Flexible Pricing Model: Is It Right for Your Business?

The Convergence of Growth Marketing and Software Development

The most significant developments this week reside at the intersection of growth marketing strategies and advancements in software development.

The Rise of Usage-Based Pricing

A growing trend within the SaaS industry is the implementation of usage-based pricing (UBP) models.

As businesses increasingly rely on automation to streamline operations, UBP is gaining traction.

Companies transitioning to UBP are experiencing a notably faster recoupment of their customer acquisition costs compared to competitors.

Software Development Updates

This week’s software development news includes analysis of Battery Ventures’ State of the OpenCloud report.

We also explore how developers can effectively leverage the features introduced in iOS 15.0 updates.

Furthermore, we present an interview with Appetiser, a company identified through our TechCrunch Experts survey.

Growth Marketing Preparations for the Holiday Season

Regarding growth marketing, insights were gathered from numerous marketers previously featured in our interviews.

The focus of these conversations was to understand their strategies and preparations for the upcoming holiday season.

These marketers shared valuable perspectives on navigating the challenges and opportunities presented by this critical period.

Software Consulting

The potential of cloud computing is only beginning to be realized. A detailed analysis of the State of the OpenCloud report, conducted by Battery Ventures, was recently presented by TechCrunch’s Ron Miller and Alex Wilhelm.

According to their findings, Battery Ventures estimates the cloud market could ultimately reach a value of $1 trillion. Given the anticipated shift towards cloud-based work, development, and computation, this projection may even prove to be conservative.

Software developers can leverage the enhancements introduced in iOS 15 to optimize their App Store presence. Ilia Kukharev, ASO head at AppFollow, outlines strategies for capitalizing on the iOS 15.0 updates.

Kukharev notes that developers can now promote in-app events, such as live broadcasts, within App Store Connect prior to their occurrence. Following approval, event cards will be displayed in search results and on the app’s product page.

A conversation with Jamie Shostak and Michael MacRae, the co-founders of Appetiser, explored their approach to client engagement and the path to achieving a Minimum Viable Product (MVP).

The discussion covered Appetiser’s origins, their collaborative growth strategies with clients, and their unique operational model. MacRae explained, “At Appetiser, the team we build for you *is* your team.

Active participation is encouraged, including joining daily stand-ups, brainstorming sessions, and one-on-one meetings. We’ve modeled our agency after the structures found in thriving, in-house startup teams.”

Growth Marketing Strategies

Recent discussions highlight a trend among SaaS companies toward usage-based pricing. Anna recently interviewed Kyle Poyar, an operating partner at OpenView, focusing on their 2021 State of Usage-Based Pricing Report.

The report’s key findings were shared, with Anna noting the survey’s analysis of performance differences between companies utilizing flexible pricing and those that do not.

Furthermore, the research examines the broader impact of adopting these adaptable pricing structures.

Preparing for the Holiday Shopping Season

With the holiday shopping season approaching, growth marketers are actively strategizing. Miranda Halpern consulted with several marketers involved in the TechCrunch Experts project to understand their preparations.

These preparations are taking place amidst ongoing challenges, including the pandemic and disruptions to the supply chain.

To optimize order volume and ensure customer satisfaction, one marketer, Dick, explained that her company advanced campaign launch dates by two to three weeks.

A greater emphasis is being placed on SMS and email marketing campaigns compared to previous years.

Key Preparations for Holiday Campaigns

• Advancing campaign start dates.
• Increased reliance on SMS marketing.
• Greater investment in email campaigns.

These adjustments are designed to mitigate potential issues related to supply chain constraints and heightened customer expectations during the holiday period.