So, here's an interesting question some savvy followers of Sixteen Ventures might ask: How can you have a SaaS Pricing Page Design Workshop when every company, in every market, is different?
Well played, sir. Well played. This is a valid question because, honestly, how often do we say SaaS is not a market, SaaS is not a pricing model, there aren't such things as "best practices" for SaaS, you shouldn't copy the pricing pages of other companies, etc.? I'd say we probably utter some form of one of those at least hourly. So how can we in good conscience sell you the archive video of a workshop for only $50 that basically covers those topics? It is simple... we teach you to cook, we don't give you recipes. Allow me to explain.
In the workshop I will (over) use the analogy that what we're teaching you is how to cook, not just giving you recipes. We'll teach you the techniques you need to fix a meal for a carnivore or a vegan and make it equally delicious. I mean, how can we give you recipes when we don't know who you're cooking for and that whoever they are, their tastes change constantly? You can see how that analogy might get taken too far, so I'll stop now.
But the idea is that there are key elements of a pricing page that are timeless - actual designs are not. Tastes, layouts, visual elements change - they come into style and they sometimes quickly go out of style. What we are going to show you is NOT whether you should use a rounded corner or a drop shadow, but the key elements that are always needed. The Trust Factors, the Use of Free, etc.
The key here is that we do all of this in the context of the Software-as-a-Service (SaaS) Business Architecture, ensuring that everyone attending understands that while Pricing is Marketing - in SaaS, pricing is tightly-coupled to the underlying revenue model and therefore directly tied to the software itself. This is a critical element that rarely exists in pricing outside of SaaS. It is one of the reasons Sixteen Ventures has such a unique approach to pricing!
That said, it should be fairly obvious that at Sixteen Ventures, we aren't designers - we just know what needs to go into a design based on our knowledge of Value Pricing within the context of SaaS, Web and Mobile Apps. When it comes time to execute, we work with our clients and their designers (or ours) to craft a pricing page that conforms to all of the timeless rules. This is then critical to understand - this workshop is far more than just the visual "design" of the pricing page. It is a detailed look at what must go into the development of the pricing page as the most important marketing page for your SaaS company, and ultimately what must go into your pricing and marketing overall.
We focus on the pricing page because for SaaS and Web App vendors this is the visual manifestation of pricing - the place where value perception and value proposition come together. Interestingly, since Pricing is Marketing, everything that goes into developing your pricing page - at least enough stuff to fill a 2 hour workshop - is just a part of what must go into your overall pricing strategy! How much time did you spend on your pricing strategy?
In addition to the context that we'll impart, a huge benefit of this workshop will be the Case Studies by four SaaS vendors that we've worked with - Rypple, PusherApp, and Kashflow. They will tell you how they took this newfound knowledge about what needs to go into a SaaS pricing page - focusing on Value Pricing - and how looking at the pricing page differently has completely changed their entire business! I am so excited for you to hear from these companies!
While this workshop is not a "here's the latest designs that are working in SaaS" - because we know that metric DOES NOT EXIST - we'll teach you how to cook and roll with the punches as the tastes of your market and audience changes. I know, I mixed analogies there. This, by the way, is why we at Sixteen Ventures are so negative about articles, blog posts, or sites that attempt to distill pricing pages from "SaaS" companies down to certain elements. It would be great if they talked about the items that really matter - the items included in this workshop - but they usually don't, instead focusing on the latest visual elements or "how many 'bundles' does their pricing grid have" or nonsense like that.
Even worse are the articles that show - using the Internet Wayback Machine - how pricing pages evolved over time as if to say "at this stage, 37Signals was doing this, so you should, too." These are not harmless and often do a severe disservice to the startups and early-stage SaaS, Web or Mobile App companies that desperately need real, actionable information.
If you want real, actionable information to help you design, and redesign, and continue to evolve and redesign your pricing page I've put together a 5 Hour video series - the Pricing Page Success Formula - to help you get the most out of your Pricing Page.
For a limited time you can get the Pricing Page Success Formula video series - with content on Value Pricing, Pricing Page Design, and even Price Testing - for the Introductory price of ONLY $297.
Go get this amazing video series for only $297 right now. As soon as you get it, immediately watch the 35-minute Value Pricing Basics for SaaS & Web Apps video; it will truly change the way you look not only at pricing, but your entire marketing strategy, your customers, and your offering as a whole!