How to innovate in SaaS? with Michał Suski @Surfer

saas.unbound is a podcast for and about founders who are working on scaling inspiring products that people love, brought to you by https://saas.group/, a serial acquirer of B2B SaaS companies.

In episode #43, Daniel Thulfaut, Head of Product at saas.group talks with Michał Suski, Head of Innovation & Co-founder at Surfer.

Michał’s path to innovation began far from the world of technology. Graduating with a Master of Science in Forestry, he found himself working in IT as a quality assurance specialist. This role provided him with a unique perspective on software development and product building.

His next move was into the realm of SEO, where he worked as a writer in a small agency. The agency faced a common challenge: a lack of manpower. Instead of hiring more staff, they decided to scale their processes, leading to the birth of an internal tool for on-page SEO analysis. This tool not only helped the agency but also sparked the idea of developing a product that could be marketed to others.

This transition from agency to product was not without its challenges. Michał and his team navigated the complexities of building a SaaS product while still managing the agency, allowing for constant feedback and rapid iterations. This dual role ultimately led to the founding of Surfer, an SEO content optimization platform.

Understanding Surfer’s product offering

Surfer is designed to help users optimize their content for search engines. It offers data-driven insights into what to write about, how to structure it, and how to maintain it over time as search engine algorithms evolve.

Initially, Surfer focused on analyzing top-ranking pages to identify common elements, such as keyword usage and content structure. Over time, it evolved into a comprehensive workflow tool, guiding users in creating authoritative content that resonates with their audience.

For SaaS founders, Surfer represents an invaluable resource, especially as organic traffic can significantly boost visibility and lead generation without the associated costs of paid advertising.

The role of Head of Innovation

As the Head of Innovation, Michał’s role is multifaceted. He describes his day-to-day responsibilities as opportunistic, focusing on what will move the needle for the company. This includes collaborating with data scientists, engaging with clients, and facilitating internal communication to drive innovation across teams.

One of the key aspects of his role is supporting other departments, whether it’s enhancing sales processes or aligning marketing strategies with product capabilities. This cross-departmental collaboration is vital for fostering a culture of innovation within Surfer.

Implementing features and improvements

Surfer has released over 80 features and 2,000 improvements in just one year. This impressive output is a result of a product-led growth strategy, where the product itself drives marketing efforts. The development teams are organized to focus on specific areas of the application, enabling them to implement changes quickly and efficiently.

Michał emphasizes the importance of delivering smaller, incremental updates rather than waiting for a massive overhaul. This approach allows Surfer to remain agile and responsive to user feedback and market trends.

Balancing intuition and analysis in development

In the early stages of product development, intuition played a significant role in decision-making. Michał believes that while data analysis is essential, it should not overshadow the gut feelings that come from years of experience in the industry. Finding a balance between intuition and analytical metrics is crucial for innovation.

As Surfer matured, the team began to incorporate more structured analysis into their processes. However, Michał warns against becoming too rigid, as this can stifle creativity and limit the potential for breakthrough innovations.

Innovating beyond the fastest horse

One of Michał’s key insights is the importance of not merely aiming to be the fastest horse in the race. Instead, he advocates for looking beyond incremental improvements and striving for transformative innovations. This mindset encourages teams to think creatively about solutions that can disrupt the market.

In today’s rapidly evolving landscape, staying ahead of trends, such as advancements in AI and machine learning, is vital. Companies must be willing to pivot and adapt their strategies to remain relevant.

Balancing metrics and customer value

Metrics are important, but they should not be the sole focus. Michał emphasizes that understanding customer value is paramount. Sometimes, innovations that may not immediately impact metrics can lead to significant long-term benefits.

Surfer aims to provide real value to its users, which ultimately translates into business success. This approach fosters a deeper connection with customers and encourages loyalty.

The importance of creative freedom

Creative freedom is essential for innovation. Michał believes that giving team members the space to explore ideas without excessive constraints can lead to unexpected breakthroughs. At Surfer, the culture encourages experimentation and open communication.

When team members feel free to share their ideas, it can lead to innovative solutions that might not have been considered otherwise. This collaborative environment is a driving force behind Surfer’s ongoing success.

Hiring for innovation

When it comes to hiring, Michał looks for individuals who demonstrate agency and can work independently. While technical skills are important, the ability to think creatively and adapt to changing circumstances is equally crucial.

Surfer values a diverse range of talents, including those who may not fit the traditional mold of a software developer. This diversity fosters an environment where innovative ideas can flourish.

Trusting your intuition

Finally, Michał emphasizes the importance of trusting your intuition. As someone who has navigated the challenges of building a SaaS product, he understands the value of experience and gut feelings in decision-making.

While data is essential, it should complement, not replace, the insights gained through experience. For SaaS founders, maintaining this balance can be the key to unlocking true innovation.