In March 2024 I raised our SaaS prices by 100%. On a Tuesday. With no warning. I want to show you what happened.
We lost three customers in the first week. I expected ten. The three who left were paying the lowest prices anyway. below our cost to serve them. We gained €11,000 in monthly recurring revenue in 30 days.
The lesson: most founders underprice out of fear, not evidence. When I looked at my real data. not my feelings about my customers. the signal was clear. They weren't choosing us because we were cheap. They were choosing us because we solved a specific problem.
Do the math before you do the feelings.
, Tomas R.
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