How to Build a Profitable SaaS Reseller Business Model?

Anant Gupta
26 Min Read
- Advertisement -

Starting your own SaaS reseller business can seem like a daunting task, especially when you’re unsure where to begin. As a seasoned tech entrepreneur myself, I’ve shared in this confusion and after rigorous research and firsthand experience, I’m here to help you navigate through the complexities with ease.

This article will provide you with an easy-to-follow guide on how to strategically build a profitable SaaS reseller model that offers recurring revenue streams—an effective way for tech entrepreneurs to monetize their SaaS products while expanding their customer base.

Are you ready to revolutionize your agency’s offerings? Let’s dive in!

Key Takeaways

Understanding the SaaS Reseller Business Model

The SaaS reseller business model encompasses different types of reseller programs and offers various benefits for agencies and resellers.

Different types of SaaS reseller business models

The landscape of SaaS reseller business models is quite diverse and tailored to fit different market needs. If you’re an agency owner or reseller, understanding these various models can help you strategize your approach effectively.

  1. The Referral Model: This is one of the simplest forms of SaaS reselling where partners direct potential customers to a SaaS product through their network and earn a referral fee when a purchase is made.
  2. The Resale Model: In this model, the reseller fully purchases the rights to sell a SaaS product often at a discount, and then sells it at a higher price to customers.
  3. The White-Label Model: Here, the resellers buy and rebrand an existing SaaS product as their own before selling it to customers, providing them complete control over branding and marketing strategies.
  4. Value-Added Reseller (VAR) Model: Value-added resellers bundle multiple services together with the primary SaaS product to offer more comprehensive solution packages for customers.
  5. Hybrid Reselling Model: This combines elements from several models depending on specific client needs or market scenarios giving flexibility in sales strategy.

Benefits of a SaaS reseller program

Building a profitable SaaS reseller business model can bring numerous benefits to agency owners and resellers. Here are some key advantages of participating in a SaaS reseller program:

  1. Recurring Revenue Streams: By becoming a SaaS reseller, you can tap into the potential of recurring revenue streams. As customers subscribe to the software through your reseller program, you earn ongoing commissions or profits, creating a stable income stream.
  2. Expand Customer Base: The SaaS reseller model allows you to leverage the existing customer base of the software provider. This means you can access a wider audience without having to invest heavily in marketing and lead generation efforts.
  3. Monetize your Expertise: As an agency owner or reseller, you already have expertise in your niche or industry. With a SaaS reseller program, you can monetize this knowledge by recommending and selling software solutions tailored to your clients’ needs.
  4. Low-Risk Business Model: Compared to developing and selling your software products, joining a SaaS reseller program carries significantly lower risks. You don’t need to invest in product development or undergo extensive testing since the software is already proven and ready for the market.
  5. Support from Software Provider: Being part of a SaaS reseller program means you receive support from the software provider itself. This can include training, marketing materials, technical support, and even assistance with customer onboarding and implementation.
  6. Sustainable Growth Potential: The demand for cloud-based solutions is continuously rising, providing ample opportunities for sustainable growth as a SaaS reseller. By capitalizing on this trend, you can build a scalable business that adapts to changing market needs.
  7. Additional Income Streams: In addition to earning commissions from software sales, many SaaS reseller programs offer opportunities for upselling complementary products or services. This allows you to generate additional revenue while adding more value to your clients.
  8. Cost-Efficient Operations: As a SaaS reseller, you don’t need to worry about infrastructure costs or ongoing software maintenance. The software provider takes care of hosting, security, updates, and support, allowing you to focus on sales and customer relationships.

Creating a Successful SaaS Reseller Program

To create a successful SaaS reseller program, it is essential to identify and recruit the right reseller partners, determine competitive commission rates and pricing, establish a robust onboarding program for new resellers, and provide ongoing support and management to ensure their success.

Identifying and recruiting the right reseller partners

One of the key factors in building a profitable SaaS reseller business model is identifying and recruiting the right reseller partners . These are the individuals or agencies who will be representing your product and selling it to their clients.

It’s important to find partners who align with your target market and have the necessary expertise to effectively promote and sell your SaaS product.

To identify potential reseller partners, start by researching agencies or individuals that already work with businesses similar to yours. Look for those who have a strong track record of success and a good reputation within their industry.

Reach out to them directly or through networking events to gauge their interest in becoming a reseller partner.

When evaluating potential partners, consider their existing client base, as well as their knowledge and understanding of the SaaS industry. Look for partners who have complementary services or products that can enhance your offering and provide additional value to clients.

Once you’ve identified promising candidates, it’s important to establish clear expectations and guidelines for your reseller program. This includes determining commission structures, pricing models, sales targets, and any specific training or onboarding requirements.

Regular communication with your partners is also crucial for nurturing relationships and addressing any concerns they may have.

Determining commission and pricing

Setting the right commission structure and pricing for your SaaS reseller program is crucial to its success. As an agency owner or reseller, it’s important to carefully evaluate your costs and profit margins to determine a fair and attractive commission rate for your partners.

By offering competitive commissions, you can incentivize resellers to actively promote and sell your SaaS products.

When determining commission rates, consider factors such as the complexity of the sale, the level of support required from your end, and the potential recurring revenue streams that can be generated from each customer.

You want to strike a balance between rewarding your resellers adequately while still ensuring profitability for both parties involved.

Additionally, it’s important to have clear pricing structures in place for your SaaS products. This will help both you and your resellers effectively communicate value to potential customers.

Consider offering tiered pricing options that align with different customer needs and budgets. This allows resellers flexibility in positioning their offerings and helps expand their customer base by catering to various market segments.

Remember, regular evaluation of commission structures and pricing is essential as market conditions change over time. By staying proactive in adjusting these elements when necessary, you ensure that both you as the provider and your resellers continue earning sustainable profits within this profitable SaaS reseller business model.

Creating a robust onboarding program

Building a successful SaaS reseller business requires more than just recruiting the right partners and determining commission structures. It also involves creating a robust onboarding program that sets your resellers up for success. Here’s how to do it:

  1. Develop comprehensive training materials: Provide your resellers with detailed training materials that cover all aspects of your SaaS product, including its features, benefits, and target audience. This will help them better understand the product and effectively communicate its value to potential customers.
  2. Offer hands-on support: Schedule regular training sessions or webinars to guide your resellers through the onboarding process. Provide them with the opportunity to ask questions, address concerns, and gain practical experience using the product. This will ensure that they feel supported and confident when selling your SaaS solution.
  3. Provide sales enablement resources: Equip your resellers with marketing collateral, sales scripts, and other resources that they can use to effectively promote your product. These resources should highlight key selling points, address common objections, and showcase success stories to help boost confidence in the product.
  4. Define clear goals and expectations: Communicate your expectations regarding sales targets, customer acquisition goals, customer satisfaction metrics, and any other relevant KPIs. This will help align your resellers’ efforts with your overall business objectives.
  5. Foster strong relationships: Regularly engage with your resellers through meetings or newsletters to keep them informed about updates, changes in the product or pricing structure, and new marketing initiatives. Building strong relationships will encourage loyalty among your reseller network.
  6. Monitor performance and provide feedback: Implement a system for monitoring each reseller’s performance so you can identify areas for improvement early on. Provide constructive feedback regularly to guide their sales strategies and assist in overcoming challenges.
  7. Incentivize success: Design a rewards system such as tiered commission structures or bonuses based on achieving specific milestones or targets. This not only motivates your resellers but also creates healthy competition among them.

Providing ongoing support and management

As a SaaS reseller, providing ongoing support and management to your reseller partners is crucial for maintaining strong relationships and ensuring their success. By offering continuous assistance, you can help them overcome challenges and maximize their sales potential.

One key aspect of support is providing comprehensive training and onboarding programs for new resellers. This ensures that they have a deep understanding of your product or service, allowing them to effectively communicate its value to potential customers.

Ongoing training sessions, webinars, and resources like FAQs or knowledge bases can further enhance their skills and keep them up-to-date with any updates or new features.

In addition to training, it’s important to offer consistent communication channels for resellers to reach out with questions or concerns. Providing regular check-ins through email or phone calls allows you to address any issues promptly and provide guidance whenever needed.

Moreover, creating marketing collateral such as brochures, case studies, or demos specifically designed for the reseller network helps empower them in their sales efforts. These resources should showcase the benefits of your SaaS product while also highlighting the unique selling points that differentiate it from competitors.

Lastly, having dedicated account managers who serve as direct points of contact can greatly streamline communication between you and your reseller partners. They act as liaisons who understand the needs of both parties involved and ensure smooth operations throughout the entire partnership.

Challenges and Risks of SaaS Reseller Programs

Maintaining consistent branding and messaging can be challenging in SaaS reseller programs. Mitigating risks such as channel conflict is crucial for successful implementation. Discover key strategies to overcome these challenges and build a profitable SaaS reseller business model.

Maintaining consistent branding and messaging

Consistency is key when it comes to maintaining branding and messaging in your SaaS reseller business. By ensuring that your brand identity remains cohesive across all channels, you’ll be able to establish a strong presence in the market.

This means using consistent colors, fonts, and logos in your marketing materials and website. It also involves crafting a clear and concise message that resonates with your target audience. By maintaining consistent branding and messaging, you’ll build trust with potential customers and differentiate yourself from competitors.

This will ultimately help drive sales and increase brand recognition for your SaaS reseller business.

Mitigating risks such as channel conflict

One of the challenges that agency owners and resellers may face when building a profitable SaaS reseller business model is mitigating risks, particularly channel conflict. Channel conflict occurs when there is competition or tension between different channels for selling products, such as direct sales versus resellers.

It can confuse, undercutting of prices, or even loss of customers.

To mitigate channel conflict and ensure a smooth operation of your SaaS reseller program, it is crucial to establish clear guidelines and expectations from the beginning. This includes defining territories or target markets for each channel partner to minimize overlap and prevent unnecessary competition.

Regular communication with your reseller partners is also essential to keep everyone in the loop regarding marketing strategies, promotions, pricing changes, and other relevant information. By providing transparent information and ensuring open lines of communication, you can reduce the risk of misunderstandings or conflicts arising between you and your resellers.

Moreover, offering deal registration programs can be an effective way to avoid channel conflict. These programs allow resellers to register potential deals with you before making contact with clients directly.

By recognizing their efforts in generating leads or opportunities through deal registration rewards or protection against direct sales interference.

Key Strategies for Building a Profitable SaaS Reseller Business Model

To build a profitable SaaS reseller business model, it is crucial to target a specific niche or audience, offer white-label solutions, leverage partnerships with managed service providers, and continuously improve your reseller program.

Want to learn more about these strategies? Keep reading!

Targeting a specific niche or audience

One key strategy for building a profitable SaaS reseller business model is to target a specific niche or audience. By focusing on a particular industry or market segment, you can tailor your offerings to meet the unique needs and challenges of that group.

This targeted approach allows you to position yourself as an expert in their field and establish strong relationships with potential clients.

By understanding the pain points and objectives of your chosen niche, you can develop specialized marketing strategies that resonate with them. For example, if you are targeting healthcare providers, you might highlight how your SaaS solution can streamline patient data management or improve operational efficiency.

Targeting a specific niche also helps differentiate your reseller program from competitors who may be more generalist in nature. With a focused approach, you can build credibility and trust among potential clients who see the value in working with someone who truly understands their industry.

Additionally, by concentrating on a specific audience, it becomes easier to identify where they gather online, allowing you to optimize your digital marketing efforts accordingly. Whether through social media advertising or content marketing on relevant industry blogs and forums, targeting the right audience increases your chances of reaching decision-makers interested in your products.

Offering white-label solutions

As an agency owner or reseller, one key strategy to consider for building a profitable SaaS reseller business model is offering white-label solutions. This means that you can provide SaaS products under your brand name, allowing you to maintain consistent branding and create a seamless customer experience.

By white-labeling the software, you can position yourself as a trusted provider and differentiate yourself from competitors who may be reselling the same product under the original vendor’s brand.

Offering white-label solutions also enables you to customize the software according to your client’s specific needs and requirements, adding value and increasing customer satisfaction. Additionally, with white labeling, you have the flexibility to set your pricing structure, maximizing your potential profits.

Leveraging partnerships with managed service providers

One key strategy for building a profitable SaaS reseller business model is to leverage partnerships with managed service providers (MSPs). These partnerships can be highly beneficial as MSPs often have an extensive customer base and established relationships with businesses in need of SaaS solutions.

By collaborating with MSPs, resellers can tap into new markets and expand their customer reach.

When partnering with an MSP, it’s important to establish mutually beneficial terms that incentivize both parties to promote your SaaS products. This can include revenue-sharing agreements or performance-based incentives.

By aligning goals and interests, you create a win-win situation that encourages the MSP to actively promote your offerings.

Additionally, working closely with MSPs allows you to gain valuable insights into market trends and customer needs. Leveraging the expertise of these partners helps you enhance your product offerings and tailor them to specific industries or niches.

This approach not only increases the value you offer but also strengthens your position in the competitive SaaS marketplace.

Continuously improving your reseller program

As an agency owner or reseller, one of the keys to building a profitable SaaS reseller business model is continuously improving your reseller program. This means constantly evaluating and refining your strategies to ensure optimal results.

By staying proactive in enhancing your program, you can attract more partners, increase revenue streams, and ultimately achieve sustainable growth.

One way to improve your reseller program is by targeting a specific niche or audience. By focusing on a particular industry or market segment, you can tailor your offerings and marketing efforts to meet their unique needs and challenges.

This targeted approach not only helps build credibility as an expert in that niche but also increases the chances of attracting ideal resellers who have existing networks within the target audience.

Another strategy for improvement is offering white-label solutions. White-labeling allows resellers to rebrand and sell SaaS products under their name, giving them added value propositions when pitching to clients.

By providing this option, you empower resellers with a flexible solution that aligns with their branding while still benefiting from recurring revenue streams.

Additionally, leveraging partnerships with managed service providers (MSPs) can be highly beneficial for scaling your business. MSPs often work closely with clients on various IT-related tasks and projects, making them potential influencers or gatekeepers for introducing new software solutions.

Partnering with MSPs allows you to tap into their customer base while they benefit from enhanced service offerings by integrating your product into their portfolio.

Last but importantly, continuously improving your reseller program requires regularly analyzing feedback from partners and customers alike. Solicit input about pain points they may encounter during sales activities or any issues faced in using the product effectively.

Use this valuable information to refine processes such as commission structures or enhance training resources accordingly.


In conclusion, building a profitable SaaS reseller business model requires strategic planning and effective execution. By understanding the different types of SaaS reseller programs and the benefits they offer, you can create a successful program that attracts the right reseller partners.

Determining commission structures, providing robust onboarding and ongoing support, and mitigating risks will also contribute to your success. Targeting specific niches, offering white-label solutions, leveraging partnerships with managed service providers, and continuously improving your program are key strategies for driving profitability in this market.

With careful consideration of these factors and a focus on sustainable growth, you can build a thriving SaaS reseller business that generates consistent revenue streams and expands your customer base.


1. What is a SaaS reseller business model?

A SaaS reseller business model refers to a type of business where an individual or company sells software-as-a-service (SaaS) products developed by another company, usually the original software provider. The reseller acts as an intermediary between the end-user customers and the SaaS provider, earning revenue from each sale made.

2. How can I build a profitable SaaS reseller business model?

To build a profitable SaaS reseller business model, it’s important to carefully select high-quality and in-demand SaaS products that cater to your target market’s needs. Establish strong relationships with the software providers, offer exceptional customer support and technical assistance, develop effective marketing strategies to promote the products, and continuously focus on delivering value-added services to differentiate yourself from competitors.

3. What are the potential challenges of starting a SaaS reseller business?

Starting a SaaS reseller business may come with challenges such as intense competition from other resellers or directly from the software providers themselves. Additionally, managing customer expectations and ensuring seamless integration between different systems can be complex.

It’s crucial to stay updated with industry trends and technology advancements while continuously adapting your offerings based on market demands.

4. Is it necessary to have the technical expertise to start a successful SaaS reseller business?

While having technical expertise can certainly be advantageous in understanding product features and providing better customer support, it is not always required for starting a successful SaaS reseller business.

Many successful resellers partner closely with software providers who offer training materials and resources for their products. However, having some knowledge of the product functionalities will undoubtedly help you better position and sell them effectively.

Share This Article
Founder @ GrowMeOrganic | GlideCampaign 🚀 - Helping Small and Medium-Sized Businesses Reach Their Full Potential
Leave a comment

Leave a Reply

Your email address will not be published. Required fields are marked *