SOFTWARE AS A SERVICE

:CASE OF CANSPIRIT ARTIFICIAL INTELLIGENCE

A
Internship Project Report
Submitted to

MIT WORLD PEACE UNIVERSITY-PUNE

For the Award of Degree of
BACHELOR OF COMMERCE (E-commerce)
2018-2021
By
AMIT KUMAR CHAUHAN
1042180804

Under the Guidance of

Prof. PALLAVI DIWAN

MIT-WPU School of Commerce, Pune.411038

 CERTIFICATE

This is to certify that MR. AMIT KUMAR CHAUHAN of MIT-WPU SCHOOL OF COMMERCE has

successfully completed the project work titled “ UNDERSTANDING THE DRIVERS OF HUMAN RESOURCE

MANAGEMENT: CASE OF NTPC LTD. KORBA” Under my guidance and supervision for the award of Degree of

B.com (E-commerce) prescribed by the MIT World Peace University, Pune ,from 22.02.2021 to 21.05.2021.

This project is the record of authentic work carried out during the academic year 2018-2021

Prof. Pallavi Diwan Dr. S.S. Haridas

(Project Guide ) ( Dean – School of Commerce)
31 May, 2021

SUBJECT: Experience Letter for Internship

We are glad to inform you that Mr. Amit Kumar Chauhan from MIT
World Peace University, Pune has successfully completed her internship
at Canspirit from

1 Mar, 2021 to 31 May, 2021

He was working as an intern Digital Marketing. During the span, we found him punctual and
hardworking person. His feedback and evaluation proved that he is a keen learner.
Moreover, his interpersonal and communication skills are brilliant.
His association with us was very fruitful and we wish him a bright future.
Yours faithfully

Arunkumar Nair
Technical Head – Artificial Intelligence

Canspirit
Xanadutec, 2nd Floor,
Marisoft T-1, Marigold
Software Park,
Kalyaninagar, Pune,
MH, India
+91- 989 -0652 -675
info@can
spirit.ai
www.can
spirit.ai
 DECLARATION

I, Mr. AMIT KUMAR CHAUHAN hereby declare that this project is the record of authentic work carried out by

me during the academic year 2018-2021.

This project is plagiarism free and has not been submitted to any other University or Institute towards the

award of any degree.

AMIT KUMAR CHAUHAN

1042180804
MIT WPU
SCHOOL OF COMMERCE
07.06.2021
 ACKNOWLEDGEMENT

I take the opportunity to convey my sincere thanks and gratitude to all those who have directly or indirectly helped

and contributed towards the completion of this project. First and foremost, I would like to thank

Prof. Pallavi Diwan for her guidance and support throughout this project. After the project was completed I

realized that the project report has enhanced my knowledge and a better understanding of the subject, which I

studied.

I would like to thank my batch mates for the discussion I had with them. All this have resulted in the enrichment of

my knowledge and their inputs have helped me to incorporate relevant issues in the project.
Student’s Name Amit Kumar Chauhan Mobile No. 9425264607

Roll. No. 1042180804 Program T.Y B.com (E-commerce)

C
Division C Email ID. 7camit7@gmail.com

CANSPIRIT ARTIFICIAL
Company Name INTELLIGENCE Address Vantage tower,1104,bavdhan

Company Guide Details if Applicable:

Name/s Arun Kumar Nair Mobile No. 820-8797725

Name of other Vidhan Shah

Company info@canpirit.ai students also Shailja Chauhan
Email: undertaking Mrunmayee Kulkarni
internship with Dona Das
the same
company

Date of starting Internship: 01-03-2021 Date of completion 31-05-2021

Internship:

Total number of days 66 Total number of days 62

[Inclusive of holidays] [excluding holidays]

Signature of Student

Signature of Internal Guide

Name of Internal Guide

Signature of Company Authority

 Table of Contents

S.No Particulars Page No.

1 Executive summary
2 Indtroduction
 About Cloud computing
 Types of cloudcomputing
3 Objective of SAAS Marketing
Limitations of SAAS Marketing

4 Company profile
 Product & Feature
 CRM
5 Research Design
 Review of literature
 Statement of problem
 Objective of Study

6 Data interperation
 Analysis of data
 Data interperation

7 Observation & finding

8 Conclusion
Suggestions
Implimentation

9 Annexure
 EXECUTIVE SUMMARY
At Canspirit we are a team of energetic‚ creative‚ and disciplined professionals who focus on shaping
your careers. We provide Artificial Intelligence, Machine Learning, IOT in addition to software R&D
services. Above all we have helped large, medium and small businesses do a digital transformation.
We design‚ develop‚ and test innovative Artificial Intelligence solutions. Similarly we have a singular
focus on business, technology‚ agile approach‚ and innovation. Therefore enabling us to create
solutions for clients. In addition we enable our clients to address the changing needs of their customers‚
and build loyalty therefore by delivering value.

Software as a service (SaaS) is a software distribution model in which a cloud provider hosts
applications and makes them available to end users over the internet. In this model, an independent
software vendor (ISV) may contract a third-party cloud provider to host the application. Or, with larger
companies, such as Microsoft, the cloud provider might also be the software vendor.
 INTRODUCTION

It would be amazing for anybody that the IT business is portrayed as a rapid development and
evolution. Since the introduction of the first desktop computer, followed by the World Wide
Web available to every house, it seems impossible to track and to identify all new launches in IT
world, influencing and, very often even radically, changing the way of doing business one of
these decisive reveals, which changed the way of thinking, developing and collaborating in IT
and business domains, was the appearance of the concept Cloud Computing, which in turn gave
birth to a new business model, known as Software as a Service (SaaS).

In Era of cloud computing ecosystem; Internet-based shared resources, software’s and

information are provided to computers and other devices on demand. Infrastructure, platform,
and software provided by internet-based resources are decided over company’s need and comfort
level. Business decisions and strategies are made simpler and faster with acceptance of cloud-
based services and platforms. From year 2006 organizations have shown inclination and
reliability towards technological tools to keep track of their selling, billing, logistics, and other
aspects.

1.1. Cloud Computing

Cloud computing comprises delivery of computing services servers, storage, database,

networking, software over the internet. Companies offering these services are called
providers and vendors charges based on computing services used. Cloud services concept is a
couple of decade old but spread throughout marketplace rapid than fire including tiny
startups to global corporations, governmental bodies to non-profit organizations. Cloud
computing can be used to:

 Create new apps and services

 Store and recover data

 Host websites and blogs

 Stream audio and video

 Software’s on demand

 Analyze data and make predictions.

1. Characteristics of cloud computing:

a. Available on demand

b. Can be accessed through multiple devices i.e. Desktop, Laptop, Mobiles etc.

c. Dynamic allocation

d. Can be used by multiple users

e. Resources are on the unified platform to share

f. Scalability

g. Fast implementation

h. Pay per use

i. No long-term commitments

j. Application is architecture independent

1.1.2. Features of Cloud computing

An organization opting for cloud-based computing systems there are three main capabilities
considered:
a. Computing: A software hosted on cloud need a powerful computing installations to
perform complex calculations. This requires complex processors and hardware to expose
to computing abilities.

b. Storage: Any cloud-based computing system requires large storage capacity. Storage is
required for calculations, cloud exposure, leverage to organize, and accessible for future
usage.
c. Management: Optimizing output based on hardware and software components installed.
Manage tasks allocated, organize processes are the boon of cloud services.

d. Security: It refers to policies, technology, and controls deployed to protect data,

information and applications. Computer security, network security, and information
security are vital components of cloud-based services. A Service provider must ensure
that their infrastructure is secure and their client’s information’s and data’s are protected
with authentication measures.

Factors influenced in cloud computing marketplace

a. User Experience

b. Procurement and billing

c. Administration capabilities

d. Customer retention

e. Return on investment

f. Service delivery

Types of Cloud Services

a. IaaS (Infrastructure as a Service) : Utility computing as demand

b. PaaS (Platform as a Service) : Hosted application

c. SaaS (Software as a Service) : Software via browser
a. IaaS (Infrastructure as a Service): IaaS is comprised of highly automated and scalable
resources backed up by storage and network capability supplied, analyzed and
available on demand.
IaaS providers offer cloud servers and resources through its dashboard. Clients can
directly access to servers for their data and information. This platform is flexible
model allows automated deployment of servers, processing, storage, and networking.
IaaS providers have their unique value proportion and portfolio to choose from. In
this service company is responsible for upgrading the necessary platforms for
upgrading the necessary platforms if there is a new version released in the market.
 b. PaaS (Platform as a Service): Typically providing a platform on which software can
be developed and deployed. PaaS is built on top of virtualization. Companies can
request resources as they need them, further can be scaled as demand grows rather
investing in hardware and required resources.

PaaS provides all hardware and computing infrastructure and maintains applications
developed. Business need not worry about maintenance. The cloud computing
service which provides PaaS comes up with a package of hardware and platform to
support it.
c. SaaS (Software as a Service): SaaS allows users to connect to cloud-based apps
remotely. SaaS is a way of delivering applications over the internet instead of
installing and maintaining software. SaaS Applications are sometimes called web-
based software, on-demand software or hosted software.
The top-layer of cloud computing, software as a Service typically built on a platform
as a solution to service. Common applications are CRM, Email, office automation
tools. SaaS provides a software solution which is on a subscription basis from cloud
service provider. Business organizations connect over the internet to access its
functionality, infrastructure, middleware, applications, and database are located in
service provider center.

Software as a Service (SaaS)

According to Gartner, Software as a Service (SaaS) is "software that is owned, delivered and
managed remotely by one or more providers. The provider delivers software based on one set of
common code and data definitions that is consumed in a one-to-many model by all contracted
customers at any time on a pay-for-use basis or as a subscription based on use metrics."

SaaS is a way to deliver software applications over the Internet, instead of physically installing
and maintaining the software on the site rather on a server or directly.
 1. Characteristics of SaaS

a. Multi-user architecture: A multi-user architecture leverages all users and applications

to share a single common infrastructure and code base that is managed centrally. Vendors
can innovate more quickly and save the valuable development and version updating
hazard.
b. Ease of customization: Ease of each client to customize for best according to their
business processes without affecting the infrastructure. SaaS architecture can be
configured for each company or user on lower adoption cost.
c. Ease of access: Remote access to data from multiple device platform with ease of
managing and monitoring. Data can monitored by different executives in real-time.
d. SaaS trend: Organizations can adapt or switch to other platform without being bound
with single provider. Businesses gets update as trend changes and need not to buy or
individually update platforms accordingly.
e. Web access: User can access software and work remotely via web. There is no specific
software required to be installed for accessing. Businesses need internet connectivity to
work with SaaS platform.

Advantages of SaaS

a. Pay per use: SaaS are based on number of users and requirement by the organization. It
can be variable on subscription basis and can be modified over period of time.

b. Anytime, anywhere accessibility: All that a user needs is internet access to utilize the
SaaS. They can access it anywhere, anytime, from different device platform. Most of
people are comfortable and familiar with internet, they can easily adopt SaaS product.
Services offered by host are extremely competitive these days emphasizes on user
experience which is interactive, neat and self-configurable.

c. Vendor accountability: SaaS applications arte on subscription basis, dissatisfied user

can easily cancel their subscription. Hence hosts strive to provide excellent service in cut-
throat competitive market. Vendors are focused on customer experience, responsive to
client’s requests, and constant improvisation.
d. Mobilize work flow: Data stored at cloud can be accessed remotely through internet on
any device. There is no requirement of limiting access to different devices, one having
internet can access it. A service provider will ensure security of your data, regardless of
type of device consuming it.
e. Instant scalability: With cloud based applications you can increase or decrease the
number of users needed over period of time. There is no condition of running out of
capacity or building infrastructure to add or remove.

f. Security and Reliability: With cloud applications client’s data is stored securely in
cloud, so there is no threat of losing confidentiality if they lose their device. Cloud data is
secured through different level of encryption and firewall.

SaaS was started initially for sales automation, Customer Relationship Management (CRM).
Now it has spread for wide applications including accounting software, automated billing
process, Enterprise resource planning, Invoice generation, Human Resource planning,
content management, document management.

Indian SaaS market

Software as a Service has emerged with multiplying growth rate over last few years which
is proven by massive investments by foreign investors. Venture capitalists like Google

Capital, Sequoia Capital are attracted towards SaaS companies’ of Indian space. Demand
of Indian products considerably increased in International market. The basic reasons for
such increase in demands are excellent programming talent in India, global application of
such products/service offered and lower cost incurred.
The users mainly look for increase in revenue those organizations will lean towards this
market.
Mid and Small size industries are main clients for these products and many small startups
has made their way to significant revenue grossing firms. This eventually led built and test
multiple iterations of their products locally before launching in larger and competitive
market. Over last few years players like Freshdesk, Zoho have paved their way to success
and in motion to spread globally. Indian SaaS have price advantage that’s fit well with
domestic price sensitive market. The local market has internet penetration and
organizations are willingness to work on cloud technologies has made its way for long
durable businesses.
SaaS market in India is expected to cross $50 billion in next ten years and huge demand
will come from small and medium size enterprises – survey conducted by Google and
Accel. SaaS will surpass 75 percent of public crowd funded revenues drive of sales to $132
billion by 2020.
Cloud computing is top technological investment trends in this decade with ease of using
on mobile phones; which will make India become a very strong base of cloud hosted
software’s.
U.S. account. With Europe about 80 percent of Indian SaaS average demand, according to
a report. Worldwide, the SaaS market in 2015 was $ 31 million and expected to grow by 18
percent per annum of $ 72 million in -2020. Players like Salesforce, SAP, Oracle, IBM and
Microsoft live almost 50 percent in the world's SaaS market.

SaaS marketing

Marketing of something that has no physical presence and constantly changing, a small list
of clients, not so popular among average person is challenging and heads unconventional
approaches to sell.

“The aim of marketing is to know and understand the customer so well the product or
service fits him and sells itself.’- Peter F. Drucker.
In SaaS marketing/promotion/customer acquisition methods should extend in order to get
the product to sell itself. While plotting SaaS marketing plan, marketers assure that the
business model is of choice and is a fully integrated architecture; including products,
support, revenue model, and marketing are tightly bounded.

SaaS Marketing Principles

1. Goal Setting: For long lasting growth, it is backed by clear and operational framework
that allows to measure exactly what’s working and what’s not working. It has to be
classified in two approaches, first being aligning marketing and sales teams on unified
goal and second being providing resources to be successful.
 a. Marketing and sales alignment: Establish a revenue or lead based on pipeline
metrics and growth-revenue model. Stick to goals and aligning services between
sales and marketing teams. Define target for sales team on qualified data provided
by marketing team and how many becomes qualified data then converted into
customers. This will determine number of visitors and leads marketing team has to
generate to hit goals.
b. Marketing budget: There are different verticals to be kept for consideration for
setting up budget. In a survey conducted among SaaS companies, organizations
invest around 80% of their revenue in sales and marketing. Whichever mode the
organization makes a choice, it is important to be assured that you are at appropriate
resource to hit the goal.
2. Tactics: By the time an organization offering a product or service, they are likely to be
out of a period where an extensive amount of time is spent on understanding market
and customers demand. Before implementing any decision make sure customers
demand is well incorporated and built to meet their needs.
3. Resources: Aligning goals and applying appropriate tactics to access resources that
will achieve goals.
 OBJECTIVES OF SAAS MARKETING
Keep updating content: The success approach of the SaaS companies is by growing
their business through applying different methodologies and are growing drastically.
This include Hubspot, Duple, and WordPress which reflects success of content
marketing. For successful content in flow, strategies have to be organized and unique to
withstand cacophony of competitors.
Paid content promotion and retargeting: With growing revenue and expanding user
base, it’s likely that marketing and sales budget will increase as well. Increased revenue
can be used to
a) Multiple content with paid advertisement

b) Capture prospects who turned back after a glance.

Retargeting is always a great way to grow client base. The countless number of
companies have success with various approaches to paid advertising. Retrieving past
data and figure out that most sense for your business needs, resulting in the least
possible cost-per-lead and acquisition.

Email conversion for leads: Email Marketing is top channel practiced by B2B
marketers to generate demand leads. As lead generation will increase, eventually
marketing automation will grow as depicted in fig.5. Reach to prospects with
automation will be most relevant information.
Marketing Channels Percentage
Email marketing 89.2
Content marketing 82.1
SEO 79.2
Conference/Seminar 70.8
Paid search 65.4
Press & Public relations 64.2
Paid social media 58.3
Partner marketing 50.0
Print ads 24.2
Video Advertising 20.4
 LIMITATIONS OF SAAS

Interoperability
Limited interoperability is a significant challenge that continues to hamper SaaS adoption by organizations.
Most organizations prefer real-time interoperability between their private clouds and SaaS applications.
Many vendors push proprietary APIs as an open standard (e.g. Red Hat with Deltacloud or formerly
VMware with vCloud API).
The IEEE has, however, recently developed two standards to address interoperability issues: Cloud Data
Management Interface (CDMI) and Open Virtualization Format(OVF). CDMI defines the interface to be
used for cloud access, while OVF relates to packaging of virtual machines, or VMs.Regardless, the best
route is for organizations to take care of their own integrations rather than wait for these standards to be
ratified. Synchronous communication between different clouds is not a good idea. It is in fact advisable to
go for loose coupling while taking location and conductivity variations into consideration.
Lack of Integration Support
How well SaaS applications integrate with one another is just as critical as cloud interoperability.
Integrating on-premise systems with cloud applications can present a number of issues because designing a
hybrid setup is more difficult than designing a private one.
Integrated Platform as a Service, or iPaaS, is a platform designed to make application integration easier
because it connects multiple cloud-based and in-house applications, including an enterprise's own in-cloud
applications. The platform consists of several features and business rules that reduce the complexity of
application integration.
Data Exchange Challenges
Data exchange between different systems can be an onerous task. Optimizing the data exchange process
requires that you properly understand the existing problems as well as define the data to be exchanged.
There are three main ways you can address data integration challenges:

 Design and test your own integration solution. You can do this by accounting for semantic differences
between the two data layers and then mapping the source schema to the target schema.
 Adopting Integration-as-a-Service, or IaaS. IaaS is a cost-effective delivery model that places system
delivery in the cloud.
 Adopting an on-demand subscription based data integration solution.
Less Customization
On-premise applications tend to be more customizable than cloud solutions because they come with
numerous SDKs. Nevertheless, many vendors now offer a high degree of customization capability
through a common tool set of database operating system, middleware and development languages.
Vendor Lock-in
Vendor lock-in limits the portability of applications whenever you need to move to a different vendor
without incurring substantial costs. This is a particularly significant problem in SaaS because lack of
adoption of standard APIs makes it difficult to switch from one application to another.
To mitigate lock-in, make sure your organization's data is sharable between different providers. Cloud
portability should be a key consideration when selecting cloud providers.
 COMPANY PROFILE

At Canspirit a team of energetic‚ creative‚ and disciplined professionals who focus on shaping your
careers. providing Artificial Intelligence, Machine Learning, IOT in addition to software R&D services.
Above all canspirit have helped large, medium and small businesses do a digital transformation. canspirit
design‚ develop‚ and test innovative Artificial Intelligence solutions. Similarly, we have a singular focus
on business, technology‚ agile approach‚ and innovation. Therefore, enabling us to create solutions for
clients. In addition, we enable our clients to address the changing needs of their customers‚ and build
loyalty therefore by delivering value.

Canspirit is a Research driven Artificial Intelligence and Analytics Company. Canspirit offers
services in Artificial Intelligence, Analytics, Cloud, Dev Ops, Mobility, UI, UX and Design
Services. Canspirt has deep expertise in AI, Data and analytics solutions. We are focused on
solving the data management and advanced analytics challenges of the world’s leading brands.
We are experts in Big Data, providing actionable insights for high impact decisions. We use
technologies such as Python, Hadoop, Hortonworks Hadoop, Tableau, Apache Spark, .....for a
free assessment session write to us : info@canspirit.ai
We have the infrastructure‚ expertise‚ and know-how to build a product quickly and economically.
Therefore helping us in clearing the hurdles you may face in its development. Above all‚ we are
technology entrepreneurs‚ who thrive on challenges and enjoy overcoming them to succeed.

While you focus on creating your product market strategy‚ we will take care of the rest! In addition our
collaborative approach will allow you to concentrate on your core business. While we build a product that
offers you a competitive advantage. Similarly we will manage all product development activities and
seamlessly integrate them with your operations. In conclusion our partnership ensures that your product
gets to market faster and more cost-effectively.
 PRODUCTS AND FEATURES

 Software automation

 Cloud computing

 App development.

 Ux development

CRM

 Remote update through multiplatform access

 Sales funnel to track task proceeding, current status

 Track sales opportunities, manage performance

 Dashboard to fetch information’s, generate reports

 Analyze data, Facilitate communication

 Real-time monitoring and reporting

 RESEARCH DESIGN

Introduction

Software as a Service (SaaS) is software licensing and delivery model in which applications are
on a subscription basis and is centrally hosted. SaaS is accessed remotely by the individual user
via web browser or apps. SaaS differs from Application Service Provisioning (ASP) and other
traditional software hosting models. SaaS is:

 To setup software development, deployment and operating in productive manner,

 For customers to outsource operating, maintenance and other software development

related activities
 For producing and delivering browser-based activities

 Often characterized by high volumes, high scalability, and on-demand pricing.

SaaS has become a commonly used model for many business applications such as Customer
Relationship Management (CRM), Human Resource Management (HRM), Payroll Processing,
and Content Management Systems (CMS).

Software as a Service (SaaS) allows users to connect and use cloud-based apps over the internet.
SaaS is the method of delivering software that can be accessed from any device with an internet
connection on web browser or application on phone from any location. In this model vendors
host and maintain the servers, database, networking security, updating, and firewall. For clients,
this eliminates the expenses of hardware acquisition, maintenance, licensing, installation and
support. The SaaS vendor takes care of all verticals. The major benefit being able to spread-out
cost over time. Common examples include Outlook, Hotmail, Yahoo Mail, NetSuite by Oracle,
Salesforce etc.

SaaS makes it easy to mobilize workforce in the context that user can access from the internet, and
no need to worry about developing apps to run on different types of devices. Clients do not need to
hire experts to run, manage, security regardless of the type of device consuming it. With the data
stored on cloud, users can access their information in real-time with no security constraints and
failure to retrieve.

SaaS products do not have their physical presence and keep on changing continuously. The major
challenge which is faced by marketers branding which is not physically present and is cloud-based
as service. Conversion of prospects on the client is in lesser percentage. SaaS marketing is content
driven and depends on information shared.

Service-oriented marketing and concepts have started in 1970’s. These early concepts were
attempted in defining and differentiating service marketing from conventional goods marketing.
In B2B elements marketing strategies include two important parts, i.e. target market and
marketing mix and a combination of these two with other elements they all represent a firm’s
marketing program.

Concepts of Service marketing

8 P’s of service marketing

Product elements – SaaS market positioning is highlighted on evidence instead towards image
of product. Vendor provide free trails, where customers can test what they will be buying and
how to use, whether it bring use to benefit they need. SaaS Company has created a wide alley of
services and offer package solutions and include them into value added chain.

Place - There is no physical channel in SaaS distribution, therefore no brick-and-mortar stores,

no transport, but internet and system to access is required. There is no any location boundary, no
cultural regulation or country regulations.

Price – The importance of free online trails, like free, dynamic pricing and then after finally
pricing strategies according to adoption of product. Most important scheme under SaaS pricing is
‘pay-per-use’ pricing. Second scheme is ‘per time period’ defined for a month, or year.
According to study conducted by PWC, suggests adjusting your price according to what stage of
technology adoption lifecycle the users come from, whether they are leaders, mainstream or
laggards.

Promotion – In relevance to SaaS promotion main concepts to set marketing communication

strategy are: provide tangible clues, online and offline marketing activities, segmenting the sales
approach, relationship marketing, and industry influencers. It been claimed that the biggest
 tangible benefit of using SaaS is cost saving, whether on hardware or software’s or savings on

less IT employees. SaaS solutions are developed to solve certain problem, such as workforce
management or sales leads management and versatile solutions are those which can be sold for
different industries.

Process – Products and services of high complexity like SaaS normally increases probability of
making errors. Hence the process of SaaS should be even more worked out specifically on all
activities and needs, specified according to activities need and links between activities specified
in order to detect errors in time and execute flawless performance. Every product or service
evolves through lifecycle of four stages in case SaaS these are defined as:

Acquisition – demand generation, trail or demo, purchase

Installation – set-up, configuration, on boarding
Usage – training, usage metrics, support, community
Commerce – success metrics, billing, support, purchase

Physical environment – The only really physical element of SaaS is the device with which the
SaaS user access the service. Therefore, it is difficult to talk about a traditional environment in
SaaS marketing. The only approach to user is through interface and conditionally through sales
people.

People – SaaS as cloud computing is more standardized, automated, and commoditized service
falling under low-contact services; it requires less human interference. Intangible services require
more relationship oriented marketing, which can be very challenging for salespeople with strong
technical background.

Productivity and quality – Productivity measures the amount of output produced relative to the
amount of units used. The input can be materials, technology, staff, and consumers. SaaS
vendors should focus on the service in isolation, the service provider and the customer producing
the service in interactions and the service in isolation from the service provider. Customer’s
perception of quality, is an important determinant of quality. They compare their perception of a
service with their expectation. Their expectation are set on two specters of the quality of service,
which can be measured objectively, such as execution time, credibility, security, and access etc.
REVIEW OF LITERATURE

According to Gartner, the SaaS market will grow annually at 17.7%. For software firms it will be
new business opportunity as well as challenges in adapting to new business environment. A
transition from packed business provider to SaaS provider following the best practices of the
SaaS model will set new challenges to strategic management, but also to marketing and sales. An
alternative approach emphasizes providing a solution to the customer rather than selling SaaS,
focuses on providing value to the customer when selling SaaS.

Kotler and Keller defines marketing as a function and process of the organization, which
creates, communicates and delivers value to customers and maintains customer relationship. One
of the functions included is selling aiming at completing sale process. At same time marketing
tries to make sales unnecessary by providing self-selling products, which customers will be
willing to pay for. The two main approaches to marketing are transactional marketing and
relationship marketing. From transactional marketing point of view the organization can compete
with 8 P’s of service marketing. According to Kotler and Keller, a holistic view delivery
channels as well as communication. Relationship marketing includes customers includes
customers, partners and delivery channel related questions. Performance marketing focuses on
questions related to integrated marketing which will match the expected low transition costs of
offering as well as relationship marketing.

Software business includes segments rather different characteristics with respect to marketing
and sales. Embedded software is usually developed for a single company. Companies providing
professional services implement software’s and deploy a technical assistance executive for the
customer. The number of customers are less while transaction cost and revenue per customer are
high which require investment for customer relationship management. Instead packed
standardized software products with low price are examples of offering of firms with strong
brand marketing and marketing alliances. For these software products firms the marketing costs
are a major share of the budget.
Most appropriate marketing means for software services include relationship management,
seminars, fairs and other related to personal communication. Software products business relies
more on advertising and direct sales. A software product business use more wholesale and resale
organizations as we as internet as a sale channel. Software as a Service can be characterized as a
standard software product operated by SaaS provider, delivered using internet protocols and
consumed as on demand by customers.

STATEMENT OF PROBLEM

Increase awareness of SaaS based model within market of Medium and small scale
organizations. To make awareness and convey values of owning cloud based model in B2B
organizations.

Improvise and increase market presence, revenue, value, profit of SaaS offering companies.
Getting sustainable plan for long-term success and keep track of product features to match
changing demands.
Objectives of the study

a. To investigate marketing gap for SaaS based products

b. To make the customers (B2B) gain awareness of SaaS based products

c. To determine measures for conversion of prospects/leads to sales

Scope of study

The study is focused on SaaS based products for existing clients and for data collection
identifiedprospect customers.

Research methodology

The qualitative research method used in my research is a semi-structured questionnaire

survey. However, data collected can be collected using one or more approaches including
case studies, observations etc. Qualitative research is often designed at the time it is being
done, which requires individual judgement which showed to be true in my research.
Additional questions were asked depending on how precise the answers were, or in
case any clarification needed.
Considering all these reasons a semi-structured survey was more
appropriate than the structured one.

Type of research: Descriptive Research - This type of research helps us to

understand social phenomena in natural setting, giving emphasis on to the
meanings, experiences and views of participants. The analysis of
qualitative research involves aiming to uncover and understand by using
data to describe. – Survey based method.

Sampling: Sample for the study is existing customers of ResolveBiz

Services and Apps Private Limited Biz and Apps limited that is 60 across
Bangalore.

Data collection

Source of Data: This study is based on primary data as well as secondary

data will be used to understand existing reviews and feedback. To collect
the primary data, structured questionnaire is prepared. Existing Clients of
company as well as prospects are studied under this research.

Tools for Data Collection: Primary data collection. Primary data will be
collected through questionnaire survey. Questionnaire will be in two parts,
one with focusing on prospect clients second will be focused on existing
client.
Data presentation and analysis

 The data collected is presented in tabular form for interpretation on

various parameters.

 This tabular form is represented in graphical form.

 A holistic approach has been taken to analyze customer

perception and differentapproaches of marketing to reach them.

Limitations of study

 Getting client database from company was against contractual

agreement betweencompanies.
  Data collection could be conducted among more number of
clients, but due to reachconstraint it was not possible.

 Dedicated marketing team doesn’t exists in organization.

 SaaS is new for Indian marketplace, so not much or background research

available.

 Respondents may have biased opinions.

 Customers are resisted to disclose confidential information’s.

Scope of further study

 As SaaS is budding market for software companies in India,

ResolveBiz Services and Apps Private Limited can go further with a
dedicated marketing team which can work closely take-up with new
challenges, new strategies.
 ResolveBiz Services and Apps Private Limited can approach for
different verticals on diversified marketing strategies to grow its
business and market share.
Marketing approaches taken under this study could be further refined and fine-
tuned to narrow down target segment.
 ANALYSIS OF DATA
With the help of questionnaire and personal interactions with the existing clients of
organization across Pune, the data is analyzed and presented for ease of interpretation
and understanding the data. The total number of data collected is 53 from people data
base. Data validation ensures that the survey questionnaire are completed and present
consistent data.

1. How you got know about Canspirit artificial intelligence

products orservices?

Responses Customer reach media

1 Event/Seminar

3 Print Media

8 Referral
Canspirit Executive
38

3 Social Media

2. Is SaaS product plays a major part role in your company or additional support?

Responses Role in company

9 Additional

44 Core

Data Interpretation and Inferences: SaaS products has become a major and
prominent part of business process. Clients are using it as their integral part
of their daily functions. In this survey 83% of Clients has accepted our
product to be a core part of their business. This signifies companies are
adapting SaaS products and its helping them in smooth flow of their business.

1. Do your organization has plans for using more SaaS products in future?

Responses Future buying decision

1 No

24 Not yet Decided

28 Yes
DATA INFERENCES:

Companies surveyed under this study has further plans to adopt more SaaS products
and are ready for SaaS modules. Planning to utilize more of product is based on
positive responses and confidence improving business in products.

2. How you manage hardware/software infrastructure for your SaaS application?

Responses SaaS Infrastructure

13 In-house

40 Outsource

SaaS using organizations are mainly using outsourced infrastructure and technical
support. MSME enterprises are major market for cloud based market because they are
not scaled to keep a in-house team and infrastructure. This requires less on investment
as well as maintaining the system.

3. On a scale of 1-5, how likely will you recommend our product?

Rating Responses

One 0

Two 2

Three 12

Four 25

Five 14
Customers surveyed are willing to refer our SaaS products and services. Referring
acceptance of SaaS product is sign of customer delight. 47% of customers has accepted
that they might refer to use our products.

4.How well our product does serves your needs? Rate on scale of 1-5

responses Rating

0 One

0 Two

18 Three

25 Four

10 Five

Products offered by Canspirit artificial intelligence

5. What is your biggest technical concerns with SaaS?

Technical concern Responses

Application scalability 7

Application up-time 6

Data Back-up 9

Network connectivity 18

Security 13

Out of surveyed customers are facing network connectivity issues. Network issues is
because of internet providers this inferences that they don’t have proper internet
connectivity or remotely they are not able to access properly. SaaS is cloud based service
which runs on network connectivity, so there is requirement of building internet
infrastructure strong and available to access remotely.

6. Do you feel SaaS is the preferred software delivery method of future?

Future of SaaS Responses

No 3

Yes 50

Customers surveyed agreed that SaaS is budding business partner of automation in

business world. They agreed that this will make a major impact on streamlining
business process. 93% of surveyed respondents interpreted that SaaS will emerge as
future trend in software delivery method.

surveyed has used Canspirit artificial intelligence products and used it, so considering
their experience Real- time data and lead generation functions are liked. Real-time data
is possible only through cloud computing which is backbone of SaaS products. Cloud
computing updated data on cloud in real-time and can be fetched instant and remote by
other users. Second most liked function is lead generation, it means summarizing their
clients on unified platform with visibility and transparency. Third option liked most is
response rate, as it is cloud based platform hence there is minimal lag in sharing
information over SaaS platform.
SaaS offered by Canspirit artificial intelligence are configurable, that means it can be
modified according to customers need and requirement.
 OBSERVATION & FINDINGS
This section presents the summary of findings inferred from the analysis of data
collected from the different customers across Bangalore of ResoveBiz and Apps private
limited and suggestionsoffered with reference to findings from the study.

Summary of Findings

The summary of findings below is presented in the context of objectives of this study in
previouschapters. The findings are presented with respect to each of the objectives.

Objective 1

‘To investigate marketing gap for SaaS products’

Objective 2
‘To make the customers (B2B) gain awareness of SaaS based products’
Customer awareness is done with physical interaction in today’s marketplace where
asService marketing should be reach and deliver value to customer and sell itself.
 CONCLUSION
Cloud-based SaaS solutions have the potential to transform businesses. They can help
organisations in their quest for a more affordable, more manageable IT infrastructure that
can be supported by a smaller—and less specialist—IT team. SaaS solutions can also
automate many of the time-consuming daily software maintenance tasks while offering
data protection and disaster recovery support—as well as the flexibility and agility to scale
the software to align with growth.

SUGGESTION

Software as a Service (SaaS) companies stand on online platform. SaaS has lot of
ways to software and services online, but considering budget and market type most
favorable strategies are suggested to ResolveBiz Services and Apps Private
LimitedBiz and Apps private limited.

Social Media Marketing:

Social media networks like Facebook, Twitter, Pinterest, Youtube, and LinkedIN allow
you to reach both potential and current users of our products. Social media allows two
way communication with users to get feedback and drive traffic to website, landing
page etc.
 IMPLEMENTATION:

Link: https://www.linkedin.com/company/canspirit

Buy Traffic:

Drive targeted traffic to website with pay-per-click advertising. Some of the popular
andproven methods are:

 Google Adwords

 Paid social media

Conversion rate optimization

To improve the effectiveness of marketing without spending more money on

advertising,SEO, or content strategies. Conversion rate optimization involves frequent

testing small elements of website landing page.

Implementation: Implementing Point of action on website landing page for submitting
‘Query’ ‘Registration’.

Search Engine Optimization

Search engine optimization is the practice of optimizing website to rank better in searches

on Google, yahoo and other search engines. SEO is most cost-effective way to expose

software to most potential users, and target your traffic without spending money on

advertising.

Initially analyzed Canspirit artificial intelligence landing page site check on grounds of
optimization for search friendly. Score observed was 62 out of 100. Analyzing score
improvisations implemented and current optimizationscore is 87 out of 100. Few measures
are:
 Meta Description

 H1 headline

 HTML page size

 HTML page compression

 Site loading time

 Image Meta tagging

Live Chat

To engage visitors and answer their questions the moment they arrive on website.

Implementation: Integrated a live chat feature who every visits website can ask any queryand

concerned team will get back with answer. It’s based on module of live Q&A.

Conference/seminar participation

To engage with more prospects on a larger format through setting-up stall at Seminar.
Implementation.
 ANNEXURE

Canspirit and World’s Leading Enterprise Hadoop vendor Cloudera have entered into a
professional partnership. The partnership is focused on making big data more accessible for
organizations. Cloudera will serve up its Hadoop distribution platform to Canspirit customers,
while Canspirit will offer support to clients looking to marry the data platform with their existing
IT infrastructure. Our other Technology partner & Big data partner is Cloudera which is a US-
based software company that provides a software platform.

Canspirit and Omni ID have entered into a professional partnership. The partnership between
Canspirit and Omni ID is focused on providing high end IOT and Artificial Intelligence
solutions. The new Sense range by Omni-ID is the first in an anticipated long line of forward
looking communication devices offering robust, reliable and effective linkage to the Internet of
Things working together with Canspirit.

It is the future of tracking, monitoring, sensing and data gathering.

Canspirit is part of the Amazon Web Services (AWS) part network program. Canspirit is
focused on providing high AWS services cloud solutions.

Canspirit is part of the Google Cloud partner network program. Canspirit is focused on
providing high end Google services cloud solutions. Google Cloud Platform, offered by Google,
is a suite of cloud computing services that runs on the same infrastructure that Google uses
internally for its end-user products