Field notes
SaaS Press Kit: What to Include (With Templates)
What goes in a SaaS launch press kit: the written parts, visuals with file specs, proof, a /press page layout and boilerplate rewrites. The same kit covers the assets directories ask for.
A SaaS press kit is one page (or folder) with everything a journalist, partner or directory needs without emailing you: a one-line description and a 100-word boilerplate, founder bios, key facts (launch date, pricing, HQ, contact), logos (SVG and PNG, light and dark), product screenshots at 1600 px or wider, founder photos, a demo video and a social card (1200 × 630). Add proof (customer quotes with permission, metrics you can stand behind) if you have it. Host it at yourdomain.com/press.
Below: the full contents, templates for the written parts, and how the same kit doubles as your directory submission pack.
The written parts
One-line description (≤ 160 characters):
[Product] helps [who] [do what] without [pain].
Boilerplate (about 100 words):
[Product] is a [category] for [who]. It [main job], [second job] and [third job], so teams can [outcome]. Founded in [year] by [founders] and based in [city], [Product] is used by [customer type or number]. It's available on a [free plan / free trial], with paid plans from [price]. Learn more at [URL].
Founder bios (about 50 words each): name, role, one relevant past experience, and why they built this. Skip the adjectives.
Key facts:
| Fact | Example |
|---|---|
| Launch date | 14 October 2026 |
| Pricing | Free plan; Pro from $19/month |
| Founded / HQ | 2025, Berlin |
| Team size | 3 |
| Funding | Bootstrapped |
| Press contact | press@yourproduct.com |
The visual parts
| Asset | Spec | Notes |
|---|---|---|
| Logo | SVG + PNG (512 px+), light and dark versions | Include the mark alone and the wordmark |
| Screenshots | 1600 px+ wide, PNG | Real UI with realistic data, not lorem ipsum |
| Founder photos | 1000 px+, plain background | Landscape and square crops |
| Demo video | 60–90 s, link plus downloadable MP4 | How to structure it |
| Social card | 1200 × 630 | Used when people share your launch |
Zip the folder, and also show everything on the page. Journalists on deadline won't download a zip just to see one screenshot.
Proof (optional but strong)
- Customer quotes, with name, role and company, and their permission
- Metrics you can defend: "1,200 teams" only if it's true today
- Press mentions and notable integrations or partners
File specs to include
| Asset | Format | Size | Why |
|---|---|---|---|
| Logo (full) | SVG and transparent PNG | PNG at least 1,024 px wide | Print and web; dark and light versions |
| Icon / mark | SVG and PNG | 512 × 512 | Directories' square logo fields |
| Screenshots | PNG | 1,600 × 1,000 or larger | Articles and directory galleries |
| Launch gallery | PNG | 1,270 × 760 | Fits Product Hunt's gallery spec |
| Founder photo | JPG | 1,000 px or larger, square crop available | Interviews and podcast pages |
| Demo video | YouTube link plus MP4 | 60–90 seconds | Directories and embeds |
| Boilerplate | Text | 50 and 100 words | Copy-paste into articles |
| Fact sheet | Text or PDF | One page | Founded date, team size, pricing, customers |
Name files plainly (acme-logo-dark.svg, acme-screenshot-dashboard.png) and put everything in one zip as well as on the page. Journalists on deadline download the zip.
The press kit doubles as your directory kit
Directories ask for the same assets. Across 108 directory submit forms in AgentLaunch's catalog, 17 asked for a logo, 14 for a demo video, 9 for screenshots and 37 for a description. Build the press kit first, and every directory form after that is copy and paste. Pair it with the four description lengths.
Where the press kit gets used
- Journalists and newsletters: link it in every pitch email.
- Launch platforms: your tagline, gallery and description come straight from it (Product Hunt specs).
- Directories and review sites: most forms ask for exactly these items. Our submission checklist maps the fields.
- Partners: integration marketplaces ask for the same logos and copy.
Build it once and keep it current. An outdated press page with old pricing does more harm than no press page.
Laying out the /press page
Writing the boilerplate: before and after
Before:
Acme is a leading innovative platform revolutionising the way modern teams work, empowering businesses worldwide to achieve more.
After:
Acme is meeting-notes software for small sales teams. It records Zoom and Meet calls, writes structured summaries, and files them in HubSpot automatically. Founded in 2025 by Sam Lee and Priya Shah and based in Berlin, Acme is used by more than 300 sales teams. It's free for 10 calls a month, with paid plans from $19 per user. Learn more at acme.com.
The second version gives a journalist everything they need in one paragraph: category, what it does, who's behind it, where, traction and price. Only include traction numbers that are true on the day you publish.
Press kit mistakes
- Only a PDF. Journalists want separate files they can drop into a CMS.
- Logos on a white background only. Include a transparent PNG and a dark-mode version.
- No pricing or founding facts. Writers check these first, and email if they're missing.
- Screenshots with fake data that looks fake. Use realistic demo data.
- Hiding the page. Link
/pressfrom your footer, and from the about page. - No contact. A named person and email, not a form.
Keep it current
Set a reminder to review the press page each quarter and after any pricing, team or funding change. An outdated press page is worse than none: journalists quote it, and directories copy from it.
Related
- Product launch checklist
- How to write a SaaS directory description
- How to update product details across directories, for when the press kit changes
FAQ
What should a SaaS press kit include? A one-line description, a 100-word boilerplate, founder bios, key facts, logos, screenshots, founder photos, a demo video and a social card.
Where should I host a press kit? On your own site at /press, with a downloadable zip.
Do startups need a press kit? Yes. It speeds up press and partner requests, and the same assets fill directory and launch-platform forms.
What should a SaaS press kit include? A 50- and 100-word boilerplate, a fact sheet, logos (SVG and PNG, dark and light), screenshots, a founder photo, a demo video and a press contact.
Where should I host my press kit? On a /press page linked from your footer, with every file downloadable individually and as one zip.