Podcast appearances and mentions of madhavan ramanujam

Join us for our first episode interviewing each other on our areas of expertise! This episode is all about product marketing with Kelly, and how the role can drive the success of a product and company. We discuss understanding customer needs, aligning your messaging to buyers, how to manage a feature launch, the impact you can have, and what are the hardest parts of product marketing. We share interesting examples of creative marketing from companies like Airbnb, Butternut Box, and Notion.At the start, we also discuss a trending article from Jon Miller of Marketo about the new B2B GTM Playbook.Read it here: https://www.jonmiller.com/blog/2024/6/11/from-mqls-to-meaningful-connections-the-new-rules-for-b2b-go-to-market-successStay tuned for our next episode on building your company brand with Lucy!Other resources we mention:The art and science of pricing with Madhavan Ramanujam: https://podcasts.apple.com/gb/podcast/lennys-podcast-product-growth-career/id1627920305?i=1000589410750How Notion leveraged community to build a $10B business with Camille Ricketts: https://itunes.apple.com/WebObjects/MZStore.woa/wa/viewPodcast?id=1627920305&i=1000589746210

My guest today is Madhavan Ramanujam. Madhavan quite literally wrote the book on how to price products. It's called “Monetizing Innovations” and his concepts have been used by companies across the world like Porsche, Uber, LinkedIn, and SuperHuman. Our conversation is a masterclass on pricing. We discuss common mistakes when pricing products, why you need to focus on benefits rather than features, and how to pick the right monetization model. Please enjoy my conversation with Madhavan Ramanujam. Listen to Founders podcast. For the full show notes, transcript, and links to mentioned content, check out the episode page here. ----- This episode is brought to you by Tegus. Tegus is the modern research platform for leading investors, and provider of Canalyst. Tired of calculating fully diluted shares outstanding? Access every publicly-reported data point and industry-specific KPI through their database of over 4,000 drivable global models hand-built by a team of sector-focused analysts, 35+ industry comp sheets, and Excel add-ins that let you use their industry-leading data in your own spreadsheets. Tegus' models automatically update each quarter, including hard-to-calculate KPIs like stock-based compensation and organic growth rates, empowering investors to bypass the friction of sourcing, building, and updating models. Make efficiency your competitive advantage and take back your time today. As a listener, you can trial Canalyst by Tegus for free by visiting tegus.co/patrick. ----- Invest Like the Best is a property of Colossus, LLC. For more episodes of Invest Like the Best, visit joincolossus.com/episodes.  Past guests include Tobi Lutke, Kevin Systrom, Mike Krieger, John Collison, Kat Cole, Marc Andreessen, Matthew Ball, Bill Gurley, Anu Hariharan, Ben Thompson, and many more. Stay up to date on all our podcasts by signing up to Colossus Weekly, our quick dive every Sunday highlighting the top business and investing concepts from our podcasts and the best of what we read that week. Sign up here. Follow us on Twitter: @patrick_oshag | @JoinColossus Editing and post-production work for this episode was provided by The Podcast Consultant (https://thepodcastconsultant.com). Show Notes [00:00:00] Welcome to Invest Like the Best [00:02:48] First question - How he arrived at a radically different way of building products [00:05:07] An example of coming up with a price before the product [00:08:35] Distinctions between a willingness to pay and positive feedback  [00:10:29] How to make sure you're talking to the right potential customer in the first place [00:13:32] Productizing for different customer segments  [00:16:16] Questions companies should be asking to get accurate feedback [00:21:18] What he's learned about the motivations of potential buyers [00:22:43] What leaders, killers, and fillers are [00:24:37] Some of the biggest mistakes companies make while following his formula [00:25:35] A rule of thumb for what is a benefit versus a feature [00:27:35] Five distinct pricing models for charging a customer [00:30:46] Whether or not the value piece of all of this revolves around time and money [00:33:27] What he tells entrepreneurs about pricing their products that most surprises them  [00:35:16] Defining the first four categories of failure  [00:40:13] Reasons why so many innovations fail to monetize and pricing being a CEO topic [00:41:51] Good rules that leaders can use to have a general sense for effective pricing  [00:47:38] Behavioral changes and observations as the absolute price move up and down  [00:50:36] Is there a pricing genius we should take note of? [00:53:18] The single question every leader should ask themselves [00:53:46] The kindest thing anyone has ever done for him

Brought to you by Vanta—Automate compliance. Simplify security | Superhuman—The fastest email experience ever made | AssemblyAI—Production-ready AI models to transcribe and understand speech—Julia Schottenstein is a product lead at dbt Labs, a data transformation company, and an active angel investor in data and infrastructure startups. She first got excited about dbt in 2019 when she was a VC at NEA and decided to make the leap from investor to operator by joining dbt Labs. She also co-hosts the dbt Labs Analytics Engineering Podcast, a show about data trends that impact analytics engineers' work. In today's episode, we discuss:• Advice for founders hoping to improve their M&A outcome• How to strategically think about competition• How to determine your paid features and have willingness-to-pay conversations• Why Julia lives by “worse is better” and “tech debt is a champagne problem”• Lessons from dbt Labs• What PMs can learn from investors—Find the full transcript at: https://www.lennyspodcast.com/ma-competition-pricing-and-investing-julia-schottenstein-dbt-labs/#transcript—Where to find Julia Schottenstein:• Twitter: https://twitter.com/j_schottenstein• LinkedIn: https://www.linkedin.com/in/julia-schottenstein-25424318/• Podcast: https://open.spotify.com/show/4BKMMeVXk4jJnAQSqGSJvE—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• Twitter: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—In this episode, we cover:(00:00) Julia's background(04:15) How Julia went from VC to working in product at dbt Labs(08:24) Four things Julia uses to evaluate a company's potential (11:10) How to identify whether or not you have product-market fit(12:05) Distribution strategies(13:11) M&A strategies(15:54) Lessons from the Transform acquisition(18:01) Competitive values at dbt(20:25) Keys to dbt's success(26:35) An offsite exercise Julia used to help her team internalize upcoming changes(29:32) Determining what features are included in open source(31:56) Pricing and willingness to pay(33:34) Lessons from dbt Labs's first pricing change(36:33) Whether or not to be public about selling your startup(40:08) How to utilize connections during acquisitions(44:57) How to communicate selling your company(46:33) M&A market forecast(47:28) Values at dbt Labs (50:14) Lessons from working with strongly opinionated users(52:02) The importance of shipping, learning, and iterating (54:08) How VC skills translate into product(57:03) Lightning round—Referenced:• dbt Labs: https://www.getdbt.com/• Tristan Handy on LinkedIn: https://www.linkedin.com/in/tristanhandy/• dbt Labs acquires Transform to enhance Semantic Layer tool: https://www.techtarget.com/searchbusinessanalytics/news/365530993/DBT-Labs-acquires-Transform-to-enhance-Semantic-Layer-tool• Snowflake: https://www.snowflake.com/en/• Gödel, Escher, Bach: An Eternal Golden Braid: https://www.amazon.com/G%C3%B6del-Escher-Bach-Eternal-Golden/dp/0465026567• Red strings training clip from Ted Lasso: https://www.youtube.com/watch?v=aVe3Iwy10MA• Monetizing Innovation: https://www.amazon.com/Monetizing-Innovation-Companies-Design-Product/dp/1119240867• Madhavan Ramanujam on Lenny's Podcast: https://www.lennysnewsletter.com/p/the-art-and-science-of-pricing-madhavan#details• Pricing survey: https://www.qualtrics.com/marketplace/vanwesterndorp-pricing-sensitivity-study/• Hunter Walk's blog post about publicly selling your startup: https://hunterwalk.com/2023/05/13/the-acquihire-market-for-early-stage-startups-is-ice-cold-one-better-strategy-announce-youre-for-sale/• Range: Why Generalists Triumph in a Specialized World: https://www.amazon.com/Range-Generalists-Triumph-Specialized-World/dp/0735214506/• The Snowball: Warren Buffett and the Business of Life: https://www.amazon.com/Snowball-Warren-Buffett-Business-Life/dp/0553384619/r• Sam Walton: Made in America: https://www.amazon.com/Sam-Walton-Made-America/dp/0553562835• Succession on HBO: https://www.hbo.com/succession• In Depth podcast: https://review.firstround.com/podcast• dbt community Slack: https://www.getdbt.com/community/join-the-community/—Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.—Lenny may be an investor in the companies discussed. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe

“The biggest part of the gender wage gap comes from this gender inequity, which drives the cost of what it means to have a flexible job.” - Eleanor Beaton   In this episode of The Widest Net Pamela Slim is joined by Eleanor Beaton to talk about the steps needed to close the pay gap amongst women entrepreneurs.  Eleanor Beaton is the founder of Safi Media, an education and coaching company for women entrepreneurs. She is on a mission to double the number of women entrepreneurs who scale past $1 million in revenue by 2030 and hosts the Anchored Intelligence Podcast, a top ranked podcast for female founders with over 1.5 million downloads. Eleanor Beaton was always passionate about advocating for women and understanding the gender wage gap. After a lot of research and conversations with women entrepreneurs, she is ready to tackle this inequity in the marketplace so that women can sustainably grow their businesses and meet their goals.   Here's what you can expect from this episode:  Investigating the Gender Wage Gap across Different Fields Examining the Cost of Flexibility in the Gender Wage Gap Exploring the Challenges Women Entrepreneurs Face in Accessing Capital Language can be Exclusionary when trying to Access Capital Remember we all need each other - life and work is better together.   Resources mentioned in this episode:  Eleanor Beaton - Free Gift - Discover Your Sales DNA! Anchored Intelligence Podcast Monetizing Innovation by Madhavan Ramanujam and George Tacke Eleanor Beaton - LinkedIn Eleanor Beaton - Instagram The Widest Net Book by Pamela Slim   Connect with The Widest Net Podcast If you haven't done so already, subscribe to the podcast. Published episodes will come directly to your favorite podcast app.  If you enjoyed the show, please rate it on Apple Podcasts with a short review. Doing so will help me reach more entrepreneurs and small business owners just like you.  Connect with Pam directly on LinkedIn

Naomi Ionita is a Partner at the venture capital firm, Menlo Ventures. She started her career in engineering in 2002, shifted to product in 2006, and built product growth and monetization teams starting over a decade ago as one of the first PLG leaders in B2B. She was an early mentor at Reforge and her expertise is in building full-stack growth teams and cultures, launching new products, and helping existing products monetize and retain their users. Consider today's episode a master class on monetization and pricing. We talk about common mistakes made by founders, specific experiments for how to determine pricing, and why initial growth sometimes comes at the expense of revenue. Naomi also introduces the concept of the Modern Growth Stack, how AI will play a role in growth, and what she's most excited about for the future.—Find the full transcript here: https://www.lennyspodcast.com/how-to-price-your-product-naomi-ionita-menlo-ventures/#transcript—Thank you to our wonderful sponsors for supporting this podcast:• Miro—A collaborative visual platform where your best work comes to life: https://miro.com/lenny• Notion—One workspace. Every team: https://www.notion.com/lennyspod• Vanta—Automate compliance. Simplify security: https://vanta.com/lenny—Where to find Naomi:• Twitter: https://twitter.com/npilosof• LinkedIn: https://www.linkedin.com/in/naomipilosofionita/• Website: https://www.menlovc.com/naomi-pilosof-ionita—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• Twitter: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—Referenced:Disclaimer: Lenny is an angel investor in a few startups mentioned in this episode: Eppo, Endgame, Pocus• Evernote: https://evernote.com/• Figma: https://www.figma.com/• The Van Westendorp pricing model: https://www.forbes.com/sites/rebeccasadwick/2020/06/22/how-to-price-products/?sh=7e6077f855c7• OpenView: https://openviewpartners.com/• SaaS business model at Profitwell: https://www.profitwell.com/recur/all/saas-business-model• Envoy: https://envoy.com/• Invoice2go: https://invoice.2go.com/• Gas: https://apps.apple.com/us/app/gas/id1641791746• Endgame: https://www.endgame.io/• Pocus: https://www.pocus.com/• Optimizely: https://www.optimizely.com/• Eppo: https://www.geteppo.com/• Amplitude: https://amplitude.com/• Chargebee: https://www.chargebee.com/• Zuora: https://www.zuora.com/• Metronome: https://metronome.com/• Orb: https://www.withorb.com/• Monetizing Innovation: How Smart Companies Design the Product Around the Price: https://www.amazon.com/Monetizing-Innovation-Companies-Design-Product/dp/1119240867• Ask the Storybots on Netflix: https://www.netflix.com/title/80108159• Madhavan Ramanujam on Lenny's Podcast: https://www.lennyspodcast.com/videos/the-art-and-science-of-pricing-madhavan-ramanujam-monetizing-innovation-simon-kucher/—In this episode, we cover:(00:00) Naomi's background(06:21) Why Evernote wasn't able to leverage the kind of growth that Notion did(08:06) What founders get wrong when it comes to monetization(12:34) Which features to include in a freemium product(13:22) Day one vs. day one-hundred premium features(15:35) Matching price to value for optimal segmentation(18:50) When pricing should be revisited(19:38) How to determine price, and why it's a good idea to have a cross-functional pricing team(23:06) How to restructure pricing holistically (25:58) How Envoy learned that they were undercharging(28:39) The importance of experimentation (32:19) How to balance growth with revenue(35:12) What is the modern data stack?(36:45) The modern growth stack(42:22) The importance of experimentation in the growth stack(42:59) Platforms for billing and monetization(46:13) Why a hybrid model of pricing tends to be most used in SaaS companies(49:01) Leveraging AI (49:52) Lightning round—Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe

Madhavan Ramanujam is a senior partner at Simon-Kucher, where he works with tier-one tech companies like Uber, Asana, and LinkedIn to help them develop their pricing and monetization strategies. He's also the author of the most widely read book on pricing strategy, Monetizing Innovation. In today's podcast, we talk about all the elements that go into your pricing strategy. Madhavan gives real-life examples of having conversations about “willingness to pay,” how segmentation should impact your pricing, and when to start thinking about pricing. He also shares tips on how behavioral pricing impacts your thinking, how to restructure your pricing during a downturn, and much more.—Find the full transcript here: https://www.lennyspodcast.com/the-art-and-science-of-pricing-madhavan-ramanujam-monetizing-innovation-simon-kucher/#transcript—Thank you to our wonderful sponsors for making this episode possible:• Lemon.io—a marketplace of vetted software developers. Get your match within 48h: https://lemon.io/lenny• Mixpanel—product analytics that everyone can trust, use, and afford: https://mixpanel.com/startups• Miro—a collaborative visual platform where your best work comes to life: https://miro.com/lenny—Where to find Madhavan Ramanujam:• Twitter: https://twitter.com/madhavansf• LinkedIn: https://www.linkedin.com/in/madhavan-ramanujam-1533063/• Website: https://www.simon-kucher.com/en-us/leadership—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• Twitter: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—Referenced:• Monetizing Innovation: https://www.amazon.com/Monetizing-Innovation-Companies-Design-Product/dp/1119240867• It's Price Before Product. Period: https://review.firstround.com/its-price-before-product-period• Rahul Vohra on NFX podcast: https://www.youtube.com/watch?v=JCiMqVC6Dok• Leaders, Killers, and Fillers framework: https://kevinacohn.medium.com/leaders-fillers-and-killers-creating-bundles-that-work-7f4c7329cf53• Predictably Irrational: https://www.amazon.com/Predictably-Irrational-Revised-Expanded-Decisions/dp/0061353248• Preorder Unlocking Growth: https://www.amazon.com/Maximize-Profits-Prices-Products-Services/dp/1119633060• Confessions of the Pricing Man: https://www.amazon.com/Confessions-Pricing-Man-Affects-Everything/dp/B08TZPRKVY• Simon-Kucher books: https://www.simon-kucher.com/en-us/resources/books• Mastering SaaS pricing (Kyle Poyar): https://www.saas-knowledge-base.com/docs/mastering-saas-pricing-from-mvp-to-ipo• 6 Must-Reads on Pricing a Product: https://review.firstround.com/our-6-must-reads-on-pricing-a-product—In this episode, we cover:(03:24) Madhavan's background(06:29) How Madhavan got into pricing and monetization(08:02 ) Why he wrote Monetizing Innovation(09:43) Why pricing is a cross-functional discipline, but ultimately a function of product(11:27) What “willingness to pay” is, and why founders need to have conversations about it early and often(15:23) How Porsche built their SUV around customer feedback and willingness to pay(18:46) How testing helped a marketplace company avoid building something customers don't value(23:50) Several methods to use to learn willingness to pay(33:38) When and how the willingness-to-pay conversations happen(37:08) How many customers you should be talking to(38:13) When to revisit pricing(39:20) Segmentation strategies(42:42) Why you need to act differently to your segments that have different needs(44:33) When to think about segmentation(47:49) Examples of segmentation done well(52:24) The importance of dynamic segmentation(53:19) The three pricing strategies: maximizing, penetrating, and skimming(55:49) How to use bundling and packaging to unlock segmentation(59:50) Why how you charge is more important than how much(1:03:30) Subscription vs. usage (1:07:40) Pricing options and structures(1:10:22) How to run tests to see which pricing model works best(1:12:06) Focusing on benefits vs. features(1:16:13) What behavioral pricing is and why it's important(1:20:54) Tactics for behavioral pricing(1:26:33) Determining pricing thresholds (1:28:23) Tips for pricing in a depressed market(1:32:50) Madhavan's new book—Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe

Podcast: Invest Like the Best with Patrick O'Shaughnessy (LS 67 · TOP 0.05% what is this?)Episode: Madhavan Ramanujam - How to Price Products - [Invest Like the Best, EP.298]Pub date: 2022-10-11My guest today is Madhavan Ramanujam. Madhavan quite literally wrote the book on how to price products, it's called “Monetizing Innovations” and his concepts have been used by companies across the world like Porsche, Uber, LinkedIn, and SuperHuman. Our conversation is a masterclass on pricing. We discuss common mistakes when pricing products, why you need to focus on benefits rather than features, and how to pick the right monetization model. Please enjoy my conversation with Madhavan Ramanujam.   For the full show notes, transcript, and links to mentioned content, check out the episode page here.   -----   This episode is brought to you by Tegus. Tegus streamlines the investment research process so you can get up to speed and find answers to critical questions on companies faster and more efficiently. The Tegus platform surfaces the hard-to-get qualitative insights, gives instant access to critical public financial data through BamSEC, and helps you set up customized expert calls. It's all done on a single, modern Saas platform that offers 360-degree insight into any public or private company. I've been so impressed by the platform that my firm, Positive Sum, recently made an investment in Tegus. As a listener, you can take Tegus for a free test drive by visiting tegus.co/patrick. And until 2023 every Tegus license comes with complimentary access to BamSec by Tegus.   -----   Today's episode is brought to you by Brex. Brex is the integrated financial platform trusted by the world's most innovative entrepreneurs and fastest-growing companies. With Brex, you can move money fast for instant impact with high-limit corporate cards, payments, venture debt, and spend management software all in one place. Ready to accelerate your business? Learn more at brex.com/best.   -----   Invest Like the Best is a property of Colossus, LLC. For more episodes of Invest Like the Best, visit joincolossus.com/episodes.    Past guests include Tobi Lutke, Kevin Systrom, Mike Krieger, John Collison, Kat Cole, Marc Andreessen, Matthew Ball, Bill Gurley, Anu Hariharan, Ben Thompson, and many more.   Stay up to date on all our podcasts by signing up to Colossus Weekly, our quick dive every Sunday highlighting the top business and investing concepts from our podcasts and the best of what we read that week. Sign up here.   Follow us on Twitter: @patrick_oshag | @JoinColossus   Show Notes [00:02:48] - [First question] - How he arrived at a radically different way of building products [00:05:07] - An example of coming up with a price before the product [00:08:35] - Distinctions between a willingness to pay and positive feedback  [00:10:29] - How to make sure you're talking to the right potential customer in the first place [00:13:32] - Productizing for different customer segments  [00:16:16] - Questions companies should be asking to get accurate feedback [00:21:18] - What he's learned about the motivations of potential buyers [00:22:43] - What leaders, killers, and fillers are [00:24:37] - Some of the biggest mistakes companies make while following his formula [00:25:35] - A rule of thumb for what is a benefit versus a feature [00:27:35] - Five distinct pricing models for charging a customer [00:30:46] - Whether or not the value piece of all of this revolves around time and money [00:33:27] - What he tells entrepreneurs about pricing their products that most surprises them  [00:35:16] - Defining the first four categories of failure  [00:40:13] - Reasons why so many innovations fail to monetize and pricing being a CEO topic [00:41:51] - Good rules that leaders can use to have a general sense for effective pricing  [00:47:38] - Behavioral changes and observations as the absolute price move up and down  [00:50:36] - Is there a pricing genius we should take note of? [00:53:18] - The single question every leader should ask themselves [00:53:46] - The kindest thing anyone has ever done for himThe podcast and artwork embedded on this page are from Colossus | Investing & Business Podcasts, which is the property of its owner and not affiliated with or endorsed by Listen Notes, Inc.

Podcast: Invest Like the Best with Patrick O'Shaughnessy (LS 67 · TOP 0.05% what is this?)Episode: Madhavan Ramanujam - How to Price Products - [Invest Like the Best, EP.298]Pub date: 2022-10-11My guest today is Madhavan Ramanujam. Madhavan quite literally wrote the book on how to price products, it's called “Monetizing Innovations” and his concepts have been used by companies across the world like Porsche, Uber, LinkedIn, and SuperHuman. Our conversation is a masterclass on pricing. We discuss common mistakes when pricing products, why you need to focus on benefits rather than features, and how to pick the right monetization model. Please enjoy my conversation with Madhavan Ramanujam.   For the full show notes, transcript, and links to mentioned content, check out the episode page here.   -----   This episode is brought to you by Tegus. Tegus streamlines the investment research process so you can get up to speed and find answers to critical questions on companies faster and more efficiently. The Tegus platform surfaces the hard-to-get qualitative insights, gives instant access to critical public financial data through BamSEC, and helps you set up customized expert calls. It's all done on a single, modern Saas platform that offers 360-degree insight into any public or private company. I've been so impressed by the platform that my firm, Positive Sum, recently made an investment in Tegus. As a listener, you can take Tegus for a free test drive by visiting tegus.co/patrick. And until 2023 every Tegus license comes with complimentary access to BamSec by Tegus.   -----   Today's episode is brought to you by Brex. Brex is the integrated financial platform trusted by the world's most innovative entrepreneurs and fastest-growing companies. With Brex, you can move money fast for instant impact with high-limit corporate cards, payments, venture debt, and spend management software all in one place. Ready to accelerate your business? Learn more at brex.com/best.   -----   Invest Like the Best is a property of Colossus, LLC. For more episodes of Invest Like the Best, visit joincolossus.com/episodes.    Past guests include Tobi Lutke, Kevin Systrom, Mike Krieger, John Collison, Kat Cole, Marc Andreessen, Matthew Ball, Bill Gurley, Anu Hariharan, Ben Thompson, and many more.   Stay up to date on all our podcasts by signing up to Colossus Weekly, our quick dive every Sunday highlighting the top business and investing concepts from our podcasts and the best of what we read that week. Sign up here.   Follow us on Twitter: @patrick_oshag | @JoinColossus   Show Notes [00:02:48] - [First question] - How he arrived at a radically different way of building products [00:05:07] - An example of coming up with a price before the product [00:08:35] - Distinctions between a willingness to pay and positive feedback  [00:10:29] - How to make sure you're talking to the right potential customer in the first place [00:13:32] - Productizing for different customer segments  [00:16:16] - Questions companies should be asking to get accurate feedback [00:21:18] - What he's learned about the motivations of potential buyers [00:22:43] - What leaders, killers, and fillers are [00:24:37] - Some of the biggest mistakes companies make while following his formula [00:25:35] - A rule of thumb for what is a benefit versus a feature [00:27:35] - Five distinct pricing models for charging a customer [00:30:46] - Whether or not the value piece of all of this revolves around time and money [00:33:27] - What he tells entrepreneurs about pricing their products that most surprises them  [00:35:16] - Defining the first four categories of failure  [00:40:13] - Reasons why so many innovations fail to monetize and pricing being a CEO topic [00:41:51] - Good rules that leaders can use to have a general sense for effective pricing  [00:47:38] - Behavioral changes and observations as the absolute price move up and down  [00:50:36] - Is there a pricing genius we should take note of? [00:53:18] - The single question every leader should ask themselves [00:53:46] - The kindest thing anyone has ever done for himThe podcast and artwork embedded on this page are from Colossus | Investing & Business Podcasts, which is the property of its owner and not affiliated with or endorsed by Listen Notes, Inc.

My guest today is Madhavan Ramanujam. Madhavan quite literally wrote the book on how to price products, it's called “Monetizing Innovations” and his concepts have been used by companies across the world like Porsche, Uber, LinkedIn, and SuperHuman. Our conversation is a masterclass on pricing. We discuss common mistakes when pricing products, why you need to focus on benefits rather than features, and how to pick the right monetization model. Please enjoy my conversation with Madhavan Ramanujam.   For the full show notes, transcript, and links to mentioned content, check out the episode page here.   -----   This episode is brought to you by Tegus. Tegus streamlines the investment research process so you can get up to speed and find answers to critical questions on companies faster and more efficiently. The Tegus platform surfaces the hard-to-get qualitative insights, gives instant access to critical public financial data through BamSEC, and helps you set up customized expert calls. It's all done on a single, modern Saas platform that offers 360-degree insight into any public or private company. I've been so impressed by the platform that my firm, Positive Sum, recently made an investment in Tegus. As a listener, you can take Tegus for a free test drive by visiting tegus.co/patrick. And until 2023 every Tegus license comes with complimentary access to BamSec by Tegus.   -----   Today's episode is brought to you by Brex. Brex is the integrated financial platform trusted by the world's most innovative entrepreneurs and fastest-growing companies. With Brex, you can move money fast for instant impact with high-limit corporate cards, payments, venture debt, and spend management software all in one place. Ready to accelerate your business? Learn more at brex.com/best.   -----   Invest Like the Best is a property of Colossus, LLC. For more episodes of Invest Like the Best, visit joincolossus.com/episodes.    Past guests include Tobi Lutke, Kevin Systrom, Mike Krieger, John Collison, Kat Cole, Marc Andreessen, Matthew Ball, Bill Gurley, Anu Hariharan, Ben Thompson, and many more.   Stay up to date on all our podcasts by signing up to Colossus Weekly, our quick dive every Sunday highlighting the top business and investing concepts from our podcasts and the best of what we read that week. Sign up here.   Follow us on Twitter: @patrick_oshag | @JoinColossus   Show Notes [00:02:48] - [First question] - How he arrived at a radically different way of building products [00:05:07] - An example of coming up with a price before the product [00:08:35] - Distinctions between a willingness to pay and positive feedback  [00:10:29] - How to make sure you're talking to the right potential customer in the first place [00:13:32] - Productizing for different customer segments  [00:16:16] - Questions companies should be asking to get accurate feedback [00:21:18] - What he's learned about the motivations of potential buyers [00:22:43] - What leaders, killers, and fillers are [00:24:37] - Some of the biggest mistakes companies make while following his formula [00:25:35] - A rule of thumb for what is a benefit versus a feature [00:27:35] - Five distinct pricing models for charging a customer [00:30:46] - Whether or not the value piece of all of this revolves around time and money [00:33:27] - What he tells entrepreneurs about pricing their products that most surprises them  [00:35:16] - Defining the first four categories of failure  [00:40:13] - Reasons why so many innovations fail to monetize and pricing being a CEO topic [00:41:51] - Good rules that leaders can use to have a general sense for effective pricing  [00:47:38] - Behavioral changes and observations as the absolute price move up and down  [00:50:36] - Is there a pricing genius we should take note of? [00:53:18] - The single question every leader should ask themselves [00:53:46] - The kindest thing anyone has ever done for him

Prof. Hermann Simon is a bestselling author of more than 40 books and expert in pricing and marketing strategy. His accolades, to name but a few, include becoming the only German in the Thinkers50 Hall of Fame and having a Chinese business school built in his namesake (the Hermann Simon Business School in Shouguang). While Simon was as a business administration professor for over 14 years at the Universities of Bielefeld and Mainz in Germany, he is best known for what came after -- when he founded Simon-Kucher & Partners with professors Eckhard Kucher and Karl-Heinz Sebastian. As CEO from 1995 to 2009, Simon was instrumental in helping the consultancy become what it is today: a $500 million player with more than 40 offices around the world. Bob Buday worked with Simon-Kucher in the middle of the last decade, leading Bloom Group's work in helping Simon-Kucher partners Madhavan Ramanujam and Georg Tacke develop the content for their book Monetizing Innovation. In this episode of Everything Thought Leadership, Simon joins Bob to discuss the key factors behind Simon-Kucher's rise to prominence, the value of publishing books in the thought leadership content and marketing mix, and other topics.

Dan is the Founder & Chief Pricing Officer at Product Tranquility, a consulting firm that accelerates product growth and increases customer loyalty. They bring world-class product management and strategy practices to B2B SaaS and Marketplace companies in the small-to-mid market. Dan has managed multiple products throughout the product life-cycle from new concept incubation, product launch, product maintenance, platform transitions, and end of life over the last 15 years. In this episode we cover: 00:00 - https://byldd.com/ (Byldd - MVP Development Agency Based in New York) 01:12 - Intro 03:00 - What Is Product Value? 09:18 - Perceived Value Vs Cheap Price 13:00 - Strategy For Getting An Effective Price 16:31 - What Some SaaS Founders Get Wrong About Pricing 17:59 - How Often The Price Should Be Changed 20:34 - Adjusting The Price When Adding New Features 23:14 - Advantages Of Using Free Trials Or Freemium 32:02 - https://dofollow.io (Dofollow.io - Premium Link Building) 33:20 - Should Companies Show Pricing On Their Websites? 39:34 - When To Bring A Pricing Expert To Your Product Marketing Team 42:26 - Dan's Favorite Activity To Get Into a Flow State 43:27 - Dan's Piece of Advice for His 25 Years Old Self 43:45 - Dan's Biggest Challenges at Product Tranquility 44:38 - Instrumental Resources for Dan's Success 46:17 - What Does Success Means for Dan Today 47:24 - Get In Touch With Dan Get in Touch With Dan: https://www.linkedin.com/in/balcauski/ (Dan's LinkedIn) https://www.producttranquility.com/home-extended/blog/ (Product Tranquility Blog) Mentions: https://www.linkedin.com/in/patrickccampbell/ (Patrick Campbell) Books: https://www.amazon.com.br/Strategy-Tactics-Pricing-growing-profitably-dp-1138737518/dp/1138737518 (The Strategy And Tactics Of Pricing by Thomas T Nagle) https://www.amazon.com.br/Monetizing-Innovation-Companies-Design-Product/dp/1119240867 (Monetizing Innovation by Madhavan Ramanujam & Georg Tacke) Magic Mind, The World's First Productivity Drink - You can get 40% off on your subscription for the next 10 Days. Try it out, go to https://my.captivate.fm/magicmind.co/SaaS (magicmind.co/SaaS) and use our Discount Code SAAS20 Tag Us & Follow: https://www.facebook.com/SaaSDistrictPodcast/ (Facebook) https://www.linkedin.com/company/horizen-capital (LinkedIn) https://www.instagram.com/saasdistrict/ (Instagram) More About Akeel: https://twitter.com/AkeelJabber (Twitter) https://linkedin.com/in/akeel-jabbar (LinkedIn) https://horizencapital.com/saas-podcast/ (SaaS Podcasts) https://horizencapital.com/saas-consulting-services/ (SaaS Consultants) https://horizencapital.com/how-to-value-saas-business/ (Learn How to Value a SaaS Company)

Kyle Poyar is a Partner at OpenView, responsible for advising portfolio executive teams on strategies to increase revenue growth. Kyle has particularly deep expertise in pricing, having written an entire book on it (link below), while also working on it as a consultant for almost 6 years before he moved into VC. In this episode we covered:Why companies tend to underinvest in pricing (10:00)When a startup should begin to seriously think about pricing and packaging (13:40)Who in a company should form part of the 'pricing team' - is it a dedicated specialist, sales, marketing, or product? (20:30)Kyle's process for companies that want to kick off a pricing strategy review How PLG companies should think about pricing (25:30)Why usage-based pricing is often under-rated as an approach (30:28)Readings mentioned in this episode:Mastering SaaS pricing by Kyle PoyarOpenview's Usage-Based Pricing PlaybookMonetizing Innovation by Madhavan Ramanujam and Georg Tacke

Most startups postpone pricing decisions until after the product is developed. They HOPE they can make money rather than KNOW they will at the outset. In this Lesson of Greatness, pricing guru Madhavan Ramanujam shows us that without a price, you literally don't have a product. Therefore, we should follow some of the best practices aligned with having the willingness to pay discussion early and in the most effective ways.

New startups fail for many reasons. Perhaps the most obvious is they can't get people to pay the necessary price for their products. Madhavan Ramanujam's book Monetizing Innovation, is the foremost guide in the industry for startups who want to make pricing a core part of their success rather than an afterthought. In this interview, Mike Maples Jr of Floodgate talks to Madhavan about the key success factors as well as mistakes to avoid.

This is The Founders' List - audio versions of essays from technology’s most important leaders, selected by the founder community. Alongside our latest NFX Essay "The Hidden World of Pricing: Uber, Trulia, Etsy, Superhuman & More with Madhavan Ramanujam", we decided to release supplemental pricing articles on The Founders' List. Ash Maurya is the author of Running Lean and the creator of the one-page business modelling tool Lean Canvas. His posts and advice have been featured in Inc., Forbes, and Fortune. He regularly hosts sold out workshops around the world and serves as a mentor to several accelerators including TechStars, MaRS, and Capital Factory. He serves on the advisory board of a number of startups and has consulted to new and established companies. Author, creator of Lean Canvas, and founder of LEANSTACK. Ash's featured article in this episode: - My Experiments in Lean Pricing Read the full NFX pricing essay here - https://www.nfx.com/post/the-hidden-world-of-pricing/

This is The Founders' List - audio versions of essays from technology’s most important leaders, selected by the founder community. Alongside our latest NFX Essay "The Hidden World of Pricing: Uber, Trulia, Etsy, Superhuman & More with Madhavan Ramanujam", we decided to release multiple supplemental pricing articles on The Founders' List. This is a two-part episode including two essays from Tomasz Tunguz (Venture Capitalist at Redpoint). He is also a board member of Looker, ERPLY, Electric imp, inc., AxialMarket, Quantifind, Expensify, and more. Prior to joining Redpoint, Tomasz was the product manager for Google's social media monetization team, including the Google-MySpace partnership. Tomasz's featured articles in this episode: - Ten Years Worth of Learnings About Pricing - There are Only 3 Pricing Strategies for Your Startup Read the full NFX pricing essay here - https://www.nfx.com/post/the-hidden-world-of-pricing/

This is The Founders' List - audio versions of essays from technology’s most important leaders, selected by the founder community. Alongside our latest NFX Essay "The Hidden World of Pricing: Uber, Trulia, Etsy, Superhuman & More with Madhavan Ramanujam", we decided to release supplemental pricing articles on The Founders' List. Sean Ellis is an entrepreneur, angel investor, and startup advisor. He is the CEO of GrowthHackers and was previously founder and CEO of Qualaroo, an automated user research tool. He attended the University of California, Davis and graduated in 1994. "An optimal price allows the startup to grow at the fastest possible rate by maximizing profitable investments in customer acquisition programs and/or offering a free version to drive broad user adoption." Sean's featured article in this episode: - How to Determine the Optimal Price for Your Web Service Read the full NFX pricing essay here - https://www.nfx.com/post/the-hidden-world-of-pricing/

This is The Founders' List - audio versions of essays from technology’s most important leaders, selected by the founder community. Alongside our latest NFX Essay "The Hidden World of Pricing: Uber, Trulia, Etsy, Superhuman & More with Madhavan Ramanujam", we decided to release multiple supplemental pricing articles on The Founders' List. David Skok joined Matrix Partners as a General Partner in May 2001. He has a wealth of experience running companies. David started his first company in 1977 at age 22. Since then David has founded a total of four separate companies and performed one turn-around. Three of these companies went public. This post looks at how to create scalable pricing using multiple pricing axes, and discusses the different types of axes that can be used. David's featured article in this episode: - Scalable Pricing: A Key Tool For SaaS Success Read the full NFX pricing essay here - https://www.nfx.com/post/the-hidden-world-of-pricing/

Madhavan Ramanujam is a legendary “pricing whisperer” among tech unicorns including Trulia, Etsy, Uber, Amazon, Evernote, and more. He is the author of 'Monetizing Innovation' and a partner at Simon-Kucher. Today, Madhavan and Pete (General Partner at NFX) are sharing the frameworks, tactics, and hidden truths Founders need to know about pricing - and how, when done correctly, it can dramatically lever-up growth. Madhavan and Pete discuss topics in the pricing world like how: - Pricing is a blindspot for startups. - How to Test Willingness-to-Pay - Acceptable, Expensive, or Prohibitively Expensive? - How To Think About Pricing During Extreme Swings - What to do when customer demand is spiking - What to do when you are losing demand - Think creatively about value and market share in a downturn - How You Charge > How Much You Charge - Five Monetization Models That Work, Time And Time Again - Subscription - Dynamic Pricing - Market-Based Pricing - Freemium - Why 72% of Attempts to Monetize Innovation Fail - The 4 Ways Your Monetization Fails - Feature Shock - Minivation - Hidden Gems - Undead - Frameworks for Avoiding Monetizing Innovation Failures - P.S. Pricing Principles Applied to Life Madhavan also walks us through some never before heard pricing case studies on companies he's worked with like: - Etsy - Uber - Amazon - Evernote

INSIGHTS #42 Madhavan Ramanujam of Simon-Kucher gives his take on monetising innovation by Accel

Have you ever wondered why soda at a movie theatre is $6 for a small and $7 for a large. Both are insane prices to pay for a coke, but marketers use the comparison to make us feel that $7 is a good deal. Tiny tricks like this are all around us and explored in Monetizing Innovation by Madhavan Ramanujam & Georg Tacke. This book looks at the tips and tricks of how we can innovate simply by changing the way we present features in our products and adjusting pricing to match a customers willingness to pay. It's a fascinating world and an eye opening read. Joining us this episode is guest co-host Jim Flannery and Director of Pricing and Packaging at Citrix, Brett Waldman.

Madhavan Ramanujam of Simon-Kutcher & Partners joins Nick to discuss Monetization Strategy & Why Price Trumps Product. In this episode, we cover: What's the backstory and how did you develope this monetization expertise? What VC firms and/or investors have you worked with? What's the most common missteps that innovators make? What are the 4 types of innovation fails? I want to talk about your three key rules for monetizing new products: Having the WTP conversation early, Investigating how to charge not just what to charge and not settling for one-size fits all... Let's start w/ the WTP conversation, walk us through this point and the three questions one should ask? Essentially, are you suggesting that startups run a conjoint analysis to see what features customers want and how much they'll pay or is it more than that? How do the results inform the pricing strategy? Is this the Van Westendorp methodology, if not, how's it different? Talk more about the second rule... Investigating how to charge, not just what to charge. The final rule is: Don't settle for one-size-fits-all... walk us through your point here. form factor, application, segment This is controversial in the venture space where many investors are looking for one business model across all customers... what's your response to VCs here? How do you apply your methodology in situations with a nascent market... where customers may not fully understand their needs, the problems they will experience or the solutions available? Final thoughts and advice for startups that are creating a new product? Any words of advice for investors that are assessing startups very early on?   To listen more, please visit http://fullratchet.net/podcast-episodes/ for all of our other episodes. Also, follow us on twitter @TheFullRatchet for updates and more information.

Madhavan Ramanujam joins Mark Stiving to discuss why pricing should never be treated as an afterthought, but as a science and an art. Madhavan, a partner and board member at Simon-Kucher & Partners, has worked in consulting for more than a decade, advising companies ranging from Fortune 500 companies to tech startups. He has led more than 125 monetization projects for internet, software and technology clients, helping bring numerous products to market. Madhavan is also the co-author of Monetizing Innovation: How Smart Companies Design the Product Around the Price You can find case studies and contact information at http://monetizinginnovation.com.

Madhavan Ramanujam is a partner and board member at Simon-Kucher & Partners. He advises companies of all sizes, from startups to Fortune 500s on monetization strategy and has helped bring numerous new products to market. His new book, Monetizing Innovation: How Smart Companies Design the Product Around the Price co-authored with Georg Tacke, Co-CEO of Simon-Kucher & Partners offers a practical, nine-step approach to improve the odds of new-product success. Through case studies – including Porsche, LinkedIn, Swarovski and Uber – the book illustrates the importance of putting the customer’s willingness to pay at the very core of product design. Check our previous episodes of Subscribed Podcast at www.zuora.com/podcast

July 26, 2016 LearnLux CEO Rebecca Liebman & Monetizing Innovation w Madhavan Ramanujam

Elizabeth Becker author of OVERBOOKED: The Exploding Business of Travel and Tourism, which was an Amazon Book of the Year. She is an award winning journalist who was the international economics correspondent of the New York Times, senior foreign editor of National Public Radio and war correspondent of the Washington Post Robbie Hardy spent 20+ successful years in the corporate sector before finding her true calling in the entrepreneurial world.  She has sat on all sides of the entrepreneurial desk - as CEO, strategic consultant, board member, investor, and mentor Madhavan Ramanujam co-author of Monetizing Innovation: How Smart Companies Design the Product Around the Price is a board member and partner at Simon-Kucher& Partners based in its San Francisco/Silicon Valley office. Advising companies of all sizes from Fortune 500s to startups, Ramanujam has led more than 125 monetization projects for internet, software and technology clients, helping bring numerous new products to market For more information go to MoneyForLunch.com. Connect with Bert Martinez on Facebook. Connect with Bert Martinez on Twitter. Need help with your business? Contact Bert Martinez. Have Bert Martinez speak at your event!

Host Dave Robertson is joined first by Sidney Levy, Director of Design for Construction Equipment at Volvo, who talks about how his branch of the auto company has embraced the digital landscape to revolutionize an industry. Next, nearly three quarters of new products and services miss the mark when it comes to raising revenue and profit. How can breakthrough ideas effectively make money? Dave talks with Madhavan Ramanujam, Board Member and Partner at Simon-Kucher & Partners, and the co-author of "Monetizing Innovation: How Smart Companies Design the Product Around the Price."