Fundamentals of SaaS

Author

Alice Cee
March 25, 2025

I posted a vid last week of the fundamentals of SaaS.

If you like business content, I would encourage you to check it out.

If you’re a B2B SaaS company that wants to use cold e-mail, here’s my spin on it with bonus CFO level advice.

  1. Validate product-market fit with cold e-mail to test offer and messaging 

    1. Painkiller offers > vitamin offers 

    2. A/B testing messaging to find messaging angles that work 

    3. Manual prospecting for strategic relationships or high value accounts

  2. Content that nurtures, tells stories, and converts  

    1. Use converting messaging angles from GTM testing

    2. Build a personal brand to document your journey 

  3. 2-Call disco-to-demo close 

    1. Offer that reduces buyer risk and is something that the market wants in 2025 

    2. People buy when they feel understood (pain points) 

    3. Create urgency to close the sale 

  4. Forecasting 

    1. 12-month cash flow forecasting 

    2. Track operational metrics: MRR, LTV, CAC, Churn

    3. Keep 12 months of cash for burn rate

  5. Raising money 

    1. Build a good story for investors that matches the qualitative analysis (content really helps with the non-qualitative aspect) 

    2. Statements need to be done properly (accrual accounting) and presentable for investors and auditors 

    3. Bank funding will require tax returns + an review engagement

If you’re a B2B SaaS company founder or owner, here’s how I can help: