What SAP Australian User Group does

SAP Australian User Group (SAUG) is an Australian not-for-profit user group organisation incorporated in 1998 as the official community body for SAP customers, partners, and professionals in Australia. It operates as a strategic partner of SAP Australia Pty Ltd, providing a unified voice to influence SAP product development and strategy, and serves over 6,000 individuals across 300+ member organisations including large Australian enterprises, government departments, and asset-intensive industries (utilities, mining, energy, oil & gas, transport, manufacturing). SAUG is also a member of SUGEN (SAP User Group Executive Network), a network of 22 SAP user groups across six continents.

SAUG's core offering is a portfolio of membership services rather than a unified software product. It operates three membership tiers — Customer Plus (corporate, for SAP customer organisations with unlimited employee seats), Partner Plus (corporate, for SAP partner organisations seeking brand visibility and customer access), and Associate Plus (individual, for SAP professionals). Members access regional SIG meetings (free), the annual SAUG National Summit (heavily discounted), webinars, and a resource library. Special Interest Groups cover SAP process areas (S/4HANA, Business Technology Platform, Data & Analytics, Financials, HR & Payroll, Supply Chain) and verticals (Public Sector, Utilities & Mining). The SAUG Executive Council (SEC) provides C-level executives a direct influence channel to SAP.

SAUG generates revenue through recurring corporate and individual membership subscriptions and event sponsorship from SAP partners seeking access to Australian SAP decision makers. The organisation employs 11-50 staff based in North Sydney and runs operations with a small core team supplemented by SIG volunteer leads and management committee members. Distribution is membership-gated via the saug.com.au platform; non-members have limited access, primarily the National Summit at non-member rates.

Name

SAP Australian User Group

Legal name

SAP Australian User Group Inc.

Website

https://saug.com.au

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

SAUG is the official Australian not-for-profit SAP user group, founded 1998, serving 6,000+ SAP professionals across 300+ organisations through membership tiers, Special Interest Groups, the annual National Summit, and the SAUG Executive Council influence channel.

Ownership category

akta.pro rank

Headquarters

HQ city

North Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership Fees: SAUG generates revenue through corporate and individual membership fees. There are two corporate memberships (Customer Plus and Partner Plus) and an individual membership (Associate Plus), each with different benefits and pricing.
2. Sponsorship: Sponsorship revenue from organizations seeking to connect with SAP practitioners, influencers, and decision makers. Sponsors can create short-term impact or establish stronger brand presence across the SAP ecosystem.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

SAP Australian User Group (SAUG) is a not-for-profit user group organization serving the Australian SAP community since 1998. It delivers membership services, regional events, Special Interest Groups (SIGs), Executive Council programs, and influence channels that connect SAP customers, partners, and individual professionals across Australia.

Product overview

SAUG (SAP Australian User Group) is a not-for-profit user group organization serving the Australian SAP community since 1998. Rather than a unified software product, SAUG provides a portfolio of member services including membership programs (Customer Plus, Partner Plus, Associate Plus), events and conferences (regional events and annual SAUG National Summit), Special Interest Groups (SIGs) covering various SAP technologies and industries, the Executive Council (SEC) for C-level SAP influence, and access to SAP influence programs through Customer Connection, CEI, and SUGEN. SAUG connects over 6,000 individuals from 300+ member organizations.

Differentiator

Problem solved

Functional benefit

Products and services

• SAUG Membership Program
• SAUG Events Program
• Special Interest Groups (SIGs)
• SAUG Executive Council (SEC)
• Influence SAP / SUGEN Program

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• SAP Australia Pty LtdcoreStrategic or Co-development Partner · 1 January 1998SAUG is a strategic partner of SAP, providing a unified voice to influence SAP product development and strategy. The partnership enables direct engagement between SAUG members and SAP executives through Executive Council meetings and other initiatives.
• SUGEN (SAP User Group Executive Network)coreStrategic or Co-development PartnerSAUG is a member of SUGEN, a network of 22 SAP User Group Communities across six continents. SUGEN was established in 2007 to foster information exchange and best practice sharing among SAP User Groups and coordinate collaboration with SAP for strategic topics.
• Global SAP User GroupsminorStrategic or Co-development PartnerSUGEN members include AFSUG (Africa), ASUG (Americas), AUSAPE (Spain), CSUA (China), FINUG (Finland), GUPS (Italy), INDUS (India), JSUG (Japan), KauSAP (Philippines), LSUG (Luxemburg), NZSUG (New Zealand), SAPience.BE (Belgium), SAPSA (Sweden), SBN (Norway), SSUG (Singapore), UKISUG (UK & Ireland), USF (France), VNSG (Netherlands).
• Event SponsorsminorGTM or Marketing PartnerSponsorship partners support SAUG events and activities. Sponsors gain opportunities to connect with SAP practitioners, influencers and decision makers throughout the year.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• ASUG (Americas' SAP Users' Group): ASUG is the largest SAP user group globally, serving the Americas region with a comparable member-driven model, SIGs, executive influence programs, and an annual conference. It is the most direct structural peer to SAUG, operating the same playbook at significantly larger scale.
• SBN (SAP Brukerforeningen i Norge): SBN is the Norwegian SAP user group and a SUGEN member, serving SAP customers and partners in Norway with events, SIGs, and SAP influence channels. Closely mirrors SAUG's structure in a Nordic market of comparable size to New Zealand.
• SSUG (Singapore SAP User Group): SSUG is the Singapore SAP user group and SUGEN member, serving SAP customers and partners in Singapore with events and influence programs. Operates the same community-led model as SAUG in an Asia-Pacific financial hub.
• NZSUG (New Zealand SAP User Group): NZSUG is the New Zealand SAP user group and a SUGEN member, offering SIGs and events for SAP professionals across the Tasman. It is the closest geographic and structural peer to SAUG, serving a closely related English-speaking enterprise market.
• DSAG (Deutschsprachige SAP-Anwendergruppe): DSAG is the German-speaking SAP user group and one of the largest globally, offering SIGs, annual conferences, and direct SAP influence channels. It mirrors SAUG's model across DACH-region SAP customers and partners.
• SAPience.BE: SAPience.BE is the Belgian SAP user group and a SUGEN member, providing SIGs, events, and influence channels for the Belgian SAP community. Mirrors SAUG's national user group structure in a smaller European market.
• AUSAPE (Asociación de Usuarios de SAP de España): AUSAPE is the Spanish SAP user association and SUGEN member, providing SIGs, conferences, and SAP influence channels for Spanish SAP customers and partners. Closely matches SAUG's structure in a single-country European market.
• UKISUG (UK & Ireland SAP User Group): UKISUG serves SAP customers in the UK and Ireland with member events, SIGs, and influence programs structured similarly to SAUG. Both are SUGEN members operating in English-speaking markets with comparable enterprise SAP customer bases.
• VNSG (Vereniging Nederlandse SAP Gebruikers): VNSG is the Dutch SAP user group and a SUGEN member, providing SIGs, conferences, and influence programs for SAP customers in the Netherlands. Operates the same membership-based community model as SAUG in a smaller national market.
• JSUG (Japan SAP Users' Group): JSUG is the Japanese SAP user group and a SUGEN member, providing member events, SIGs, and influence programs for the Japanese SAP ecosystem. Operates the same community-led model as SAUG in a much larger Asian market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/sapaususergroup
• Facebookfacebook.com/SAPAusUserGroup
• LinkedInlinkedin.com/company/saug---sap-australian-user-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SAP Australian User Group