University of Twente Student Theses
Increasing business success through clear value proposition explanation at a B2B SaaS start-up: A case study at OrangeSpot
Metz, Teun (2024) Increasing business success through clear value proposition explanation at a B2B SaaS start-up: A case study at OrangeSpot.
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| Full Text Status: | Access to this publication is restricted |
| Embargo date: | 31 August 2026 |
| Abstract: | The increasing number of business-to-business (B2B) software-as-a-service (SaaS) products makes it harder for start-ups and businesses in this field to succeed. However, it also provides many examples from which one can learn. This research aims to find B2B SaaS success factors for B2B SaaS companies and implement one of these success factors in a case study at the B2B SaaS start-up OrangeSpot. Our research, employing a mixed methods approach, involved a literature review and expert interviews to compile a body of knowledge containing 31 B2B SaaS success factors. These success factors, including the communication of a clear value proposition, the utilisation of customer panels, and the adoption of a B2B SaaS-oriented pricing strategy, are essential for B2B SaaS companies. In addition to these ’soft’ recommendations, it is imperative for B2B SaaS companies to provide their customers with a sound product that meets stringent security and privacy standards, as this is a cornerstone of B2B SaaS success. The B2B SaaS start-up OrangeSpot case study consisted of a concept design for explaining the product of OrangeSpot (also called OrangeSpot) on a website. Best practices research found that the product could best be explained based on the features of the product. The concept design consisted of 5 different websites using different representation methods to explain the product. The concept design was validated with an extensive Qualtrics survey and expert interviews. One of the key findings is that using stylised images of the software, in combination with animations and video, is best perceived by survey participants. Our research not only provides a comprehensive body of knowledge concerning B2B SaaS success factors and an example of implementing a B2B SaaS success factor but also points towards future research directions. To further enrich our understanding of B2B SaaS success factors, future work must delve into other aspects of explaining a B2B SaaS product, such as use cases, roles, and industries. |
| Item Type: | Essay (Master) |
| Clients: | OrangeSpot, Enschede, Netherlands |
| Faculty: | EEMCS: Electrical Engineering, Mathematics and Computer Science |
| Subject: | 05 communication studies, 54 computer science, 70 social sciences in general |
| Programme: | Business Information Technology MSc (60025) |
| Link to this item: | https://purl.utwente.nl/essays/102854 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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