Brad Leeuwen

So the first thing we did was we decided to overhaul our pricing structure.

So we looked at every single feature that we had, and we took out everything that was for IT.

We asked ourselves the question, how could we just sell to one buyer?

And so we could deal with one champion, one set of objections.

We took out all the IT features, but they were valuable, and they help our customers a lot.

So we shifted them to a set of add-ons.

And the interesting thing here for us was we felt that this gave us the opportunity to drive that expansion.

So for people that were already happy with our product and wanted to get more value, we had a roadmap for them to do that that aligned with us getting more revenue from them in time.

The other thing we had to do is we have 1,000 customers that are all paying us something.

So we didn't want our existing customer base to be cannibalized.

So the other thing you'll notice is we had to design our pricing such that if you got all the same features as you had before, you'd be paying us the same.

So the pricing of the add-ons and the pricing of the plans all ended up adding up to the same place.

The next thing we did, so it wasn't just about pricing and packaging, we decided to go all in on conversion.

So you would have seen on the previous slide, we added a free plan, right?

Our churn is very, very low.

So we believe that we can get a company even earlier than we would normally target them because we know that we add so much value that we can keep them forever and grow with them.

But it wasn't just about our pricing and packaging.

We decided to lean heavily into that free plan as a way to drive interest and intrigue.

So we decided to test different calls to action.

Previously, our call to action was all about book a demo.