Dor Sasson is the co-founder and CEO of Stigg, a company that helps clients grow with pricing through a software that enables them to control what can be priced and packaged separately, and make adjustments without having to do coding. He has also been a Senior Product Manager at New Relic, a technology company which develops cloud-based software to help website and application owners track the performance of their services.

In this episode, Dor shares how his experience in New Relic led him to explore the field of SaaS packaging and how his company, Stigg, aims to provide solutions to packaging problems from the developers' end.

Why you have to check out today's podcast:

• Pickup ideas about the adjustments to be done when switching to usage-based pricing
• Discover how Stigg could help you on your packaging and pricing problems
• Learn the importance of asking the right questions in the success of businesses

"Talk to your customers, ask them about their willingness to pay. There are amazing frameworks out there for how to ask the right questions. It will unlock immense, deep understanding of how your customers think about your pricing and will really help you to nail down your own pricing strategy.

– Dor Sasson

Topics Covered:

01:11 – How Dor got into pricing

03:59 – What is "entitlements"?

04:52 – Adjustments made by New Relic upon switching to usage-based pricing

08:09 – The work that Stigg actually does

15:48 – The difference between buyers and users

16:35 – Situations in the past where Stigg would've been a big help

20:51 – Dor's vision and mission for his company, Stigg

23:49 – Pricing table topics: "Good, better, best" pricing is significantly more effective within a market segment

26:38 – Dor's pricing advice

Key Takeaways:

"The way we like to think about Stigg is, we want to build out an infrastructure that is so easy to implement and so easy to adopt from the application side that it makes it really fast and easy for product and growth teams to introduce new pricing plans, changes in existing pricing plans." – Dor Sasson

"The value that we unlock is for builders and growth leaders out there that are looking to use pricing as a vehicle for growth and help their companies continue to adapt to changing markets, continue to adapt to how they scale into new customer segments, and basically make sure that they give their buyers more options to use their software." – Dor Sasson

"Our North star by the end of the day is not only helping our customers be faster in the way they introduce changes and launch new pricing but also ultimately unlock growth by allowing more flexibility for their buyers to use and consume their products." – Dor Sasson

"There is no "one size fits all" in pricing. The first thing you got to do is understand in a very deep and thoughtful way, who are your customer segments, and good, better, best is actually a really good strategy to approach different customer segments and make sure that you build your pricing in a way that fits or is more aligned to the way each segment perceive value." – Dor Sasson

People / Resources Mentioned:

• Stigg: https://www.stigg.io/
• New Relic: https://newrelic.com/

Connect with Dor Sasson:

• LinkedIn: https://www.linkedin.com/in/datapm/
• Twitter: https://twitter.com/DorSasson
• Website: https://www.stigg.io/

Connect with Mark Stiving:

• LinkedIn: https://www.linkedin.com/in/stiving/
• Email: [email protected]