The key to any value pricing strategy is to focus on the customer and what they get out of it.
"I can't believe they do that in a spreadsheet! There has to be a better way."
And with that you set out to build a better way for "them." You create the best product you can with all of the great features you just know they need - and they don't buy.
What's wrong? Your solution is clearly better. First of all, it's on the web in the cloud so it is obviously better. Second, it has more features - really cool ones - that totally blow that spreadsheet away. Wait? They use a paper notebook, a clipboard, or something else? "Oh yeah... our app blows that away for sure!"
Have you ever found yourself having that conversation with your co-founder, team, spouse, or yourself? Without getting into the fact that you should have been talking to the customer first, overall, you're missing the big picture.
This "low tech" antiquated way your market currently does business is just that - the way they currently do business. No matter how horrible it seems from your point of view as a technology-forward startup founder, the reality is that they've done more business in that tattered notebook than your entire company. How do you overcome that objection? More features? I don't think so.
Don't confuse "low tech" with "low value" - you'll have to do better than just replacing or automating those processes you intend to disrupt. Remember, status quo is often your biggest competitor and status quo is very powerful. So how does that change your go-to-market plan? Focusing on technology or software probably isn't the answer. Here's a hint - Network Effects are hard to come by in a paper notebook...
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