Day: November 6, 2020


7 min read

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The Anything as a Service (XaaS) market is expected to exceed $340 billion by 2024. Companies in nearly every established industry, from home maintenance to health and wellness, have hopped on board the XaaS train. Industries seeking explosive growth this year, such as contactless tech, education tech and telehealth, hold promising opportunities for entrepreneurs. The value in recurring revenue is crystal clear. But the marketing strategies are not so obvious. That’s because marketing for XaaS brands requires a different approach than marketing products, whether to businesses or consumers. Here are four reasons why, and what you can do to ensure your XaaS business model is a success. 

Related: Why SaaS Businesses Are in a Unique Position to Survive This Crisis

Step 1: Woo your audience

It’s been said that advertising is a

Think for a moment about the people in your organization who influence you the most — the ones whose views you listen to most carefully; the ones who can most easily get you to change your mind on, say, a hiring or promotion decision, a reorganization, a resource allocation, or even a new idea. If you are like most leaders, there are a handful a people you trust. When they come to you with information that is counter to what you have been thinking, you listen — and you take their views seriously.

It’s likely these messengers share traits that specifically appeal to you. They may have the same beliefs, have attended the same types of schools, or share the same interests outside of work. This is a common phenomenon, and it could be holding your organization back. Conversely, you might have colleagues who are markedly different from you, colleagues


on Thursday became the latest among the dissenting states and Union Territories (UTs) to accept the Centre’s proposal of borrowing Rs 1.1 trillion to make up for the shortfall in goods and services tax (GST) collection. This comes two days after Puducherry accepted the proposal and the Centre released the second tranche of payments. According to the calendar, the next tranche of borrowing is scheduled for Monday.


has communicated its acceptance for Option 1 out of the two options suggested by the Ministry of Finance to meet the shortfall in revenue arising out of GST implementation,” the Ministry of Finance said in a release.



The Centre borrowed and transferred the second installment of Rs 6,000 crore to 16 states and three UTs under a special borrowing window on Monday. The loans raised by the Centre are released on


The benchmark Nifty50 index has crossed the 12,000-mark for the first time since February 20. In the interim eight-and-a-half-month period, the gauge for the performance of India’s 50 blue chip companies plunged to as low as 7,511 on March 23.


Since then, it has rebounded 61 per cent, wiping out all the losses triggered by Covid-19. While the index is almost back to pre-Covid highs, the stock prices for over half of its components are still below their February 20 levels.



Analysts have coined the term K-shaped recovery to describe the market’s trajectory. Sectors that have seen uptrend are health care and information technology.


Meanwhile, banks and financial stocks have been stark underperformers. Nifty’s PSU components have also been laggards.


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