Upload
leo-marose
View
179
Download
2
Embed Size (px)
Citation preview
The underrated role of pricing in driving SaaS revenue growth
Wordpress Hosting
€10/month
€1/month
€500+/month
Three Levers of SaaS Growth
Growth = Acquisition x Pricing x Retention
Importance of Customer Success
5 Ways to Go $0 to $100M
Source: http://christophjanz.blogspot.com/
Planio Pricing Schema in January
Planio Pricing Schema in January
Silver Gold Diamond Platinum Enterprise
Team Members 9 30 60 100 Unlimited
Distribution of # of Users
010
2030
40
Boxplot of users
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.
New Pricing Scheme
Silver Gold Diamond Platinum Enterprise
Team Members 5 10 20 45 100
The New Pricing Plans
Grandfathering
› Don’t force any pricing changes on existing customers
What happens when you don’t grandfather…
Tool vs Solution
› You can charge multiples for a solution compared to a tool, even if the underlying software is the same.
Pricing as Part of User Research
› Great pricing comes from deeply understanding your customers.
Pricing Questions to Use:
› “At what monthly price point does ACME start to become expensive, but you’d 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 you’d question the quality of it?”
Charge more for software!
Resources to Check Out
› SaaStr.com
› PricingIntelligently.com
› http://christophjanz.blogspot.com
› http://thomascarney.org
Thanks!