HEADLINE LOREM somewhere TOBIAS HAGENAU Cofounder HQLabs WHAT

HEADLINE & LOREM @ somewhere TOBIAS HAGENAU Co-founder @ HQLabs

�� WHAT ARE THE BIG PRICING QUESTIONS?

�� TIME FOR A BREAK

�� AGENDA 01 CURRENT STUFF 02 STATE OF THE CONCEPT “VISUAL PLANNING” 03 GLOBAL KPI UPDATE

OUR BACKGROUND IN PRICING Avg. team-size No. of teams / users Pricing structure Sales cycle Trial process Pricing version 300 € MRR 30 € MRR 700 / 15 k paying 70 / 200 paying 5 k / 8 k free 3 plans, service based Usage limited free vs. unlimited premium 40 days 30 days 14 day free trial freemium 5 -7 2

HEADLINE LOREM IPSUM DOLOR (How) do you let people try? �� What do you make people pay for? �� ♀� How do you account for costumer size? �� How do you generate cash? ��

�� HOW DO YOU GENERATE CASH? Deep funding �� Additional services �� Up-front payment terms ▸ Services can be highly standardised (to keep scalability under control) ▸ There is a surprising willingness to pay for good advice, even for SMEs ▸ We currently sell around 40 k€ in consultancy per month – that makes a dent

�� HOW DO YOU GENERATE CASH? Deep funding �� Additional services �� Up-front payment terms Share HQ (high sales influence): ▸ 40% 3 months ▸ 40% 12 months @ -10% ▸ 20% 24 months @ -20% Share awork: ▸ 50% 1 month ▸ 50% 12 months @ -10%

REMAINING FAQ ABOUT PRICING ▸ Do we need prices ending in a 9? Nope! �� ▸ Do we need a “call us” enterprise solution? Yes! ▸ Do people really prefer the “most popular” option? Yes! ▸ Can you actually raise prices later? Yes!

OUR PRICING DECISIONS: awork

OUR PRICING DECISIONS: awork ▸ Freemium limited by performance ▸ Freemium is simple trial method ▸ Evolution from feature based freemium

MICRO GOALS KEEP THE TEAM ON TRACK Set an immediate next priority for the team �� Micro Goals More directly felt and motivating than long term visions Do not need a fixed deadline – but should be reached asap Only work if they are absolutely visible for everyone

THIS IS HOW WE DECIDE TO DO NEXT ♟ �� KPI Vision Roadmap Micro Goals Projects Where do we want to be 12 -18 months? What has to happen on the way to that vision? Which needle needs to move right now? What do we have to do to make it move?

IN THE BEGINNING, ITERATION IS EVERYTHING O � �D N A L � P � CT � �A K C E H � �C THINGS TO TRY ▸ Product features ▸ ▸ ▸ Website content Pricing structure Customer onboarding Hiring and team onboarding Target groups & channels … �� How do you keep track?

AS YOU GROW, YOU HAVE LESS TIME TO TEACH How do I check out the code to start debugging? �� Where all the color codes and logo files? How do we get our invoicing data into excel? �� How do you establish a culture of documentation? ��

SAY SOMETHING IN NUMBERS �� 95% 1 k 1. 000 15 ♂� Team

WE FOUND 4 CREATIVE PARTNERS Creative lead Production Audio Post. Production

LOOK IT’S DEVICES

WHAT WE HAVE TO DO Launch addictive features Improve lead quality Improve first user experience �� 250 DAU Improve activation campaigns Improve options to grow team Improve tutorials and feature mrkt

BUBBLES

THERE ARE TWO SIDES TO EVERYTHING IN LIFE �� ▸ There is this point ▸ And here is another aspect ▸ And a lot more to consider ▸ And there is this reason ▸ And a lot more to consider

�� HOW DO YOU GENERATE CASH? Deep funding �� Additional services �� Up-front payment terms You have it or you don’t… �� ♂�

�� (HOW) DO YOU LET PEOPLE TRY? Freemium Free trial TRIAL OPTIONS Not at all / personal demo Paid trial

�� (HOW) DO YOU LET PEOPLE TRY? Not at all / personal demo ▸ Value expires with use ▸ High setup complexity ▸ People are lost due to newness Freemium Free trial TRIAL OPTIONS Paid trial

�� (HOW) DO YOU LET PEOPLE TRY? Not at all / personal demo Free trial TRIAL OPTIONS Freemium Paid trial ▸ Too much config for freebie ▸ Additional commitment

�� (HOW) DO YOU LET PEOPLE TRY? Not at all / personal demo Free trial TRIAL OPTIONS Freemium ▸ Trial without manual support ▸ No viable free use case Paid trial

�� (HOW) DO YOU LET PEOPLE TRY? Not at all / personal demo Free trial TRIAL OPTIONS Freemium ▸ Free users add value to the product ▸ Reasonable freemium case you can afford to support in raw masses Paid trial

�� ♀�WHAT DO YOU MAKE PEOPLE PAY FOR? FEATURES �� ▸ Modules / options ▸ Support channels ▸ Integrations PERFORMANCE �� ▸ Per user ▸ Per internal metric (projects, posts…) ▸ Per infrastructure (storage, speed…) SERVICES �� ▸ Setup / Consulting ▸ Hosting / Maintenance ▸ Development / Custom integration

�� HOW DO YOU ACCOUNT FOR CUST. SIZE? �� PROBLEM It rarely makes any sense to charge Siemens the same you would your average freelancer. ▸ Completely different willingness to pay ▸ Attraction to bells �� and whistles �� ▸ You either under- or overcharge Option A Option B Option C Price degression? Additional features? Worry about it later….

�� HOW DO YOU GENERATE CASH? Cash break even + MRR 0€ + MRR - CAC + MRR + MRR �� What are the options?

SALES, SALES Closing Sign-Up Appointment Pre-Sales

Business planning IN THE BEGINNNING, THERE WAS THE KPI MRR under contract �� Liquidity �� Everything else ��

OVERVIEW WITH DETAILS OUTLINE THE ORDER OF SPEECH RELEVANCE RULES OF CONDUCT THE RIGHT TO DECIDE ▸ Before starting any discussion, decide on a fixed outline ▸ An outline should only be changed if there is significant reason to do so ▸ Any good outline includes: – topics – goals – timeline

THIS IS THE STEPS TO GET TO THE TOP 1 Start with this 2 Than follows this 3 Than follows this 4 And it all ends with this

THIS IS A TIMELINE �� ♂ ♂ �� ♂ ♂ Here happens some more stuff 2015 This is the start of it all 2016 Here happens some more stuff 2017 Here happens some more stuff 2018 2019 This looks like it is the end

THIS IS AN EXAMPLE OF A GRAPH YOU CAN USE 6 5 4 3 2 1 0 Category 1 Category 2 Series 1 Category 3 Series 2 Series 3 Category 4

EXAMPLE OF A DIAGRAM YOU CAN USE 6 5 5 4. 4 4. 3 4 3. 5 3 3 2. 5 2. 4 2 2 2. 8 2 1. 8 1 0 Category 1 Category 2 Series 1 Category 3 Series 2 Series 3 Category 4