Makelog is a product release communications product for software companies.
Product Release Communications for SaaS • Founded 2020 • $3M in seed round funding
We partnered for 7 weeks as part of the PMM Launch Accelerator Program
The Challenge
Positioning Makelog’s story to a new audience in a complex, competitive emerging category.
Makelog is a product release communications tool that bypasses challenging release notes processes with powerful, streamlined solutions. The product release communications category is relatively new but of increasing importance due to the SaaS sector’s growing adoption of a continuous shipping model. With software being shipped faster than ever, competition in the space is heating up — the race is on to build market share.
To succeed in this environment, Makelog needed to reposition their unique offerings, shifting focus from startups to medium-size SaaS firms. They also needed to establish their place within a market bifurcated into basic tools and complex platforms with a story that resonated with harried professionals tired of manual release note processes.
“The team did a great job digging into Makelog’s space, and I was very impressed with their structured and thorough research into our personas and competitors.”
JJ Nguyen
CEO and Founder, Makelog
The Deliverables
Showcasing Makelog’s Winning Ways.
To form a solid foundation, we completed an investigation into mid-market SaaS user and buyer personas; analyzed the positioning, strengths, and weaknesses of competitors; and evaluated Makelog’s offerings against the field. From these findings, we crafted competitive positioning that establishes a place for Makelog’s product between the two market segments where most competitor products live.
Midsize, growing SaaS companies need advanced release note generation and sharing capabilities to help scale their businesses, which the basic changelog tools lack. However, a complex, difficult-to-administer, large-scale communication platform, with tools they don’t need but would still pay for, is not the answer either. Makelog’s advanced AI-driven automation and integration with common enterprise software platforms provide companies with a powerful but simple and focused tool to solve their release communications problems. This space in between is Makelog’s to own.
Harnessing this positioning, we drafted messaging to speak to Makelog’s key personas, built a compelling narrative for Makelog to use when speaking to customers, and created a product one-pager and sales deck to communicate the Makelog story.
Competitive Positioning
Crafted a narrative showcasing Makelog’s strengths, where they win, and how they stand out from competitors.
Competitor Analysis
Developed a SWOT analysis and feature table, revealing how Makelog can differentiate itself with a unique and compelling story.
Messaging House
Produced messaging detailing Makelog’s strengths and unique value proposition for use in marketing campaigns and assets.
Product One-Pager
Built customer-facing product collateral for sales pitches, demos, or conversation follow-ups.
Persona Analysis
Analyzed roles involved in purchasing and using Makelog’s product to determine their JTBD and how the product better accomplishes its duties.
Sales Pitch Deck
Generated a narrative presentation for sales conversations using the new messaging.
Learn more about the program
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