3 resources from OpenView we point founders to, and the questions each answers.
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Why we picked it
Once you decide to put a price on the page, this is the practical playbook for structuring it so it actually converts. Kyle Poyar spent years as a pricing consultant before writing this, and he treats the pricing section as your best salesperson: how many tiers, what each tier is for, and where anchoring and social proof genuinely help. It is concrete enough to act on even for a first draft you will change later.
Give each tier a clear job (who it is for and roughly what share of customers should land there) instead of just listing more features as the price climbs.
Lead every plan with the outcome a founder gets, not a raw feature list, and reinforce why each tier exists.
Anchoring, a highlighted popular plan, and social proof near the price reduce hesitation, but use them to clarify the real choice, not to trick anyone.
Why we picked it
This is the clearest statement of the argument you need before you touch either lever: retention is not one metric among many, it is the base that every other metric stands on. Balfour's line says it plainly, every improvement you make to retention also improves virality, LTV, and payback period, so it is the foundation of all growth. If retention is genuinely broken, fixing the funnel just pours more people into a container that cannot hold them.
Retention compounds every other number: better retention lifts virality, lifetime value, and payback period all at once, which no single funnel fix can do.
When both look weak, weak retention is usually the deeper problem, because a leaky product caps the return on any acquisition or conversion you win.
Retention is an output of good activation, so the practical first move is often making users reach value fast, not chasing more top-of-funnel.
Why we picked it
If you started cheap to win early deals, this covers the follow-up problem: how to raise prices on existing accounts without triggering mass churn. Kyle Poyar of OpenView lays out the concrete signals that it is time to raise, and the mechanics (grandfathering, stair-stepping steep increases, transparent notice) that keep customers. It is a tactical checklist, so use it as a starting point and size the moves to your own base.
