The scenario is fairly typical. You launch your SaaS application for $14.99
per month. A few months later, a competitor launches a competing service for
$10 per month. How do you respond with a competitive offer without
cannibalizing your existing customers? We asked three software executives for
their thoughts on the topic and have summarized their responses below:
Paddy Srinivasan, CEO, Opstera (www.opstera.com)
In the above scenario, you are introducing a new tier in the Free->Premium
continuum. The inherent risk is that existing customers might want to
downgrade to the new level to save albeit with a constrained set of features.
While you cannot stop this, one way to have your customers think about this
decision is to make the distinction between the SKUs extremely clear in the
new tier vs. the premium SKUs. For example, at the low-end customers might be
able to... (more)
In his book Business Agility, Michael Hugos says: "Opportunities to make
money by being responsive have exploded. There are far more ways to use
responsiveness to attract customers than there are ways to use efficiency and
low prices. This is because there are so many different kinds of customers,
and each is looking for slightly different mixes of products and services.
Constantly changing environments and customer needs enable responsive
customers to offer continuously evolving mixes of products and services."
This simple quote and this simple concept requires that we rethink wh... (more)
Macon Raine, Inc. – a B2B marketing agency – announced today that Robert
van der Hooning has been named Practice Manager for Macon Haye, a demand-side
Macon Raine, Inc. announced today that Robert van der Hooning has been named
Practice Manager for Macon Haye, a demand-side innovation consultancy that
helps higher education, financial services and technology companies create
new products and services. Macon Haye is a business unit of Macon Raine, Inc.
Mr. van der Hooning brings nearly 30 years of hands-on leadership experience
in marketing, analytics and pr... (more)
Over the past few months, we’ve been interviewing like crazy looking for
the purple squirrel with content marketing, social media and marketing
automation skills. If you’re not already familiar with the term, content
marketing is the process of generating high-quality online content with the
goal of building trust among your brand’s target audience, and to establish
your brand as an industry thought leader.
There is no shortage of good writers. But we have found there is a big
shortage of people that know how to promote content and use their outreach
skills to make sure the cont... (more)
A wireless broadband distributor buys products from manufacturers and
resells them to VARs, WISPs and ISPs. For manufacturers, a wireless broadband
distributor often provides many value added services including warehousing,
support, financing, training and deployment assistance.
And, the best way to find a good wireless broadband distributor, says John
Diem, VP of Sales and Marketing for Fox Valley Internet
(http://www.foxvalley.net), is simply to ask other VARs, WISPs and ISPs.
"Most think of distributors as companies that just move boxes. When you ask
other ISPs, you find that'... (more)