2. Long time to value
Most SaaS products fall into this category. Access to the product alone doesn’t provide the desired benefit—some further action is required.
Your customers might need to invite colleagues to collaborate, or import their customer data, or finish your onboarding sequence before they start to realize how the product can benefit them.
Take a product like Expensify, for example. Signing up for expense management software doesn’t provide value. The aha moment comes when a user files their first hassle-free expense report, a task which requires several steps to complete.