Product Bakery – The Product Management, UX & Design Podcast #14 Defining the right pricing for SaaS products - with Markus Hafellner @Bitmovin
Nov 19, 2020
55:48
SaaS products are Markus Hafellner passion. Next to his experience as a Product Manager, he worked many years in the tech industry as a developer & CTO. In his current challenge at Bitmovin, he focuses a lot on defining and developing a good pricing strategy.
Markus shares how the company introduced a big pricing change and the thoughts, planning, and approach behind it as well as great tips how to align with stakeholders and getting the buy-in from the C-Level/Top Management.
Table of content:
- 0:30 - Intro Markus Haffelner & Bitmovin
- 4:50 - The challenges of defining prices in B2B
- 8:55 - Measuring & analyzing data + customer funnels
- 16:10 - A product-led approach as the foundation for a pricing change
- 19:05 - Interpreting data & defining
- 25:20 - Influencing Senior Management & Founders (how to negotiate)
- 27:35 - Rolling out & communicating price changes
- 33:35 - Driving pricing topics as a Product Manager and stakeholders
- 37:00 - Impact of the pricing change at Bitmovin
- 40:20 - Markus tips to evaluate pricing in a structured way
- 43:20 - Comparing pricing with competition/market
- 49:43 - Debrief Christian & Alex
Connect with Markus:
Link from John Cutler:
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