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How to Create a Media Kit for Your SaaS

Every directory, review site, newsletter editor, and buying-guide author asks for roughly the same things: your product name, a short description, a logo, a few screenshots, a category, and pricing. If you write these from scratch each time, every submission takes an hour and every listing describes your product a little differently.

A media kit fixes that. It's one folder with everything a submission form or editor is likely to ask for, written once and reused everywhere.

Key point: A media kit doesn't market anything by itself. It's preparation. It pays off when you use it to submit, pitch, and post - so finish it quickly and move on to using it.

If you've already done Section I of I Don't Know Where to Start with SaaS Marketing, you have your positioning statement and customer pain points. Start from those.

At a glance

  1. Write your text (~1 hour)Task: Name, tagline, descriptions, category, pricing, contactResult: One document you can copy from
  2. Prepare images (1-2 hours)Task: Logos, screenshots, bannersResult: An images folder ready for any form
  3. Write one useful post (30-40 minutes)Task: A story from your experience, no product linkResult: Something to share in communities
  4. Set up tracking links (~15 minutes)Task: A UTM-tagged link per siteResult: A way to see which placements work
  5. Test the kit (~15 minutes)Task: Fill in one real submission form from itResult: A kit you know is complete

If you sell through calls or demos rather than self-serve signups, use your "book a call" or "request a demo" page wherever this guide mentions your product link.

Each step includes examples for the same three hypothetical products used in our other guides:

  • Example A - ChairTime: booking and client CRM for barbershops. Self-serve.
  • Example B - TripLedger: expense and employee-spending software for small and mid-size companies. Sold through demos.
  • Example C - LotLink: back-office software for independent used-car dealers. Sold through calls.

Section I: Write your text

About 1 hour.

You'll end up with: one document with every piece of text a submission form is likely to ask for.

Create a document and fill in:

  1. Product name - exactly as you want it to appear everywhere.
  2. URLs - your website and the page you want people to land on (signup, free trial, or "book a call").
  3. Tagline - one line, under about 60 characters. What it is and who it's for.
  4. Short description - 150-300 characters. Many forms limit this field, so write one version that fits and stop rewriting it for every site.
  5. Long description - one or two short paragraphs: the problem, who it's for, what makes it different, and the result your customer gets.
  6. Category - the label you'd pick on a review site or directory, plus one or two backups in case your first choice isn't offered.
  7. Pricing information - for example, "free trial, plans from ___ per month" or "priced per user, quoted after a demo."
  8. Contact email - one you'll actually check. Editors and directory owners will use it.
  9. Customer pain points - for your own reference when you adapt the text for a specific site.

Key point: Use the same name, tagline, and short description everywhere. Consistency makes your product easier to recognize and saves you from rewriting.

Example A - ChairTime
  • Product name: ChairTime
  • URLs: chairtime.example (site), chairtime.example/signup (free trial)
  • Tagline: Booking for barbershops, set up from your phone.
  • Short description: ChairTime is a booking app for independent barbershops. Clients book themselves, reminders and deposits cut no-shows, and setup takes 15 minutes on a phone.
  • Long description: ChairTime was built with two working barbershops for owners who'd rather cut hair than answer booking messages. Clients pick a slot from a link in your Instagram bio, get automatic reminders, and can pay a small deposit to hold their spot. Everything runs from your phone, with no laptop or front desk needed.
  • Category: salon and barbershop booking software (backup: appointment scheduling)
  • Pricing: free trial, then a monthly plan per shop
  • Contact: [email protected]
  • Pain points: no-shows and lost slots; bookings scattered across text, Instagram, and phone; tools built for big salons.
Example B - TripLedger
  • Product name: TripLedger
  • URLs: tripledger.example (site), tripledger.example/demo (book a demo)
  • Tagline: Employee spending, tracked as it happens.
  • Short description: TripLedger tracks employee spending as it happens. Receipts are captured on the road, managers approve on mobile, and reimbursements are paid through your existing payroll.
  • Long description: TripLedger is expense management for growing companies with people on the move - field teams, managers, and traveling sales staff. It follows your existing spending policy, connects to the payroll system you already use, and gives finance a complete picture before month-end instead of after it.
  • Category: expense management software (backup: travel and expense management)
  • Pricing: priced per employee, quoted after a demo
  • Contact: [email protected]
  • Pain points: delayed month-end close; approvals without context; slow reimbursements for traveling staff.
Example C - LotLink
  • Product name: LotLink
  • URLs: lotlink.example (site), lotlink.example/call (schedule a call)
  • Tagline: Reconditioning and vendor tracking for independent dealers.
  • Short description: LotLink is back-office software for independent used-car dealers. It tracks every car through reconditioning, along with parts, repair shops, and subcontractors.
  • Long description: LotLink was built for the back office of independent used-car lots and small dealer groups. It shows where every car is in reconditioning, which parts are on order, and what each repair shop or subcontractor has charged, so cars reach the lot sooner and vendor costs don't drift.
  • Category: dealer management software (backup: auto reconditioning software)
  • Pricing: priced per rooftop, quoted on a call
  • Contact: [email protected]
  • Pain points: cars stuck at vendors with unknown status; invoices that don't match agreed prices; recon tracked in notebooks and phone calls.

Section II: Prepare images

About 1-2 hours.

You'll end up with: an images folder that covers almost any submission form.

  1. Square (1×1) logo - you'll use this one the most. Save a large version (for example, 512 × 512 px or bigger) as a PNG with a transparent background, so you can scale it down when needed.
  2. Wide logo - your logo with the product name beside it, for places that show a horizontal header.
  3. 2-3 product screenshots - the screens that show what your product does, not the login page or settings. Use realistic sample data, never real customer data.
  4. Banners. The minimum viable banner (the universal "safe core") is 640 × 191 px, or 1280 × 382 px at 2x resolution. Or you can create all the common sizes: 1128 × 191 px [~6:1], 1584 × 396 px [4:1], 1500 × 500 px [3:1], 820 × 360 px [~16:9], and 2560 × 1440 px [16:9]. If you don't want to make them by hand, use Pixelhunter or Canva Magic Resize.
  5. Optional: your photo - if you're doing founder-led marketing, a clear headshot for profiles and author bios.

Name files clearly, such as chairtime-logo-square.png and chairtime-screenshot-calendar.png, so you can find them quickly when a form asks.

Example A - ChairTime

Screenshots: the barber's daily calendar on a phone, the client booking page, and the deposit settings screen.

Example B - TripLedger

Screenshots: the manager's mobile approval screen, the finance dashboard showing month-to-date spending, and the receipt capture screen.

Example C - LotLink

Screenshots: the reconditioning board showing each car's status, a single car's history with vendor costs, and the vendor list.

Section III: Write one useful post

About 30-40 minutes.

You'll end up with: one piece of writing you can adapt for communities, introductions, and pitches.

Write a short post with no link to your product. Tell a story from your own experience that's useful to your customers on its own. Avoid AI here, except for proofreading.

You'll adapt this post for each site rather than pasting it unchanged. It's a starting point, not a template to spray everywhere.

Example A - ChairTime

What the two partner barbershops tried to reduce no-shows - reminders, deposits, a waitlist - and what each approach cost them in time and goodwill.

Example B - TripLedger

A month-end expense checklist for finance teams with traveling staff, based on the problems the founder saw while building payroll integrations.

Example C - LotLink

How to track how many days each car spends in reconditioning, using nothing more than a spreadsheet.

About 15 minutes.

You'll end up with: a way to see which listings and posts actually send visitors.

Add a UTM tag to your URL for every site you submit to, so your analytics shows where each visitor came from. For example:

yoursite.com/?utm_source=sitename&utm_medium=listing

Change sitename for each site. Use listing for directories and review sites, post for communities, and newsletter for newsletters. Free UTM builders exist if you'd rather not type them by hand.

Keep a simple list of the links you create, or add them as a column in your site spreadsheet.

Example A - ChairTime

chairtime.example/signup?utm_source=reviewsite&utm_medium=listing

Example B - TripLedger

tripledger.example/demo?utm_source=financenewsletter&utm_medium=newsletter

Example C - LotLink

lotlink.example/call?utm_source=dealerforum&utm_medium=post

Section V: Put it in one folder and test it

About 15 minutes.

You'll end up with: a kit you know is complete, because you've already used it once.

  1. Put everything in one folder you can open quickly:
media-kit/
  media-kit.md        (all the text from Step 1)
  useful-post.md      (Step 3)
  tracking-links.md   (Step 4)
  images/
    logo-square.png
    logo-wide.png
    screenshot-1.png
    screenshot-2.png
    banner-1280x382.png
    founder-photo.jpg (optional)
  1. Open one real submission form - a directory or review site you want to be on - and fill it in using only your kit.
  2. Anything the form asks for that you don't have, add to the kit now. Common surprises: founding year, company location, a short founder bio, or a list of key features.

The kit is done when you can fill in a typical submission form in about 10 minutes without writing anything new.

Example A - ChairTime

The test form asks for a list of key features. The founder adds five one-line features to the kit: online booking, reminders, deposits, waitlist, and Instagram booking link.

Example B - TripLedger

The test form asks which integrations the product supports. The founder adds a list of supported payroll and accounting systems.

Example C - LotLink

The test form asks for company size and location. The founder adds both, plus a two-sentence founder bio.

What's next

Your kit is ready to use. Pick one:

Michael Kove

Michael Kove

Author