• Naomi Ionita is a partner at Menlo Ventures focused on early-stage B2B SaaS companies.
  • She says creating a team to research customer demand is worth the extra work.
  • Ask customers questions about perceived value and willingness to pay, and revisit pricing strategy every 6 months.

Most startups are leaving money on the table when it comes to pricing their products and services (see part one of this series). Successfully matching price to value – identifying the highest price customers will comfortably pay for your product or service – requires a pricing process or a systematic approach to user research and experimentation.

It’s common for startups to not know where to start when it comes to monetization.

In my conversations with founders, I often ask about how they derived their original pricing and packaging. Their approaches tend to fall into three categories:

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