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Struggling to explain your story to investors? This is how SaaS companies should do it.

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Summary: Severe competition in today’s market has been on rise and companies are finding it struggling to execute their plans efficiently. Likely, SaaS companies struggles for investment capital which is making them hard to earn high ROI. Hence, it has become tectonic to create proper  converting brand stories that can have highest potential to gain crucial customers. 


In today’s competitive world, investors seek robust plans to show that they can execute their plans efficiently. However, SaaS companies have been constantly struggling for investment capital. The struggle has been the same even during the top investment or economic situations. However, as the times pass on the market conditions become more unstable while competition for investment capital increases. So, it becomes highly pivotal to hold a story that could surely showcase your company’s worth to investors. At times, you might even think or ask how an attractive story can develop SaaS investment capital. 

Let us now understand why these stories hold critical importance in creating a SaaS investment capital. 

<< Also Read: 6 steps to grow your SaaS fintech stack>>

The Significance of Stories 

Stories offer a real touch for your company. In order to appeal to investment capital while also keeping it rolling for a longer period of time, you must ensure to portray the face of your website effectively. The strong story of the company’s origin and vivid missions will aid in developing an optimistic image of your company if this is done well. 

Moreover, the stories help you stay distinctive from the rest in the marketplace.  It is highly critical that you take out time to wrap up well your company brand in a story. Because this will ensure the investors as well as customers that you are all set to achieve the extra mile with an excellent approach. A compelling story establishes a secure position which shifts right beyond the product/services of your company. 

Knowing and using the relationship wisely between the major business components will make your business successful in developing investment capital. 


MUD & SaaS Metrics 

Metrics of a company act as the compass which helps your business get bearings. Also, they also portray a very clear image of weaknesses and strengths so that you can forward your plans even more effectively. But, unfortunately, some SaaS companies miss one of the most crucial components which is MUD i.e. Meaningful Underlying Business Dynamics. There are a number of SaaS metrics available for various company types as well as brands. However, MUD helps pick the appropriate ones for the product by analyzing relevant questions. 

Let us look at these questions now-

  1. Which is the most essential factor driving the company’s revenue? – For this, you should analyze whether you are targeting single users every month or looking for long-term contracts with big giant corporations. 
  2. Where do you stand in today’s corporate lifecycle? – Check if you are one of those companies looking for strong growth and business advancement.
  3. Does your company experience some specific valleys and peaks? – Is your business running on a seasonal approach? Or is it experiencing some recurrent cycles of customer joining? 

The Significance of Growth Metrics 

Growth metrics can help you track how fast can you grow and aids in predicting various revenue as well as growth situations. On the other hand, efficiency metrics can help you track the effectiveness of maximizing resources. The most important growth metrics affects directly to the MRR & ARR while its efficiency metrics involve net revenue retention, net churn rate, other benchmarks, and CAC. However, it depends on how things have been operating outside the signups. 

<< Also Read: The first 90 days action plan for a new SaaS CFO>>

Understand Your Ratings & Improve Accordingly 

Having SaaS metrics at your business level, you can easily establish and track your marketplace performance. However, this proves to be significantly important. 


Let us see. 

  1. It will help check if your company has a success rate so that you can emphasize the storytelling of your brand.
  2. It allows you to rectify the pitfalls of your business operations while also enhancing the specific aspects and metrics. 

For better results, you should also see if your company’s ARR (Annual Recurrent Revenue) is impressive just because of your high retention rates. You can portray this success in your brand story so that the investors can create fully-satisfied and loyal customers. 

Next, what you need to check is if your company is significantly running on group contracts or not. At times, you can develop such a brand story that can help investment marketing campaigns which would tell that you have jumped upon a specifically large contract which was renewed last year. However, it all depends upon the strategy you have decided on for your business. For this, you can choose important metrics that would showcase to investors your company’s availability in the longer run. 


Transfer your story extensively

It is important that you start communicating your brand story internally as well as externally. Whenever you are crafting and showcasing your company’s story to your investors, always keep two types of audiences in your mind. Out of these two types, the first one is an external investor audience. And the second type includes an internal audience including employees of your company. 

To gain good responses it would be really great if you could gain better insights on communicating stories internally. If the employees and coworkers are able to know and understand the goals, inception story, and primary metrics, of your company then each and everyone can stay on the same page. 

But, before you move ahead, you should consider a few critical things while communicating the brand story externally or internally. They are- 


It includes checking areas that require improvement as well as chalking out the plan to enhance them. 


Select such metrics that can help you maintain a completely transparent image of business developments as well as drawbacks. 

In-detailed – 

Staying particular about the performance as well as SaaS metrics, you can better highlight the strengths and weaknesses to focus on correcting the mistakes. 

With the SaaS metrics, each one in your company can gain a shared vision toward their vision. This should not be because the company might be getting a paycheck but because they understand the significance of businesses. These factors contribute hugely to the assured success of the business. 

Down the line 

With these features, you can have a deep understanding of generating brand stories in SaaS investment capital and know the way to generate capital through your own story. 

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