product
Auto Added by WPeMatico
3 keys to pricing early-stage SaaS products
I’ve met hundreds of founders over the years, and most, particularly early-stage founders, share one common go-to-market gripe: Pricing.
For enterprise software, traditional pricing methods like per-seat models are often easier to figure out for products that are hyperspecific, especially those used by people in essentially the same way, such as Zoom or Slack. However, it’s a different ballgame for startups that offer services or products that are more complex.
Most startups struggle with a per-seat model because their products, unlike Zoom and Slack, are used in a litany of ways. Salesforce, for example, employs regular seat licenses and admin licenses — customers can opt for lower pricing for solutions that have low-usage parts — while other products are priced based on negotiation as part of annual renewals.
You may have a strong champion in a CIO you’re selling to or a very friendly person handling procurement, but it won’t matter if the pricing can’t be easily explained and understood. Complicated or unclear pricing adds more friction.
Early pricing discussions should center around the buyer’s perspective and the value the product creates for them. It’s important for founders to think about the output and the outcome, and a number they can reasonably defend to customers moving forward. Of course, self-evaluation is hard, especially when you’re asking someone else to pay you for something you’ve created.
This process will take time, so here are three tips to smoothen the ride.
Pricing is a journey
Pricing is not a fixed exercise. The enterprise software business involves a lot of intangible aspects, and a software product’s perceived value, quality, and user experience can be highly variable.
The pricing journey is long and, despite what some founders might think, jumping headfirst into customer acquisition isn’t the first stop. Instead, step one is making sure you have a fully fledged product.
If you’re a late-seed or Series A company, you’re focused on landing those first 10-20 customers and racking up some wins to showcase in your investor and board deck. But when you grow your organization to the point where the CEO isn’t the only person selling, you’ll want to have your go-to-market position figured out.
Many startups fall into the trap of thinking: “We need to figure out what pricing looks like, so let’s ask 50 hypothetical customers how much they would pay for a solution like ours.” I don’t agree with this approach, because the product hasn’t been finalized yet. You haven’t figured out product-market fit or product messaging and you want to spend a lot of time and energy on pricing? Sure, revenue is important, but you should focus on finding the path to accruing revenue versus finding a strict pricing model.
Powered by WPeMatico
Roblox acquires Discord competitor Guilded
Roblox is using M&A to bulk up its social infrastructure, announcing Monday morning that they had acquired the team at Guilded that has been building a chat platform for competitive gamers.
The service competes with gaming chat giant Discord, with the team’s founders telling TechCrunch in the past that as Discord’s ambitions had grown beyond the gaming world, its core product was meeting fewer competitive gaming needs. Like Discord, users can have text and voice conversations on the Guilded platform, but Guilded also allowed users to organize communities around events and calendars, with plenty of specific functionality designed around ensuring that tournaments happened seamlessly.
The startup’s product supported hundreds of games, with specific functionality for a handful of titles, including League of Legends, Fortnite, CS: GO and, yes, Roblox. Earlier this year, the company launched a bot API designed to help nontechnical users build bots that could enrich their gaming communities.
Guilded had raised $10.2 million in venture capital funding to date according to Crunchbase, including a $7 million Series A led by Matrix Partners early last year. The company launched out of Y Combinator in mid-2017.
Terms of the Roblox deal weren’t disclosed. In an announcement post, Roblox detailed that the Guilded team will operate as an independent product group going forward. In a separate blog post, Guilded CEO Eli Brown wrote that existing stakeholders will be able to continue using the product as they have previously.
“Everyone – including communities, partners, and bot developers – will be able to keep using Guilded the same way you are now,” Brown wrote. “Roblox believes in our team and in our mission, and we’re going to continue to operate as an independent product in order to achieve it.”
Roblox has seen profound success and heightened investor attention in recent years as the pandemic has pushed more gamers online and brought more users into the fold, but that success has drawn the attention of competitors. In June, Facebook acquired a small Roblox competitor called Crayta, with CEO Mark Zuckerberg announcing just weeks ago that he planned to transform Facebook into a “metaverse” company, using a term many have come to associate closely with what Roblox has been building. Guilded represents an opportunity for Roblox to bring its user base deeper inside its own suite of products, creating a social infrastructure that keeps users engaged.
Powered by WPeMatico
5 product lessons to learn before you write a line of code
Before a startup can achieve product-market fit, founders must first listen to their customers, build what they require and fashion a business plan that makes the whole enterprise worthwhile. The numbers will tell the true story, but when it happens, you’ll feel it in your bones because sales will be good, customers will happy and revenue will growing.
Reaching that tipping point can be a slog, especially for first-time founders. To uncover some basic truths about building products, we spoke to three entrepreneurs who have each built more than one company:
- Pouyan Salehi, CEO and co-founder, Scratchpad
- Rami Essaid, CEO and founder, Finmark
- Melonee Wise, CEO and co-founder, Fetch Robotics
Find out what your customers want — and build it
First-time founders often try to build the product they think the market wants. That’s what Scratchpad co-founder Salehi did when he founded his previous startup PersistIQ. Before launching his latest venture, he took a different approach: Instead of plowing ahead with a product and adjusting after he got in front of customers, he decided to step back and figure out what his customers needed first.
“Tactically what we did differently at Scratchpad is we tried to be much more deliberate up front. And what that looked like was [ … ] to not start with building, even though the product is such an important part, but really step back and understand what we are doing here in the first place,” he said.
Powered by WPeMatico
How and when to hire your first product manager
In the world of early-stage startups, job titles are often a formality. In reality, each employee may handle a dozen responsibilities outside their job description. The choose-your-own-adventure type of work style is part of the magic of startups and often why generalists thrive here.
However, as a company progresses and the team grows, there comes a time when a founder needs to carve out dedicated roles. Of these positions, product management might be one of the most elusive — and key — roles to fill.
Product management might be one of the most elusive — and key — roles to fill.
We spoke to startup founders and operators to get their thoughts about how and when they hired their first product manager. Some of the things we talked about were:
- Which traits to look for.
- Why it’s important to define the role before you look for your best fit.
- Whether your new hire needs to have a technical background.
- The best questions to ask in an interview.
- How to time your first hire and avoid overhiring.
Don’t hire for the CEO of a product
Let’s start by working backward. Product managers often graduate into a CEO role or leave a company to become a founder. Like founders, talented product managers have innate leadership skills and are able to effectively and clearly communicate. Similarly, both roles require a person who is a visionary when it comes to the product and execution.
David Blake was a product manager before he became a serial edtech founder who created Degreed, Learn In, and most recently, BookClub. He says that experience helped him launch the first prototype of Degreed and attract first clients.
“The must-have skill is the ability to put the team’s best wisdom in check and inform the product decisions with users and potential clients to inform what you are building,” he said. The person “must also be able to take the team’s mission and develop and sell that narrative to users and potential clients. That is how you blaze a new trail, balance risk, while avoiding building a ‘faster horse.”
The overlapping synergies between PMs and founders is part of the reason why the role is so confusing to define and hire for. Ken Norton, former director of product at Figma who recently left to solo advise and coach product managers, says companies can start by defining what PMs are not: The CEO of the product.
“It’s about not handing off the product responsibilities to somebody,” he said. “You want the founder and the CEO to continue to be the evangelist and visionary.” Instead, the role is more about day to day “blocking and tackling.” Norton wrote a piece more than 15 years ago about how to hire a product manager, and it’s still an essential read for anyone interested in the field.
Define the role and set your expectations
Product managers help translate all the jugglers within a startup to each other; connecting the engineer with marketing, design with business development and sales with all the above. The role at its core is hard to define, but at the same time is the necessary plumbing for any startup that wants to be high-growth and ambitious.
While a successful product manager is a strong generalist, they have to have the ability to understand and humanize technical processes. The best candidates, then, have some sort of technical experience as an engineer or otherwise.
Powered by WPeMatico
‘The Operators’: Experts from Airbnb and Carta on building and managing your company’s customer support
Tim Hsia is the CEO of Media Mobilize and a Venture Partner at Digital Garage. Neil Devani is an angel investor and venture capitalist focused on companies solving hard problems.
Welcome to this transcribed edition of The Operators. TechCrunch is beginning to publish podcasts from industry experts, with transcriptions available for Extra Crunch members so you can read the conversation wherever you are.
The Operators features insiders from companies like Airbnb, Brex, Docsend, Facebook, Google, Lyft, Carta, Slack, Uber, and WeWork sharing their stories and tips on how to break into fields like marketing and product management. They also share best practices for entrepreneurs on how to hire and manage experts from domains outside their own.
This week’s edition features Airbnb’s Global Product Director of Customer and Community Support Platform Products, Andy Yasutake, and Carta’s Head of Enterprise Relationship Management, Jared Thomas.
Airbnb, one of the most valuable private tech companies in the world, has millions of hosts who trust strangers (guests) to come into their homes and hundreds of millions of guests who trust strangers (hosts) to provide a roof over their head. Carta, a $1 Billion+ company formerly known as eShares, is the leading provider of cap table management and valuation software, with thousands of customers and almost a million individual shareholders as users. Customers and users entrust Carta to manage their investments, a very serious responsibility requiring trust and security.
In this episode, Andy and Jared share with Neil how companies like Airbnb, Carta, and LinkedIn think about customer service, how to get into and succeed in the field and tech generally, and how founders should think about hiring and managing the customer support. With their experiences at two of tech’s trusted companies, Airbnb and Carta, this episode is packed with broad perspectives and deep insights.
Neil Devani and Tim Hsia created The Operators after seeing and hearing too many heady, philosophical podcasts about the future of tech, and not enough attention on the practical day-to-day work that makes it all happen.
Tim is the CEO & Founder of Media Mobilize, a media company and ad network, and a Venture Partner at Digital Garage. Tim is an early-stage investor in Workflow (acquired by Apple), Lime, FabFitFun, Oh My Green, Morning Brew, Girls Night In, The Hustle, Bright Cellars, and others.
Neil is an early-stage investor based in San Francisco with a focus on companies building stuff people need, solutions to very hard problems. Companies he’s invested in include Andela, Clearbit, Kudi, Recursion Pharmaceuticals, Solugen, and Vicarious Surgical.
If you’re interested in starting or accelerating your marketing career, or how to hire and manage this function, you can’t miss this episode!
The show:
The Operators brings experts with experience at companies like Airbnb, Brex, Docsend, Facebook, Google, Lyft, Carta, Slack, Uber, WeWork, etc. to share insider tips on how to break into fields like marketing and product management. They also share best practices for entrepreneurs on how to hire and manage experts from domains outside their own.
In this episode:
In Episode 5, we’re talking about customer service. Neil interviews Andy Yasutake, Airbnb’s Global Product Director of Customer and Community Support Platform Products, and Jared Thomas, Carta’s Head of Enterprise Relationship Management.
Neil Devani: Hello and welcome to the Operators, where we talk to entrepreneurs and executives from leading technology companies like Google, Facebook, Airbnb, and Carta about how to break into a new field, how to build a successful career, and how to hire and manage talent beyond your own expertise. We skip over the lofty prognostications from venture capitalists and storytime with founders to dig into the nuts and bolts of how it all works here from the people doing the real day to day work, the people who make it all happen, the people who know what it really takes. The Operators.
Today we are talking to two experts in customer service, one with hundreds of millions of individual paying customers and the other being the industry standard for managing equity investments. I’m your host, Neil Devani, and we’re coming to you today from Digital Garage in downtown San Francisco.
Joining me is Jared Thomas, head of Enterprise Relationship Management at Carta, a $1 billion-plus company after a recent round of financing led by Andreessen Horowitz. Carta, formerly known as eShares, is the leading provider of cap table management and valuation software with thousands of customers and almost a million individual shareholders as users. Customers and users trust Carta to manage their investments, a very serious responsibility requiring trust and security.
Also joining us is Andy Yasutake, the Global Product Director of Customer and Community Support Platform Products at Airbnb, one of the most valuable private tech startups today. Airbnb has millions of hosts who are trusting strangers to come into their homes and hundreds of millions of guests who are trusting someone to provide a roof over their head. The number of cases and types of cases that Andy and his team have to think about and manage boggle the mind. Jared and Andy, thank you for joining us.
Andy Yasutake: Thank you for having us.
Jared Thomas: Thank you so much.
Devani: To start, Andy, can you share your background and how you got to where you are today?
Yasutake: Sure. I’m originally from southern California. I was born and raised in LA. I went to USC for undergrad, University of Southern California, and I actually studied psychology and information systems.
Late-90s, the dot com was going on, I’d always been kind of interested in tech, went into management consulting at interstate consulting that became Accenture, and was in consulting for over 10 years and always worked on large systems of implementation of technology projects around customers. So customer service, sales transformation, anything around CRM, as kind of a foundation, but it was always very technical, but really loved the psychology part of it, the people side.
And so I was always on multiple consulting projects and one of the consulting projects with actually here in the Bay Area. I eventually moved up here 10 years ago and joined eBay, and at eBay I was the director of product for the customer services organization as well. And was there for five years.
I left for Linkedin, so another rocket ship that was growing and was the senior director of technology solutions and operations where I had all the kind of business enabling functions as well as the technology, and now have been at Airbnb for about four months. So I’m back to kind of my, my biggest passion around products and in the customer support and community experience and customer service world.
Powered by WPeMatico
Nine lessons on how Niantic reached a $4B valuation
We’ve captured much of Niantic’s ongoing story in the first three parts of our EC-1, from its beginnings as an “entrepreneurial lab” within Google, to its spin-out as an independent company and the launch of Pokémon GO, to its ongoing focus on becoming a platform for others to build augmented reality products upon.
It’s not an origin story that serves as an easily replicable blueprint — but if we zoom out a bit, what’s to be learned?
A few key themes stuck with me as I researched Niantic’s story so far. Some of them – like the challenges involved with moving millions of users around the real world – are unique to this new augmented reality that Niantic is helping to create. Others – like that scaling is damned hard – are well-understood startup norms, but interesting to see from the perspective of an experienced team dealing with a product launch that went from zero to 100 real quick.
- Build on top of what works best
- AR alone doesn’t make a hit game
- Ship the MVP, but have the roadmap ready
- Scaling is hard, even when you’ve done it before
- As your userbase grows, so do your responsibilities
- Visual designs can have growing pains too
- Social features can be useful for more than just growth
- Get users rolling as fast as possible
- Communication keeps users happy
The reading time for this article is 21 minutes (5,125 words).
Build on top of what works best
Everything Niantic has built so far is an evolution of what the team had built before it. Each major step on Niantic’s path has a clear footprint that precedes it; a chunk of DNA that proved advantageous, and is carried along into the next thing.
Looking back, it’s a cycle we can see play out on repeat: build a thing, identify what works about it, trim the extra bits, then build a new thing from that foundation.
Powered by WPeMatico
Machine learning can tell if you’re wearing swap-meet Louie
A wise man once said “The hat mighta had a L V on the back but at the swap meet that ain’t jack,” and now researchers can ensure that the Louis Vuitton or Prada or Coach you bought is the real deal. The system, which essentially learns the difference between real and fake products over time, uses a small microscope connected to a phone. “The underlying principle of… Read More
Powered by WPeMatico