Pricing is one of the trickiest parts of building a successful subscription model. You want to make the model simple, transparent and easy-to-understand, but you also want it to be optimized for each customer, and of course to maximize revenue and profitability. It can be tempting to offer multiple tiers for different use cases, as well as promotions and add-ons. Before you know it, you have a complex mess.
Today’s guest, Xiaohe Li, is an expert on subscription pricing, with experience at organizations including Apple, VMWare and now GitLab.
In our conversation, we cover what Xiaohe learned about pricing in the Membership Economy at three dramatically different organizations, how to balance the “art” and the “science” of good pricing strategy, and what Sun Tzu’s The Art of War has to teach us about pricing innovation.
Budgets are tight and competition to get and keep subscribers has never been more fierce. But what if I told you that there was...
Season 7 is launching soon, but while you wait, catch up on our most recent season. Some of Season 6's most popular episodes include...
In March of 2020, travel as we knew it abruptly ground to a near standstill. First cruise ships were docked, and then air travel...