Penetration Was Ist Das

If your SaaS startup zu sein looking zum low-risk business growth strategies, developing a market penetration strategy should it is in one von the first things you think about. Although, prior to moving forward, it’s important to identify a clear definition of market penetration as it relates to SaaS and gain a better understanding of what sector penetration strategie is by taking in in-depth look punkt some common examples.

Du schaust: Penetration was ist das

Market penetration definition

Depending on where sie look, ns market penetration definieren could be misleading, as there room two different meanings. As gezeigt below, market penetration can be characterized as one of two people a measure or bei activity. Bei this article, we wollen review both market penetration definitions und how lock relate kommen sie SaaS.

Market penetration defined as a measurement

Market penetration identified as a measurement is the assessment von how much a product is being sold loved one to the total approximated market zum that product, expressed together a percentage. This is also known as sector penetration rate.

How kommen sie calculate market penetration rate

If you know your gesamt addressable sector (TAM), you can calculate market penetration price with this formula:

Market penetration rate=(number von customers ÷ target sector size)x

Establishing sector size can be tricky depending on the nature of your SaaS product, as a potential customer base could be global and essentially target “everyone.” ns more granular you kann get v your idealogen audience demographics, ns easier it möchte be to make this calculation.

What’s a an excellent market penetration rate?

It’s said that average industry penetration weil das a customer product is 2 kommen sie 6%, while business products tun können range anywhere from 10 kommen sie 40%. If you tun können refine her SaaS product kommen sie capture 10% des the TAM in any sector – you’ll most likely be doing quite well!

Take the smartphone industry zum example – globalen leaders sich entschuldigen have a industry penetration rate of 19.2%, with samsung coming in second weist 18.4%, huawei at 10.2%, and a range of smaller brands taking ns remainder des the market share kommen sie its 100% completion.

The smaller smartphone companies such as Oppo and Xiaomi who room coming an around 7% have plenty of opportunity kommen sie increase their sector penetration von improving their strategie around pricing, product improvement, consistency, und marketing an order to take more von the market share away from Apple und Samsung.

Market penetration defined as in activity

Market penetration characterized as an activity (see ns Ansoff matrix below) is the process des going kommen sie market with a product in an existing market in which present or similar products already live, und taking sector share from the other completing companies. This is deshalb known as market penetration strategy.

The Ansoff Matrix

The term industry penetration (defined as bei activity) stems from die Ansoff Matrix, developed in 1957 by Igor Ansoff, which help companies arrangement their strategies zum future growth. Die Ansoff Matrix ist a 2X2 matrix representing four different unternehmen growth strategies in which a company either beginning a new or currently market, und with either neu or present products.

What ist market penetration strategy?

Market penetration strategy ist one of the four unternehmen growth techniques identified in the Ansoff Matrix, the other three being market advancement strategy, product development strategy, and diversification strategy. Industry penetration strategy refers to when the company attempts to grow utilizing existing products in existing markets, as shown bei the bottom left quadrant von the matrix graphic above.

Market penetration strategy and SaaS

A sector penetration strategie carries a short amount von risk, und is in ideal business growth strategy for SaaS startups that room bootstrapped or unwilling zu invest heavily an more risky expansion strategies.

Put simply, it’s a means des planning how kommen sie grow in in already prospering market where comparable products exist, und gaining sector share von taking your competitors’ subscribers.

Positioning you yourself in in established market is a safe bet, since it means there zu sein a need zum products bei this area. However, the requires solid implementation and execution des strategies around your product positioning, pricing, user experience, and marketing bei order to compete and grow alongside existing companies.

How zu create a sector penetration strategy

When you thinking about creating your industry penetration strategy and increasing your sector share, you will do it need zu consider die different means you tun können grow your firm using your existing SaaS offering to make it more appealing to the customers that exist bei your target market.

This kann sein be completed with the following tactics:

Acquiring a competitor in your market

Price adjustments and refinements tend kommen sie be the focus von market penetration strategies weil das SaaS companies.

Common sector penetration strategies in SaaS

Market penetration pricing

As the SaaS industry grows, it becomes harder weil das new companies entering the market kommen sie gain industry share. Ns market penetration rates for software products bei the collaboration und CRM spaces especially (e.g. Basecamp and HubSpot) are already quite high due to the large number of SaaS products bei that space.

Mehr sehen: Was Hilft Bei Kieferschmerzen ‬‎‏, Was Hilft Gegen Kieferschmerzen Vom Mdma

Pricing is one of the hauptsächlich tactics that arising SaaS commodities use to gain industry share und grow their revenue wie using industry penetration strategy. These adjustments can be conveniently measured kommen sie determine their level of success.

Did sector share increase or decrease when pricing walk from monthly kommen sie annual? just how many neu customers were obtained with ns announcement von a neu pricing plan? would dropping your subscription price work zu take customers far from your competitors?

Price drops works well bei competitive niches whereby consumers are frequently buying based on die cost von a product. über looking weist your competitors and comparing your product and services, it tun können be a strategy move to adjust her pricing in order kommen sie achieve higher market penetration.

Increasing your marketing and promotional efforts

If her startup is attempting kommen sie grow through sector penetration strategy, changing tactics or becoming much more aggressive v your marketing campaigns kann sein help to increase her awareness in the market. This, an turn, tun können woo more of your competitors’ customers into switching and signing up zum your product instead.

Marketing can also help persuade your currently customers kommen sie stick with you instead von leaving zum the competition. Loyalty schemes, power user features, strategy alliances, and finding distinct ways to deliver value zu your users kann all help sie keep your customers. If her users schutz a stellar endure with your product, they’ll be much more likely kommen sie help freundin out with word von mouth marketing i m sorry can deshalb drive bei increase in your industry share.

Acquisition und partnerships

If sie can’t to win ‘em, sign up with ‘em. Or rather, buy them out. Acquisition together a market penetration strategy ist almost as old as business itself. Purchase a company in your industry way you’re essentially buying the customer base and the sector share that it brings through it – or alternatively, you kann buy the competition and then shut them down altogether.

If you’ve gott the motivation and the budget, acquisition kann sein be bei effective tactic. If you’re in startup mode, acquisition is probably not an your ballpark nur yet. In this case, freundin could look into strategic partnerships with similar companies bei order zu capture your audience und widen your market über doing so.

Making changes to your product

Listening kommen sie your customers, and keeping track von what competitors’ customers are saying about their products can help you pinpoint necessary features und functions that civilization are spring for.

A slim adjustment zu your product can make all the difference in terms of your sector penetration rate von giving your industry something that they need und can’t discover with any kind of other company.

Examples of successful market penetration strategies


Acquisition zu sein huge in the SaaS world, with industry giants routinely snapping trost smaller companies in order zu expand your services and capture more von the market share. Here’s a list of the top 10 company acquisitions that taken place over the last year.

Product changes

Diet Coke was a large hit when it was released, but it attracted primarily female consumers. Men were staying clear of it due to the fact that it felt choose more von a feminine drink.

Coca-Cola’s solution? “Bloke Coke”, or quite Coke Zero, which ist essentially die same an terms des taste and benefits however squarely positioned und marketed zu capture ns male sector share they were lacking with Diet Coke.


Android is well known for its penetration pricing strategy. Von offering its phones at a short entry price, it can aggressively tempt consumers from apple who have the taste market share in the smartphone market.

Final think on sector penetration strategy und pricing

Market penetration strategy involves concentrating on offering more des your SaaS product right into your existing market bei order to acquire a greater market share and gain more von your competitors’ customers.

With strategy planning approximately pricing, competitors, raising your promotional efforts, und making any type of necessary changes zu your product, it must be possible zu increase your market share und slowly gain dominance in your market.

Mehr sehen: Die Tote Von Amelung (1995), Die Tote Von Amelung, Tv Movie, 1994

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