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...
Even though people think of me as a subscription person, I always say that for me, subscriptions are simply a tactic. Subscriptions force companies...
The Device-as-a-Service (DaaS) Market is expected to Surpass $190 Billion by 2026, according to Market Research Future. That’s a compound annual growth rate,of of...