You can grow your SaaS business in three ways:

  1. Get more customers
  2. Get customers to stay longer
  3. Get customers to pay more.

I believe that the last one, pricing, is an underrated lever of growth. We tend to focus on acquisition and, to a lesser extent, retention.

Thomas outlines how to think about pricing, using a mix of market research and testing to use price as a means to drive additional revenue.