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Photo by Casey Horner on Unsplash

Who matters more — the consumer that uses your product, or the business that pays for it?

When building a B2B2C SaaS product, you may find yourself having to choose between the interests of the corporate clients that pay your bills and the consumers who end up actually interacting with your product. In a perfect world, the goals and objectives of client and customer are in synchrony and such a choice will be unnecessary. But our world is far from perfect.

But first, let’s clarify…

… exactly what is B2B2C SaaS?

The B2B2C SaaS model has one company (a software vendor), providing a SaaS product to another company (the client), who in turn exposes this software to its client base (the consumer). This model is prevalent in fields such as customer service, with flagship examples such as Zendesk, Intercom, Salesforce, HR & recruitment applications, such as Workday, Greenhouse, Workable, etc., …


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Photo by Daria Nepriakhina on Unsplash

Without generating value for end-users, there would be no contracts to sign and invoices to send out

Once again, I begin with a hypothetical. Imagine that your B2B2C company has become slave to their enterprise contracts, and upselling features at any cost is the be all and end all of business models.

Your team, in charge of product design, is employed as a conveyor belt design production facility. Features get sold by sales and account management, and several weeks later the news reaches you. By that time, you are already on a deadline to deliver the interface design so that devs can implement it. …


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Photo by Amit Jain on Unsplash

How to get started with redesigning a piece of software whose product strategy has been systematically neglected for a decade.

Imagine this hypothetical scenario. Your company has a B2B2C web application first brought to market in 2007. Through the years since, the product has accumulated a large customer base of enterprise companies. These clients, like most enterprises, tend to have a long-lasting relationship with their vendors that gets renewed every few years, often without even questioning if they really have a need for it.

Fast forward to 2019. More than 60 companies worldwide use this product. Half of them pay every invoice reluctantly, eagerly awaiting the expiration of their contract. The other half really don’t care. Your account management team is stretched thin trying to secure renewals from those customers who have begun to question the value of your product. …


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Piracy is not theft, let’s make this perfectly clear. Theft, according to the Merriam-Webster Dictionary of English, is “the felonious taking and removing of personal property with intent to deprive the rightful owner of it”. Piracy, on the other hand, is the act of producing and distributing an (illegal) copy of a digital entity. Copying, see, does not have any implications on the original — it doesn’t modify or destroy it.

Now that I’ve led this big ethical elephant out if the room, I can tell you the story of how piracy enabled me to learn and effectively shaped me into who I am. Being Bulgarian, and born in the late 1980s, I had little access, if any, to high quality western cultural content when I was young. The decade after the fall of the Communist regime and the beginning of the “transition” to democracy and capitalism, the income of a working citizen averaged 35 US dollars. A month. You can understand then, why going to the cinema, buying music on “original” cassette tapes (let alone CDs) and using licensed software was not an option. …

About

Bo Chipev

Product design, UX strategy, and a smidge of code @tweakers • 🇧🇬 in 🇳🇱 since 2012 • http://bozhan.me

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