"SaaS+" refers to software companies that augment their core products and services with value-adding features like embedded e-commerce, insurance or payments processing. Baking these features into the product pipeline creates secondary convenience that delights customers — along with new revenue streams that thrill investors. Drawing from their experience building a platform for youth athletics, Justin Kaufenberg (managing director at Rally Ventures) and Greg Blasko (co-founder of Monoline) explain how to "build the foundation of your SaaS+ house correctly" with multimerchant cart technology, parent-child data models, and other ideas.