Journal · SaaS and vertical AI
Writing on SaaS pricing and go-to-market.
Pricing structure, expansion revenue, the metrics an investor actually reads, and the first commercial hire — at a time when AI is changing both the cost base and how software is bought.
4 pieces · most recent Oct 2025
Choosing your first SaaS hire: marketer vs salesperson
Your first commercial hire follows from your go-to-market motion. Inbound and product-led needs a marketer; outbound to named accounts needs a seller.
A founder's playbook for changing your pricing without losing customers
Moving customers off legacy pricing: three grandfathering options, how to communicate the change, and the internal alignment that has to come first.
How to structure good-better-best pricing tiers that drive expansion revenue
Give each pricing tier a job, build value fences with jobs-to-be-done, and design an upgrade path customers take as they grow.
A template for reporting SaaS metrics that builds confidence
A structure for the monthly or quarterly investor update: a short summary, an honest narrative, a small KPI dashboard, and specific asks.
This is the thinking behind the advisory work.
The SaaS practice applies it to your numbers: where the price came from, whether it has been tested against what a buyer saves, and what the margin per customer is after delivery.
How we work with SaaS founders