Let’s talk about something that gets way too overcomplicated: Should you build a SaaS business or a SWAS business?
And more importantly… does it even matter?
Short answer: Yes.
Longer answer: If you get this part wrong, you’ll end up building something that feels like a full-time job plus a second unpaid internship. 😅
So let me break this down like I would to a friend over coffee (or tequila, depending on the day).
First, What’s the Difference?
Here’s the high-level view (pun intended):
- SaaS = Software as a Service.
You sell software. The client uses it. End of story. Think DIY tools, logins, and automated workflows. - SWAS = Software With a Service.
You sell software plus services—like done-for-you marketing, consulting, or funnel building. Think of it like HighLevel… but with your brain and hands included.
Both work. Both make money. But only one of them will match your skillset, energy, and goals.
Why This Choice Matters More Than You Think
I’ve seen too many agency owners fall into what I call the “Frankenstein Model”, trying to be a SaaS company, a coach, a consultant, a funnel builder, and a tech support rep all in one.
Let me say this louder for the people in the back:
👉 You don’t need to be everything to everyone.
Pick a lane. Master it. Then grow from there.
If you’re tech-savvy and love automation, lean into pure SaaS.
If you’re great with strategy, client calls, and high-touch service, SWAS might be your playground.
Which Model Fits You Best?
Ask yourself:
- Do I enjoy building systems or talking with people?
- Do I want clients to run things themselves or rely on me?
- Am I looking for high-volume scale or high-ticket depth?
Your answers = your model.
Still not sure? Start SWAS with one niche and see how it feels. You can always strip back services later and go full SaaS once your systems are solid.
Key Takeaways to Tattoo on Your Brain
- 💥 Start small. Pick a niche. Solve one burning problem.
- 🎯 Clarity > Complexity. Your business model should be simple enough to explain in one sentence.
- ⛔ Don’t overbuild. That full-blown membership site with 97 workflows and 12 course modules? Probably not necessary on Day 1.
- 🧩 Hybrid models work. You can start with SWAS and gradually shift more of the workload to the client side (while keeping that sweet, sweet recurring revenue).
My Honest Advice
You don’t need a 5-year business plan.
You need a clear offer, a repeatable process, and clients you actually enjoy working with.
Whether you choose SaaS, SWAS, or something in between—what matters most is that you’re building a business that works for you.
Not for the guru on YouTube. Not for that agency in your Facebook group. For you.
Want Tools That Actually Help You Build Smarter?
If you want templates, workflows, and straight-to-the-point tutorials that help you grow your HighLevel-powered business the right way.
We build tools that save you hours. So you can scale without losing your sanity.
Frequently Asked Questions
First, What’s the Difference?
Here’s the high-level view (pun intended): SaaS = Software as a Service. You sell software. The client uses it. End of story. Think DIY tools, logins, and automated workflows. SWAS = Software With a Service. You sell software plus services—like done-for-you marketing, consulting, or funnel building. Think of it like HighLevel… but with your brain and hands included. Both work. Both make money. But only one of them will match your skillset, energy, and goals.
Which Model Fits You Best?
Ask yourself: Do I enjoy building systems or talking with people? Do I want clients to run things themselves or rely on me? Am I looking for high-volume scale or high-ticket depth? Your answers = your model. Still not sure? Start SWAS with one niche and see how it feels. You can always strip back services later and go full SaaS once your systems are solid.
Want Tools That Actually Help You Build Smarter?
If you want templates, workflows, and straight-to-the-point tutorials that help you grow your HighLevel-powered business the right way. We build tools that save you hours. So you can scale without losing your sanity.
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