One thing’s for certain, you never stand still, running a Software as a Service business.

Over the last 6.5 years, change has been a constant as we’ve reacted to the market, released new features, enhanced our resilience, grown our team and developed new mechanisms for explaining what we do.

Our first website – November 2010

12 months of learning

One of the things I’ve worked hard on over the last 12 months is developing our ‘story’.

I like that word.

‘Pitch’ sounds dirty and ‘demo’ isn’t right, because it’s not just about the software. We settled on telling a ‘story’.

I’ve done live demos to 100’s of people over the last year and by asking for feedback and constantly iterating the message, I believe we now have a helpful and concise story, which introduces what we do and how it can benefit businesses.

One of the things I’ve learnt from these live screensharing sessions, is that very often, potential customers don’t know what they’re looking for. Until they see it.

Instead, they’re looking to be inspired, are researching ideas, wanting case studies and looking to learn best practice from people who’ve been in the industry for a while.

For that reason, I tend to explain all of our methods of feedback gathering, rather than just the one they talked about initially. I’ve lost count of the number of customers who didn’t know about something we offered, and have now embedded that ‘thing’ within their business processes.

Being given the time to tell the full story really helps. As Jason Fried said recently, ditch the elevator pitch. I agree.

Software is the easy part

The other thing I’ve started to focus on during these presentations that has really resonated over the last year is that the ‘software is the easy part’… That’s particularly the case with Customer Thermometer, but applies to many other SaaS businesses too.

The harder thing about implementing software is figuring out what issue you’re looking to solve, report on or fix… how best to test it out … how to ensure it’s adopted from a cultural perspective and deciding who will champion the cause.

There’s no question that the customers who get the ‘softer’ elements right, have huge success with the service.

My screensharing sessions therefore started to cover off these areas too and the conversation started to move from pure functionality to getting results. We’ve learnt a lot about this area and have written a lot about survey tips and techniques too.

A new video story

I felt it was time to record what I’ve learnt over the last year… to get this refined story down on ‘virtual paper’ and share it with more people, more easily.

That’s just what I’ve done.

You can view a larger version with interactive menu on our demo page, or take a look at the video below.

I hope you enjoy the story. We’re incredibly proud of it and how we’re helping 1000’s of people to give and receive feedback every day.

About the author

Mark Copeman is a co-founder of Customer Thermometer.
He focuses on Enterprise sales and enjoys creating the occasional shiny video.