Helping a pioneering analytics startup jumpstart its mid-market B2B SaaS foray
A sharper B2B SaaS strategy and aligned product direction for mid-market
The challenge
A pioneering Nordic analytics startup had built a deeply technical product that landed well with large enterprise buyers, but wanted to extend its reach into the mid-market with a productised B2B SaaS offering. The technology was strong; the harder problem was translating an enterprise-grade tool — with all the bespoke implementation and hand-holding that implied — into a self-serve B2B experience that mid-market buyers could evaluate, adopt, and get value from without a long sales cycle behind them.
Our approach
We worked alongside the founding and product teams to rethink the product around mid-market B2B user journeys: who the buyer and the day-to-day user actually were, what jobs they were trying to do, and where the existing enterprise UX created friction for a leaner customer. We ran leadership alignment workshops to surface and reconcile competing views on positioning, packaging, and where to draw the line between enterprise and SaaS, then translated the resulting direction into concrete information architecture patterns and product flows the team could build against. Behavior design ran through the work — particularly around onboarding, time-to-value, and the early account behaviors that signal whether a mid-market customer is going to stick.
The result
The engagement produced a sharper B2B SaaS strategy and a product direction the leadership team was aligned around — clearer about which mid-market segments to prioritise, what the productised offering needed to be, and how to sequence the work to get there. Product and go-to-market came away with a shared picture of the mid-market opportunity and a concrete starting point for the SaaS build. The market itself belonged to the team to go win; we were glad to have helped shape the direction.
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