Subscription Learnings from Apple, VMware and GitLab with Xiaohe Li

Episode 27 April 28, 2021 00:32:41
Subscription Learnings from Apple, VMware and GitLab with Xiaohe Li
Subscription Stories: True Tales from the Trenches
Subscription Learnings from Apple, VMware and GitLab with Xiaohe Li

Apr 28 2021 | 00:32:41

/

Show Notes

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.

 

Love the show? Subscribe, rate, review, and share!
Join the Subscription Stories Community today:

Other Episodes

Episode 68

February 21, 2024 00:41:30
Episode Cover

Lessons in “Service-First Product Leadership” from Ford, PlayStation and Beyond with Ross McGregor

Building a new subscription model in a large, successful company is hard enough, but when your company's core competency is manufacturing and the subscription...

Listen

Episode 43

March 30, 2022 00:42:00
Episode Cover

How to Find Your Best Subscribers and Develop Relationships That Last with Google Chief Measurement Strategist Neil Hoyne

Not all customers are created equal. The best subscription businesses know the power of customer lifetime value (CLV). They optimize around understanding who their...

Listen

Episode 16

February 03, 2021 00:34:53
Episode Cover

YPO's Scott Mordell on a Subscription that Makes CEOs into Superusers

Scott Mordell was CEO of the Young Presidents Organization, or YPO, from 2011 through 2020. What is fascinating about YPO is how intensely engaged...

Listen