How To Scale with the Right Customer, Product, and Pricing Matchup
shegun.substack.com
When I launched TheraNest in 2013, I had no clue how to address pricing. What’s too high, what’s too low? So I did what most early-stage CEOs do: I priced low. I mentioned “affordable,” “low cost,” and similar phrases a lot. Surprisingly, I continued to run into prospects who said it was too expensive. This drove me crazy primarily because many of these prospects asking for the lowest price were sometimes the most demanding when it came to features and onboarding. There was a mismatch between how they wanted to buy and what they could afford to pay.
How To Scale with the Right Customer, Product, and Pricing Matchup
How To Scale with the Right Customer…
How To Scale with the Right Customer, Product, and Pricing Matchup
When I launched TheraNest in 2013, I had no clue how to address pricing. What’s too high, what’s too low? So I did what most early-stage CEOs do: I priced low. I mentioned “affordable,” “low cost,” and similar phrases a lot. Surprisingly, I continued to run into prospects who said it was too expensive. This drove me crazy primarily because many of these prospects asking for the lowest price were sometimes the most demanding when it came to features and onboarding. There was a mismatch between how they wanted to buy and what they could afford to pay.