Roland Ligtenberg

Roland Ligtenberg, Co-founder and SVP of Growth & Innovation at Housecall Pro, shares his expertise in scaling vertical SaaS for home services. He discusses his 'layer-cake' strategy for product monetization, emphasizing a solid core before adding layers. Roland reveals unconventional customer acquisition tactics, like cold-calling and creative giveaways. He also covers pricing strategies, the balance between PLG and SLG, and using AI to personalize messaging—all while highlighting the importance of nurturing customer relationships and avoiding generic outreach.