Why following JTBD framework important in saas
What do you mean by jobs-to-be-done?
Jobs-to-be done or aka JTBD is a term given by Clayton Christensen, he says individuals hire products to get a particular job done. JTBD is a theoretical framework that helps one to understand what job their customer wants to be done by their product. People use this to make better connectivity between products and clients.
What is JTBD Framework?
The JTBD framework is a methodology one’s team can use to structure product discovery and market research to look for outcomes and problems rather than features and solutions. It helps your team to discover what people are trying to accomplish, and the “jobs” they are trying to get done. JTBD framework helps you to understand your customers’ behavior better by becoming aware of functional, social, and emotional factors that cause customers to make their choices.
How does the JTBD framework work?
Here in Jtbd rather than focusing on the age and gender of your customer, you focus more on choice and preferences mainly, the ‘JTBD theory’ why customers have hired your product. A great way to learn and study about your customer is by public survey or google/internet survey. You can also see what bloggers and journalists have to say about the product. Instead of worrying about demographic data, just figure out these three basics:
- I want to
- So I can
There are 5 types of jobs:
- Core Functional Job-A Core Functional Job is what creates a genuine market need for a SaaS product that assists job Executors to get jobs done faster and cheaper than before.
- Related Jobs-A solution that helps the Job Executor complete Related Jobs, in addition to the Core Functional Job, may be perceived as more valuable in the marketplace.
- Emotional Jobs-Understanding Emotional Jobs and desired outcomes can help marketers develop unique value propositions that connect strongly with Job Executor personas.
- Consumption Chain Jobs – Consumption Chain Jobs are carried out by the product lifecycle support team to increase the value of SaaS products throughout its lifecycle.
- The Purchase Decision Job – Understanding the motivations and desired outcome of the Buyer can help your SaaS marketing team differentiate your business from competitors and persuade buyers to purchase your solutions.
What is Saas?
Software as a service or Saas is a cloud-based software delivery model where the cloud provider develops and maintains cloud application software which provides automatic software updates, and makes software available to its customers through the internet for which they need to pay before use . The public cloud provider looks after all the hardware software, including middleware, application software, and security. So SaaS customers can get it at a fair price ,deploy, scale, and upgrade business solutions more rapidly than by maintaining on-premises systems and software; and predicting total cost of ownership with greater accuracy.
JTD Framework in Saas marketing:
The SaaS sector has seen noticeable growth and high expansion over the past few years, making JTBD an irresistible component of innovation and development in the field. Continuous expansion in business, with the data getting complex, and increase in demand for availability of software solutions. Key innovations in Cloud computing, Open Source Bases, and Automation via AI/ML/DL have given a spin to migration towards Digital Services that ensure better productivity and growth by providing Platforms and Tools with customized sets of measure to other companies, bettering profitability and sustenance.
JTBD framework allows the businesses to formulate strong and competitive services that are difficult to resemble, laden with robust value offerings that are friendly for end-user execution to accomplish tasks as per requirements. Organizations have gathered an immense reputation for implementing the same.
Here are some examples to know more about it:
Adobe has shown transitions too cleverly to saas business, it feeds its customers new and exclusive content creation software via JTBD.
After having stable growth for years with licensing of software, the speedy developments within the market had pivoted companies to move towards a cloud-based subscription model of software use. The JTBD framework allowed them to know that users liked to have a single freemium-based platform that gives them varieties of design tools which helped to solve myriad jobs about design and high-quality content creation. Using this information, Adobe identified its core offerings and how it could take advantage of the environment and preferences. As a result, Creative Cloud was created. The company offered many opportunities for users to experiment with choices of different software and design as per their requirements. The growth has been phenomenal with the user base proceeding towards an all-time high from its previous venture.
The multi-billion dollar startup provides cloud storage services to its customers. It provides a platform where the user can store files and his/her data securely and readily access the same wherever necessary.
This solved the problem of maintaining local storage. A young programmer, Drew Houston, was able to identify the problem of storage and came up with a simple solution.
The JTBD framework has become a powerful tool that businesses can use resources and throw out shortcomings by building more opportunities and showcasing unused potentials of the services environment.
Also read: Need to know common mistakes when migrating to the cloud