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🏙️ The Dubai Strategy
A crash course on "engineering as marketing" SaaS strategy.
SaaS Strategists,
Last week I was in Dubai for vacation.
And I noticed something.
Dubai & SaaS products actually have a lot in common.
You see,
In Dubai, there are plenty of attractions you can visit and each one of them is like a separate entity.
Combine multiple entities into one city and you get a place everybody wants to visit.
So what does this teach us about SaaS?
Well, we answer this exact question in today’s issue.
Ladies & Gentlemen, I present to you “The Dubai Strategy” (named by myself lol).
Let’s dive in 👇️
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The Dubai Strategy
Reading time: 3 minutes
Let’s draw a parallel.
In Dubai, each attraction has its own “wow” moment.
You might visit because of the Dubai Frame 🖼️
You might visit because you want to eat dinner in the sky 🍽️
You might visit because you want to parachute off of Burj Khalifa 🪂
Combine these multiple attractions into one city and you get a place everybody wants to visit.
So what can this teach us about SaaS?
Well,
Just like I visited Dubai because I wanted to experience the high views,
Your users may turn into paid customers because of 1 feature you marketed really really well.
The strategy I shamelessly renamed into “The Dubai Strategy”, is actually called Engineering as Marketing.
Engineering as Marketing emphasizes the concept of extracting 1 feature from your software, spinning it up as a dedicated app & marketing it as a separate product.
This small app then serves as another funnel towards your SaaS.
Here are some of the examples: