
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 path from startup to scale-up, crossing the Series A funding milestone represents a critical transition. While seed funding often supports a promising idea and initial traction, Series A investors expect more concrete evidence of a sustainable business model—and your pricing strategy sits at the heart of their evaluation.
As investors scrutinize your business, they're looking beyond top-line revenue figures to understand how effectively you've monetized your product. Having helped numerous SaaS companies prepare for fundraising rounds, I've observed firsthand that pricing metrics aren't just financial indicators—they're storytellers that reveal your company's maturity and potential.
Series A investors are fundamentally asking: "Can this business scale profitably?" Your pricing framework provides the clearest answer to this question. Unlike seed investors who might bet on vision and early adoption, Series A funders need evidence that your monetization strategy works.
According to OpenView Partners' 2022 SaaS Benchmarks Report, companies that raise successful Series A rounds typically have already refined their pricing strategy at least twice. This demonstrates to investors that you've been methodical about finding the right monetization approach rather than simply guessing at what might work.
Series A investors want to see that your average deal size is growing over time. A steadily increasing ACV suggests your product is delivering enough value that customers are willing to pay more.
The benchmark varies by sector, but SaaS companies approaching Series A typically show:
More important than the absolute number is the trend. Andreessen Horowitz notes that companies showing 15%+ quarter-over-quarter ACV growth tend to attract stronger investor interest, even if starting from a lower base.
Perhaps the single most scrutinized metric in Series A discussions is net revenue retention—measuring how your revenue from existing customers changes over time, accounting for both expansions and contractions.
According to Bessemer Venture Partners' State of the Cloud report, strong Series A candidates typically demonstrate:
A number above 100% indicates that your existing customers are spending more with you over time—the holy grail of SaaS business models. This metric speaks volumes about product value, customer satisfaction, and expansion opportunity.
While revenue growth gets attention, Series A investors are increasingly focused on the quality of that revenue. Your gross margins reveal how efficiently you deliver your product.
For SaaS companies approaching Series A:
Beyond gross margins, investors will calculate your unit economics:
These figures demonstrate that you can acquire customers efficiently and generate significant profit from each relationship.
Investors want to see evidence that you can increase prices without significant customer pushback—a concept known as pricing power. Demonstrating successful price increases signals both product value and management confidence.
Signs of pricing power include:
First Round Capital's data suggests companies that have successfully raised prices at least once before Series A fundraising see valuations 20-30% higher than those that haven't demonstrated this ability.
Series A investors value predictability, which is why your billing structure matters. The trend toward annual contracts paid upfront indicates customer confidence and improves your cash position.
Metrics that demonstrate revenue predictability include:
Companies approaching Series A typically show at least 60-70% of new customers opting for annual contracts, with a growing percentage paying annually upfront.
Certain pricing patterns send worrying signals to potential investors:
Heavy reliance on discounting to close deals suggests either a weak value proposition or poor sales execution. If your discount rates average above 25-30%, Series A investors will question whether your list prices reflect market reality.
While price experimentation is valuable, chaotic or frequent pricing changes without clear methodology indicate that you haven't found product-market fit. Investors prefer to see thoughtful, data-driven price evolution rather than reactive changes.
Your pricing metric should align with how customers derive value. For example, if customers value your product based on the number of users but you charge based on storage, this misalignment can limit growth. Series A investors will scrutinize whether you've identified the right value metric.
As you approach your fundraising window, consider these steps to strengthen your pricing position:
Maintain a clear record of your pricing evolution, including:
This history demonstrates that your current pricing wasn't arbitrary but resulted from deliberate experimentation and learning.
Breaking down your metrics by customer segment and acquisition cohort provides deeper insights:
This granular analysis shows investors that you understand nuances in your business and have identified your most profitable growth paths.
Beyond metrics, be ready to articulate how your pricing strategy reflects the value you deliver. Series A investors want to see that you can quantify your product's impact in terms meaningful to customers—whether that's revenue generation, cost savings, or risk reduction.
As you prepare for Series A fundraising, recognize that your pricing metrics tell a strategic story about your business. They reveal your understanding of customer value, your product's competitive position, and your ability to build a scalable, profitable company.
The strongest Series A candidates don't just present impressive numbers—they demonstrate a sophisticated understanding of how pricing drives their business model. They show that pricing has been treated as a strategic lever rather than an afterthought.
By focusing on the metrics outlined above, you'll not only improve your fundraising prospects but also build a stronger, more sustainable business. After all, the best preparation for a successful Series A isn't financial engineering but building a company with fundamentally sound unit economics and a clear path to profitable growth.
Join companies like Zoom, DocuSign, and Twilio using our systematic pricing approach to increase revenue by 12-40% year-over-year.