Pricing is one of the most powerful yet least understood growth levers in SaaS. Most founders either ignore it for years or treat it like a guessing game.

In this episode of In Demand, Asia and Kim share their guide to pricing for busy founders. They cover the three phases of pricing, how to tell if it’s time to revisit your pricing, and how to run data-driven pricing experiments without wasting months or hiring a six-figure consultant.

If you’ve ever felt unsure about what to charge, how to test new prices, or when to hire expert help, this episode breaks it all down step by step.

Got a question you’d like Asia to unpack on the podcast? Record a voicemail here.

Links:

• DemandMaven
• The Motivation Code Assessment
• Irrational Labs Guide to Willingness to Pay
• Street Pricing by Marcos Rivera
• Pace Pricing

• (00:00:35) - Catching up on hobbies, motivation, and the “Motivation Code” assessment
• (00:13:50) - The Busy Founder’s Guide to Pricing
• (00:15:20) - The three phases of pricing maturity
• (00:18:30) - When and how to move from guessing to testing
• (00:21:40) - Pricing that drives net revenue retention and expansion
• (00:25:00) - Real examples: Intercom and Zendesk pricing overhauls
• (00:28:00) - Why pricing can be a hidden growth bottleneck
• (00:31:00) - Signs your pricing is broken and how to identify them
• (00:34:50) - The process for pricing research once you identify that pricing could be a problem
• (00:37:30) - Step 1: Pricing interviews and qualitative insights
• (00:39:00) - Step 2: Willingness-to-pay surveys and Van Westendorp questions
• (00:48:25) - Step 3: Product analytics and finding signal in usage data
• (00:53:00) - Turning insights into pricing hypotheses and running pricing experiments the right way
• (00:57:30) - DIY vs. hiring a pricing consultant
• (01:08:15) - Who should own pricing internally and how often to revisit it
• (01:17:10) - Closing thoughts: pricing as the easiest lever most founders ignore