The Power of Recoupled Services: When SaaS create a super baby
What would you choose to lose, your phone, or your wallet?
In 1876, Alexander Graham Bell was patented the creator of the first phone, and from then on changed the way people communicated. The purpose of a phone evolved soon after and became an amazing metal box that includes multiple services such as video calling, messaging, camera functions, e-wallets, etc.
When I got pickpocketed in Florence while I was backpacking, I was panicking but I told myself ‘thank goodness, only my wallet was missing’. That was when I realized how our mobile phones have centralized our necessary documents and functions. It is one powerful creation.
So what has that go to do with B2B SaaS Services? Just like your phone, a useful SaaS tool can help you to recouple and collate all the necessary services to fulfil all of your needs at work.
In this post, we will provide a quick summary of ‘Unlocking the Customer Value Chain’ by Thales S. Teixeira .
Understanding recoupling
Recouple services refer to a combination of various services that you require to perform your day to day tasks at work. Rather than sticking to a specific plan and have unused functions, recoupled services spot weak links between the processes of services, break them down, and allow you to pick and choose what is needed for your businesses. Additionally, recoupled services account for every dime you spend.
In an essence, recoupled services allow you to perform your specific tasks on one platform with the same set of data, without having to recalibrate it for different services.
Recoupler traits
Focusing on new profit:
Instead of making the more expensive component of a product the main source of revenue, many companies have turned their focus on profiting off cheap product types that require replenishing.
Some of these products include:
1. coffee capsules: making a profit off the cheaper coffee capsules while the machine is mostly a one time purchase.
2. razor and blade businesses: selling a more long lasting body and profiting off the disposable blades.
3. printers: focusing on profiting off buying new ink cartridges
4. SaaS: subscription services and specific payments for minor, additional components.
Increase the benefits by:
1. reducing time
2. spending lesser money to gain more profit
3. fulfilling activities efficiently.
4. Adding a few functions under one payment
How to you use Recoupling?
Recoupling is easier said than done. It takes courage and acceptance to replace something familiar with a new process, despite its benefits. Hence, recoupling should be done in an incremental innovation through the following steps:
- Identifying the CVC or ICP
- Classifying the CVC activities
- Identifying the weak links between CVC
- Decouple the weak links through pre-emptive decoupling
- the cycle of creating and capturing value at every point of your sales process. - Predict how incumbents respond
- Recouple specific activities and products
Case Study
Netflix, no chill
Netflix was a great contender of satellite TV as viewers can select shows of their own preferences without advertisements or fixed schedules.
Identify weak links: Advertisements, broadcasting schedules, uninteresting shows
Recouple: by paying for a subscription, viewers can decide on the shows they want to watch, without the hinder of advertisements or fixed schedules.
However, there began to be some leakages for Netflix subscriptions. (leakages refer to the value loss during the creating and charging process)
During the first quarter of 2022, it lost 200,000 subscribers — the biggest decline since 2011. By the 2nd quarter, it lost 1 million subscribers, with rising subscription rates and competition as the catalyst.
Leakage: increase in prices and competition offering better catalogues
Netflix, back to chill
Fortunately, Netflix has gained back its subscribers in the 3rd quarter of 2023. With a global password sharing crackdown and new advertising-supported subscription, people are coming back to the platform. By subscribing to the new plan where advertisements are supported, subscribers save up to 55% of its standard plan.
Rebalancing: providing more subscription options, Netflix-produced series and films.
Decouple: no multi-sharing option
Recouple: allowing viewers to select specific media they enjoy and having multiple subscription options to fit one’s own budget.
Recoupling your SaaS
One of the main problems faced by businesses today is the use of multiple platforms to perform a series of interrelated tasks. You have a list of leads, which is imported into platform A, and another in platform B. Once you enter the sales funnel, the clients are transferred to platform C, and finally, the deal is closed in platform D. Oh, the horror.
However, a suitable SaaS would be able to decouple the services, rectify the leakages and maximize your efficiency through recoupling.
Case Study
What The Sales did a MOM test where we figured out what sales people need the most. Most sales people may be overwhelmed by the flow of tasks from their day to day job, that keeping a healthy CRM becomes the least of their problems.
Hence, wouldn’t it be nice to create a SaaS where sales people can keep track of all the leads they speak?
What The Sales is under creation to do just that! We decoupled the annoyance of keeping up with files and subscriptions, noticed the leakages in time wasted and recoupled them again — on the same platform, sales people can design proposals without any designing background, analyze their leads and keep track of correspondences.
Time to get on the recoupling train with What The Sales!
