ROI for Early-Stage Products - Is It Possible?
If you are an early-stage founder trying to position your product to market, ROI (Return on Investment) is a big deal - I understand.
The boost of AI and recent technologies has sparked product creation, meaning many products are built daily and positioned for the market.
With tight budgets and consolidation, decision-makers increasingly find winning and selling ROI more challenging.
Things get more complicated if you have an early-stage product with little traction.
To build ROI for an early-stage product, especially in a B2B SaaS or tech context, you need to articulate the financial gains your product can deliver and tie it to strategic value, risk reduction, and efficiency gains.
Here’s a step-by-step actionable framework to build your ROI cases.
🔍 Step 1: Define the “Before and After”
Start by mapping your customer’s world before using your product and contrast it with the after. You want to show the transformation.
Do this during the discovery call or the following conversations you have.
Before (Pain):
Wasted time on manual tasks
Missed revenue opportunities
Lack of visibility, consistency, or predictability
High costs from inefficient processes
After (Value):
X hours saved weekly/monthly
X% more qualified leads
X% lower churn or improved retention
Faster onboarding, less customer support time
💰 Step 2: Quantify Tangible ROI
You need numbers now. Those numbers shouldn’t be huge, unrealistic numbers.
We don’t want to disconnect people from the concept, saying we will save them millions, but we need to show real dollars or time saved.
ROI = (Gain from Investment – Cost of Investment) / Cost of Investment.
Since early-stage products might not have loads of data yet, use these tactics:
Option 1: Time Saved = Money Earned
Identify a key manual process your product automates.
Estimate time saved per user/month.
Multiply by the user’s salary → show annual cost savings.
Option 2: Revenue Impact
If your product helps acquire customers, retain more, or upsell → show an estimated uplift in MRR or ARR.
Start conservatively. Use benchmarks or early pilot metrics.
Option 3: Risk Avoidance
What does a customer lose if they don’t solve this?
Highlight missed opportunities, legal risks, failed onboarding, etc.
Create 3 ROI models:
Conservative: Worst-case outcomes.
Baseline: Expected average.
Aggressive: Best-case scenario.
📊 Step 3: Build a Simple ROI Calculator
Use a Notion page, Google Sheets, or a slide deck with a visual ROI model. But show something, spoken ROI has never gone anywhere.
Inputs:
Number of users
Time saved per week
Hourly cost of a user
Monthly subscription cost
Outputs:
Payback period (how fast investment is recovered)
Annual cost savings
ROI ratio (e.g. “5x ROI within 6 months”)
If you don’t yet have the data, run discovery interviews to validate assumptions. Then, update your calculator as real metrics come in.
🧠 Step 4: Align ROI with Strategic Goals
Early-stage buyers don’t just want ROI—they want momentum. Position ROI in terms of strategic benefits:
Faster product delivery → competitive edge
Better reporting → stronger board confidence
Smoother processes → ability to scale
Tie your value prop directly to OKRs, KPIs, or board-level metrics. Speak their language.
📣Step 5: Sell the ROI Internally
Your buyer needs to convince others. Make it easy for them.
Deliver:
A 1-page ROI Summary (PDF preferred)
A few short success stories or testimonials
Visual graphs or slides that make ROI obvious
ROI Without Data? Sell the Vision
If you’re too early to prove ROI, sell:
The cost of inaction
Early-adopter advantages
Co-creation opportunities
Exclusive support from founders
This positions your startup as a vendor and a strategic growth partner.
Final Thoughts
Budgets are tighter, and decision-makers want to consolidate multiple tools and software into a few. This is happening after we all bought so much software post-COVID.
If you are selling right now, it is harder, and it will get harder.
You have to step up your game.
Pitching is gone, and even running great value selling calls is almost gone.
Why? Because decision-makers need more.
They must see the impact and sizable returns to approve budgets for early-stage products like yours.
Get ready, equip your team, and equip yourself.
It is hard out there, but it’s not the end of the world.
We have always adapted our sales teams to new challenges.
Start now.
