The short churn email that led to a first SaaS customer
A SaaS product had been under construction for almost five months with no . People were signing up and some were using it, but no one was paying. Adding more seemed like the answer, but the real blocker was not another product improvement.
A person who had signed up a week earlier and then stopped using the product was asked why they left and what was missing. The reply came the same day. The potential customer was building software for a regulated industry and needed before placing a inside their app.
They needed proof that the widget would not create risks or collect user data in unexpected ways. The pricing model was acceptable, but the missing proof and fit with a Linear workflow were blocking the purchase.
Key points
- The product had signups and usage, but no paid customers for almost five months.
- A short email to a recent inactive signup uncovered the real buying blockers.
- The buyer worried about risks and unexpected user data .
- The pricing was not the main issue.
- proof and Linear workflow fit mattered more than adding another feature.