Adam Tesan / CRO / Chargebee In this session, you will learn: 1. Frameworks to navigate global expansion, pricing experiments; business model pivots. 2. Agility as the cornerstone of Hypergrowth 3. Creating sustainable business growth

1. Mastering
Hypergrowth
Adam Tesan
CRO, Chargebee
5 Strategies from
Chargebee

2. SaaS market is forecast to reach $122.6
billion in 2021
Source: Gartner

3. Key Levers for Hypergrowth
Retain your
customers
Expand globally
Experiment with
pricing
Diversify your
acquisition channels
Use data to drive
growth

4. You are leaving money on the table if you are not experimenting
with pricing

5. Optimize pricing with experimentation
Experiment with different pricing
combinations
Run pricing A/B tests for
different segments.
Build an adaptable pricing
structure
Product packaging to
incentivize upsells
Key consideration: How do you extract value / what are
your value levers?
Macro Pricing Considerations:
● Market attributes
● Brand positioning
● Product attributes
● Consumer demand
● Competition
● Economic trends
● COG’s
● North Star metrics

6. “We incentivized add-on purchases to customer subscriptions. Our customers were enabled to mix,
match, and add coffee creamers, coffee pods, or apple cider vinegar gummies based on their
preferences. This strategy worked in the interest of our customers as well as increased our average
order value(AOV) without us having to invest in digital ads to acquire new customers for our family of
products.”
- Paul Kapsner, Director of Finance, Superfoods Company

7. Make customers your #1 Priority

8. Plan proactive strategies for customer retention
Churn prediction
for long-term
retention strategies
Leading indicators
for at-risk customers
Long-term contracts
to ensure product
stickiness
User training to
ensure better feature
adoption

9. We did an industry analysis and did a weekly report on industries to
figure out who was contracting, expanding, paused etc. Our planned
churn rate was 10% for the period, the actual was 0.23%.
- Debbie Barrafato, CFO, RiseVision

10. Localization and Global Expansion

11. Scaling Globally
Localize your
product
Prepare your org for
global expansion
Identify markets to
break-into
Ensure tax and
finance readiness

12. Market prioritization: Key evaluation criteria
Criteria Weight Metric evaluated • Green • Yellow • Red
Market
attractiveness
Market size 70% Core TAM ($) • >$500M • $100-500M • <$100M
Market growth 10% % Growth CAGR • >20% • 10-20% • <10%
Willingness to use
3rd party solution
20% Estimated penetration of 3P • >20% • 10-20% • <10%
Ability to win
Competitive
positioning
10% Number of local competitors • No major local
competitor
• 1-3 popular local
competitors
• 4+ well-known local
competitors
10% Quality of competitors • No local player
with x+ features
• 1-2 local players with x+
features
• 3+ local players with x+
features
Integration required 5% Number of local providers of x • 0-2 local vendors • 3-5 local vendors • 6+ local vendors
5% Additional integration required • 0-2 local vendors • 3-5 local vendors • 6+ local vendors
5% Additional integration required • 0-2 local vendors • 3-5 local vendors • 6+ local vendors
Product 25% Product language translation • No significant
changes
• Front end translation • Full product translation
Local team 20% Additional team required to support local
expansion (e.g., sales, customer
services)
• No local team • 3-5 local headcount • Full local team
Regulatory change /
effort required
20% Local regulatory / compliance
requirement, and future expectations
• Low • Medium • High

13. Developing a go-to-market strategy
Customer
segments and
goals
Product
Sales
Entry strategy
TAM: Understand TAM in market
Target customer segments: Define target customer and relative positioning in market
Ambition: Articulate ambition for sales goal and ramp
Localization: Define steps to tailor product suite to unique local and target customer requirements (e.g., language,
features, etc.)
Integrations: Understand requirement for high priority integrations
Regulatory: Overview of the high priority regulatory considerations (current and upcoming)
Pricing: Define pricing strategy across products and customer segments in market
Channel strategy: Define sales channel based on customer segments (e.g., direct vs. indirect, inside vs. outside)
Partners: Identify high potential partners to accelerate growth in market
Coverage and roles: Align on structure of sales team (number of roles, mix of roles)
Account planning: Identify highest opportunity accounts to win based on target customer, competitive strengths,
partnerships
Marketing: Build local brand strategy and lead generation processes
Case studies: Describe key successes for market entry and strategy/approach used
Buy vs. build: Profile current competitive positioning and identify potential local acquisition targets

14. Diversify your acquisition channels

15. Discover PMF in different markets & segments
Understanding PMF for
different segments as you
scale
Different markets require
different sales motions
Going upmarket Vs
downmarket
Source: The Science of Scaling, Mark Roberge
“Product led growth drives sales led (enterprise) growth. They’re not opposing
forces, they complement each other.” Russell Lester, CFO, Calendly

16. Growth driven by data

17. Which Revenue Metrics are your growth Levers
Identifying revenue
optimizing opportunities
Forecast &
prevent churn
Map customer
behavior patterns
Viewed at a product / segment level
Key Metrics to Drive Strategy:
● ARR
● ACV
● ASP
● Logos
● LTV
● CAC
● ARPU
● Retention
● Churn
“We mapped out the entire customer journey starting from, which campaign they came from, to where
we were losing them, in order to understand the customer journey and make it better” - Skip Shean,
Consultant, TradeIdeas

18. THANK YOU