About Us

Softletter has been in continuous publication since the mid 1980s, first as a paper newsletter, then as online publication. Softletter’s current managing editor is  Merrill R. (Rick) Chapman. In addition to his work at Sofltletter, Rick is the author of  In Search of Stupidity: Over 40 Years of High-Tech Marketing Disasters (all three editions), both editions of SaaS Entrepreneur: The Definitive Guide to Succeeding in Your Cloud Application Business, and two novels, Selling Steve Jobs’ Liver: A Story of Startups, Innovation, and Connectivity in the Clouds and Rule-Set: A Novel of a Quantum Future.  His latest book is Bare Ruined Wires: How Big Social Media Destroyed America’s Faith and Trust in Technology

Established by respected technology journalist and writer Jeffrey Tarter in the 1980s,  Softletter’s target audience has always been senior management at leading software and SaaS firms. Our current contact and email lists reach an audience of over 10K regular subscribers.

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Unquestioned SaaS Thought Leadership

Softletter has taken the lead in analyzing the tremendous impact that the growth of SaaS and cloud computing has had on both the technology industry and society as a whole.

In 2006, Softletter published the first report on key SaaS growth and financial metrics. In 2007, Softletter hosted the industry’s first dedicated SaaS conference in San Jose, then hosted its SaaS University conference series in cities across the U.S. including Austin, Boston, Chicago, Denver, Seattle, Washington, D.C. and other locales.

Critical Positioning and Branding Insights

2018 – Startup

The Softletter Company and Product Positioning Workbook for High-Technology is the industry’s only comprehensive strategic resource for properly positioning your software or hardware product. 

The reason why positioning is so important is simple. If you release a product whose positioning is unclear, contradictory, and not understood by your potential customers, every aspect of your sales and marketing will begin to fail. There are no exceptions to this phenomena.


Best Tools

2012 – Today

SaaS Entrepreneur provides your company with:

  • Critical information and numbers that ensure you build a successful SaaS business.
  • Updated case studies that provide templates to success.
  • An extensive toolbox of checklists, sample files, and spreadsheets to help you reach your goals.

SaaS Entrepreneur: The Definitive Guide to Succeeding in Your Cloud Application Business, Second Edition is the most comprehensive guide you will find to understanding and succeeding in building SaaS businesses. Its case studies, operations analyses and timely data provide critical insights and information that will help you build and grow a successful venture.

The Second Edition incorporates updated key and critical numbers and benchmarks from Softletter’s SaaS Survey and reports, new information on Generation Z, developing for the portable workspace and transparent cloud, new case studies and much more.

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