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:

• https://www.linkedin.com/in/mhafellner/
• https://stratelight.substack.com/

 
Link from John Cutler:

• Beat the Feature Factory: Run Pre-cap Design Studios

 
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