SaaS companies differ from most other businesses because they do not sell a product that the customer may own or offer a service that fulfils a single task. SaaS organisations create software solutions to a problem or need and then rent the software to users on a rolling basis. SaaS companies typically refer to their customers as ‘members’.   The core worth of SaaS organisations is set in the effectiveness of their applications, the number of members they have, and the value of future membership fees. Because many SaaS companies experience a high ‘churn’ rate – members joining and quitting – they must continually pursue new users to replace those who cancel their membership. They usually do this through a mix of software development to make their applications more desirable to more customers, and intensive marketing to leverage current members and extract more fees per user in exchange for enhanced service features.