A gallery of pricing 🖼

Notes on personas, economics, and all the different ways to price a software product

Mar 09, 2020

👋Hi there. I share a weekly update on ways to be a better marketer, brand-maker, team-builder, and person. If you enjoy this, you can share some love by hitting the Substack heart button above or below.

This week’s newsletter goes strong on pricing. We’ve been talking a lot about pricing internally at Buffer, so I thought I’d share a few of the resources that have been on my brain. If there are any favorite pricing resources you might know and love, I’d be so appreciative to hear about them.

~ Kevan

❶

Why we all need quantified buyer personas

by Patrick Campbell, Price Intelligently

Summary:
Most teams know the value of having buyer personas. But most teams don’t take the personas far enough. This article shows a blueprint for adding on layers of actionable data and pricing information that will help take your personas from this:

via MailChimp

to this:

via Price Intelligently

Bonus content: The team at Price Intelligently also did a breakdown of Buffer’s pricing versus Sprout Social’s pricing.

❸ Monetizing Innovation (my favorite book on pricing)

by Madhavan Ramanujam and Georg Tacke

Summary:
This book touches on high-level pricing strategies as well as tactical advice on how to conduct research and position your product. One of the most interesting pieces of advice:

To boil it down, these companies conduct product development this way: They design, then build, then market, then price.
What we will teach you in this book is to flip that process on its head: Market and price, then design, then build.

❷ Gallery of SaaS pricing examples

I spent some time gathering examples of different SaaS pricing models, and boy are there a lot. Plus, look how different they all are!

Basecamp Business

1 plan, $99/mo

Intercom

4 plans, plus a la carte features

Hubspot

4 different products with multiple plans, plus bundles

— Kevan

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