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.
Subscription models are crazy powerful. Savvy small companies can easily deploy them to knock huge Goliaths off kilter. We’ve seen it in entertainment, software,...
Mayur Gupta is the Chief Marketing and Strategy Officer at Gannett – USA Today Network. He is responsible for leading the transformation of Gannett...
As subscription organizations scale, one of the trickiest challenges they face is entering international markets. While they often focus first on things like managing...