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CEO of HostedDatabase.com
Excellent analysis of an econmic downturn and its effects on our industry. We launched the web's first Database-as-a-Service in 1999, another well known downturn known as the bubble-burst. We managed to survive using many of the tips you highlight. It wasn't easy.
I did agree with your last statement though- there's always room for marketing. The company that is able to pounce on "fear" and turn it into an alliance will prove successful many times over.
In this type of economy, people are always looking for leadership.
What I've heard is that flat is the new up, and down is the new flat. So if you get a flat valuation from your previous round that's considered a huge win. If you get funded at a lower valuation that's still considered a win.
When I started in SaaS - around 1998/1999 - companies were afraid of a lot of things - security, stability, paying monthly - but most of those fears/concerns are gone.