches of marketing to reach them.

3.10. Limitations of study

Getting client database from company was against contractual agreement between
companies.
Data collection could be conducted among more number of clients, but due to reach
constraint it was not possible.

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 Dedicated marketing team doesnt exists in organization.
SaaS is new for Indian marketplace, so not much or background research available.
Respondents may have biased opinions.
Customers are resisted to disclose confidential informations.

3.11. Scope of further study

As SaaS is budding market for software companies in India, ResolveBiz Services and
Apps Private Limited can go further with a dedicated marketing team which can work
closely take-up with new challenges, new strategies.
ResolveBiz Services and Apps Private Limited can approach for different verticals on
diversified marketing strategies to grow its business and market share.
Marketing approaches taken under this study could be further refined and fine-tuned to
narrow down target segment.

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CHAPTER 4 ANALYSIS OF DATA

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 CHAPTER 4 - Analysis of data

With the help of questionnaire and personal interactions with the existing clients of organization
across Bangalore, the data is analyzed and presented for ease of interpretation and understanding
the data. The total number of data collected is 53 from client data base. Data validation ensures
that the survey questionnaire are completed and present consistent data.

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Questions, Data representation in tabular and graphical method, and Data Interpretation and
Inferences based on survey conducted.

1. Which all SaaS application does your organization use? Tick all applicable.

Responses Product
10 Accounting
30 Attendance
24 CRM
22 Expense
19 Leave
Table 26 Payroll 1: SaaS

applications used

Fig.7. SaaS applications used

Data Interpretation and Inferences: Organizations are opting cloud based services in various
aspects of business processes like Accounting services, Leave module, Attendance module,
Payroll services, CRM module, Expense management and many more.

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 2. What is the employee strength of your company?

Responses Employee strength range

13 Between 100-500

14 Between 20-50

11 Between 500-1000

13 Between 50-100

2 Less than 20
Table 2. Employee strength

Fig.8. Employee strength

Data Interpretation and Inferences: Most of companies surveyed are mid and small scale.
Software as a Service (SaaS) based companies offer hosted software or web-based software in
B2B market. SaaS model is market for organizations which works on less workforce and not
viable to invest capital in creating internal systems. This signifies that SaaS products are for
MSME which is roughly about $ 30 billion and its growing by rate of 12% -14% per annum.

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 3. How you got know about ResolveBiz Services and Apps Private Limited products or
services?

Responses Customer reach media

1 Event/Seminar

3 Print Media

8 Referral
ResolveBiz Services and Apps Private
38 Limited Executive

3 Social Media
Table. 3. Customer reach media

Fig.9. Customer reach media

Data Interpretation and Inferences: Products and services offered at ResolveBiz Services and
Apps Private LimitedBiz Services and Apps Private Limited is majorly done by Executives
of the organization which is clearly evident from this survey. 71.7% of existing clients are
reached through companys sales team. Whereas looking at global market scenario 86% of SaaS
sales is done through marketing channels. At global marketing channels tools like Email
marketing, content engagement, SEO, Conferences, Trade shows, Paid Search, Paid social
media, Display advertising etc.

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 4. Is SaaS product plays a major part role in your company or additional support?

Responses Role in company

9 Additional

44 Core

Table. 4. Role in company

Fig.10. Role in company

Data Interpretation and Inferences: SaaS products has become a major and prominent part of
business process. Clients are using it as their integral part of their daily functions. In this survey
83% of Clients has accepted our product to be a core part of their business. This signifies
companies are adapting SaaS products and its helping them in smooth flow of their business.

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5. Has your organizational revenue from SaaS products offerings increased or decreased
after implementation?

Responses Revenue Implication

2 Decreased

35 Increased

16 Neutral

Table. 5. Revenue implication

Fig.11. Revenue Implication

Data Interpretation and Inferences: SaaS Products has increased business mobility in
business flow. The products has improved work flow in 66% of companies. Automation
in flow decreases human effort and time consumed to perform eventually increases
participation in mking decisions and other tasks.

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6. Do your organization has plans for using more SaaS products in future?

Responses Future buying decision

1 No

24 Not yet Decided

28 Yes

Table. 6. SaaS future plans

Fig.12. SaaS future plans

Data Interpretation and Inferences: Companies surveyed under this study has further plans
to adopt more SaaS products and are ready for SaaS modules. Planning to utilize more of
product is based on positive responses and confidence improving business in products.

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7. How you manage hardware/software infrastructure for your SaaS application?

Responses SaaS Infrastructure

13 In-house

40 Outsource

Table. 7. Technological Infrastructure

Fig.13. Technological Infrastructure

Data Interpretation and Inferences: SaaS using organizations are mainly using
outsourced infrastructure and technical support. MSME enterprises are major market for
cloud based market because they are not scaled to keep a in-house team and
infrastructure. This requires less on investment as well as maintaining the system.

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8. On a scale of 1-5, how likely will you recommend our product?

Rating Responses

One 0

Two 2

Three 12

Four 25

Five 14

Table. 8. Product recommendation

Fig.14. Product recommendation

Data Interpretation and Inferences: Customers surveyed are willing to refer our SaaS
products and services. Referring acceptance of SaaS product is sign of customer delight.
47% of customers has accepted that they might refer to use our products.

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9. How well our product does serves your needs? Rate on scale of 1-5

Responses Rating

0 One

0 Two

18 Three

25 Four

10 Five

Table. 9. SaaS product fulfilment

Fig.15. SaaS product fulfilment

Data Interpretation and Inferences: Products offered by ResolveBiz Services and Apps
Private LimitedBiz services and Apps private limited fulfilling customers requirement. In this
survey 47.2 % has rated to be 4 and 18.9% has rated SaaS product as 5.

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 10. What is your biggest technical concerns with SaaS?

.
Technical concern Responses

Application scalability 7

Application up-time 6

Data Back-up 9

Network connectivity 18

Security 13

Table. 10. SaaS Technical concern

Fig.16. SaaS Technical concern

Data Interpretation and Inferences: Out of surveyed customers are facing network connectivity
issues. Network issues is because of internet providers this inferences that they dont have proper
internet connectivity or remotely they are not able to access properly. SaaS is cloud based service
which runs on network connectivity, so there is requirement of building internet infrastructure
strong and available to access remotely.

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11. Do you feel SaaS is the preferred software delivery method of future?

Future of SaaS Responses

No 3

Yes 50

Table. 11. Future of SaaS

Fig.17. Future of SaaS

Data Interpretation and Inferences: Customers surveyed agreed that SaaS is budding
business partner of automation in business world. They agreed that this will make a major
impact on streamlining business process. 93% of surveyed respondents interpreted that SaaS
will emerge as future trend in software delivery method.

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12. What are most important features of our product/service served your best? Tick all
applicable options.

Features Responses

Bill/document upload facility 19

Communication facilitation 9

Configurability 21

Dashboard 20

GPS integration 19

Landing page 16

Lead generation 23

Multi-platform accessibility 19

Real time data 22

Remote accessibility 18

Response rate 22

Sales funnel to track proceeding and current status 17

Tally integration 18

Track opportunities and performance management 16

Transparency 16

User interface 19

Table. 12. Important feature

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 Fig.18. Important feature

Data Interpretation and Inferences: Customers surveyed has used ResolveBiz Services
and Apps Private Limited products and used it, so considering their experience Real-
time data and lead generation functions are liked. Real-time data is possible only through
cloud computing which is backbone of SaaS products. Cloud computing updated data on
cloud in real-time and can be fetched instant and remote by other users. Second most
liked function is lead generation, it means summarizing their clients on unified platform
with visibility and transparency. Third option liked most is response rate, as it is cloud
based platform hence there is minimal lag in sharing information over SaaS platform.
SaaS offered by ResolveBiz Services and Apps Private LimitedBiz are configurable, that
means it can be modified according to customers need and requirement.

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CHAPTER 5 RESULTS,
OBSERVATION,
FINDINGS,
SUGGESTIONS

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This section presents the summary of findings inferred from the analysis of data collected from
the different customers across Bangalore of ResoveBiz and Apps private limited and suggestions
offered with reference to findings from the study.

5.1. Summary of Findings

The summary of findings below is presented in the context of objectives of this study in previous
chapters. The findings are presented with respect to each of the objectives.

5.1.1. Objective 1

To investigate marketing gap for SaaS products

It is observed that 71.7% of sales is done by ResolveBiz Services and Apps Private
Limited sales executives, 15.1% by referral from existing clients. This signifies that
ResolveBiz Services and Apps Private Limited is not prominent in marketing their
products and services.
Clients are keen in using new products and services to simplify their business process by
using more number of SaaS products. In this study 45.3% clients agreed that they will be
using more products. Along with their keenness, 83% of organizations has adopted to
their core need of business process because 66% of them observed that their business
revenue has increased by using SaaS products.

5.1.2. Objective 2

To make the customers (B2B) gain awareness of SaaS based products

Customer awareness is done with physical interaction in todays marketplace where as

Service marketing should be reach and deliver value to customer and sell itself. Cloud
services is budding marketplace and MSME organizations prefer to outsource
technological support. In this study 75.5% organizations preferred to outsource
hardware/software infrastructure for SaaS applications.

5.1.3. Objective 3

To determine measures for conversion of prospects/leads to sales

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 Existing customers of ResolveBiz Services and Apps Private LimitedBiz and Apps rated
4 on-scale of 5 to fulfil their needs.
94.3% of customers believed SaaS to be futuristic technological advancement and will be
preferred software delivery method of future.
Existing users prefer new features and automated platform to overview their business
processes. Features like Real-time Tracking, Lead generation, response rate,
configurability, GPS integration, Dashboard with configurable statistics, transparency are
most preferred and can only be achieved in cloud platform.

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5.2. Suggestions

Software as a Service (SaaS) companies stand on online platform. SaaS has lot of ways to
software and services online, but considering budget and market type most favorable
strategies are suggested to ResolveBiz Services and Apps Private LimitedBiz and Apps
private limited.

5.2.1. Social Media Marketing:

Social media networks like Facebook, Twitter, Pinterest, Youtube, and LinkedIN allow you
to reach both potential and current users of our products. Social media allows two way
communication with users to get feedback and drive traffic to website, landing page etc.

Implementation:

LinkedIn Setup of SHOWCASE page for driving traffic to website and keep content flow.

Link: https://www.linkedin.com/feed/update/urn:li:activity:6304239508716122112

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 5.2.2. Buy Traffic:

Drive targeted traffic to website with pay-per-click advertising. Some of the popular and
proven methods are:

Google Adwords
Paid social media

Implementation: Google Adwords

ResolveBiz Services and Apps Private Limited implemented Google Adwords with a budget of
Rs.30 for each day and 20 keywords to optimize search

Keywords:

5.2.3. Demo, Trails and Special offers

A demo version, trail version or discount can motivate a user to use SaaS. 86% of SaaS
offering companies offer trail version to understand and evaluate software.

Implementation: ResolveBiz Services and Apps Private Limited has started offering free
version for 15 days to prospective customers. Free version is made in trail for observing
client conversion rate for CRM module.

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5.2.4. Conversion rate optimization
To improve the effectiveness of marketing without spending more money on advertising,
SEO, or content strategies. Conversion rate optimization involves frequent testing small
elements of website landing page.
Implementation: Implementing Point of action on website landing page for submitting
Query Registration.

5.2.5. Search Engine Optimization

Search engine optimization is the practice of optimizing website to rank better in searches
on Google, yahoo and other search engines. SEO is most cost-effective way to expose
software to most potential users, and target your traffic without spending money on
advertising.

Implementation: Initially analyzed ResolveBiz Services and Apps Private Limited

landing page site check on grounds of optimization for search friendly. Score observed
was 62 out of 100. Analyzing score improvisations implemented and current optimization
score is 87 out of 100. Few measures are:
o Meta Description
o H1 headline
o HTML page size
o HTML page compression
o Site loading time
o Image Meta tagging

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Initial report

Current report

5.2.6. Live Chat

To engage visitors and answer their questions the moment they arrive on website.

Implementation: Integrated a live chat feature who every visits website can ask any query
and concerned team will get back with answer. Its based on module of live Q&A.

5.2.7. Conference/seminar participation

To engage with more prospects on a larger format through setting-up stall at Seminar.
Implementation: Participation in ICAI event named Samvarthaka on 9th Sept 2017.
Considering event preparation Brochure, Standee and banner has been made to put-up on
stall.

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 Event click

Brochure Image

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