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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
010203040
Boxplot of users
Insights from the Analysis
›75% of our customer base only needed Gold or
lower
›50% of our customer base only needed Silve...
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
purc...
Charge more for software!
Resources to Check Out
›SaaStr.com
›PricingIntelligently.com
›http://christophjanz.blogspot.com
›http://thomascarney.org
Thanks!
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Thomas Carney - Growth Hacking Meetup #5 - The underrated role of pricing in driving SaaS revenue growth

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One of the presentations about growth hacking at our Growth Hacking Meetup Berlin. This time at our friends at WeWork!

Veröffentlicht in: Marketing
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Thomas Carney - Growth Hacking Meetup #5 - The underrated role of pricing in driving SaaS revenue growth

  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 ›Don’t force any pricing changes on existing customers
  13. 13. What happens when you don’t 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 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?”
  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!

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