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How to price your SaaS or
software product?
Željko Švedić
Storyline
• The magic of pricing
• Method 1: Competition research
• Method 2: A/B testing
• Method 3:
• Examples, examples, examples
• Conclusion
• Q&A
2
The magic of pricing
3
4
Credits: Wikimedia
Software: even more magic
• Economy of physical items:
unit_price = unit_cost x (1 + margin)
• Economy of software:
• Unit cost is almost zero.
• Once your software is produced, you can sell use licenses at any price you
want.
5
6
Thinking...
Credits: Zeljko Svedic
Method 1:
Competition research
7
8
Problem:
Who do you compare to?
(just call classifieds)
9
10
More thinking...
Credits: Zeljko Svedic
Method 2:
A/B testing the pricing page
11
12
Credits: Binpress
13
C: Control
14
V1: Packs order
15
V2: Small font
16
V3: Highball price
Mar-Apr 2019, V3 first pack size ⇧ 69%
17
Problem:
A/B testing is useful for small
changes, but not for big ones
(HINT: the curve is different for different products)
18
Method 3:
Pricing as a market positioning tool
19
"Pricing is a part of market positioning"
20
Credits: Miramax
CUSTOMERS
PRICELIST
MARKETING MATERIALS
TARGET AUDIENCE
22
Credits: AliExpress
23
Credits: Livwell
CUSTOMERS
PRICELIST
MARKETING MATERIALS
TARGET AUDIENCEDiscount buyers
“office chair”
< $70
Professionals
with back pain
“therapeutic chair”
> $1,000
“Pricing is a part of market positioning”
• Target audience:
• Also a part of market positioning.
• Different marketing channels have different audiences…
• …and different pricing expectations (eg. App Store, SEO, IT conferences).
• Marketing materials:
• Again, a part of market positioning.
• “we have the most features” → high price
• “affordable solution” → low price
• Price is one more marketing message.
25
26
Credits: AliExpress
Marketing channels
Consumer marketplaces:
• Methods: Apple App Store, Google Play Store, Steam, Envato.
• Price range: < $50
• Price visibility: Platform recommended prices: $0.99, $4.99 etc.
Digital marketing (organic):
• Methods: SEO, Content Marketing
• Price range: $50 - $1,000
• Price visibility: Public
Digital marketing (paid) :
• Methods: SEO, Content Marketing, paid ads (PPC, display advertising): all as lead generators
• Price range: $1,000 - $20,000
• Price visibility: can be both public and hidden (“contact us”)
• Teams: Marketing, Inbound Sales
Enterprise sales:
• Methods: Outbound Sales, Solution Selling, Conferences
• Price range: > $20,000 to many millions
• Price visibility: Hidden. Price negotiation is expected.
• Teams: Sales team, Support team (product customization, white labeling, integrations etc.)
27
Marketing channels
Consumer marketplaces:
• Methods: Apple App Store, Google Play Store, Steam, Amazon, Envato, AliExpress.
• Price range: < $50
• Price visibility: Platform recommended prices: $0.99, $4.99 etc.
Digital marketing (organic):
• Methods: SEO, Content Marketing
• Price range: $50 - $1,000
• Price visibility: Public
Digital marketing (paid) :
• Methods: SEO, Content Marketing, paid ads (PPC, display advertising): all as lead generators
• Price range: $1,000 - $20,000
• Price visibility: can be both public and hidden (“contact us”)
• Teams: Marketing, Inbound Sales
Enterprise sales:
• Methods: Outbound Sales, Solution Selling, Conferences
• Price range: > $20,000 to many millions
• Price visibility: Hidden. Price negotiation is expected.
• Teams: Sales team, Support team (product customization, white labeling, integrations etc.)
28
20x
400x
CUSTOMERS
NEW PRICELIST
MARKETING MATERIALS
TARGET AUDIENCE
Only a fool would try this
30
Example 1:
Monthly subscription experiment
Customers would chose a monthly amount ($100-$1000),
depending on their testing needs.
31
32
TARGET
33
MARKETING
34
PRICELIST
Minimum was $1200 annually ($100/month)
35
Example 2:
GemBox.Bundle
36
GemBox.Spreadsheet & GemBox.Document
37
GemBox.Bundle
38
39
Enterprise sales
• Prices are multiples of packaged pricing.
• Costs are much higher: up to half of the employees are salespeople
with sales bonuses.
• Prices are hidden and negotiable.
• Sales cycles are long.
• Common pattern: small, successful product is bought and switched to
enterprise pricing.
40
Example 3: Assembla
• JIRA competitor, used in GemBox
• 2012: $185/year for 5 people
• May 2016: Assembla purchased by Scaleworks (Venture Equity)
• 2018:
• Legacy plan $1,012/year for 14 people
• Asked for one additional user: $5280/year offer
• 9x pricing increase from 2012 (28x more for 3x larger team)
• 2019: We are with JIRA, $142.50/month for 19 people.
41
Example 4: Optimizely
• Had a free and starter plan.
• October 2015: Optimizely raised $58 million in Series C funding (from
Index Ventures, with participation from Andreessen Horowitz, Bain
Capital Ventures, Battery Ventures, Benchmark Capital, Citi Ventures,
Danhua Capital, Salesforce Ventures and Tenaya Capital)
• “We’ve been told plans start at a minimum of $36,000 a year, for
200,000 visitors or more.” - from convert.com
42
~42x price increase!
Conclusions
43
1. Target audience, marketing
materials and pricing are all part
of product positioning.
44
2. Your customers decide where you
are positioned in a market, not you.
45
3. After market positioning is done,
compare your pricing with alternatives
your customers compare you to.
(eg. EU banana tax)
46
4. As a last step,
A/B test your pricing page.
47
Q&A
48
Need advice/mentoring?
Željko Švedić
zeljko@svedic.org

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How to price your SaaS or software product?