Price To Scale: Practical Pricing For Your High Growth SaaS Startup

Description

Chances are that you are leaving money on the table. Smart pricing can add multiples to your revenue and valuation. Yet, pricing is often considered too complex or just not paid enough attention. Software pricing is not rocket science. But so far, literature on the subject has varied between clickbaity blogs or obtuse research methods. A practical guide to SaaS pricing has been sorely needed. This book aims to fill the void. Written for CEOs, CMOs, Product Marketers, Revenue Leaders, and Product Managers, this book provides a simple soup to nuts approach in deploying winning pricing systems for high growth SaaS startups. In addition to pricing techniques, learn from real-life case studies from pricing leaders drawing on their experiences at companies such as Gainsight, Mixpanel, Nosto, Oracle, Verint, Rubrik and more. The book will help you get to the following four fundamental pricing decisions and guide you on how to operationalize pricing within your organization: 1. 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. 2. 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 3. 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. 4. Price Point: What specific price point will you charge? ★ Learn five different methods to hone in on the right price point for your product. Finally, the book includes nine in-depth case studies from Silicon Valley's top pricing leaders from their past experiences at companies like Gainsight, Mixpanel, Nosto, Oracle, Verint, Rubrik, and more. Case studies include instances of pricing challenges across growth stage and established post-IPO companies and cover a wide gamut of topics, including: Moving from perpetual licensing to subscription pricingRevamping product packaging for maximum growthSwitching the key SaaS pricing metricPricing design in a high cost/unit environmentRecommended ways to structure pricing projects PREFACE Why Now? You are probably leaving money on the table Is this book for you? What can you learn from this book? Why listen to me? CHAPTER 1: How To Get To Pricing - The Ppp Hierarchy CHAPTER 2: Positioning - Let's Start At The Very Beginning A point of clarification: confirming positioning vs. operationalizing positioning CHAPTER 3: Packaging: Tailoring Your Offers Good-Better-Best Packaging Modular Packaging CHAPTER 4: Pricing: The Meat And Potatoes Setting the Pricing Variable & Pricing Structure Pricing Structure Selection Testing our hypothesis & finding the right price point Your Pricing Strategy/’Intent’ CHAPTER 5: Don’t Miss This: Expansions & Renewals CHAPTER 6: Pricing Example: Acme Inc’s Ai-Powered Chatbot Context Structuring Our Project Alignment on Goals & Process Hypothesis Generation Hypothesis Testing Iteration & Rollout CHAPTER 7: Pricing Operations Packaging Grid Website Pricing Page Pricing Team Pricing Calculator CPQ Discounting Matrix Deal Desk Pricing Analytics CHAPTER 8: Interviews & Case Studies With Top Pricing Leaders Kevin Paiser: An Evolving Pricing Journey at Nosto Johnny Cheng: Revamping Packaging & Pricing at Gainsight Pranav Kashyap: Moving to a Monthly Tracked Users Based Pricing Model at Mixpanel Natalie Louie: Pricing with Complex Underlying Costs at Oracle Rajeev Venkat: The Move to Subscription Pricing at Verint Joshua Bloom: The A-Z of Pricing Projects at Simon-Kucher & Partners Mehul Sahni: Moving to a Subscription Pricing Model at Rubrik Jan Pasternak: General Pricing & Packaging Perspectives Kevin Christian: The Move to Consumption Pricing for IT Infrastructure Software