Check our newest report - State of German SaaS Pricing 2023

SaaS Trends 2024: Expert Comments

by
in
Maciej Wilczyński
Managing Partner, Founder Valueships
December 18, 2023
pricing

Saying that a lot happened in SaaS in 2023 is an understatement. 

The year was a whirlwind of innovation, challenges, and pivotal shifts that have set the stage for an even more dynamic 2024. 

As we turn the page to a new chapter in the SaaS industry, we want to pause and reflect on those trends that are shaping the future of this vibrant sector. 

We've got you covered with a comprehensive overview of what's next (in our opinion) in SaaS for 2024.

1. Economic Realities and Profit Focus

Expert Insight: Maciej Wilczyński, PhD

Plans are useless, but planning is indispensable (Eisenhower)

The End of Cheap Money and the Shift to Profitability

According to Maciej Wilczyński, PhD, the SaaS market is facing a new reality where the abundance of venture capital is drying up, necessitating a shift towards profitability. The focus is now on managing costs effectively and maximizing profits amidst reduced funding. This shift is leading to increased cost pressure, further layoffs, and inevitable price increases.

M&A as the New Normal

Wilczyński also observes a significant trend in mergers and acquisitions (M&A). He likens it to a "Black Friday" scenario where cash-rich companies are actively seeking acquisitions. This trend is not just about increased M&A activity but a strategic consolidation within the industry.

Open-source AI for the Win 

After the whole Sam Altman vs. Board Succession-like drama, Maciej had a hard time believing that people with at least basic self-preservation skills will invest in: "Let's connect to the Chat-GPT API" start-ups. According to him, most likely, we will see the serious development of apps focused on building their own models. 

It will be a good year to understand how AI works, and no, it won't be only via OpenAI. 

2. The Rise of Anti-Fragile SaaS Companies

Expert Insight: Krzysztof Szyszkiewicz, Head of Delivery

Building Resilience in Turbulent Times

Krzysztof Szyszkiewicz points out that some companies have emerged stronger by leveraging prosperous years to maximize margins through effective pricing and community building. These anti-fragile companies are well-positioned to face market challenges without significant impact.

Overcoming Traditional Business Challenges

Szyszkiewicz notes that these resilient companies are adept at handling traditional challenges like soaring costs and shifting consumer preferences, ensuring their continued scalability and market presence.

Do you need more practical insights?
Do you need more practical insights?
Learn more about pricing

3. Geopolitical Uncertainties and AI Disruption

Expert Insight: Maciej Orczykowski, Data Analyst

2024 is shaping up to be a year of big question marks for the business world, and SaaS companies won't be an exception to this rule.  

Navigating a Geopolitical Rollercoaster

Maciej Orczykowski highlights the trio of challenges for 2024: geopolitical instability, tougher funding conditions, and the upheaval caused by AI. These factors are keeping businesses, including SaaS companies, on high alert.

AI FOMO and Data Mastery

Orczykowski emphasizes the growing fear of missing out (FOMO) on AI advancements. SaaS companies are focusing on enhancing their data management capabilities to leverage the potential opportunities offered by AI.

 They're banking on the hope that someday, top-notch data quality will let them cash in on the wild opportunities AI has in store.  

4. The Central Role of Data in SaaS Success

Expert Insight: Aleksandra Romańczyk, Head of Marketing

Data. Data. Data.

Data-Driven Decision Making

Aleksandra Romańczyk stresses the importance of internal data analysis in marketing and pricing strategies. She suggests that companies might be losing margins without realizing it due to inadequate internal data utilization. 

Leveraging Data for Competitive Advantage

Romańczyk advises that effective use of data can significantly improve decision-making and margins, offering a competitive edge in the market.

5. The Importance of Data Analytics in Strategy

Expert Insight: Jakub Jukowski, Business Analyst

Data Analytics for Newcomers

Jakub Jukowski, observing the dynamic nature of the SaaS industry, emphasizes the importance of data analytics for newcomers. He suggests that robust data-driven models are crucial for navigating the industry's uncertainties.

Data-Driven Models for Business Growth

Jukowski advocates for leveraging data analytics in business strategy, highlighting its role in shaping growth and management approaches.

6. Customer Acquisition Costs and Revenue Expansion

Expert Insight: Maciej Prokop, Pricing & Value Consultant

Predicting the future is almost as exciting as it is impossible, but hey, why not give it a shot? 

The Rising Cost of Customer Acquisition

Maciej Prokop points out the exponential growth in customer acquisition costs, attributing it to rising salaries and the increasing costs of ads and tools. He warns that acquiring new paying customers is becoming more expensive.

Strategies for Revenue Expansion

Prokop suggests focusing on revenue expansion through existing customers. He recommends developing new product packages and add-ons, and acknowledges that this might also entail price increases. He also predicts more visibility in M&As – as Wilczynski did above – as companies with high-quality products but struggling in other areas get acquired to bolster the positions of bigger players.

Conclusion

It’s clear as a day that the SaaS industry in 2024 is marked by a shift towards profitability, resilience in the face of market challenges, the central role of data, and the strategic importance of customer acquisition and revenue expansion. 

These trends highlight the need for SaaS companies to be flexible, innovative, and customer-focused. And we hope for all SaaS companies to be just like that. 

Reflect on these insights and consider how you can apply them in preparing for 2024. If you need further guidance of that, get in touch with us so we can help your SaaS not only adjust to these trends, but actually, go way beyond them. Check our videos and see to get started! ⤵️

Do you need more than this? We have another option!

Subscribe to our newsletter and grab more pricing insights.

I want to know more!
Maciej Wilczyński
Managing Partner, Founder Valueships

Expert in B2B pricing, monetization and value-based selling strategies. Over the past year, he has completed over 40 consulting projects in Europe. Prior to founding Valueships, he worked at McKinsey & Company, mainly in the TelCo, software, and banking industries. He completed his doctorate in pricing in SaaS start-ups at the University of Economics in Wrocław, where he also lectures.

Schedlue a free consultation
Maciej Wilczyński
Managing Partner, Founder Valueships

Expert in B2B pricing, monetization and value-based selling strategies. Over the past year, he has completed over 40 consulting projects in Europe. Prior to founding Valueships, he worked at McKinsey & Company, mainly in the TelCo, software, and banking industries. He completed his doctorate in pricing in SaaS start-ups at the University of Economics in Wrocław, where he also lectures.