Introduction
Why this Guide exists, who it's for and what you'll be able to do once you've worked through it.
SaaS is a business of small percentages. A two-point lift in trial-to-paid, a one-point drop in monthly churn, an extra activation step that lands - these are the levers that compound into a real business. The marketing job is to find them and to keep finding them.
This Guide is for solo founders and small teams running real software businesses - micro SaaS, indie SaaS, vertical B2B SaaS, mobile apps, browser extensions - that want a clearer plan for trials, activation and the kind of retention that funds growth.
The pattern in stuck SaaS businesses is consistent: a homepage that describes features instead of jobs, a sign-up flow that loses half the people who start it, no onboarding that drives activation in week one and no real understanding of why people churn.
What this Guide teaches is a system that fits a software business: sharper positioning, a homepage that earns the trial, an onboarding that drives activation, a small acquisition mix that pays back, a retention model that takes churn seriously and a 90-day plan you can run alongside shipping product.
Early chapters fix who the product is for and what it sells. Middle chapters cover discovery, the trial and activation. Closing chapters cover retention, tools and a quarterly plan.
By the end you'll have a plan that materially shifts trial-to-paid, activation and monthly retention over a quarter - without changing the product roadmap.
Free readers get the full Introduction. Membership opens every chapter, including the templates, scripts and 90-day plan.
- Describe your best customer in plain language.
- Choose the two or three channels worth your time this quarter.
- Run a website that earns enquiries instead of just listing services.
- Convert and retain customers with a simple, repeatable system.
- Run a focused 90-day plan you'll actually finish.