Understanding Feather: A SaaS Blogging Platform​

Core Value Proposition

Feather seamlessly converts Notion pages into SEO-friendly, professional blogs without users ever leaving the Notion workspace.

​

This seamless integration enhances blogging by merging it with existing workflows in Notion, greatly benefitting those familiar with Notion. This experience is consistently positive across different audience segments – especially small SaaS companies and course creators who are our ICPs, and find it incredibly convenient and efficient for their needs.

Feather has two main ICPs: small SaaS companies and course creators. Let's examine the Core Value Prop from the perspective of each ICP.

Small SaaS Companies

Feather’s ability to turn Notion pages into professional, SEO-friendly blogs is a game-changer for small SaaS businesses. These companies often run lean and are time and budget-conscious. So, the simplicity and efficiency of Feather's system — to publish directly from Notion without juggling multiple platforms or complex setups — really hit the mark for this ICP. It saves time, boosts their online presence, and drives traffic, crucial for generating leads and growing their customer base. The SEO features are particularly beneficial as they help these companies stand out in a crowded digital space.

Course Creators

For independent course creators, Feather simplifies life in ways that matter. They operate in tight teams or often solo, making ease of use a preference and necessity. With Feather, updating a blog or pushing out new content is straightforward, so they can focus on creating content that resonates with their audience rather than thinking about technical details. This direct workflow helps them keep their blogs lively and builds their personal brand, which is crucial for attracting new sign-ups and engaging students.

Experiencing the Core Value Proposition

Users experience Feather's core value whenever they create or update content in Notion and seamlessly publish it through Feather. This integration turns the publishing process into a simple extension of the work they already do in Notion. Because it's so straightforward, users naturally use Feather often. This frequent engagement is key for keeping their blogs active and effective, helping them achieve their business goals.

Natural Frequency of Core Value Prop

Feather's core value proposition is about seamlessly integrating blog management with Notion, making it straightforward and efficient for users to publish professional, SEO-friendly blogs. The natural frequency of engagement with this feature varies based on the user's specific needs and goals:

Small SaaS Companies

These users typically experience the core value prop multiple times a week. The frequent updates are part of their strategy to enhance SEO and continuously engage their customer base. By regularly using Feather's seamless Notion integration to update and publish content, these companies actively leverage the core value proposition to maintain a dynamic and effective online presence.

Course Creators

These users tend to experience the core value prop weekly or bi-weekly. Their updates may not be as frequent as those of SaaS companies, but each engagement is crucial for promoting new courses and maintaining audience engagement. The core value of easy and integrated blog management allows them to update their blogs efficiently without diverting too much time from content creation and course management.

Sub Products and Their Core Value Propositions

Analytics

Core Value Prop:

Feather's analytics tools allow users to monitor blog performance and measure SEO impact. It is crucial for users to understand how their content performs, what drives traffic, and how to optimize future posts for better engagement and visibility.

Natural Frequency:

Users typically check these analytics nearly as often as they post blogs. This could be done several times a week for small SaaS companies, aligning with each new post or significant update to gauge immediate effects. Course creators might check after each blog update, whether weekly or bi-weekly, to see how their posts contribute to course interest and engagement.

Newsletter Integration

Core Value Prop:

This feature allows users to capture email addresses directly through their blogs, which can be used for email marketing efforts. It's a direct bridge between content publishing and audience relationship management, helping users convert blog readers into leads and maintain ongoing communication.

Natural Frequency:​

This feature is frequently used in conjunction with blog publications. When users publish or update content, they can gather new subscribers or engage existing ones. So, its usage frequency is closely tied to how often the blog is updated—ranging from multiple times a week for SaaS companies to weekly or bi-weekly for course creators.

Best Engagement Framework

For Feather, the best engagement framework to consider is Frequency.

​

Why Frequency?

Core Value Alignment:

• Seamless Integration: Feather’s integration with Notion allows users to manage their blogs within a familiar workspace. This seamless connection encourages frequent use because it simplifies the process of content creation and publication.
• Immediate Publishing Impact: Each time content is updated or published via Feather, it directly enhances the blog's freshness and relevance, key factors in SEO performance and audience engagement.

Business Objectives Support:

• Small SaaS Companies: These companies need to maintain active, frequently updated blogs to drive SEO, generate leads, and engage customers. Publishing new content multiple times a week is crucial for staying visible and relevant in competitive tech markets.
• Course Creators: Regular blog updates allow creators to continuously promote courses, share updates, and engage with prospective and current students. Weekly or bi-weekly updates help keep their audience engaged and informed.

Comparison with Depth and Breadth:

• Depth (Time or Money Spent): While depth could be important, especially regarding time spent creating quality content, Feather’s value does not primarily come from users spending more time on the platform per session or investing financially. Instead, it thrives when users return often to manage and update their content.
• Breadth (Usage of Features): Although engaging with various features like analytics and newsletter tools is beneficial, the fundamental utility of Feather lies in its ability to update and manage blog content frequently. While breadth could enhance user experience, it does not drive the core value proposition as effectively as frequency.

​

So, focusing on frequency aligns with Feather’s seamless integration with Notion and supports its user base's primary needs, making it the most impactful engagement framework for ensuring platform success and user satisfaction.

Defining an Active User

Three key actions define an active user on Feather:

1. Logging into the platform.
2. Creating a blog.
3. Publishing their first blog post.

This definition focuses on users who actively engage by using Feather's primary feature—blog publishing—not just those who sign up.

Insights and Research

User feedback highlights that the seamless integration of Feather with Notion is a significant advantage. This integration simplifies managing and updating blogs directly within a familiar tool, encouraging users to start publishing quickly.

Why This Matters:

Small SaaS Companies: Regular content updates are crucial for competitiveness and SEO. Our feedback indicates that the easy-to-use interface helps these companies update their blogs frequently, directly contributing to their active status.

​

General User Feedback: Many users have told us that the easy integration with Notion makes it simpler to get started and quickly publish their first blog post after setting up their blog.

Defining an active user by these specific actions—actions that our users frequently do and find valuable—helps us measure their engagement more accurately. It also ensures we focus on improving key features like easy integration with Notion. This is why publishing the first blog post is important; it shows that users engage with Feather.

Natural Frequency of Using Feather:

I will define how the natural frequency of using Feather varies for different ICPs.

Small SaaS Companies

• Frequency: Several times a week.

• Insights: Small SaaS companies must update their blogs often to stay competitive and visible. They rely on Feather's integration with Notion for quick and frequent updates, essential for their SEO and customer engagement.

Course Creators

• Frequency: Weekly or every other week.
• Insights: Course creators update their blogs regularly to inform their audience about new and existing courses. They appreciate how Feather makes publishing new content directly from Notion easy and fits smoothly into their schedule.

​

User Segmentation

Segmentation by User Engagement – Power, Core, Casual

• Power Users
• • Definition: Users who log in multiple times per week, and consistently publish and update content.
  • Features Valued: Advanced SEO tools, analytics, and newsletter integration.
  • Natural Frequency: Several times a week.
  • Insight: These users often depend on their blogs for business leads and customer engagement, making the blog a critical part of their marketing strategy.
• Core Users
• • Definition: Users who engage with the platform regularly but less frequently than power users, typically updating their blog once a week.
  • Features Valued: Basic SEO optimization and design settings.
  • Natural Frequency: Weekly.
  • Insight: Core users rely on the blog to maintain a steady online presence and engage with their audience but do not use it as their primary marketing tool.
• Casual Users
• • Definition: Users who log in occasionally, perhaps to post monthly updates or irregular posts.
  • Features Valued: Simple publishing tools, ease of use.
  • Natural Frequency: Monthly or less.
  • Insight: These users treat the blog as a secondary communication tool, which is less central to their core operations.

ICP/Persona-Based Segmentation

• Small SaaS Companies
• • Demographics: Founders or marketing heads, primarily aged 25-40, who operate within lean teams or are self-reliant.
  • Time and Money Spent: They invest significantly in tools that enhance operational efficiency and online visibility. They prioritize spending on technology that delivers measurable SEO and marketing results.
  • Behavioral Traits: High frequency of content updates, driven by a focus on lead generation and customer engagement.
  • Interaction with Product: They use advanced analytics, SEO tools, and custom domains to optimize content reach and performance.
  • Value Proposition Utilized: Seamless integration with Notion for effortless blog management, emphasizing SEO benefits.
  • Jobs to be Done (JTBD): Enhance online presence to drive customer acquisition and competitive advantage in the market.
  • Natural Frequency: Several times a week.
• Course Creators
• • Demographics: Independent creators or educators of varying ages, typically working solo or in small teams.
  • Time and Money Spent: More focus on content creation with less financial investment in complex tools; prioritizes simplicity and cost-effectiveness.
  • Behavioral Traits: Regular updates to keep their audience informed and engaged with new and existing courses.
  • Interaction with Product: Regularly use features to manage multiple blogs and domains to support personal branding and course promotions.
  • Value Proposition Utilized: Easy content management and publishing directly from Notion, which aligns with their operational workflows.
  • Jobs to be Done (JTBD): Build and maintain personal brand visibility and student engagement to support course enrollments.
  • Natural Frequency: Weekly to bi-weekly.

Segmentation by Natural Frequency

• High-Frequency
• • Engagement: Multiple times a week
  • Common Features: Analytics, SEO optimization, quick publishing.
• Medium Frequency Users
• • Engagement: Weekly.
  • Common Features: Basic SEO, design customization.
• Low-Frequency Users
• • Engagement: Monthly or less.
  • Common Features: Basic publishing tools.

Feature Based Segmentation

• Analytics-Heavy Users
• • Focus: Deeply involved in tracking performance and optimizing content.
• Design-Focused Users
• • Focus: Invest time in customizing the look of their blogs to align with their branding.

​

Engagement Campaigns

Campaign 1: For Small SaaS Companies

• Target Segment: Small SaaS Companies
• Goal: Get more people to visit your blog by improving its search engine ranking.
• Pitch / Content: Unlock Your Blog's Potential: Join Our SEO Masterclass & Get a Free Audit!
• Channel: Webinars via Zoom and emails with tips.
• Offer: Free SEO audit for attendees.
• Frequency: Once a year, with tips emailed each week before the event.
• Timing: Q2, to prep for mid-year marketing adjustments.
• Success Metric: Increase in SEO performance metrics and blog traffic.
• Additional Metrics: How many attended the webinars, and what did they do afterward?

Campaign 2: For Course Creators

• Target Segment: Course Creators
• Goal: Increase course sign-ups via the effective use of blogs.
• Pitch / Content: Boost Your Course Sign-Ups with Our Expert Blogging Insights!
• Channel: Online workshops and follow-up emails.
• Offer: Discount on premium features for active campaign participants.
• Frequency: Quarterly
• Timing: Scheduled before when most courses start.
• Success Metric: Growth in course enrollment from the blog.
• Additional Metrics: Participation rates and application of workshop teachings.

Campaign 3: For New Users (All Segments)

• Target Segment: New Users (All segments)
• Goal: Encourage the publication of the first post to activate users
• Pitch / Content: Start Strong: Publish Your First Post & Earn a Spot in Our Success Stories!
• Channel: Email sequences, in-app notifications
• Offer: Badge of recognition and feature on the platform's social media for early adopters
• Frequency: Upon user signup
• Timing: First month after user registration
• Success Metric: Percentage of new users publishing within the first month
• Additional Metrics: User feedback on onboarding resources

Campaign 4: For Power Users

• Target Segment: Power Users
• Goal: Foster community and showcase high-quality content
• Pitch / Content: Are You Our Next Top Blogger? Enter This Month's Content Challenge!
• Channel: Emails, in-app leaderboards
• Offer: Prizes include access to exclusive features, merchandise, and public recognition
• Frequency: Monthly
• Timing: Ongoing
• Success Metric: Engagement levels on featured posts, increase in user-generated content quality
• Additional Metrics: Community engagement and feedback

Campaign 5: For Medium Frequency Users

• Target Segment: Medium Frequency Users
• Goal: Increase engagement via newsletters
• Pitch / Content: Revamp Your Reach: Master Newsletter Engagement with Our Exclusive Tips!
• Channel: Email series, live Q&A sessions
• Offer: Free custom newsletter template for attendees
• Frequency: Bi-annual
• Timing: Start of Spring and Start of Fall to align with marketing revamps
• Success Metric: Increase in newsletter sign-ups and subscriber engagement
• Additional Metrics: Session attendance, the application rate of tactics taught

​

Campaign 6: For Analytics-Heavy Users

• Target Segment: Analytics-Heavy Users
• Goal: Increase the effective use of analytics tools to enhance content performance.
• Pitch and Content: Data-Driven Success Awaits: Master Blog Analytics with Our Expert Webinars!
• Channel: Webinars, detailed emails, and downloadable guides.
• Offer: Free 30-day access to advanced analytics features for participants.
• Frequency: Quarterly
• Timing: Start at the beginning of each quarter to help users plan their content strategy.
• Success Metric: Increase in the use of analytics features and improvement in content engagement metrics.

Campaign 7: For Design-Focused Users

• Target Segment: Design-Focused Users
• Goal: Enhance blog aesthetics and user engagement through better design.
• Pitch and Content: Design That Speaks: Transform Your Blog with Our Trendsetting Templates!
• Channel: Live design workshops, email courses, and video tutorials.
• Offer: A package of premium customizable blog templates.
• Frequency: Bi-annual
• Timing: Scheduled for January and July to refresh the blog's look for the new year and mid-year.
• Success Metric: Increase in template downloads and positive changes in user feedback on blog appearance.

Retention Design

Since Feather is my own SaaS product, I have the retention data of all the users.

This is how the retention curves look like for Net MRR Retention and Customer Retention:

Net MRR Retention

​

From this retention curve, it is evident that earlier cohorts have much higher retention than recent cohorts.

In the recent cohorts that started in 2024, there was a significant drop in the first two months, but eventually, the curve stabilized.

• This shows a strong need to examine recent changes, which caused this initial user drop in the first two months.
• In the recent 2-4 months, most of the users acquired are through social media – which shows that social media as an acquisition channel has very low retention – likely because they may have tried the product just out of curiosity rather than actual need.
• Retention is at its highest in the very early cohorts (early 2022). Most user acquisition during this time happened through the Founder's personal brand. People who signed up through this acquisition channel have trust built in, so they are less likely to churn, which is also evident from the graph.
• The middle cohorts are the people who came through SEO. Their retention is also high, which shows that SEO as an acquisition channel is something that I need to focus on for better retention.

Almost all cohorts are flattened out in 5-7 months, and retention after six months is around 40-50%, which, according to industry standards, is good retention for a blogging platform.

​

Customer Retention

​

The customer retention graph looks very similar to Net MRR Retention. So, for better retention, Feather needs to focus on SEO.

The Customer Retention graph also flattens out in around six months and is at 40-50%, which is good retention per industry standards in the blogging space.

User Insights

Based on the user calls, it is clear that people SaaS companies ICP who use analytics feature show a slightly better retention than those who don't.

Similarily, it is also clear that Course Creators ICP who use newsletter feature show a slightly better retention than those who don't.

​

Also, more than 80% of users of Feather are small SaaS-companies, so the first ICP (small SaaS companies) are more in number and also are showing better retention than course-creators, which makes sense, because Feather aligns better with these kind of users and they also have a higher natural frequency for using Feather.

​

Reasons for churn

Based on the actual user calls, these are the top reasons I identified for churn.

• I don't need it anymore
• Found a better alternative / Moved to another platform
• No GDPR
• It doesn't work with my setup
• Too expensive
• Don't use Notion enough
• We moved to our in-house setup
• Not enough customization
• Need someone to migrate our existing content
• I don't see the value
• Not enough templates
• I need a website builder, too, not just a blog
• Don't have multi-language support

If we divide these into voluntary and involuntary churn segments, this is how it will look like:

Voluntary Churn

Voluntary churn occurs when users consciously leave the platform due to dissatisfaction, unmet needs, or finding better alternatives.

• Too Expensive: Users may find Feather's pricing not aligned with the value they perceive or beyond their budget constraints.
• Don't Use Notion Enough: Since Feather relies on Notion, users who don't regularly use It might not see the value in maintaining a subscription.
• Need for More Customization: Users may require more blog design and functionality flexibility than Feather offers.
• Insufficient Templates: Limited template options can hinder users who seek variety and customization for their blogs.
• Need for a Website Builder: Some users may require full website functionality, which Feather does not provide, leading them to seek more comprehensive platforms.
• Lack of Multi-Language Support: Essential for users targeting a global audience, the absence of multi-language capabilities can be a significant limitation.

Involuntary Churn

Involuntary churn happens due to external circumstances or changes in user situations, which are often beyond the control of the platform:

• No Longer Need the Service: Changes in user business models or project completions can eliminate the need for a blogging platform.
• Moved to In-House Setup: Growth in company size or strategic shifts might lead users to develop internal solutions that replace Feather.
• Found a Better Alternative: Users might discover other platforms that offer superior features, better pricing, or more effective SEO capabilities.
• No GDPR Compliance: Critical for users in or serving customers in the EU, non-compliance can force users to abandon the platform for compliant alternatives.
• Shift Away from Notion: If users transition away from using Notion, they will naturally move away from Feather due to its dependency on Notion.

Negative Actions to Look for

These are some of the actions that we can monitor so that we can try and prevent churn before it happens:

• Low Net Promoter Score (NPS): This is a key metric indicating dissatisfaction or disengagement with Feather and suggesting areas for improvement.
• High number of support tickets: Frequent problems could indicate systemic issues with the platform or specific features.
• Customer Satisfaction (CSAT) Scores: Low scores can provide early warnings of user frustrations that may lead to churn.
• Decreased usage or engagement metrics: Significant drops in logins, content creation, or publication frequency signal decreasing reliance on Feather's offerings.
• Opening the Cancellation page: Someone opening a cancellation page multiple times could indicate that they are considering canceling.
• Downgrade to lower plans: Someone downgrading to lower-level plans might indicate they are getting less value from the product.

​

Resurrection Campaigns

​Some Strategies to Address Voluntary Churn

• Flexible Pricing Models: Introduce tiered pricing, freemium models, or promotional discounts to enhance affordability.
• Enhanced Customization Tools: Develop more robust customization options for blogs, including a wider variety of templates and design elements.
• Expand Feature Set: Consider adding website builder functionalities or partnering with platforms that offer complementary services.
• Multi-Language Support: Implement multi-language capabilities to cater to a global user base, enhancing the platform's attractiveness.

Once these enhancements are made to the product, the following resurrection campaigns can be run.

Campaign 1: For Users Needing More Customization

• Segmentation of user type: Users who churned due to "Need for More Customization".
• Pitch/Content: Back by Popular Demand: More Customization Tools Than Ever Before!
• Offer: Offer a free month of access to premium design features and a one-on-one session with a design consultant to help them set up their blog according to their preferences.
• Frequency and Timing: Run this campaign bi-annually, targeting users who churned within the last 6-12 months.
• Success Metrics: Re-engagement rate of churned users, increase in template usage, and feedback scores on customization features.

Campaign 2: For Users Needing Multi-Language Support

• Segmentation of user type: Users who churned due to "Lack of Multi-Language Support"
• Pitch/Content: Go Global with Our New Multi-Language Blogging Feature!
• Offer: For returning users, free access to the new multi-language feature for three months.
• Frequency and Timing: Annually, particularly targeting users who churned in the last year.
• Success Metrics: Number of users re-engaging, usage of multi-language features, and feedback from global market segments.

Campaign 3: For Users Concerned About Cost or Value

• Segmentation of user type: Users who churned stating "Too Expensive" or "I don’t see the value".
• Pitch/Content: See the Value Yourself: Return for a Special Rate & Free SEO Audit!
• Offer: A discounted rate for a 6-month commitment and a free SEO performance audit.
• Frequency and Timing: Semi-annually, aimed at users who churned in the last 12-18 months.
• Success Metrics: Re-engagement rate, increased perception of value (measured through surveys), and retention rate post-campaign.

Campaign 4: For Users Concerned About Platform Integration

• Segmentation of user type: Users who churned because they "Don’t use Notion enough" or "It doesn’t work with my setup"
• Pitch/Content: Seamless Blogging Is Back: New Integrations to Fit Your Workflow!
• Offer: Provide a free migration consultation and a "welcome back" package that includes personalized support during their reintegration period.
• Frequency and Timing: Target users annually, especially those churned because of integration issues in the last two years.
• Success Metrics: Number of users who re-engage, satisfaction rating post-consultation, and reduction in migration-related churn.

Campaign 5: For Users Needing a Website Builder

• Segmentation of user type: Users who churned because they "Need a website builder, too, not just a blog"
• Pitch/Content: More Than Just a Blog: Discover Our New Website Builder Package!
• Offer: Special pricing on the new full-suite package, including a free trial period and discounted rates for the first year.
• Frequency and Timing: Launch this campaign once a year to attract users who left within the last two years.
• Success Metrics: Re-engagement rates, usage of the website builder feature, and customer satisfaction scores.

​

​

​

​

​