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Frameworks, core principles and top case studies for SaaS pricing, learnt and refined over 28+ years of SaaS-monetization experience.
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Based on the information gathered, here's when a startup should bring in a pricing expert:
Startups should consider bringing in pricing expertise at several critical junctures in their growth journey:
Early Revenue Stage (Pre-$10M ARR)
As evidenced by our case study with a $10M ARR IT infrastructure management company, even at this relatively early stage, pricing expertise can be crucial. This is especially true when:
- You're selling without specific packages or pricing metrics
- Your sales process faces friction or consistent customer objections
- You need to monetize new strategic features
- You're ready to formalize your first consistent pricing model
Growth Acceleration Phase ($10M-$40M ARR)
The need becomes more urgent at this stage, as shown in our work with companies in the $30-40M ARR range where proper pricing strategy directly impacts growth trajectory:
- When expansion requires moving upmarket or downmarket
- When your existing pricing model begins showing inefficiencies
- If you're experiencing reduced ASPs (Average Selling Prices)
- When planning major product innovations or launches
Strategic Inflection Points (Any Stage)
Regardless of revenue stage, bring in pricing expertise when:
- Transitioning between pricing models (e.g., subscription to usage-based)
- Launching new product lines or expanding into new segments
- Experiencing pricing pressure from competitors
- Planning for significant funding rounds where pricing optimization can drive valuation
Warning Signs That Indicate Immediate Need
- Inconsistent sales and unpredictable revenue
- High levels of discounting to close deals
- Customer confusion about your value proposition
- Inability to effectively monetize new features
- Friction in the sales process related to pricing objections
Our expertise spans from seed-stage to post-IPO companies, helping them develop pricing strategies that align with their growth objectives and ensure they capture the full value of their products.