In this episode, I’m really excited to have as my guest, Dan Balcauski, the principal consultant for Product Tranquility based in Austin, Texas. He focuses on helping high-volume B2B SaaS CEOs define pricing and packaging for new products. Over his career, he has worked in both consumer and B2B companies, across consumer internet, mobile, IT software, and test and measurement hardware and software in addition to company sizes ranging from startups to publicly traded multi-national enterprises. He also teaches Product Strategy for Kellogg Executive Education online.

In our discussion, Dan talked to me about:

• How defining pricing and packaging starts with understanding our customer segments and the problems we solve
• Differentiating customer segments by buying behaviour and motivation
• The emotional forces driving the buying decision

Listen to the podcast to learn more.

Show Notes and Blog

The Podcasts

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