AMA: Amplitude Director, Product Marketing, Nate Franklin on Pricing and Packaging

April 25 @ 10:00AM PT

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I'm looking at a potential pricing + packaging re-vamp. I've identified the problems + opportunities and would love insight in thinking about whether to run in-house or hire a consultant. If a consultant, whom else have people worked with aside from ProfitWell and Simon Kucher? Ideally want to learn along with the project

Nate Franklin•

Airtable Senior Director, Product Marketing • 3y

I've found that running a price / packaging revamp in-house versus with a consultant depends on three factors:Assigning a DRI to lead the project and having a clear decis...

1760 Views

1 request

Any advice for creating a pricing strategy for a value-based B2C subscription product for a brand new company?

I know what my competitors and similar products are charging, but I'm trying to figure out how to estimate conversion, churn, and customer lifetime for my product. We are a brand new company (so no existing branding or customer trust), we are B2C in the healthcare & fitness space, and we have a value-based product - i.e. not media streaming, or physical goods - like Medium. Any thoughts or resources about how to approach this analysis would be helpful. Thanks!

Nate Franklin•

Airtable Senior Director, Product Marketing • 3y

Let me preface my response and say that B2C is not the bulk of my experience, but here's how I would approach it.You have to talk to customers. I would start by trying to...

2870 Views

3 requests

What is the best approach for rolling out pricing and packaging changes? Especially increases in pricing or restrictions to features without angering customers?

Nate Franklin•

Airtable Senior Director, Product Marketing • 3y

Let's just agree that no likes paying more for the same thing and no one likes having things taken from them. So your job is 1) to not let them see it that way, 2) decide...

1467 Views

2 requests

How do you approach competitive intel for pricing?

Nate Franklin•

Airtable Senior Director, Product Marketing • 3y

Competitive Pricing Intelligence is tricky because that information is often confidential so you cannot just go ask a customer or a partner for it. However, it's natural ...

1671 Views

2 requests

How many price points and packages should I offer customers?

Nate Franklin•

Airtable Senior Director, Product Marketing • 3y

3 or 1. Please don't do more. Getting customers to spend money on your product is hard, don't make it harder by giving them too many options. Three is easy, standard, and...

1892 Views

2 requests