This is the 2nd edition of “Price To Scale”, co-authored with Jan Pasternak, ex-Head of Pricing at LinkedIn, Citrix, LogMeIn, Zoom, DocuSign, and Squarespace.
Many software companies miss out on potential revenue. Research from Bessemer Ventures and OpenView shows a single pricing project can boost revenue by 12% to 80%. Despite this, pricing is often neglected due to its perceived complexity.
This book simplifies pricing for CEOs, CMOs, Product Marketers, Revenue and Product Managers, offering a 5-step framework for transforming software pricing from seed stage to post-IPO.
Key insights cover:
- Goals & Segments: What is your GTM strategy? What are your target segments? Learn why crisply defined segmentation and goals are pivotal in a well designed pricing model.
- Packaging: What will be your product 'offers’/’packages'? Learn why Good-Better-Best packaging is not automatically the best approach and how to use packaging to unlock hidden value from your product's features.
- Pricing Metric: Which metric or set of metrics will drive your core pricing model? Learn how a Silicon Valley startup unlocked up to 10x revenue/account via smart pricing metric selection
- Pricing Structure: How will you structure your pricing model? Learn how an eCommerce SaaS company evolved its pricing structure as it grew first to maximize market share and then increase revenue predictability.
- Price Point: What specific price point will you charge? Learn five different methods to hone in on the right price point for your product.
What have we changed since the previous edition?
- 5 new case studies making the total number at 13 full length case studies from Zoom , DocuSign , Narvar , Gainsight , Mixpanel , Nosto , Oracle , Verint , Rubrik, Pushpay, Gitlab, Coralogix and more.
- New chapter on Monetizing GenAI products with content Dr Sundeep Teki, ex-Head of AI at Swiggy, Amazon Alexa AI Scientist with 40+ papers and 2800 citations.
- New chapters on nuances with Usage Based Pricing, Organizational Alignment, Pricing For Inflation & Churn, Deal Desk and more.
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