Thomas Carney - Growth Hacking Meetup #5 - The underrated role of pricing in driving SaaS revenue...

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    22-Jan-2018
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Transcript of Thomas Carney - Growth Hacking Meetup #5 - The underrated role of pricing in driving SaaS revenue...

  1. 1. The underrated role of pricing in driving SaaS revenue growth
  2. 2. Wordpress Hosting 10 /month 1 /month 500+ /month
  3. 3. Three Levers of SaaS Growth Growth = Acquisition x Pricing x Retention
  4. 4. Importance of Customer Success
  5. 5. 5 Ways to Go $0 to $100M Source: http://christophjanz.blogspot.com/
  6. 6. Planio Pricing Schema in January
  7. 7. Planio Pricing Schema in January Silver Gold Diamond Platinum Enterprise Team Members 9 30 60 100 Unlimited
  8. 8. Distribution of # of Users 010203040 Boxplot of users
  9. 9. Insights from the Analysis 75% of our customer base only needed Gold or lower 50% of our customer base only needed Silver Account with 10 team members was paying the same price as an account with 30 team members. Conclusion: Our pricing scale was not calibrated to our customers.
  10. 10. New Pricing Scheme Silver Gold Diamond Platinum Enterprise Team Members 5 10 20 45 100
  11. 11. The New Pricing Plans
  12. 12. Grandfathering Dont force any pricing changes on existing customers
  13. 13. What happens when you dont grandfather
  14. 14. Tool vs Solution You can charge multiples for a solution compared to a tool, even if the underlying software is the same.
  15. 15. Pricing as Part of User Research Great pricing comes from deeply understanding your customers.
  16. 16. Pricing Questions to Use: At what monthly price point does ACME start to become expensive, but youd still consider purchasing it? At what monthly price point does ACME start to become a really good deal? At what monthly price point does ACME start to become so cheap that youd question the quality of it?
  17. 17. Charge more for software!
  18. 18. Resources to Check Out SaaStr.com PricingIntelligently.com http://christophjanz.blogspot.com http://thomascarney.org
  19. 19. Thanks!