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Episode 52 - Ken Babcock (Tango.ai)
Ken Babcock is the CEO and co-founder of Tango, a digital adoption platform transforming how teams document and share processes. Before starting Tango, Ken spent four years at Uber, where he learned the power of operational excellence and decentralized playbooks. His entrepreneurial journey began at Harvard Business School, where he met his co-founders and uncovered the pain points that inspired Tango.
In this episode:
- Lessons from scaling operations at Uber and applying them to SaaS
- How the pandemic shaped Tango’s mission and product vision
- Building a product that turns "game-changer" into a common customer review
- Why simplifying your pricing model leads to better conversion
- The surprising impact of raising prices on retention and customer health
𝗧𝗵𝗿𝗲𝗲 𝗣𝗿𝗶𝗰𝗶𝗻𝗴 𝗧𝗮𝗸𝗲𝗮𝘄𝗮𝘆𝘀:
1. Don’t Be Too Generous With Free Plans – “Generosity in free plans can hinder conversions. Identify the key triggers to move users to paid plans.”
2. Raising prices positively impacts overall health metrics – “Raising prices, when paired with added value, has improved the overall health metrics of the business every time we've done it."
3. Simplify Your Pricing – “Overcomplicated pricing schemes add friction to sales. Simplicity helps customers clearly connect cost to value.”
Chapters
00:00 Introduction and Background
05:14 Scaling Playbooks and Operational Excellence at Uber
13:47 Founding Tango and the First Insights
20:33 Evolving Product Vision Through Customer Feedback
30:12 Pricing Strategies: From Free Plans to Enterprise Sales
40:58 Raising Prices and Retention Metrics
48:06 The Future of Knowledge Work
#pricingstrategy #b2bsaas #entrepreneurship
View all episodes
By SchematicKen Babcock is the CEO and co-founder of Tango, a digital adoption platform transforming how teams document and share processes. Before starting Tango, Ken spent four years at Uber, where he learned the power of operational excellence and decentralized playbooks. His entrepreneurial journey began at Harvard Business School, where he met his co-founders and uncovered the pain points that inspired Tango.
In this episode:
- Lessons from scaling operations at Uber and applying them to SaaS
- How the pandemic shaped Tango’s mission and product vision
- Building a product that turns "game-changer" into a common customer review
- Why simplifying your pricing model leads to better conversion
- The surprising impact of raising prices on retention and customer health
𝗧𝗵𝗿𝗲𝗲 𝗣𝗿𝗶𝗰𝗶𝗻𝗴 𝗧𝗮𝗸𝗲𝗮𝘄𝗮𝘆𝘀:
1. Don’t Be Too Generous With Free Plans – “Generosity in free plans can hinder conversions. Identify the key triggers to move users to paid plans.”
2. Raising prices positively impacts overall health metrics – “Raising prices, when paired with added value, has improved the overall health metrics of the business every time we've done it."
3. Simplify Your Pricing – “Overcomplicated pricing schemes add friction to sales. Simplicity helps customers clearly connect cost to value.”
Chapters
00:00 Introduction and Background
05:14 Scaling Playbooks and Operational Excellence at Uber
13:47 Founding Tango and the First Insights
20:33 Evolving Product Vision Through Customer Feedback
30:12 Pricing Strategies: From Free Plans to Enterprise Sales
40:58 Raising Prices and Retention Metrics
48:06 The Future of Knowledge Work
#pricingstrategy #b2bsaas #entrepreneurship