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.
You’re probably all familiar with LinkedIn Learning, formerly known as Lynda.com. It’s LinkedIn’s professional development platform. They offer more than 18,000 video courses available...
If you haven’t been focused on subscription compliance before, you definitely need to start paying attention now. The Federal Trade Commission (or FTC) is...
Many of my guests on the podcast have built and skilled large membership and subscription businesses with big teams of specialists and sophisticated software...