Simple Value Proposition Canvas & 12 LinkedIn Post Templates for SaaS founders
Bonus: Outbound Campaign Framework
Hey - it’s Alex!
Welcome to Startup Business Tips, a bi-weekly newsletter, where I share with you 3 actionable growth tactics that will help you quickly grow your SaaS business from €0 to €1 million ARR 🚀.
Today we cover:
1️⃣ A simple Value Proposition Canvas for SaaS founders
2️⃣ 12 LinkedIn Post Templates that drive Inbounds
3️⃣ Outbound Campaign Framework
👉 Bonus material (software, content, news) - Micro SaaS vs. SaaS by Oskar Bader
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1. Simple Value Proposition Template
For most of us, communicating the value of our product is difficult.
I see 2 types of people:
1️⃣ ’in-depth’ people
—> They tend to explain their product in detail. But missing the bigger picture. They usually forget to talk about the IDEAL CUSTOMER and their PROBLEMS.
2️⃣ ’unspecific’ people
—> They tend to stay high-level and generic. People don’t get what their product does. They touch IDEAL CUSTOMER and PROBLEMS on the surface but usually neglect how their SOLUTION works.
If you belong to one of the 2 types of people, I have a solution for you.
I’ve created a simple Value Proposition Canvas 👇
The template covers 7 key elements:
Persona / Target Audience
Usecase
Current way of doing the 'usecase’
Limitation of 'current way'
Resulting 'pain point'
The better way: your product capabilities
Resulting Benefits
This simple Value Proposition Canvas will help you level up your customer-facing communication.
This means, adapting the messaging for:
Your Website (—> Check out my Ultimate SaaS Homepage Template)
Your Sales Deck (—> Check out my Ultimate SaaS Sales Deck Template)
Your Outbound Campaigns (—> LinkedIn Prospecting Sequence and TAPSA Cold Email Template)
Your Content Marketing (—> Turn 1 idea into 250+ content pieces)
The list goes on. But those are the most important ones.
👉 If you want to go deeper and create a full-fledged messaging framework for your SaaS, download my free SaaS Messaging framework.
2. LinkedIn Content Marketing: 12 LinkedIn Posts Templates to get started
More and more SaaS founders use LinkedIn as their main inbound channel.
Trying hard to build an audience online.
Thought Leadership content is a hot topic in 2024.
While it’s easy to get lost in vanity metrics like comments and likes, it’s way more important to optimize how to get qualified leads.
Because what most SaaS founders want are inbound leads.
Leads that belong to their ideal customer profile.
So they can convert them to pipeline.
However, lots of founders find it hard to create content on LinkedIn.
They face 2 core challenges:
1. Don’t know what to write about ❌
—> That’s why I created a framework on how to turn 1 topic into 250+ LinkedIn posts.
And don’t make the mistake of starting with TOFU content.
Instead, focus on BOFU-related content.
Here are a few interesting links about BOFU content:
2. Don’t know how to write a good post ❌
There are a few things that are important for a good post:
👉 Engaging Hook (so people read your post)
👉 Easy to read/scan (clean format)
👉 Copywriting (short sentences)
👉 CTA (for engagement or to take action)
To make it easier for you to get started, I worked on LinkedIn templates for you.
Here are 12 LinkedIn templates that drive Inbound leads.
‘How to’ Posts
‘Problem’ Posts
‘Status Quo’ & ‘ICP’ Posts
‘Tips & Learning’ Posts
1. ‘How to’ posts
LinkedIn Template #1
How {persona/companytype} achieve {dream state/ desired outcome} in 5 steps:
Step 1: XXX
—> 1-sentence explanation
Step 2: XXX
—> 1-sentence explanation
Step 3: XXX
—> 1-sentence explanation
Step 4: XXX
—> 1-sentence explanation
Step 5: Using {your product}
—> 1-sentence explanation
—> CTA
LinkedIn Template #2
Achieving X is hard.
To make it easier for {ICP}, we created a X-step framework.
Step 1: XXX
—> Explain step 1
Step 2: XXX
—> Explain step 2
Step 3: XXX
—> Explain step 3
*promote using your solution in one of the steps if applicable
—> CTA
LinkedIn Template #3
X ways to achieve Y
(e.g. 3 fastest ways to achieve {dream outcome}:
Way 1
—> Explain way 1
Way 2
—> Explain way 2
Way 3
—> Explain way 3
Reference your solution as one of the elements inside of these ways.
—> CTA
2. ‘Problem’ posts
LinkedIn Template #4
X mistakes/wrong ways of doing {usecase}
Here’s a list of X crucial mistakes {ICP} make when trying to achieve {specific outcome}:
{Mistake1}
—> 1-sentence description of the mistake
{Mistake2}
—> 1-sentence description of the mistake
{Mistake3}
—> 1-sentence description of the mistake
*Introduce your product as a solution for some/all of the mistakes.
—> CTA
LinkedIn Template #5
When I talk to {ICP}, they usually face {challenge}
Then describe the challenge
It usually leads to:
—> {negative implication1}
—> {negative implication2}
—> {negative implication3}
That’s why we’re building {your product}.
The product enables {ICP} to overcome this {challenge} by
{capability 1}
{capability 2}
—> CTA
LinkedIn Template #6
While building {yourproductname} I’ve talked to X+ {ICP_persona}.
And I learned that most {ICP_persona} fail at {jobstobedone} because:
{Reason1}
{Reason2}
{Reason3}
They do/think:
{myth} or {wrong way of doing X}
{myth} or {wrong way of doing X}
{myth} or {wrong way of doing X}
But they never realize its limitations:
{limitation 1}
{limitation 2}
{limitation 3}
—> CTA
3. ‘Status Quo’ & ‘ICP’ posts
LinkedIn Template #7
{ICP} have 3 options to do {usecase/capability}
And 2 of them are not ideal
{alternative solution1}
—> Explain in 1 sentence
But {alternative solution1} comes with X limitations:
❌ limitation 1
❌ limitation2
{alternative solution2}
—> Explain in 1 sentence
But {alternative solution1} comes with X limitations:
❌ limitation 1
❌ limitation2
{your product}
—> Explain in 1 sentence
This solution enables you to:
💪 {capability 1}
💪 {capability 2}
And helps {ICP} to get better results:
✅ {benefit 1}
✅ {benefit 2}
✅ {benefit 3}
—> CTA
LinkedIn Template #8
There are X types of {persona / company type}
1️⃣ Type 1 (not using your product)
and
2️⃣ Type 2 (using your product)
If you want to {benefit 1} and {benefit 2}, you should consider being part of type 2.
—> CTA
LinkedIn Template #9
Using {current way / alternative solution} to achieve {desired outcome} works.
But here’s the thing.
It comes with X limitations:
{limitation 1}
—> explain limitation in 1-sentence
{limitation 2}
—> explain limitation in 1-sentence
{limitation 3}
—> explain limitation in 1-sentence
That’s why we build {your product} .
{your product} enables {ICP} to overcome these limitations and achieve:
{benefit / capability 1}
{benefit / capability 2}
{benefit / capability 3}
—> CTA
4. ‘Tips & Learning’ posts
LinkedIn Template #10
After spending x hours / talking to X+ {ICP} here are my top X learnings/observations/tips 👇
XX
XX
XX
—> CTA
LinkedIn Template #11
X most important trends in {year} in {topic}
We all know that {topic} is quickly evolving.
I created a list of the X most important topics to stay on top.
Trend 1
—> 1 sentence about this trend
Trend 2
—> 1 sentence about this trend
etc.
*If possible promote your product in any of the points
—> CTA
LinkedIn Template #12
The top X things to improve/reduce/make better {usecase}
Every {ICP} tries hard to become better at {usecase}.
But most of them fail, because:
Reason 1
Reason 2
Reason 3
That’s why we created a list of the top things to improve {usecase} 👇
Thing 1
Thing 2
Thing 3
etc
*if your tool helps doing one of the things, promote your product.
—> CTA
👉 Before you read on:
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3. Outbound Sales Framework
Don’t run blind in your outbound campaigns.
Test the different variables to know what works and what does not.
Running outbound campaigns involves constant testing and experiments.
Outbound campaigns are more than just 1 cold email.
If you want to learn what works and what doesn't, you need to experiment a lot.
Designing a campaign is not trivial.
Tip: Only change 1 variable at a time.
Here are 5 variables when testing outbound 👇
1️⃣ Persona
Build segments based on role
can include signals/triggers (e.g. recently joined)
2️⃣ Company Type
size of company
industry, etc.
3️⃣ Problem statement / usecase
especially if your product offers multiple usecases
if you are pre-PMF and want to identify the problem of your target audience
4️⃣ Messaging
Includes the content and words
Trigger/Signals/Icebreaker
5️⃣ Campaign design
Multi-Channel? Email? LinkedIn?
Steps in the sequence
Frequency & Timeline?
Of course, in each of 5 variables, there are multiple sub-variables to play around and test.
These can include:
🔸 Subject Lines
🔸 CTAs
🔸 Offers/Content
🔸 Leads
But especially pre-PMF it's about testing the main 5 variables.
💪 Bonus material (software, content, news) - Micro SaaS Advantages and Micro SaaS Ideas
Oskar Bader (Designwithvalue) shared a great article on:
SaaS vs. Micro SaaS
Micro SaaS ideas that you can build
👉 Micro SaaS: Advantages, Ideas, and Examples (+ Free Cheat Sheet)
Happy growth 🚀.
🚀 3 ways I can help you grow your SaaS to €1 million ARR:
GTM advisory for early-stage SaaS founders on their way to hitting the first €1 million ARR - Work with me 1-on-1 in weekly or bi-weekly deep-dive working sessions to build and execute your powerful GTM strategy.
List of 90+ actionable SaaS Growth Tactics and Free SaaS GTM Strategy Worksheet.
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