A gallery of pricing 🖼
Notes on personas, economics, and all the different ways to price a software product
👋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

Wistia
3 plans

Slack
3-ish plans

Notion

Walling
Monthly pricing, plus a Lifetime Access pass 💯

Buffer
Multiple products, multiple plans

Figma
Per-user pricing

Thanks so much for reading. Have a great week!
— Kevan
P.S. If you liked this email and have a quick moment, could you click the heart button below? It’d mean a ton to me and might help surface this newsletter for others. Thank you!