#14 Defining the right pricing for SaaS products - with Markus Hafellner @Bitmovin

SaaS products are Markus Hafellner passion. Next to his experience as a Product Manager, he worked many years in the tech industry as a developer & CTO.  In his current challenge at Bitmovin, he focuses a lot on defining and developing a good pricing strategy. Markus shares how the company introduced a big pricing change and the thoughts, planning, and approach behind it as well as great tips how to align with stakeholders and getting the buy-in from the C-Level/Top Management. Table of content: 0:30 - Intro Markus Haffelner & Bitmovin 4:50 - The challenges of defining prices in B2B 8:55 - Measuring & analyzing data + customer funnels 16:10 - A product-led approach as the foundation for a pricing change 19:05 - Interpreting data & defining 25:20 - Influencing Senior Management & Founders (how to negotiate) 27:35 - Rolling out & communicating price changes 33:35 - Driving pricing topics as a Product Manager and stakeholders 37:00 - Impact of the pricing change at Bitmovin 40:20 - Markus tips to evaluate pricing in a structured way 43:20 - Comparing pricing with competition/market 49:43 - Debrief Christian & Alex   Connect with Markus: https://www.linkedin.com/in/mhafellner/ https://stratelight.substack.com/   Link from John Cutler: Beat the Feature Factory: Run Pre-cap Design Studios   ✩ Follow The Product Bakery Podcast ✩    👨‍💻 Linkedin: Product Bakery    📸 Instagram: @productbakery    🐦 Twitter: @productbakery20    🌍Website: https://www.product-bakery.com/