AWS Summit Taipei 2024: Use Generative AI to Guide Your SaaS Business Journey

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© 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved. A W S F O R E V E R Y A P P L I C A T I O N Use Generative AI to Guide Your SaaS Business Journey Joey Wu T R A C K 6 Solutions Architect, AWS Ernest Chiang AWS Community Hero Director of Product & Technology Integration (PTI), PAFERS

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© 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved. Agenda SaaS Business Introduction Our SaaS Business Journey – Gen2 with SaaS framework SaaS Business Assessment Framework Live Demo PAFERS Background Our SaaS Business Journey – Gen3 with SaaS framework + GenAI Our SaaS Business Journey – Gen1 without framework

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© 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved. SaaS often touches every aspect of a business. How products are sold, marketed, built, supported, and monetized—these are amongst a long list of considerations that every company must evaluate as they set out to define, build, and operate an as-a-service business. A transformation of this nature often requires a fundamental shift in strategic and operational mindset. It often forces companies to rethink roles and responsibilities, define cultural change, and introduce new processes that better align with the best practices of SaaS companies. © 2023, Amazon Web Services, Inc. or its affiliates. All rights reserved.

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© 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved. Revenue Model Comparison Traditional Company • License Revenue • Services Revenue • Maintenance Revenue • New Customer Acquisition • Upgrade Rate • Market Share • Product Development Cycle Time 6 SaaS Company • Monthly Recurring Revenue (MRR) • Annual Recurring Revenue (ARR) • Customer Acquisition Cost (CAC) • Customer Lifetime Value (CLV or LTV) • Churn Rate • Net Revenue Retention (NRR) • Average Revenue Per User (ARPU) • Customer Engagement and Usage Metrics • Conversion Rate (from free to paid plans)

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© 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved. 7 The Fish Model Transformation Time Status Quo End State Impact of investiments in the new capabilities Impact of transitioning to consumption pricing model Faster Revenue Growth Lower Labor Costs Costs Revenue Source: Technology as a service 2016 (TSIA)

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© 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved. Agile Mindset 9 Feedback Loops Collecting business metrics and using techniques like A/B testing and rapid prototyping to quickly iterate on features. Culture Shift Invested in employees and encouraged experimentation and allowed teams more autonomy in decision-making. DevOps Practices Streamline the development and deployment process by automating repetitive tasks, enabling more frequent and reliable software updates.

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© 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved. Company Profiles 11 Large conservative company, lucrative revenue, firm grasp on a market, seek for low risk. ToeDipper Market is eroded by the competitors. Urgency of transformation to be more agile to retain the market. RacingTech Identifying and exploring new market segment. Try not impacting existing customers. New Horizon Greenfield, quickly go- to-market and has funding pressure. Unicorn

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© 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved. 4 phases in SaaS Journey Phase 1 Business Planning Phase 2 Product Strategy and Roadmap Development Phase 3 Minimum Viable Service Phase 4 Launch / Go-to- Market (GTM)

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© 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved. Phase 1 – Business Planning 15 The business planning exercise should lead you to a much clearer picture of your 1. Target market 2. Assess opportunities 3. Potential costs 4. Expected revenue 5. Organizational changes Vision Develop a clear vision that captures and conveys the fundamental elements of your strategy. Goals Setting goals and expectations, aligning internal teams, and securing initial investment and resources for the SaaS initiative. Data-driven decisions Evaluating the overall opportunity by making data- driven decisions.

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© 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved. 16 Factoring in company profiles Find a model that enables the company to explore SaaS without impacting the growth and performance of the current business Focus on determining whether there is a way to accelerate and fund the development path Build out the fundamental projections for staffing the company, identify target markets, and develop a monetization scheme Identify a new segment or product that will enable the company to begin offering a SaaS product. Assess incremental costs and strategy implications

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© 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved. • Executives, product managers and financial leaders. • Technical and operational teams. W H O S H OU L D PAR TI CI PATE? • Assess the Opportunity • Define Target Segments • Evaluate the Market and Customer Strategy • Model Market/Segment Growth • Finance • Sales Transformation • Marketing Transformation • Define Operational Model/Resources • Develop a Staffing Profile Guiding Directions ACTI VI TI ES

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© 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved. Phase 2 – Product Strategy and Roadmap Development 18 Come out a strategy that goes beyond the first deliverable without going as far as creating a multi-year plan. You want to know enough about the broader strategy to have confidence in your direction without looking so far forward. A key component of this effort is a clear picture of the target customers and market. Well-defined Personas Who are the user and buyer personas we are targeting? Product Vision Which features will be included, define how the product will be consumed, and how we expect to deliver value to different types of customers? Roadmap Define roadmap based on business and product vision thay the development team can execute against (priority and core metrics)

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© 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved. 19 Factoring in company profiles Have a solid product strategy to avoid under-investing in a more complete product strategy and/or treating your plan as more of an experiment. Build a strategy that goes beyond just having a SaaS offering in order to compete against current and emerging offerings in the market. Avoid short-circuiting the product strategy process, as it may undermine the company success when growth curve kicks in. Look at your product strategy as if creating new line of business. Consider forming new teams that can operate separately from the rest of the company.

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© 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved. • Product managers will be at the center of the effort. • Technical and operational teams. Sales and marketing. W H O S H OU L D PAR TI CI PATE? • Developing user and buyer personas • Collecting Customer Data • Defining Onboarding Experience • Profiling Security, Compliance, Geographic and Data Protection Requirements • Defining Agility Goals • Developing a Pricing Profile • Portfolio Management Guiding Directions ACTI VI TI ES

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© 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved. Phase 3 – Minimum Viable Service (MVS) 21 An MVS release with clear definition and expectations of the launch. The MVS release itself is not the end of this section of the journey, but a start of one, or one of many, next steps to ensure a data-driven and customer-focused roadmap that drives continuous improvements. MVS Every MVS should be to deliver a clear value to a particular customer use case. If you decide not to release the MVS to your early adopters, you begin to look at the next collection of features that will be needed to close that gap. All Moving Parts Done Getting all the moving parts of releasing a product done without getting lost in whether this combination is the best fit for the market, which could change while you are building the MVS. Feedback Loops IDEAS BUILD PRODUCT MEASURE DATA LEARN

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© 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved. 22 Factoring in your company profile Be hyper-focused on building a complete product strategy that drives value to your customers. Map out a more complete product strategy path that is less reactive and more strategic to enable you to retain and grab market. Align the product with this target experience through a clear product strategy that can maximize growth. Build a product strategy for the new SaaS offering that is independent of the other products in the company portfolio.

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© 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved. • Product teams with PM. • Leadership team plays a key role to ensure all teams are delivering to the promise of the defined state. • ** As you define MVS, it will determine who should participate. Eg. If you are launching a new onboarding experience, the product, sales and marketing teams should be involved. W H O S H OU L D PAR TI CI PATE? • Defining the Target Early Adopters for the MVS release • Outlining the Minimum Product Functionality • Outlining the Minimum Operational Experience • Target Feedback Experience • Defining Core SaaS Tenets for the MVS Guiding Directions ACTI VI TI ES

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© 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved. Phase 4 - Launch / Go-to-Market (GTM) 24 A data-driven GTM plan can help you manage churn risk (e.g. low adoption) and identify expand selling opportunities (e.g. utilization patterns that indicate up-sell or cross-sell potential). Therefore, a successful GTM plan should include measurable product adoption expectations. This data will inform you whether the GTM strategy has ultimately been executed successfully. Measurable Metrics/KPI 1 year customer acquisition objectives Customer Acquisition Costs (CAC) Forcast retained revenue (CRC) and expansion revenue (CEC) New Sales and MKT Goals Sales motions and compensation incentives and divide responbilities associated with funnel management. Customer-Centric

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© 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved. 25 Factoring in your company profile Align GTM plan with customer expectations and priorities of investors. Leverage SaaS to reach new buyer profiles (e.g. early adopters) within existing and new customers. Align internally to establish new sales motions and back- office processes. Land and expand sales model in tandem with agile design and frequent product releases. Focus on in-product communication and knowledge management tools to reduce the need for high-touch human support, allowing a successful product adoption by new customers, at scale Work backwards from the prospective customer to understand your new audience and build a successful GTM plan. Consider leveraging channel partners for incremental reach

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© 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved. • Leaders from sales, marketing, customer success and finance. • Align with investor and board-level revenue expectations. W H O S H OU L D PAR TI CI PATE? • Update customer journey maps • Establish commercial and operational frameworks for new customer acquisition • Set customer retention and expansion objectives • Determine appropriate sales motions and compensation incentives • Establish Marketing operations • Define Customer Success charter and services • Launch and Product Communication Strategy Guiding Directions ACTI VI TI ES

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We PAFERS We Build Connected Fitness PAFERS Fitness Services PF-GL-MKT-V3

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Connected and Integrated Technologies for Fitness Brands Product & Technology Integration (PTI), PAFERS AI-Business-Cloud-Software-Protocol-Hardware PAFERS Fitness Services

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© 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved. PAFERS decouples fitness centers Smart Fitness Consoles (SFC) Video Streaming Services (VSS) Gym Management Services (GMS) Training Content Services (TCS)

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© 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved. SaaS Business Journey begins… * Gate Access Control * Smart Locker * Smart Fitness Series * Seamless Connected Series: (Edges, Gateway/Kiosk) * Social Media * Marketing Tools * Resource Management * Operation Reports * Member Services * Training Data Management * Contract Management Member Data Gym Coach Fitness Equipment Management Community

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© 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved. (Gen1) Challenges • All the features requested by the client have been implemented and connected, but the architecture is fragmented and disjointed. • Clients are either unwilling to pay or the features are not properly integrated into the sales package. • Technical considerations are prioritized over business needs, leading to various schedule conflicts.

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© 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved. Lesson learned – 傳產土砲 x SaaS Framework • Who we are (專注本業) • Where we are (確認方向) • What we have done (技術庫存) • When customer need (限制條件)

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© 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved. SaaS Framework – Business Planning • Define Target Segments • Evaluate the Market and Customer Strategy • Sales Transformation • Define Operational Model

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© 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved. SaaS Framework – Product & Roadmap • Developing user and buyer personas • Collecting Customer Data • Defining Onboarding Experience • Developing a Packaging / Pricing Profile

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© 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved. (Gen2) Achievement & Challenges • ! Keep the architecture as fragmented and disjointed at the moment. • ✅ Clients are willing to engage and pay, and the features are properly integrated into the sales package. • ✅ People first, business understanding, leading to transparent communication.

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© 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved. Sample Prompts • 我們是一個傳統健身器材產業公司，團隊正要啟動成立一個新的 SaaS 產品部門，第一個題目是關於健身器材與運動用品方面的維修與保固系統、同時也在規劃健身房預約系統、健身房合約管理系統、健身房器材資產 IoT 管理系統。請問在專案啟動初期，有什麼要注意的地方嗎？也請建議團隊的組成與時程規劃。 • 如果我們已經有了三個成功的 SaaS 產品，正在規劃第四個 SaaS 產品，你覺得有哪些可以共用的知識或技術架構，可以縮短整體時程規劃？ • 你介紹的這些名詞，我搞不懂他們之間的關聯性，請你幫我解釋說明，最後使用 Mermaid graph 畫出他們之間的關聯性。 • 請問我該如何「制定清晰的產品策略」？可以一步一步教我嗎？ • 請依照你所規劃的指南，填寫一個版本的內容給我參考。

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© 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved. SaaS Framework – MVS • Defining the Target Early Adopters • Outlining the Minimum Product Functionality • Outlining the Minimum Operational Experience • Target Feedback Experience

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© 2024, Amazon Web Services, Inc. or its affiliates. All rights reserved. Our SaaS Business Journey = UU CC GTD • Unknown # ✅ SaaS Framework • + Uncertainty # ✅ SaaS Framework • + Challenges # ✅ Customer Data • + Communications # ✅ Cross-function • + Get Things Done # ✅ Launch

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