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How to overcome the challenges of switching to usage-based pricing

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The usage-based pricing model almost feels like a cheat code — it enables SaaS companies to more efficiently acquire new customers, grow with those customers as they’re successful and keep those customers on the platform.

Compared to their peers, companies with usage-based pricing trade at a 50% revenue multiple premium and see 10pp better net dollar retention rates.

But the shift from pure subscription to usage-based pricing is nearly as complex as going from on-premise to SaaS. It opens up the addressable market by lowering the purchase barrier, which then necessitates finding new ways to scalably acquire users. It more closely aligns payment with a customer’s consumption, thereby impacting cash flow and revenue recognition. And it creates less revenue predictability, which can generate pushback from procurement and legal.

SaaS companies exploring a usage-based model need to plan for both go-to-market and operational challenges spanning from pricing to sales compensation to billing.

Selecting the right usage metric

There are numerous potential usage metrics that SaaS companies could use in their pricing. Datadog charges based on hosts, HubSpot uses marketing contacts, Zapier prices by tasks and Snowflake has compute resources. Picking the wrong usage metric could have disastrous consequences for long-term growth.

The best usage metric meets five key criteria: value-based, flexible, scalable, predictable and feasible.

  • Value-based: It should align with how customers derive value from the product and how they see success. For example, Stripe charges a 2.9% transaction fee and so directly grows as customers grow their business.
  • Flexible: Customers should be able to choose and pay for their exact scope of usage, starting small and scaling as they mature.
  • Scalable: It should grow steadily over time for the average customer once they’ve adopted the product. There’s a reason why cell phone providers now charge based on GB of data rather than talk minutes — data volumes keep going up.
  • Predictable: Customers should be able to reasonably predict their usage so they have budget predictability. (Some assistance may be required during the sales process.)
  • Feasible: It should be possible to monitor, administer and police usage. The metric needs to track with the cost of delivering the service so that customers don’t become unprofitable.

Navigating enterprise legal and procurement teams

Enterprise customers often crave price predictability for annual budgetary purposes. It can be tough for traditional legal and procurement teams to wrap their heads around a purchase with an unspecified cost. SaaS vendors must get creative with different usage-based pricing structures to give enterprise customers greater peace of mind.

tips for navigating legal and procurement teams

Image Credits: Kyle Poyar

Customer engagement software Twilio offers deeper discounts when a customer commits to usage for an extended period. AWS takes this a step further by allowing a customer to commit in advance, but still pay for their usage as it happens. Data analytics company Snowflake lets customers roll over their unused usage credits as long as their next year’s commitment is at least as large as the prior one.

Handling overages

Nobody wants to see a shock expense when they’ve unknowingly exceeded their usage limit. It’s important to design thoughtful overage policies that give customers the feeling of control over how much they’re spending.

Lyron Foster is a Hawaii based African American Musician, Author, Actor, Blogger, Filmmaker, Philanthropist and Multinational Serial Tech Entrepreneur.

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Netflix to release 41 original Indian shows and movies this year

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Netflix said on Wednesday it will roll out 41 Indian films and shows this year, its biggest annual roster of Indian content to date, as the American giant makes further push to win subscribers in the world’s second largest internet market.

The streaming giant, which committed to spending about $420 million on locally produced Indian content in 2019 and 2020, is this year spending significantly more on the new Indian catalog, which is three times larger than the past two years combined.

The new titles feature high-profile Indian actors and producers including Madhuri Dixit, Karan Johar, Manoj Bajpayee, R. Madhavan, Raveena Tandon, Neena Gupta, and Dhanush.

The new roster includes “Bombay Begums,” which follows stories of five women across generations wrestling with desire, ethics, and personal crises, “Decoupled,” a comedy by writer Manu Joseph on India and marriage, and a second season of Emmy-winning drama “Delhi Crime.”

Also in the list are comedy specials that have become immensely popular on streaming services in India. Netflix said comedians including Sumukhi Suresh, Aakaash Gupta, Rahul Dua, and Prashasti Singh — all of whom have participated in comedy shows by Amazon Prime Video — will have shows on the streaming service this year.

Kota Factory, a show that debuted on YouTube about a group of students preparing to compete to get into the prestigious engineering colleges, will premier its second season on Netflix. The Viral Fever, the producer of the show, had collaborated with Indian edtech startup Unacademy, for the first season of the show.

Dice Media’s “Little Things”, which also began its life as native advertisement for a few firms but has since grown into its own show, is getting a fourth season this year.

“Our upcoming lineup features more variety and diversity than we have seen before. From the biggest films and series, to gripping documentaries and reality, and bold comedy formats. We are taking our next big leap in India to bring you more than 40 powerful and irresistible stories from all corners of the country,” said Monika Shergill, Vice President of Content at Netflix India.

“This is just a taste of the films and series to come. We are so excited to share these rich and diverse stories from the best and brightest creators and talent from India to the world,” said Shergill.

R. Madhavan and Surveen Chawla in a still from Netflix’s upcoming show “Decoupled.” (Netflix)

Netflix’s growing catalog in India comes as Bollywood, which churns out more movies than any other film industry, struggles to deliver big hits as theatres across the country report low footfall amid the coronavirus pandemic.

Last year, the Indian film industry began releasing several movies directly on streaming services after some pushback from several key players.

Karan Johar said at Netflix’s virtual press conference today that streaming services have attained the level of scale in India that the next “Kuch Kuch Hota Hai” — one of the biggest blockbuster films in India, and also one produced by Johar — can release directly on Netflix.

Thanks to the availability of some of the world’s cheapest mobile data and proliferation of low-cost Android smartphones, more than half a billion Indians came online in the past decade, much of it in the last five years.

YouTube reaches more than 450 million internet users in India, TechCrunch reported in January. (India’s IT Minister Ravi Shankar Prasad corroborated the figure at a press conference last month.) Disney’s Hotstar has amassed over 30 million paying subscribers in India. Media consulting firm MPA estimates that Netflix has about 5 million subscribers in India, a figure that has grown in recent years as the streaming service inked a deal with India’s largest telecom operator Jio Platforms.

Netflix’s growing focus on India also comes at a time when New Delhi is getting more involved with the nature of content on on-demand streaming services. Until now Amazon Prime Video and other streaming services have operated in India without having to worry too much about the nature of their content. But that’s changing, according to new rules announced by India last week.

“The category classification of a content will take into account the potentially offensive impact of a film on matters such as caste, race, gender, religion, disability or sexuality that may arise in a wide range of works, and the classification decision will take account of the strength or impact of their inclusion,” the new rules state.

Amazon issued a rare apology to viewers in India on Tuesday after some people — including lawmakers with governing Bhartiya Janata Party — objected to some scenes from its political mini-series “Tandav.” Netflix, itself, has faced some heat, too. A police case was filed against two top executives of Netflix, including Shergill, after some people objected to scenes of the show “A Suitable Boy.”

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Firms backed by Robert Downey Jr. and Bill Gates have funded an electric motor company that slashes energy consumption

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Sometimes the smallest innovations can have the biggest impacts on the world’s efforts to stop global climate change. Arguably, one of the biggest contributors in the fight against climate change to date has been the switch to the humble LED light, which has slashed hundreds of millions of tons of carbon dioxide emissions simply by reducing energy consumption in buildings.

And now firms backed by Robert Downey Jr. and Bill Gates are joining investors like Amazon and iPod inventor Tony Fadell to pour money into a company called Turntide Technologies that believes it has the next great innovation in the world’s efforts to slow global climate change — a better electric motor.

It’s not as flashy as an arc reactor, but like light bulbs, motors are a ubiquitous and wholly unglamorous technology that have been operating basically the same way since the nineteenth century. And, like the light bulb, they’re due for an upgrade.

“Turntide’s technology and approach to restoring  our planet will directly reduce energy consumption,” said Steve Levin, the co-founder (along with Downey Jr. ) of FootPrint Coalition Ventures

The operation of buildings is responsible for 40% of CO2 emissions worldwide, Turntide noted in a statement. And, according to the U.S. Department of Energy (DOE), one-third of energy used in commercial buildings is wasted. Smart building technology adds an intelligent layer to eliminate this waste and inefficiency by automatically controlling lighting, air conditioning, heating, ventilation and other essential systems and Turntide’s electric motors can add additional savings.

That’s why investors have put over $100 million into Turntide in just the last six months.

PARIS, FRANCE – JUNE 16: Tony Fadell Inventor of the iPod and Founder and former CEO of Nest attends a conference during Viva Technology at Parc des Expositions Porte de Versailles on June 16, 2017 in Paris, France. Viva Technology is a fair that brings together, for the second year, major groups and startups around all the themes of innovation. (Photo by Christophe Morin/IP3/Getty Images)

The company, led by chief executive and chairman Ryan Morris is commercializing technology that was developed initially at the Illinois Institute of Technology.

Turntide’s basic innovation is a software controlled motor, or switch reluctance motor, that uses precise pulses of energy instead of a constant flow of electricity. “In a conventional motor you are continuously driving current into the motor whatever speed you want to run it at,” Morris said. “We’re pulsing in precise amounts of current just at the times when you need the torque… It’s software defined hardware.” 

The technology spent eleven years under development, in part because the computing power didn’t exist to make the system work, according to Morris.

Morris was initially part of an investment firm called Meson Capital that acquired the technology back in 2013, and it was another four years of development before the motors were actually able to function in pilots, he said. The company spent the last three years developing the commercialization strategy and proving the value in its initial market — retrofitting the heating ventilation and cooling systems in buildings that are the main factor in the built environment’s 28% contribution to carbon dioxide emissions that are leading to global climate change.

“Our mission is to replace all of the motors in the world,” Morris said.

He estimates that the technology is applicable to 95% of where electric motors are used today, but the initial focus will be on smart buildings because it’s the easiest place to start and can have some of the largest immediate impact on energy usage. 

The carbon impact of what we’re doing is pretty massive,” Morris told me last year. “The average energy reduction [in buildings] has been a 64% reduction. If we can replace all the motors in buildings in the US that’s the carbon equivalent of adding over 300 million tons of carbon sequestration per year.”

That’s why Downey Jr.’s Footprint Coalition, and Bill Gates’ Breakthrough Energy Ventures and the real estate and construction focused venture firm Fifth Wall Ventures have joined the Amazon Climate Fund, Tony Fadell’s Future Shape, BMW’s iVentures fund and a host of other investors in backing the company.

The company has raised roughly $180 million in financing including the disclosure today of an $80 million investment round, which closed in October.

Buildings are clearly the current focus for Turntide, which only yesterday announced the acquisition of a small Santa Barbara, Calif.-based building management software developer called Riptide IO. But there’s also an application in another massive industry — electric vehicles.

“Two years from now we will definitely be in electric vehicles,” Morris said. 

“Our technology has huge advantages for the electric vehicle industry. There’s no rare earth minerals. Every EV uses rare earth minerals to get better performance of their electric motors,” he continued. “They’re expensive, destructive to mine and China controls 95 percent of the global supply chain for them. We do not use any exotic materials, rare earth minerals or magnets.. We’re replacing that with very advanced software and computation. It’s the first time Moore’s law applies to the motor.”

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Dooly closes on $20M for AI-based tools to help salespeople with their busywork

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Robotic process automation has taken the enterprise world by storm, by providing a set of tools for those doing repetitive, volume-based tasks to use software to remove some of that labor to let those people focus on more complicated tasks. Today a startup that’s taken some of that ethos and is applying it to more individualized work — that of salespeople — is announcing some funding.

Dooly, a Vancouver, Canada-based startup that has built a set of AI-based tools that automate the busywork that goes into updating data in their sales software, and namely Salesforce — has picked up $20 million in funding to build out its business, which to date has picked up a number of customers among the sales teams of enterprise-focused software companies. They include Intercom, Contentful, Vidyard, BigCommerce, Liftoff and CrowdRiff.

Its aim is to make sales software more useful for salespeople by eliminating the work that goes into inputting data into those systems.

“Really they’ve just created a mountain of virtual filing cabinets,” Kris Hartvigsen, Dooly’s founder and CEO, said in an emailed interview with me. “Filing cabinets just wait for drawers to be opened — or in the case of enterprise software, reports to be pulled and data to be input. We know people are capturing information across the business and our job is to make sure that the people and systems across the business have a better, faster, more far-reaching way of staying informed.”

The funding is being announced today, but it was actually raised in two tranches that had not previously been disclosed. A $3.3 million seed round was led by boldstart ventures and also included BoxGroup. Its $17 million Series A, meanwhile, was led by Addition, with boldstart and BoxGroup again participating, along with Battery Ventures, Mantis (representing musicians The Chainsmokers), and SV Angel.

Alongside the VCs, there are a number of interesting strategic individual investors, too. Daniel Dines and Brandon Deer of UIPath (the RPA connection clearly is not one that I’m imagining!); Allison Pickens, the ex-COO Gainsight; Zander Lurie of SurveyMonkey); Jay Simons, ex-CEO of Atlassian); Harry Stebbings, and other unnamed investors are all also involved. Ed Sim of Boldstart is joining Dooly’s board of directors with this announcement.

The challenge that Dooly has been built to solve is that while there are a lot of tools out there now to help salespeople source leads, manage the progress of their sales, give them advice and other helpful material to supplement their charm and the basic strength of a product, manage customers once they’ve signed on, and so on, all of them still require something important to work: a time commitment from salespeople to keep them updated with information. Ironically, the more tools to help them that are built, the more time salespeople need to spend feeding them data.

Even more ironically, one of the big daddies of the problem — the somewhat overweight Salesforce — has published figures (cited by Dooly) that say salespeople spend just 34% of their time selling. The rest (minus trips to get coffee to stay caffeinated) seems to be about data entry.

The idea with Dooly is that you turn it on, connect it to what you are using — starting with Salesforce — and Dooly lets you make notes which it then organises and puts into the right places in the rest of your apps.

“When a salesperson starts using Dooly, the ‘aha moment’ is pretty immediate,” Hartvigsen said. “Whether they want to do quick pipeline edits or push their notes to Salesforce, we don’t ask the user to learn any new patterns they aren’t familiar with, we just automate a bunch of things they hate doing, often comparing those traditional chores to clerical work.” For example, he notes, when they sync a note, Dooly automatically updates any Salesforce with any contacts found in the meeting, update fields, add in to-do’s, log activities, push messages to the appropriate internal stakeholders on Slack, all in the same motion.

The product currently also integrates with Slack, G-Cal, and G-Drive, because, Hartvigsen said, “we see this as an area where there is the most immediate friction and an area that was in need of disruption.” He added that the plans is to add more integrations over time. “We see need to expand the solutions that anchor to our connected workspace, with our near-term focus being the systems that touch revenue teams,” he said.

The design of Dooly seems to be about investing a little in order to save more. On average people are using Dooly between 2.5 and 5 hours each week, but Hartvigsen claims that right now the system helps people make up for more hours each week in lost productivity. Its pricing starts at $25 per user per month, going up depending on features and use.

There are quite literally thousands of products out in the market today, and among them hundreds of strong ones, being built to help salespeople with different aspects of getting their jobs done. I’ve written about quite a few of them, and I’ve actually asked companies about whether they are tackling the very issue that Dooly has identified and is trying to fix.

They weren’t, but that doesn’t mean that they won’t. Chief among them are companies like UiPath and Salesforce, which sit on different sides of this problem and could well move into it as they keep growing. (Having UiPath as a backer by way of its founder and a senior executive points to a relationship there, which is interesting.)

In the meantime, there have been some other interesting innovations using AI to improve the sales process, with companies like Pipedrive, Clari, Seismic, Chorus.ai and Gong all using natural language, machine learning, and big data analytics (itself helped by AI) to improve how sales get done.

“The first thing we noticed when we met the Dooly team was the thoughtful design first approach to product that engendered tons of customer love. This love was inherent not only on popular ratings sites like G2 Crowd but also in the individual usage and viral adoption throughout companies with only one initial user,” said Ed Sim, Founder and Managing Partner at boldstart ventures in a statement. “Dooly is revolutionizing the note-taking experience for customer facing end users from sales to customer success to product.”

“Dooly is relentlessly focused on building a user-first experience for its customers to seamlessly create workflows and unlock new revenue opportunities,” said Lee Fixel, Founder of Addition, added. “We are thrilled to support Dooly as it continues to scale and enhance the sales function for more businesses.”

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