I run a digital agency focused on helping SaaS founders and early-stage startups build sites, funnels, and MVPs. While I’ve tested a few micro-SaaS apps for research, my core goal is to position my agency around the pain points SaaS founders face. I’m struggling to find a niche and need expert insight on refining my ICP, messaging, and GTM strategy to land consistent clients.
Narrow down the type of SaaS app/industry targeted to 3 so you can focus. Then experiment until you find the best way to reach their potential users. When something works, duplicate it.
The biggest pain point for any startup, including SaaS, is "how do I get customers".
Your question covers two critical perspectives:
1. Does your solution appeal to your target clients?
2. What is the best Go-to-market strategy for digital agency solutions targeting SaaS founders and early-stage startups?
Your build sites, funnels, and MVPs - are these digital services, digital solutions, or digital solutions that address clients' current needs and drive business growth strategically? Strategically, positioning your solutions differently yields distinct go-to-market (GTM) strategies.
Next, you need to check the following:
1. How is product-market fit? 1-10 (10 = fit very well)
2. Can you describe your business model?
3. Who are your strategic partners, and what are their roles?
4. Are there skill gaps you need to address for you to GTM?
5. Refer to checklist 1, describe the value proposition.
6. Based on your current ICP, what is your SOM (servicesable Obtainable Market)?
7. Do you have sufficient resources to launch the GTM strategy?
Note:
SaaS founders and early-stage startups share a common fact: they often have low or no sales. SaaS founders
Early-stage startups' most resources are focused on shaping the business model and GTM readiness. SaaS founders require a considerable investment and a longer time to convert MVPs into viable products before achieving critical mass sales. Please ensure that your solutions are tailored to meet the separate needs. If resources are the constraint and you expect to face a bottleneck, you may consider focusing on SaaS founders or early-stage startups.
Your niche is the one thing that you could explain to a potential client in your sleep.
Your strongest suit - perfected with your experience, background, and education - is your niche.
Ask yourself what do you do best and go from there. This should be your first selection. ICP, messaging, and GTM will follow from that point on.
IF you fail however to grow your business with your first selection, we will need to get into a quantitative assessment of the reasons for failure, and pivot/find other niches.
Answer:
You’re not stuck because you need a better funnel — you’re stuck because your positioning doesn’t separate you from noise.
The best go-to-market strategy for a digital agency helping SaaS startups is:
1. Get ruthlessly specific about who you're for.
“SaaS founders” is too broad. Are you helping bootstrappers with MVPs? Funded startups post-seed? Founders with no product-market fit? Your message should instantly make them say, “That’s me.”
2. Stop marketing like an agency.
Founders don’t need another service menu. They need someone who understands what’s at stake. Speak their language. Show you’ve been in the trenches. Drop insights they didn’t know they needed.
3. Build your offer around clarity, not capability.
It’s not about how many funnels or sites you can build. It’s about solving the one problem that’s blocking them from growth. Make your agency the answer, not an option.
Nobody said this, so I will: The market isn’t short on agencies. It’s short on agencies that actually know who they are and who they serve.
—Just a voice without a title
