Impact Pricing

Why you should check out today’s podcast:

• Know how to price yourself and services right
• Learn why billing by the hour is a disservice to you and your service 
• Why you should you never underprice yourself and your services so no money is left in the table

Loren Fogelman is an expert in pricing strategy and sales for small business owners. Her passion is empowering accounting professionals and other entrepreneurs to double revenues by working half the time through strategic pricing and effective sales techniques.

Loren coaches service-based entrepreneurs to shift away from the trap of the “dollars-per-hour” business model to a value-based model that has, in some cases, allowed her clients to reduce workload by as much as 50% while doubling revenues.

In this episode, Loren shared about why most service-based entrepreneurs are underpricing themselves and how she helps them truly price based on value and how hourly-based pricing is not being fair to them and their clients.

“It's not one-set price unless you're looking at it from a subscription-based model, which is, it's really having what I call a value conversation where you're asking the client great questions and then you're pricing the client, not the service.” 

- Loren Fogelman

Increase Your Pricing Knowledge: Become a Champions of Value INSIDER! 

To sign up go to insider.championsofvalue.com.

Use the promo code ‘INSIDERNOW’  to take advantage of our special $5 offer for the first month.

Topics Covered:

01:18 - How Loren got into Pricing

02:45 - What is "The Ultimate Pricing Bootcamp" and who is this for

05:54 - How to price an accountant's service or project offer

11:41 - Who are her target clients

12:02 - Who is her speaking clients and what type of clients are they

13:07 - Introverts versus extroverts

13:46 - Her best pricing advice

14:27 - Why do clients underprice themselves and how does she help solve their problem on this matter

Key Takeaways:

“What we want to do is recognize that the clients aren't buying their time. It's just that culturally they've been trained to ask what's your hourly rate? And also accounting professionals have been trained as employees to clock in and clock out for their services. That's not really the highest value, all their clients want to know is can you deliver on your promises and can I trust you to do that? That's really what they primarily want to do and the faster the better.” - Loren Fogelman

“We price it according to what the client values instead of what they value as the practitioner. And that is really the key piece is stepping into your client's shoes to understand how they view the value of what you offer instead of looking at it from where you are.” - Loren Fogelman

“What I would say is to understand that pricing is not what you think it is. The majority of professionals, from my research, 57% of the professionals actually underpriced their services. If you are trying to price it yourself, you're probably leaving money on the table.” - Loren Fogelman

“One of the things that I do with a lot of my clients, because they know that they undervalue themselves, is we'll get on a call together, I will review their packages. Maybe they have a proposal coming in and we will go ahead and create the packages and actually price it together because if it was left up to their own devices, they would base it off of their hourly rate and that's not really going to help them make more money without having to work harder.” - Loren Fogelman

People / Resources Mentioned:

• businesssuccesssolution.com/let'stalk

Connect With Loren Fogelman:

• LinkedIn
• Businesssuccesssolution.com

Connect with Mark Stiving:   

• Email: [email protected]    
• LinkedIn    
• Twitter  

Why you have to check out today’s podcast: 

• Understand the behavioral economics of consumers in order to overcome barriers to their buying decisions 
• How to overcome barriers of apathy, anxiety, and paralysis to get more people on board and encourage retention 
• How to structure your offer in a way that it will be easy for customers to make buying decisions 

Bri Williams is the Behavioral Explainer, Managing Director and Behavioural Specialist of People Patterns Pty Ltd. She works with clients to maximize each and every interaction using behavioral economics. That might include your proposals and presentations, letters and emails, websites and apps, product and brand development, sales and customer service scripts, stakeholder meetings and staff performance. 

In this episode, Bri talks about the importance of behavioral economics in influencing people’s decision-making to buy.  

“You cannot ‘not’ influence people. Anything you do in any direction, you are influencing people.”  

- Bri Williams 

Increase Your Pricing Knowledge: Become a Champions of Value INSIDER!   

To sign up go to insider.championsofvalue.com.

Use the promo code 'INSIDERNOW'  to take advantage of our special $5 offer for the first month. 

Topics Covered: 

01:07 - Bri's response to  Mark’s Blog titled says, ’Why Behavioral Economics Doesn't Work with Subscriptions.’ 

02:31 - Behavioral techniques companies used for retention or expansion 

04:21 - Why she calls herself a behavioral explainer 

06:21 - The dichotomy of rational and irrational decision-making 

09:19 - Three barriers businesses need to think through and overcome to onboard and retain customers  

12:49 - Apathy as being the status quo 

15:05 - Decision paralysis as a speech paradox of choice 

17:06 - Anxiety being the third barrier to getting people to buy and the proven ways to overcome it 

21:13 - Is behavioral economics a manipulation game? Is it good or bad? 

25:11 - What's the idea behind behavioral economics 

Key Takeaways: 

“I agree the good, better, best is a really appropriate sort of structure to work on the cues. Like this is the bestseller or this is what most other people buy. The use of social proofing and social norms to perhaps suggest to people what the preferred option should be. When in doubt, people tend to do what other people do. So signal that to them.” - Bri Williams  

“And this is what happens throughout our decision-making. We're playing tennis all the time. When there's nothing at stake to lose, we're going to be more aggressive. We're going to be more open to risk. But as soon as those stakes have changed, then we're going to withdraw a little. So as a business, we want people to feel very confident that if they take the desired action, it's going to be okay.” - Bri Williams  

“We're endeavoring any way to try and get people to do things. Unfortunately, people's lack of understanding of behavioral science or behavioral economics means that they're doing it based on this assumption that people do make decisions rationally when in fact we don't.” - Bri Williams  

“Always think of price in context. So oftentimes we think of price as a number when in actual fact the person receiving that price, it's going to be receiving it in a whole range of contexts. And so it's your opportunity and in fact, your responsibility as a business to set that context.” - Bri Williams  

• People / Resources Mentioned: 
• Daniel Kahneman 
• Thinking, Fast and Slow by Daniel Kahneman 
• Behavioral Economics for Business by Bri Williams 
• The Little Book of Pricing and Payment by Bri Williams 

Connect With Bri Williams: 

• BriWilliams.com.au 
• LinkedIn 

Connect with Mark Stiving:  

• Email: [email protected]   
• LinkedIn   
• Twitter 

Why you have to check out today’s podcast: 

• Understand the behavioral economics of consumers in order to overcome barriers to their buying decisions 
• How to overcome barriers of apathy, anxiety, and paralysis to get more people on board and encourage retention 
• How to structure your offer in a way that it will be easy for customers to make buying decisions 

Bri Williams is the Behavioral Explainer, Managing Director and Behavioural Specialist of People Patterns Pty Ltd. She works with clients to maximize each and every interaction using behavioral economics. That might include your proposals and presentations, letters and emails, websites and apps, product and brand development, sales and customer service scripts, stakeholder meetings and staff performance. 

In this episode, Bri talks about the importance of behavioral economics in influencing people’s decision-making to buy.  

“You cannot ‘not’ influence people. Anything you do in any direction, you are influencing people.”  

- Bri Williams 

Increase Your Pricing Knowledge: Become a Champions of Value INSIDER!   

To sign up go to insider.championsofvalue.com.

Use the promo code 'INSIDERNOW'  to take advantage of our special $5 offer for the first month. 

Topics Covered: 

01:07 - Bri's response to  Mark’s Blog titled says, ’Why Behavioral Economics Doesn't Work with Subscriptions.’ 

02:31 - Behavioral techniques companies used for retention or expansion 

04:21 - Why she calls herself a behavioral explainer 

06:21 - The dichotomy of rational and irrational decision-making 

09:19 - Three barriers businesses need to think through and overcome to onboard and retain customers  

12:49 - Apathy as being the status quo 

15:05 - Decision paralysis as a speech paradox of choice 

17:06 - Anxiety being the third barrier to getting people to buy and the proven ways to overcome it 

21:13 - Is behavioral economics a manipulation game? Is it good or bad? 

25:11 - What's the idea behind behavioral economics 

Key Takeaways: 

“I agree the good, better, best is a really appropriate sort of structure to work on the cues. Like this is the bestseller or this is what most other people buy. The use of social proofing and social norms to perhaps suggest to people what the preferred option should be. When in doubt, people tend to do what other people do. So signal that to them.” - Bri Williams  

“And this is what happens throughout our decision-making. We're playing tennis all the time. When there's nothing at stake to lose, we're going to be more aggressive. We're going to be more open to risk. But as soon as those stakes have changed, then we're going to withdraw a little. So as a business, we want people to feel very confident that if they take the desired action, it's going to be okay.” - Bri Williams  

“We're endeavoring any way to try and get people to do things. Unfortunately, people's lack of understanding of behavioral science or behavioral economics means that they're doing it based on this assumption that people do make decisions rationally when in fact we don't.” - Bri Williams  

“Always think of price in context. So oftentimes we think of price as a number when in actual fact the person receiving that price, it's going to be receiving it in a whole range of contexts. And so it's your opportunity and in fact, your responsibility as a business to set that context.” - Bri Williams  

• People / Resources Mentioned: 
• Daniel Kahneman 
• Thinking, Fast and Slow by Daniel Kahneman 
• Behavioral Economics for Business by Bri Williams 
• The Little Book of Pricing and Payment by Bri Williams 

Connect With Bri Williams: 

• BriWilliams.com.au 
• LinkedIn 

Connect with Mark Stiving:  

• Email: [email protected]   
• LinkedIn   
• Twitter 

Why you have to check out today’s podcast:

• Learn about product management’s role in pricing strategy
• Learn the importance of having a strategic customer and market-driven business case that will define the direction of your product and what you want to achieve
• Understand Customer Perceived Value, what appeals to the consumer and why you need to put a dollar value to your product feature/solution 

Steve Johnson is the CEO and founder of Under10 Consulting. His focus is on implementing 'just enough' process using proven methods. 

Since 1979 he has worked in computer hardware, software, and services. Over the years he has moved up from product manager to CMO and has worked with tens of thousands of product managers and product leaders at thousands of companies. 

In this episode, Steve Johnson shares how to implement world-class product management.

“Look at the cost savings or the impact on customers and take 10% or more. You know, if you've got a good brand name, you can charge 15 if you don't, you can charge 10 but you certainly need to be at the end of the day. If you're solving a problem that people don't have 10% enough and is still nothing.” - Steve Johnson 

Increase Your Pricing Knowledge: Become a Champions of Value INSIDER!   

To sign up go to insider.championsofvalue.com.

Use the promo code 'INSIDERNOW'  to take advantage of our special $5 offer for the first month. 

Topics Covered:

01:42 - What his product management role look like thirty years ago

03:52 - What are the roles of product managers and product marketing managers

08:48 - Why the need for clarity on buyer persona, market size, and positioning

11:58 - Are product managers thinking about the value or are they just thinking about problems

15:59 - Why write a business case and why the need for due diligence on an idea 

17:49 - How to value a feature or solution

21:53 - Stressing about the importance of product strategy, product planning, and product growth

25:03 - The best pricing advice he has

Key Takeaways:

Quoting Luke Hohmann: “A product owner, now a product manager owns pricing, a product owner doesn't.” - Steve Johnson

“Right now, I'm kind of enamored with three brand new titles that I made up, product strategy, product planning, product growth because other people have got all this baggage with product manager or product owner and or product marketing manager. But I like those three titles because it aligns directly with what I'm wanting them to do, which is come up with a strategy for future products or come up with a plan for what we're going to do next or look for ways to grow the products we have now.” - Steve Johnson

“All of my work is really around pretty simple metaphors like, all right, now that you have those three roles or one role, let's write down everything you expect those people to do and I'll show you how to decide whether those things are product things, development things or sales things.” - Steve Johnson

People / Resources Mentioned:

• Luke Hohmann
• Natalie Louie
• Innovation Games: Creating Breakthrough Products Through Collaborative Play by Luke Hohmann
• Quora
• Reddit
• Hired
• Zuora
• Oracle

Connect With Steve Johnson:

• LinkedIn
• Twitter
• sjohnson717.com
• Under10consulting.com

Connect with Mark Stiving:   

• Email: [email protected]    
• LinkedIn    
• Twitter 

Why you have to check out today’s podcast:

• Learn about product management’s role in pricing strategy
• Learn the importance of having a strategic customer and market-driven business case that will define the direction of your product and what you want to achieve
• Understand Customer Perceived Value, what appeals to the consumer and why you need to put a dollar value to your product feature/solution 

Steve Johnson is the CEO and founder of Under10 Consulting. His focus is on implementing 'just enough' process using proven methods. 

Since 1979 he has worked in computer hardware, software, and services. Over the years he has moved up from product manager to CMO and has worked with tens of thousands of product managers and product leaders at thousands of companies. 

In this episode, Steve Johnson shares how to implement world-class product management.

“Look at the cost savings or the impact on customers and take 10% or more. You know, if you've got a good brand name, you can charge 15 if you don't, you can charge 10 but you certainly need to be at the end of the day. If you're solving a problem that people don't have 10% enough and is still nothing.” - Steve Johnson 

Increase Your Pricing Knowledge: Become a Champions of Value INSIDER!   

To sign up go to insider.championsofvalue.com.

Use the promo code 'INSIDERNOW'  to take advantage of our special $5 offer for the first month. 

Topics Covered:

01:42 - What his product management role look like thirty years ago

03:52 - What are the roles of product managers and product marketing managers

08:48 - Why the need for clarity on buyer persona, market size, and positioning

11:58 - Are product managers thinking about the value or are they just thinking about problems

15:59 - Why write a business case and why the need for due diligence on an idea 

17:49 - How to value a feature or solution

21:53 - Stressing about the importance of product strategy, product planning, and product growth

25:03 - The best pricing advice he has

Key Takeaways:

Quoting Luke Hohmann: “A product owner, now a product manager owns pricing, a product owner doesn't.” - Steve Johnson

“Right now, I'm kind of enamored with three brand new titles that I made up, product strategy, product planning, product growth because other people have got all this baggage with product manager or product owner and or product marketing manager. But I like those three titles because it aligns directly with what I'm wanting them to do, which is come up with a strategy for future products or come up with a plan for what we're going to do next or look for ways to grow the products we have now.” - Steve Johnson

“All of my work is really around pretty simple metaphors like, all right, now that you have those three roles or one role, let's write down everything you expect those people to do and I'll show you how to decide whether those things are product things, development things or sales things.” - Steve Johnson

People / Resources Mentioned:

• Luke Hohmann
• Natalie Louie
• Innovation Games: Creating Breakthrough Products Through Collaborative Play by Luke Hohmann
• Quora
• Reddit
• Hired
• Zuora
• Oracle

Connect With Steve Johnson:

• LinkedIn
• Twitter
• sjohnson717.com
• Under10consulting.com

Connect with Mark Stiving:   

• Email: [email protected]    
• LinkedIn    
• Twitter 

Why you have to check out today’s podcast: 

• Learn how to calculate expected Customer Lifetime Value (CLV)  value in order to create profitability quicker in your subscription business 

• Learn how to use customer data to optimize your subscription pricing  

• Rules and regulations that you should understand about subscription deals  

Kathy Sexton is a CEO and Publisher at Subscription Insider. She is an executive leader with specialties in market strategy, brand development and digital information products. 

In this episode, Kathy talks about how to build, market and sell profitable subscription-based products and services, the different subscription payment operations that drive higher profitability and also shares different customer success solutions that is available in the subscription industry. 

"Make your products easy to cancel, make it a great experience and people will come back."  

- Kathy Sexton 

Get COV’s Pricing Metrics:  

The Most Important Pricing Decision in a Subscription Business Course at https://www.championsofvalue.com 

Topics Covered: 

01:31 - How she got started in subscription and what is her mission in the subscription industry 

03:32 - What companies does subscription economy cover 

06:22 - The differences and similarities of subscription companies  

08:08 - Of take-rate, acquisition rate, and retention rate 

14:02 - Are insurance companies under a subscription economy 

14:48 - Cohorts versus direct marketing 

18:20 - Big Pricing issues in the subscription industry 

19:50 - What is a negative option 

24:15 - Rules and regulations that you should understand about subscription deals 

Key Takeaways: 

“Talk to your customers deeply and really understand them. Understand the nuances that don't come through a survey.” - Kathy Sexton 

"Honestly with any business, you want to have that direct relationship with your customer. So if they have any issue, they come to you first and not to some third-party provider, the worst thing you want is just to have a cancellation. No reason why you've lost that business and no way to recover it." - Kathy Sexton 

"Good business is making it easy, very understandable, and then people are going to want to do business with you." - Kathy Sexton 

People / Resources Mentioned: 

• The New York Times 

• The Wall Street Journal 
• Washington Post 
• Lesley Fair 

Connect with Kathy Sexton: 

• subscriptioninsider.com 
• LinkedIn 
• E: [email protected] 

Connect with Mark Stiving:   

• Email: [email protected]    
• LinkedIn    
• Twitter  

Why you have to check out today’s podcast: 

• Learn how to calculate expected Customer Lifetime Value (CLV)  value in order to create profitability quicker in your subscription business 

• Learn how to use customer data to optimize your subscription pricing  

• Rules and regulations that you should understand about subscription deals  

Kathy Sexton is a CEO and Publisher at Subscription Insider. She is an executive leader with specialties in market strategy, brand development and digital information products. 

In this episode, Kathy talks about how to build, market and sell profitable subscription-based products and services, the different subscription payment operations that drive higher profitability and also shares different customer success solutions that is available in the subscription industry. 

"Make your products easy to cancel, make it a great experience and people will come back."  

- Kathy Sexton 

Get COV’s Pricing Metrics:  

The Most Important Pricing Decision in a Subscription Business Course at https://www.championsofvalue.com 

Topics Covered: 

01:31 - How she got started in subscription and what is her mission in the subscription industry 

03:32 - What companies does subscription economy cover 

06:22 - The differences and similarities of subscription companies  

08:08 - Of take-rate, acquisition rate, and retention rate 

14:02 - Are insurance companies under a subscription economy 

14:48 - Cohorts versus direct marketing 

18:20 - Big Pricing issues in the subscription industry 

19:50 - What is a negative option 

24:15 - Rules and regulations that you should understand about subscription deals 

Key Takeaways: 

“Talk to your customers deeply and really understand them. Understand the nuances that don't come through a survey.” - Kathy Sexton 

"Honestly with any business, you want to have that direct relationship with your customer. So if they have any issue, they come to you first and not to some third-party provider, the worst thing you want is just to have a cancellation. No reason why you've lost that business and no way to recover it." - Kathy Sexton 

"Good business is making it easy, very understandable, and then people are going to want to do business with you." - Kathy Sexton 

People / Resources Mentioned: 

• The New York Times 

• The Wall Street Journal 
• Washington Post 
• Lesley Fair 

Connect with Kathy Sexton: 

• subscriptioninsider.com 
• LinkedIn 
• E: [email protected] 

Connect with Mark Stiving:   

• Email: [email protected]    
• LinkedIn    
• Twitter  

Why you have to check out today’s podcast: 

• Learn how to use the data that is funneled into your subscription management  
• Find out the leading indicators of customer churn, and what to do about it 
• Learn how to package features into bundles that will create good pricing and eventually the most revenue for your company 

Mark Thomason is a Research Director - Digital Business Models and Monetization at IDC. He is one curious person that loves the challenge of understanding needs and creating something that’s high quality, simple and easy to use. He understands the thrill of creating and working in a high-performance team. He is known for being focused, easy to get along with, & getting things done quickly. 

In this episode, Mark shares technologies and best practices that are used in monetizing digital solutions that result in optimized pricing.  

“If you're a company that has a physical product, if you haven't investigated price optimization product, you should because they have a very quick payback.”  

-  Mark Thomason 

 Mark Thomason's Upcoming Event: Join IDC's 55th annual industry business briefing 

Directions 2020 ~ Changing Customer Requirements: Creating Value in the Digital Economy 

March 4 in Santa Clara, CA ~AND~ March 10 in Boston, MA 

For more information visit: http://www.idc.com/directions

Get COV’s Pricing Metrics:  

The Most Important Pricing Decision in a Subscription Business Course at https://www.championsofvalue.com 

Topics Covered: 

02:08 - What is IDC and what does it do 

03:15 - What service do IDC sell 

06:06 - What are digital business models and monetization 

10:18 - What is futurescape 

16:13 - Taking a closer look at Zuora's subscription business model  

24:22 - Mark's best pricing advice 

Key Takeaways: 

"A lot of the based functionality of managing subscriptions is really just making sure that you do revenue recognition correctly." - Mark Thomason 

“You want to know that as a product manager and as from a monetization point of view, you want to understand your value metrics. And if you're a software company, if you can identify and watch, basically your users use, you know, features or capabilities of your product, you can go, okay now I can watch over the shoulders of my potentially thousands of customers and I can know what this cohort value.” - Mark Thomason 

People / Resources Mentioned: 

• Zuora 
• Forrester 
• Gartner 
• Pros 
• Vendavo 

Connect With Mark Thomason: 

• LinkedIn 

• IDC.com 

Connect with Mark Stiving:   

• Email: [email protected]    
• LinkedIn    
• Twitter 

Why you have to check out today’s podcast: 

• Learn how to use the data that is funneled into your subscription management  
• Find out the leading indicators of customer churn, and what to do about it 
• Learn how to package features into bundles that will create good pricing and eventually the most revenue for your company 

Mark Thomason is a Research Director - Digital Business Models and Monetization at IDC. He is one curious person that loves the challenge of understanding needs and creating something that’s high quality, simple and easy to use. He understands the thrill of creating and working in a high-performance team. He is known for being focused, easy to get along with, & getting things done quickly. 

In this episode, Mark shares technologies and best practices that are used in monetizing digital solutions that result in optimized pricing.  

“If you're a company that has a physical product, if you haven't investigated price optimization product, you should because they have a very quick payback.”  

-  Mark Thomason 

 Mark Thomason's Upcoming Event: Join IDC's 55th annual industry business briefing 

Directions 2020 ~ Changing Customer Requirements: Creating Value in the Digital Economy 

March 4 in Santa Clara, CA ~AND~ March 10 in Boston, MA 

For more information visit: http://www.idc.com/directions

Get COV’s Pricing Metrics:  

The Most Important Pricing Decision in a Subscription Business Course at https://www.championsofvalue.com 

Topics Covered: 

02:08 - What is IDC and what does it do 

03:15 - What service do IDC sell 

06:06 - What are digital business models and monetization 

10:18 - What is futurescape 

16:13 - Taking a closer look at Zuora's subscription business model  

24:22 - Mark's best pricing advice 

Key Takeaways: 

"A lot of the based functionality of managing subscriptions is really just making sure that you do revenue recognition correctly." - Mark Thomason 

“You want to know that as a product manager and as from a monetization point of view, you want to understand your value metrics. And if you're a software company, if you can identify and watch, basically your users use, you know, features or capabilities of your product, you can go, okay now I can watch over the shoulders of my potentially thousands of customers and I can know what this cohort value.” - Mark Thomason 

People / Resources Mentioned: 

• Zuora 
• Forrester 
• Gartner 
• Pros 
• Vendavo 

Connect With Mark Thomason: 

• LinkedIn 

• IDC.com 

Connect with Mark Stiving:   

• Email: [email protected]    
• LinkedIn    
• Twitter 

Why you have to check out today’s podcast: 

• Understand how personalized customer onboarding converts and retains more customers 
• Find out the different pricing metrics Bonjoro used in coming up with good pricing 
• Find out how market segmentation helps in coming up with good pricing 

Matthew Barnett is the founder of Bonjoro and head honcho at Verbate. At the same time, he is also a contemporary artist. 

In this episode, Matt shares how Bonjoro uses different pricing metrics to come up with product pricing, and market segmentation helps them in deciding price.  

“I think especially early companies, think about what you want to price and price triple.”

– Matthew Barnett 

Get COV’s Pricing Metrics: 

The Most Important Pricing Decision in a Subscription Business Course at https://www.championsofvalue.com    

Topics Covered: 

01:04 – What does his company, Bonjoro do and what unique Pricing strategy does it have 

02:06 – One important message Bonjoro is driving at in sending videos rather than emails or text to customers 

02:22 – Pricing the Bonjoro way 

07:16 – Making decisions on usage data 

12:51 – Do pricing metric and value metric mean the same thing 

14:21 – How did Bonjoro come up with all the pricing metrics 

17:55 – Why Bonjoro don’t do Options for now 

22:18 – How to go about Options in Pricing 

25:32 – Looking at Slack and Zoom’s Pricing model 

32:07 – Why you need to give value at the onboarding of customers stage 

33:52 – Thoughts on price endings 

37:19 – Grandfathered pricing 

40:54 – Matt’s best pricing advice 

Key Takeaway: 

“At certain points on the customer journey, like this face to face stuff actually stopping for minutes and being like, it’s me, I’m a human. That’s what it’s about.” – Matt Barnett 

“Some of the sides of pricing is also packaging.” – Matthew Barnett 

“I’m at the point where I’m like, I kind of hate paying them but I keep paying it. So that to me is as a business owner I look at that and go that’s good pricing because I hate it enough to leave, but they extract every single dollar from me that they could possibly get like that.” – Matthew Barnett 

“I think given the fact that quite early in the company, I mean three years to me it’s still early, it says of a product. So I think one of the things here is to get to the stage where the three if we end up with the three plans or all of the four plans for the three. Those are the right price to value match as a base and then we start to add things on there that as far as segmentation. I actually do think higher plans honestly need a bit more bolstering in terms of feature sets.” – Matthew Barnett  

“It’s much easier to start high and then go, oops, come down than it is to go double your price and the next day. And I was like, hang on a minute.” – Matt Barnett 

“ I mean especially early companies always, always price too low. We are one of these. We did it too. I think if people don’t push back and say, ‘Hey, your price is too high.’ If no one ever says that, your pricing is too low.” – Matthew Barnett 

People / Resources Mentioned: 

• Slack 
• Zoom 
• LinkedIn 

Connect with Matthew Barnett: 

• Bonjoro.com 
• LinkedIn 

Connect with Mark Stiving:  

• Email: [email protected]   
• LinkedIn   
• Twitter