Ray Deck tells SaaS founders to stop chasing passive income and pricing tricks. Start by identifying what change your customer actually wants, how they'll use it, and build to deliver that impact. Skip this and you'll have a product waiting for customers instead of attracting them.
Sell what your customers want to buy. I can't tell you how many times I talk to, you know, people saying I want to build a SaaS because it's the kind of income which makes money while I sleep. Or they have very particular ideas about like so-called value-based pricing or, you know, tricks like that in order to be able to get more income from the customer. We just got to start with the impact. What is the change the customer is looking to make? What is the way that they're going to allow that change to be made in their environment? What's going to create the maximum impact on them? Because if you're in the habit of creating that maximum impact, you're going to be able to find ways to be able to make money on that, that are going to generate lots and lots of profit for you. But it really has to start with impact for them. What is it that they want to buy? Structure it so that they are ready to buy it in that fashion, and then deliver it to them with a high level of excellence. You put those things together, you get yourself a business that has a very high probability of success. But when you don't do those things, when you make the business that you want to sell, well, I guess you're gonna wait for the customer.
