Slides from the SaaS & Web App Pricing Roundtable on April 27, 2010 hosted by Techcelerate out of UK and moderated by Lincoln Murphy of Sixteen Ventures.

1. SaaS & Web App Pricing and Sales Model
Roundtable
Hosted by Techcelerate in England
Moderated by Lincoln Murphy, Managing Director
in Dallas, Texas
April 27, 2010
Copyright© 2010 Sixteen Ventures. All rights reserved.

2. I Am the Moderator
Lincoln Murphy, Managing Director
Sixteen Ventures
http://sixteenventures.com Copyright© 2010 Sixteen Ventures. All Rights Reserved

3. We help SaaS & Web App
companies with:
•Business Strategy
•Revenue Modeling
•Distribution
•Pricing Strategy
Pricing Page Tune-Up™ & Pricing Page Overhaul™
http://sixteenventures.com/pricing
http://sixteenventures.com Copyright© 2010 Sixteen Ventures. All Rights Reserved

4. 7 Revenue Streams
Products
Recurring Ecosystem
Network
Effect
Services Advertising
Ancillary
http://sixteenventures.com Copyright© 2010 Sixteen Ventures. All Rights Reserved

5. Most Common
Primary Revenue
Streams Products
Recurring Ecosystem
Network
Effect
Services Advertising
Ancillary
http://sixteenventures.com Copyright© 2010 Sixteen Ventures. All Rights Reserved

6. Pricing is Marketing
http://sixteenventures.com Copyright© 2010 Sixteen Ventures. All Rights Reserved

7. 5 Keys to Developing a Pricing Strategy
1. Goal
2. Market Alignment
3. Market Segmentation
4. Distribution
5. Sales Model
http://sixteenventures.com Copyright© 2010 Sixteen Ventures. All Rights Reserved

8. What is your Pricing Goal?
Market Position?
Hyper Growth?
Upsell?
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9. Are you Aligned with your Market?
How they buy
How much they’ll pay - perceived value
How they’ll pay
http://sixteenventures.com Copyright© 2010 Sixteen Ventures. All Rights Reserved

10. Leverage Market Segmentation?
All things to everyone
Better Alignment
Test Pricing
http://sixteenventures.com Copyright© 2010 Sixteen Ventures. All Rights Reserved

11. What Distribution Strategy is Required?
Direct
Channels / Intermediaries
App Stores
http://sixteenventures.com Copyright© 2010 Sixteen Ventures. All Rights Reserved

12. What is Your Sales Model?
Automated
High-Touch / Complex
Hybrid
http://sixteenventures.com Copyright© 2010 Sixteen Ventures. All Rights Reserved

13. Wait? What about profit
margins & competitor pricing?
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14. Do Not Copy Other
Companies’ Pricing!
This includes the companies you hear from today; do your
homework before implementing the things talked about here.
http://sixteenventures.com Copyright© 2010 Sixteen Ventures. All Rights Reserved

15. Roundtable
That means you have to participate...
http://sixteenventures.com Copyright© 2010 Sixteen Ventures. All Rights Reserved

16. We help SaaS & Web App
companies with:
•Business Strategy
•Revenue Modeling
•Distribution
•Pricing Strategy
Pricing Page Tune-Up™ & Pricing Page Overhaul™
http://sixteenventures.com/pricing
http://sixteenventures.com Copyright© 2010 Sixteen Ventures. All Rights Reserved

17. SaaS & Web App
Revenue Modeling &
Business Strategy
(972) 200-9317
lincoln.murphy@sixteenventures.com
http://sixteenventures.com/pricing
@lincolnmurphy