what’s in a name? and why you need to think about pricing now

a fair place to start for a launch of a new business is how the name came to be. it’s a simple answer: esperanto is a constructed international auxiliary language that was intended as the primary method of communication when two parties did not share a common dialect. though there are a fair number of people who use esperanto, it never reached the heights that its inventor, l.l. zamenhof, intended.

central to the hypothesis that this business will be a successful one is my experience that pricing and packaging efforts are disjointed in many companies, both big and small. sales, marketing and product all behave in different ways as it relates to the questions surrounding pricing strategy. why not serve as a partner that can help build a unified framework and—language—focused on yield?

executives at startups have a lot on their plates, and recent economic headwinds have created more pressure to focus on profitability and running a business that actually tries to make money. the promise of a long runway in the tech world is gone for most companies, and so it’s time to pivot. the problem is, however, that the monetization muscle is underdeveloped for most. a number of organizations are not aligned properly to create focus on a pricing strategy.

there are two ways to think about tackling this problem, and it depends on your balance sheet and cash reserves. you could be in the midst of a true emergency and need to make holistic changes to your pricing and packaging immediately in order to survive, reduce your burn rate and lengthen your runway.  hopefully you fall into a better category: reserves are in good shape, but you see the changing landscape and want to build toward a more sustainable business a bit more quickly than you had originally planned. if you’re in the first bucket, it’s ok. we just need a little more analytical people power.  if you’re in the second bucket, we can take a little more time from the start to craft a plan that fits your needs. hit me up at awork@esperantogrowth.com and let’s talk shop!