In the book, Felix shares practical frameworks and methods for how companies can develop thoughtful and profitable pricing for subscription offerings—covering everything from strategy and customer segmentation to packaging, pricing models, and follow-up.
“Pricing has a major impact on sales, customer conversion, and the ability to retain customers. Yet it is often perceived as difficult, which means that many companies fail to capture the full potential of their pricing. This book is intended to change that,” Felix explains.
The primary target audience includes founders, investors, and business leaders of companies that offer subscriptions, such as SaaS (Software as a Service) or XaaS (Anything as a Service).
“Anyone interested in pricing can find valuable insights in the book in the form of frameworks and methods. While the book is written in a SaaS context, one chapter discusses what to consider if your offer includes services or hardware. The goal is therefore for the book to cover all types of subscription businesses,” Felix says.
What are you offering—and what is its value?
When asked what inspired the book, Felix explains that it stems from a fundamental question:
“What are you offering, and what is the value of it? In principle, almost every company struggles with this issue but finds it difficult to arrive at a clear solution. One reason it feels so challenging is that there are so many variables to consider. A subscription can be packaged and priced in many different ways, and that’s only the tip of the iceberg. Then there are aspects that companies almost completely overlook, such as: What is our pricing strategy, and which customers should we focus on — or not?”
After graduating, Felix has worked as a pricing consultant, and many of his projects in recent years have focused precisely on the packaging and pricing of products and services. These experiences form the foundation of the book, essentially the kind of book he himself would want to read. His hope is that readers will be able to go through the book and then develop a new packaging and pricing approach for their own offerings.
Finally, Felix shares that there are already plans for more books. These will explore different areas related to pricing that could be of interest to a broader audience, although a specific topic has not yet been decided.
