
Frameworks, core principles and top case studies for SaaS pricing, learnt and refined over 28+ years of SaaS-monetization experience.
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Join companies like Zoom, DocuSign, and Twilio using our systematic pricing approach to increase revenue by 12-40% year-over-year.
In the crowded SaaS landscape where competition is fierce and differentiation seems increasingly difficult, Blue Ocean Strategy offers a compelling alternative to traditional market approaches. Rather than competing in bloodied waters of existing markets, what if you could create uncontested market space where competition becomes irrelevant?
First introduced by professors W. Chan Kim and Renée Mauborgne, Blue Ocean Strategy challenges companies to break out of the zero-sum game where one company's gain is another's loss. For SaaS companies struggling with pricing pressures and commoditization, this approach offers a refreshing perspective on value creation and market positioning.
Blue Ocean Strategy distinguishes between two types of market spaces:
Red Oceans: Existing market spaces where industry boundaries are defined and accepted, and competitive rules are known. Companies fight for market share in increasingly crowded waters, turning them "red with blood."
Blue Oceans: Untapped market spaces characterized by demand creation, highly profitable growth opportunities, and the absence of direct competition. These are markets that don't exist yet—where the rules are waiting to be set.
For SaaS companies, creating a blue ocean means finding ways to simultaneously achieve differentiation and low cost—breaking the value-cost trade-off that traditionally defines competition.
Traditional SaaS pricing often follows predictable patterns:
While these models work, they often lead companies into competitive dynamics where they're constantly comparing features and prices against rivals. This approach inevitably leads to price wars or feature bloat—neither of which creates sustainable advantages.
According to a study by Price Intelligently, a mere 1% improvement in pricing strategy can yield an 11% increase in profits. Yet many SaaS companies continue to underprice their offerings or fail to properly communicate their value proposition, leaving significant revenue on the table.
The Blue Ocean Strategy framework provides the Eliminate-Reduce-Raise-Create Grid as a practical tool:
For SaaS pricing, this might translate to:
Traditional market analysis focuses on existing customers. Blue Ocean Strategy encourages looking at three tiers of non-customers:
For SaaS companies, identifying these non-customers can reveal massive untapped markets and inspire innovative pricing approaches that address previously ignored pain points.
Slack didn't invent team messaging, but they redefined it by creating an experience that eliminated the frustration of email while integrating seamlessly with other business tools. Their freemium model with a generous free tier created viral growth while their team-based pricing (rather than strict per-user licensing) aligned with how organizations actually work.
By creating uncontested market space between email and existing chat solutions, Slack grew to a $27 billion valuation before being acquired by Salesforce.
HubSpot didn't just sell marketing software—they created an entirely new category called "inbound marketing" and positioned themselves as the thought leaders within it. Their pricing strategy evolved from selling point solutions to offering a comprehensive platform with flexible packaging options aligned with business growth stages.
By focusing on education and creating a community around inbound marketing methodology, HubSpot built a moat around their business that competitors struggle to cross. This approach to market creation enabled them to command premium pricing while expanding their total addressable market.
Create a strategy canvas that plots the factors your industry competes on and how you and competitors invest in those factors. This visual representation helps identify areas where you can meaningfully differentiate.
Rather than competing on feature checklists, consider radical alternatives:
Move the conversation from product cost to business impact. According to Forrester Research, companies that can quantify their total economic impact can command 20-30% price premiums compared to feature-focused competitors.
The most innovative SaaS companies create proprietary value metrics that:
For example, project management tool Monday.com prices by "boards" rather than users, creating a metric that scales with actual usage patterns rather than headcount.
While the concept of creating uncontested market space is compelling, implementation comes with challenges:
Creating a blue ocean isn't a one-time exercise but an ongoing commitment to questioning industry assumptions and creating new value. For SaaS companies, pricing strategy represents one of the most powerful and underutilized tools for creating uncontested market space.
By applying Blue Ocean principles to your pricing approach, you can escape the constraints of feature-for-feature competition and create models that reflect the true value you deliver. This approach not only enables premium pricing but expands your potential market by making your offering accessible and compelling to previously overlooked customer segments.
As competition in the SaaS industry intensifies, those who can create blue oceans through innovative pricing and market creation won't just survive—they'll thrive in spaces where competition becomes irrelevant.
Join companies like Zoom, DocuSign, and Twilio using our systematic pricing approach to increase revenue by 12-40% year-over-year.