Video · 24 min

It’s Price Before Product. Period.

Madhavan Ramanujam (Simon-Kucher) · First Round Capital Free Intermediate

It’s Price Before Product. Period.

Ramanujam gives the actual question sequence for willingness to pay conversations, which is how you find the number without asking customers to name one. The leaky bucket and the four ways to ask are worth stealing verbatim.

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The question it answers

  1. How do I find out what customers will actually pay without just asking them?

Read with it

  1. Four actual research methods (Van Westendorp, Becker-DeGroot-Marschak, Gabor-Granger, discrete choice) explained well enough to... Lenny's Newsletter Newsletter · long read The ultimate guide to willingness-to-pay Kristen Berman
  2. Shows how average contract value really grows as a company scales from seed to IPO, and makes the case that most of the gain... Growth Unhinged Newsletter · short read How to have 'the talk' with your customers Kyle Poyar
  3. Segments Indian pricing properly (metro enterprise, Tier 1 SME, Tier 2 and 3 SMB) with the discount each expects, and says the... upGrowth Article · long read Pricing and Packaging Strategy for GTM Success: Framework for SaaS Markets Amol Ghemud
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