How to Win podcast with Peep Laja
Raising Prices 50X - with indinero's Jess Mah
Nov 20, 2023
Jess Mah, Co-founder of indinero, discusses pivoting to a new customer segment, observing customer use to identify product issues, customizing marketing for each vertical, and replacing herself as CEO with an experienced leader.
22:30
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Quick takeaways
- Pivoting to target high-paying niche verticals resulted in increased profitability for indinero.
- Combining software with services helped indinero differentiate themselves, build relationships, and achieve healthy margins.
Deep dives
Finding the Right Customer and Higher Price Point
In the podcast episode, the host shares the journey of Jessica Ma, founder of Indinero, a FinTech company that provides automated bookkeeping and accounting services. Jessica realized that targeting micro SMBs was not a profitable strategy, and she needed to find customers who were willing to pay a higher price point. She discovered that larger, more established businesses cared about tax strategy and optimization, which led her to pivot her marketing efforts and product enhancements towards serving these customers.
