Price and package it

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

4 steps, 16 questions underneath, read for breaking into gtm

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 → Free trial, freemium, or demo first? How do I pick which door people come through? 4 → Should I bill monthly or annually when I am small and every rupee of runway counts? 3 →
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 → The person who uses our product every day is not the person who pays for it. Which one is the ICP? 4 → Every deal seems to have five people in it. Who actually signs, and who am I wasting time on? 3 →
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 →
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 →