Price and package it

Pick a first price, then change it later without losing the customers you have.

4 steps, 64 questions underneath

1. 1
   Pricing and packaging

   What to charge, what to charge for, how to package it, and how to change it later without losing people.

   I have no idea what to charge. How do I pick a first price? 4 → What is a value metric and why does everyone say it matters more than the number? 4 → How do I design tiers so buyers pick the right plan and grow into the next one? 4 → How do I find out what customers will actually pay without just asking them? 4 → Should I price in rupees for India and dollars for everyone else? 4 → All 16 questions in Pricing and packaging →
2. 2
   Who you sell to

   Picking a customer worth chasing, and knowing early when a deal is not one.

   What is an ICP and how is it different from a persona? People use both words for the same thing. 4 → We have about fifteen customers and they are all different. How do I find an ICP out of that? 4 → How do I qualify a deal properly instead of just hoping the enthusiastic person can buy? 4 → Half my pipeline is outside our ICP because those are the leads that came in. Do I chase them? 5 → How do I get the team to actually use the ICP instead of nodding at a slide and then doing what they want? 4 → All 16 questions in Who you sell to →
3. 3
   Expansion, upsell and churn

   Growing revenue inside accounts you already have, and stopping the leaks.

   What is net revenue retention and why does every investor keep asking me for it? 5 → What is the difference between gross retention and net retention, and which one should I watch? 5 → What does land and expand mean, and does it apply to my company? 5 → How much churn is normal, and is mine bad? 5 → How do I spot which accounts are actually ready to expand? 5 → All 16 questions in Expansion, upsell and churn →
4. 4
   Forecasting and GTM metrics

   Pipeline coverage, stage conversion, CAC payback, magic number, and calling a number you can defend to a board.

   What is pipeline coverage and how much pipeline do I actually need to hit my number? 4 → How do I work out CAC payback when I do not have a finance team? 5 → What is the magic number and should I care about it at my stage? 4 → Which handful of GTM numbers should a first time founder actually track? 6 → How do I calculate conversion rates by stage, and what do I actually do once I have them? 4 → All 16 questions in Forecasting and GTM metrics →