Prasanna

And then on the differentiation, you could say, hey, this is a CRM that is integrated with social and it is 10 times better than any other CRM.

So for those customers who are looking for that, you are the winner.

You want to place your x-axis and y-axis in such a way that your product comes out on the right-hand top as the winner there.

Let me illustrate this again with another example.

Neurotags is a company of ours, and they were initially focusing on making sure the qr code gets placed on all branded items.

Let's say an lg product that is getting sold on amazon.

But what happens is that lg doesn't have the end user's data.

So they help you put a QR code, which the end user, when he receives it, he registers through it, and then he gets warranty support.

Now, using that, they get the data back.

For a while, for an entire year, what they did was they just focused on the code aspect of it.

Now, they did this positioning exercise.

Then they realized the x-axis that they should be talking about is post-sales experience.

And they realized that their differentiation is one-click, one-click post-sales experience.

This led them to even change the name from Neurotax to Direct, allowing brands like LG to have direct connection with their end users.

And earlier, they were struggling with $2,000 ACV conversation, and this repositioning helped them close deals at $30,000 ACV.

Bonus fifth choice on pricing.

I'm going to go really quick on this.

This is, even though I said four, but the fifth one is that founders are afraid of raising prices.

Right.

And this is a big one.