Launching a Series A Company, Brand and Product in the Early Days of SaaS

Series A startup funded by Partech and Peregrine needing to be messaged, positioned, branded, and launched from scratch in six months.


  • SaaS
  • Customer Service
  • Business Application
Product Launch Marketing Consultant
  • Create the marketing content and machine in 6 months and then turn operations over to junior internal resources
  • Establish new product category for SaaS application to manage building services in upscale commercial real-estate
  • Develop all digital content to serve marketing program for years
  • Launch the company and product with press and analysts
  • No marketing infrastructure in place
  • Minimal budget, requiring a lot of hands-on creation of DIY work product
  • Early stage startup with few paying customers
  • Innovative technology forging new product category
  • Interviewed founders and engineers to understand what they are building and for whom
  • Interviewed early adopters to understand “what” they bought and “why”
  • Interviewed sales to understand what they are currently “selling”
  • Researched alternate legacy solutions for pertinent messages and differentiation


  • Real Estate management companies were new to using technology to manage building services
  • Real Estate management companies were new to using the Internet for communicating with tenants
  • Needed to evangelize the solution and educate audience on the possibilities
  • Needed to emphasize the services business benefits, bypassing technical jargon
  • Created multi-level messaging platform to address all levels of company communications
  • Developed 2 page messaging summary with elevator statements for sales and other customer-facing resources
  • Wrote multiple pages of hierarchical boilerplate to repurpose on website, in collateral and in outbound marketing campaigns
  • Workspeed grew and was eventually merged with MRI
  • MRI subsequently acquired by GI Partners

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