StarZero All shows Try the podcast clipper →

Apr 27, 2023 · 16m · top-founders

How to upsell discounted customers to generate 10x more in MRR

Casey Golden · 12m spoken Nathan Latka · 46s spoken
0:00 / 0:00

gold bands on the timeline = statements, start to end. Hover to read, click to jump. CC turns on captions

Lux Lock founder Casey Golden details how her company achieved rapid ARR growth in the luxury retail space by eliminating software discounts, structuring enterprise subscription tiers, and implementing an attribution-based revenue share model.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Nathan holds 5.2% of the talking time here. How this is scored →

Nathan as informed peer 0.0 Guest teaching 0.4 Guest disagreement 0.0 Nathan pushing back 0.4
05100:0010:000:00–4:10 · Nathan as informed peer 0/10 Nathan Latka Introduces SaaS Open and getlatka.com Segment 1 consists of Nathan Latka's introductory plug for SaaS Open and getlatka.com, followed by Casey Golden opening her solo stage presentation on Lux Lock's blended pricing model. As a solo presentation monologue with no host interrogation, host and combative metrics remain at zero.4:15–6:22 · Nathan as informed peer 0/10 Pricing Psychology and the Founder Pilot Program Golden continues her keynote presentation detailing how she transitioned emerging luxury brands from pilot programs to full four-thousand-dollar monthly SaaS fees. There is no host involvement or disagreement during this solo monologue.6:24–10:48 · Nathan as informed peer 0/10 Monetization Strategy vs Enterprise Retail Tech Golden explains Lux Lock's monetization strategy against traditional enterprise retail software and breaking down value-based revenue sharing. The segment is entirely a solo keynote monologue.10:50–13:54 · Nathan as informed peer 0/10 Audience Q&A: Product Overview and Omnichannel Stylist Chat An audience member prompts Golden to clarify Lux Lock's core value proposition and product function after noting the pitch jumped straight into pricing. Golden readily breaks down how their solution replaces cost-center chat with commissioned stylist sales.13:55–16:37 · Nathan as informed peer 0/10 Audience Q&A: Revenue Share Tracking and Final Takeaways An attendee asks how Golden convinces clients to accept revenue share agreements given typical client resistance. Golden shares specific operational nuances around tracking net sales and commission structures before wrapping up.0:00–4:10 · Guest teaching 0/10 Nathan Latka Introduces SaaS Open and getlatka.com Segment 1 consists of Nathan Latka's introductory plug for SaaS Open and getlatka.com, followed by Casey Golden opening her solo stage presentation on Lux Lock's blended pricing model. As a solo presentation monologue with no host interrogation, host and combative metrics remain at zero.4:15–6:22 · Guest teaching 0/10 Pricing Psychology and the Founder Pilot Program Golden continues her keynote presentation detailing how she transitioned emerging luxury brands from pilot programs to full four-thousand-dollar monthly SaaS fees. There is no host involvement or disagreement during this solo monologue.6:24–10:48 · Guest teaching 0/10 Monetization Strategy vs Enterprise Retail Tech Golden explains Lux Lock's monetization strategy against traditional enterprise retail software and breaking down value-based revenue sharing. The segment is entirely a solo keynote monologue.10:50–13:54 · Guest teaching 1/10 Audience Q&A: Product Overview and Omnichannel Stylist Chat An audience member prompts Golden to clarify Lux Lock's core value proposition and product function after noting the pitch jumped straight into pricing. Golden readily breaks down how their solution replaces cost-center chat with commissioned stylist sales.13:55–16:37 · Guest teaching 1/10 Audience Q&A: Revenue Share Tracking and Final Takeaways An attendee asks how Golden convinces clients to accept revenue share agreements given typical client resistance. Golden shares specific operational nuances around tracking net sales and commission structures before wrapping up.0:00–4:10 · Guest disagreement 0/10 Nathan Latka Introduces SaaS Open and getlatka.com Segment 1 consists of Nathan Latka's introductory plug for SaaS Open and getlatka.com, followed by Casey Golden opening her solo stage presentation on Lux Lock's blended pricing model. As a solo presentation monologue with no host interrogation, host and combative metrics remain at zero.4:15–6:22 · Guest disagreement 0/10 Pricing Psychology and the Founder Pilot Program Golden continues her keynote presentation detailing how she transitioned emerging luxury brands from pilot programs to full four-thousand-dollar monthly SaaS fees. There is no host involvement or disagreement during this solo monologue.6:24–10:48 · Guest disagreement 0/10 Monetization Strategy vs Enterprise Retail Tech Golden explains Lux Lock's monetization strategy against traditional enterprise retail software and breaking down value-based revenue sharing. The segment is entirely a solo keynote monologue.10:50–13:54 · Guest disagreement 0/10 Audience Q&A: Product Overview and Omnichannel Stylist Chat An audience member prompts Golden to clarify Lux Lock's core value proposition and product function after noting the pitch jumped straight into pricing. Golden readily breaks down how their solution replaces cost-center chat with commissioned stylist sales.13:55–16:37 · Guest disagreement 0/10 Audience Q&A: Revenue Share Tracking and Final Takeaways An attendee asks how Golden convinces clients to accept revenue share agreements given typical client resistance. Golden shares specific operational nuances around tracking net sales and commission structures before wrapping up.0:00–4:10 · Nathan pushing back 0/10 Nathan Latka Introduces SaaS Open and getlatka.com Segment 1 consists of Nathan Latka's introductory plug for SaaS Open and getlatka.com, followed by Casey Golden opening her solo stage presentation on Lux Lock's blended pricing model. As a solo presentation monologue with no host interrogation, host and combative metrics remain at zero.4:15–6:22 · Nathan pushing back 0/10 Pricing Psychology and the Founder Pilot Program Golden continues her keynote presentation detailing how she transitioned emerging luxury brands from pilot programs to full four-thousand-dollar monthly SaaS fees. There is no host involvement or disagreement during this solo monologue.6:24–10:48 · Nathan pushing back 0/10 Monetization Strategy vs Enterprise Retail Tech Golden explains Lux Lock's monetization strategy against traditional enterprise retail software and breaking down value-based revenue sharing. The segment is entirely a solo keynote monologue.10:50–13:54 · Nathan pushing back 1/10 Audience Q&A: Product Overview and Omnichannel Stylist Chat An audience member prompts Golden to clarify Lux Lock's core value proposition and product function after noting the pitch jumped straight into pricing. Golden readily breaks down how their solution replaces cost-center chat with commissioned stylist sales.13:55–16:37 · Nathan pushing back 1/10 Audience Q&A: Revenue Share Tracking and Final Takeaways An attendee asks how Golden convinces clients to accept revenue share agreements given typical client resistance. Golden shares specific operational nuances around tracking net sales and commission structures before wrapping up.

speaking balance: gold is Nathan, purple is the guest (3 minute bins)

0:00 · Nathan 29.2% · guest 70.8%0:00 · Nathan 29.2% · guest 70.8%3:00 · Nathan 0% · guest 100%3:00 · Nathan 0% · guest 100%6:00 · Nathan 0% · guest 100%6:00 · Nathan 0% · guest 100%9:00 · Nathan 0% · guest 100%9:00 · Nathan 0% · guest 100%12:00 · Nathan 0% · guest 100%12:00 · Nathan 0% · guest 100%15:00 · Nathan 0.3% · guest 99.7%15:00 · Nathan 0.3% · guest 99.7%
Sharpest disagreement ▶ 10:50 Audience challenges presentation lack of product clarity

An audience member bluntly notes that the presentation focused on monetization metrics without explaining what the product actually does.

 Hardest push from Nathan ▶ 13:55 Audience questions feasibility of revenue share model

An audience questioner pushes back on the viability of rev share, noting that in their experience clients consistently reject giving up a percentage of revenue.

 Biggest teaching moment ▶ 14:15 Educating on retail commission structures and net tracking

Golden explains the operational necessity of tracking net sales after returns and cancellations, illustrating how luxury retail commission habits make rev share an intuitive fit.

 Nathan holds their own ▶ 0:00 Latka introduces high bar for SaaS metrics

Latka establishes his platform's expertise and focus on granular SaaS growth metrics, CAC, churn, and revenue graphs.
the scores for every segment, with the reasoning behind each
ChapterTopicNathan as informed peerGuest teachingGuest disagreementNathan pushing backWhy
Nathan Latka Introduces SaaS Open and getlatka.com 0000 Segment 1 consists of Nathan Latka's introductory plug for SaaS Open and getlatka.com, followed by Casey Golden opening her solo stage presentation on Lux Lock's blended pricing model. As a solo presentation monologue with no host interrogation, host and combative metrics remain at zero.
Pricing Psychology and the Founder Pilot Program 0000 Golden continues her keynote presentation detailing how she transitioned emerging luxury brands from pilot programs to full four-thousand-dollar monthly SaaS fees. There is no host involvement or disagreement during this solo monologue.
Monetization Strategy vs Enterprise Retail Tech 0000 Golden explains Lux Lock's monetization strategy against traditional enterprise retail software and breaking down value-based revenue sharing. The segment is entirely a solo keynote monologue.
Audience Q&A: Product Overview and Omnichannel Stylist Chat 0101 An audience member prompts Golden to clarify Lux Lock's core value proposition and product function after noting the pitch jumped straight into pricing. Golden readily breaks down how their solution replaces cost-center chat with commissioned stylist sales.
Audience Q&A: Revenue Share Tracking and Final Takeaways 0101 An attendee asks how Golden convinces clients to accept revenue share agreements given typical client resistance. Golden shares specific operational nuances around tracking net sales and commission structures before wrapping up.

Statements from this episode (10)

Insight
Golden: Offer Free User Licenses in Negotiations Rather Than Lowering SaaS Fees
“We knew that if we charged by accounts for our SaaS fees we'd leave a billion dollars on the table, because there's not as many accounts as there are locations, and if we charge for user licenses, we'd bottleneck our adoption. But everyone is used to user lice…”
Casey Golden Apr 27, 2023 ▶ 3:05
Assertion Not checkable as stated
Golden: Lux Lock Grew from $85K in Beta to $871K
“So we've essentially gone from zero, from pre-product to 85,000 dollars in beta to eight 71, 871,000”
Casey Golden Apr 27, 2023 ▶ 3:49
Prediction Not checkable as stated
Golden: Lux Lock on Track to Hit $5M ARR Post-Beta
“We're on track for our first year out of beta to hit five million AR, just in the SAS fees.”
Casey Golden Apr 27, 2023 ▶ 3:49
Insight
Golden: Inconsistent SaaS Pricing Destroys Trust Among Luxury Brand Founders
“Essentially, if we priced too low, we would never build a raise or increase our prices with our customers. If we were inconsistent, we would lose all of our relation, like, our customers' relationship and our integrity with them, because unlike a lot of busine…”
Casey Golden Apr 27, 2023 ▶ 4:17
Assertion Not checkable as stated
Golden: Most Lux Lock Customers Achieve a 30x Return on Investment
“So instead of a five X return, most of our customers have been getting a 30 X return.”
Casey Golden Apr 27, 2023 ▶ 6:11
Disclosure
Golden: Lux Lock Has Four Customers on a $6,000 Monthly Tier
“We tiered up an additional SaaS fee for 6000 dollars a month, which we have four customers using right now that was literally just an additional feature set.”
Casey Golden Apr 27, 2023 ▶ 7:11
Opinion
Golden: Zendesk Should Not Be on Loro Piana's E-Commerce Store
“Personally, I didn't feel like Zendesk should be on the e-commerce store of Laura Piana”
Casey Golden Apr 27, 2023 ▶ 11:48
Assertion Not checkable as stated
Golden: Most Luxury Brand CRMs Do Not Sync Across Stores or Countries
“Most brands you can't, their CRMs don't sink across stores, let alone countries, and they need to manage warranty services, and so your LTV is not going up when you shop in Milan, LA, or New York”
Casey Golden Apr 27, 2023 ▶ 12:53
Insight
Golden: Proving Net Revenue Attribution is Key to Software Rev-Shares
“You have to be able to prove that you can measure it, right? And so that's the number one problem, especially with RevShare, is to be able to say that, like, my software generated and assisted that revenue and nobody likes to pay for returns especially in reta…”
Casey Golden Apr 27, 2023 ▶ 14:15
Insight
Golden: Software Companies Should Tie Revenue-Share Pricing to LTV Lift
“I think that there's a lot of opportunity for some type of revenue share for LTV. If you're really able to support a company's LTV and increase that, There should be able to be some point of lift that they're going to lose their LTV numbers if your software go…”
Casey Golden Apr 27, 2023 ▶ 15:22
Made with StarZero

Turn any episode into a week of clips.

This entire site, over 2,600 episodes transcribed, diarized, checked and made playable, runs on the StarZero media pipeline. Drop in your own episode and the podcast clipper finds the moments worth sharing, cuts them, captions them, and reframes them for every feed.

Try the podcast clipper Learn more