• 14.09.23

How to develop a go-to-market strategy for white labelling

A great white label software launch allows you to make large strides faster, but preparing ahead of time is essential. The small business market is a unique demographic, full of specific needs, use cases and concerns, and how you position a white label product to small business owners can matter as much as the product does.

You can’t afford to waste time or resources if you want your white label investment to be a successful one. Luckily we’ve learned a lot from our 15 years of developing and selling white label website builder, e-commerce and bookings tools, and have plenty to share on how to connect with small business owners when it’s time to go to market.

Get your market orientation right

If you want a successful launch of a new white label product, you need to know your small business customers inside and out. A good understanding of their pain points and needs can help position your product for a successful launch. This understanding must be comprehensive of your audience segments, and include different target markets.

Part of positioning your white label solution will be getting clear on pricing to ensure it’s a good market fit. But it will also be a question of how you position the products. One of our partners recognised that e-commerce was the primary concern for most of their target customers, and so they positioned BaseKit Store as an e-commerce product first, even though it also includes the BaseKit website builder.

Working with the right white label partner can be a huge help here. For instance, for the last 15 years at BaseKit, we’ve been helping our partners to identify their audience, create realistic targets and hone in on how to reach their future customer base.

Create a sophisticated marketing plan

Here are some high-level thoughts to consider as you plan your launch:

  • Keep your product or package name simple so customers know what they’re purchasing.
  • Clearly differentiate your software and communicate key benefits.
  • Create a targeted landing page to increase sign ups.
  • Build a big enough audience for a profitable launch – with the right segmentation.
  • Connect with your audience in a meaningful manner frequently, including sharing product updates and features.
  • Set our clear and realistic objectives and KPIs with regular check-ins to make sure you’re on track.

Be sure that you add your BaseKit white label products or packages to your marketing campaign cycles for regular promotion, so that your software stays top of mind for your audience. For more on this, check out our article on five critical foundations for your customer acquistion strategy.

Where is the product going to live?

Well before your white label product goes live, it’s important to have a plan for where people will find it. Your white label provider can help here.

BaseKit regularly encourages our partners to make sure the white label software products or packages are easy to access from the home page. It should also be treated like any other of your products or services, and be included in your existing product portfolio. BaseKit’s seamless integration makes it easy to sell your white label products alongside your other product suite.

Do a live end-to-end user test

There’s nothing worse than going through all the steps to get your white label partnership off the ground and having something break when everything is live. That’s part of the reason why at BaseKit we do end-to-end live User Acceptance Testing (UAT) before everything launches.

During the UAT, we’re making sure that every element of the customer journey is as good as it can be. That means following every touchpoint from first signing up to upgrading a package or cancelling a subscription, checking how smooth the customer experience is at each stage, and ensuring the billing and provisioning systems integrations aren’t leaving any sign ups on the table.

While things rarely go wrong, if it does, it’s during our test period.

Are you ready to launch?

There are over 300 million small businesses world wide, eager for your support in starting and evolving their business online. Partnering with BaseKit gives you a way to reach them quickly and effortlessly, with a secure, market-ready platform that leaves you free to focus on how you market and position it to your new small business customers.

We’re on a mission for tech democracy for small businesses – are you in? Request a demo of our software, or get in touch to see how we could collaborate.

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