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Today, we're tackling "The Price Setting Challenge" with Krzysztof Szyszkiewicz, founder of Valueships and one of the world's leading SaaS pricing consultants.
If you haven't watched Part 1: The Value Challenge, we recommend starting there as this series builds momentum across all three episodes.
This second installment focuses on why you're probably selling yourself short, a bold claim backed by shocking data from Krzysztof's consulting practice.

What makes this episode particularly eye-opening is Krzysztof's revelation that in 90-95% of their last 100 client engagements, they decided to increase the average price.
This isn't coincidence, it's systematic underpricing driven by two critical factors: founders who don't want price to be a barrier between customers and their product, and companies treating pricing as a one-off task rather than a strategic process.

We explore the Van Westendorp price sensitivity meter, the four-quadrant feature matrix that reveals why most SaaS companies are losing margin on premium buyers and conversion on budget buyers, and the car analogy that transforms how you think about feature packaging.

Here are the core areas we discuss in today's episode:

1. The 90-95% Problem: Why Most SaaS Companies Systematically Underprice

2. From One-Off Task to Strategic Process: The Pricing Transformation

3. The Van Westendorp Price Sensitivity Meter: Research-Driven Pricing

4. The Four-Quadrant Feature Matrix: Core, Differentiable, Add-On, and Trash Land

5. The Testing and Migration Strategy: Solving the Over-Engineering Problem

About This Series

This is Part 2 of our comprehensive three-part SaaS Pricing Optimization series with Krzysztof Szyszkiewicz. Each episode tackles a specific pricing challenge that's costing SaaS companies millions in lost revenue:
Each episode tackles a specific pricing challenge that's costing SaaS companies millions in lost revenue:

• Part 1: The Value Challenge - Why companies hide their value and how to communicate profit effectively.
• Part 2: The Price Setting Challenge (This Episode) - How to set prices based on willingness to pay rather than guesswork.
• Part 3: The Discounting Challenge - Why discounting is killing margins and how to optimize realized prices.

Don't miss Part 3 where we'll reveal exactly how much revenue is leaking through discounting, including one particular statistic about how much more you need to sell to recover from specific discount levels that will fundamentally change how you think about pricing negotiations.

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