Kupor: Startups must plan modular packaging early to prevent revenue cannibalization
Scott Kupor · a16z Podcast | Pricing, Pricing, Pricing · Jan 2, 2019 · at 23:18
Scott Kupor (listed as Scott Cooper in transcript), managing partner at Andreessen Horowitz, discusses product tiering and market expansion traps for enterprise software startups.
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“If you don't know you're going to do this beforehand, you may not have the flexibility to actually pull out independent bits of value. And so now you've got You know, on one hand, either you cannibalize yourself with like a, an over feature rich product for the lower price, or you don't get sufficient market expansion because you've priced yourself out of it. And so like, I think that absolutely right early on, you should make sure that you're thinking through how you can bifurcate this when you do your market expansion.”
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