Better revenue & product strategy

for startups, SaaS & technology companies

Upgrade Your Product & Revenue Strategy

Can we improve what, when & how we charge for our product?

Could we grow the business by optimising our pricing structure?

Why are we confident that more customers will want to use & pay for our product?

What are our assumptions?

And what are our unstated assumptions?

How big is our addressable market?

Is that really our addressable market or a fantasy superset of prospects?

Who is going to use our product and who is going to pay for our product?

Are they the same people and what are their motivations?

To what extent are we solving our customers’ problems vs solving our own?

How much money do we think we’re going to make over the next 12 - 18 months? Really?

What’s our track record in projecting our own revenue?

What’s our go-to-market strategy?

Is it working? Why do we think it will work?

Which of our initiatives are driving revenue? Which are driving value?

Are we investing in initiatives which don’t (or won’t) deliver material revenue nor value?

If yes: why?

Are our sales and marketing colleagues incentivised properly?

Have we created any perverse incentives?

What are our dimensions of growth?

More revenue per customer? More customers? Higher Margins? Something else?

Which KPIs should we be targeting with product development?

Does our product roadmap actually target those KPIs, or are we just making our products ‘better’?

What’s the difference between what we tell investors/colleagues and the answers we tell ourselves?

Why?

Are we trying to do too many things at once? Have we lost focus?

Then, which initiatives should we suspend?

Examples of problems on which I’ve worked

  • “We’re launching this new product. How should we price it?”

  • “We’ve got a range of products & services, but need to figure out how to prioritise them so as to accomplish specific objectives and improve these KPIs”
  • “We’ve got users, but we’re not monetising them effectively. What should we do now?”
  • “How should we ‘productise & package’ this combination of tools, content & training into a value proposition which customers want to use and pay for?
  • “We’re trying to do too many things, but aren’t sure how & what to cut”
  • “We know we’ve messed up our pricing. How do we fix it?
  •  “Our customers vary considerably in their ability to pay. How do we amend our pricing and value proposition to deal with this?”
  • “We’re thinking about acquiring a company. Realistically, how much incremental revenue will it deliver post-acquisition?”

  • “A few of our customers are responsible for a disproportionate percentage of our revenue. How are those customers different from the others, and how do we grow average revenue from the ‘long tail’”?

  • “How do we turn an existing ad-hoc de-centralised multi-sided marketplace into one which runs through our SaaS?”

  • “How do we transition from a perpetual license model to annually recurring revenue SaaS, and how can we further monetise the customers who already purchased perpetual licenses?”

  • “How should we structure & price the paywall on our ed-tech content while we also try to boost engagement from non-paying customers?”

  • “How should we calculate & track LTV if we’re unable to accurately attribute revenue on a per-user basis?”

  1. I work with senior management, employees and customers to answer hard-but-important questions about their business.

  2. I help companies ensure their product strategy & revenue strategy are aligned.

  3. I make actionable & structured recommendations which enable companies to improve their KPIs faster

  4. I work operationally with some clients to implement specific recommendations

  5. For some clients, working with me to properly define their problems and then prioritise them can be almost as worthwhile as actually solving them.

  6. Some clients enter our first meeting with their objectives already well defined. They have a pretty good idea of what they want, so we focus on figuring out the solutions.

Where I Can Help

PRICE OPTIMISATION

“How can we improve our pricing structure in order to drive ARPU / customer acquisition / transaction volume?..."

REVENUE & KPI MODELLING

"We need help to build better models & forecasts for revenue & KPIs"

'RED TEAM' ANALYSIS

"We want outside eyes to check & challenge the assumptions which underpin our current strategy"

FOCUSING

“We’re trying to do too many things simultaneously, and could use some help in prioritising and focusing"

MONETISATION OPTIONS

"We’ve got a great product but could use some advice on the best ways to monetise it"

GROWTH STRATEGY

"We're festooned with options, so could use some help in developing our product strategy & growth strategy"

CUSTOMER DEVELOPMENT

"We want to reach product/market fit, and improve the way we approach building products which customers will actually use and pay for"

PRICE SETTING

“We're launching a new product, and we can't figure out what to charge for it"

CORE COMPETENCY DIFFERENTIATION

"We need to differentiate between core competencies and our other activities which suck resources without contributing sufficient revenue or value"

About Me

Robin Landy

I’ve been a Revenue Strategist; a Founder/CEO; a consultant to big corporates & small startups; an Information Architect (the wankiest job title in business?…) and an industrial chicken farmer. I’ve worked with a bunch of companies on revenue strategy, product strategy, monetisation, price optimisation, KPI modelling, ‘red team’ analysis, and opportunity analysis.

In 2009 I founded a company called InvisibleHand* where we developed & patented technology for algorithmically matching millions of SKUs across merchants around the world. We had a B2C browser extension which won a lot of shiny awards and got millions of downloads. And a B2B API, which didn’t win any awards, except that when we got acquired by Skimlinks in 2013, it was the world’s only source of accurate real-time price data. In fact, a top Amazon engineer told me they’d tried to reverse engineer InvisibleHand because it so was so much better than Amazon’s own internal tools. Happy days.

Directing Revenue Strategy at Skimlinks was super interesting. Firstly because Skimlinks is a fascinating place to work, with all kinds of opportunities for exposure to different revenue strategies, product strategies & business models.

Secondly, I got to speak to, learn about and work with a lot of different companies. I often found myself being asked to advise these companies on matters of revenue & product strategy – going well beyond the immediate concerns of their prospective partnerships with Skimlinks.

After leaving Skimlinks, I took a consulting CEO role at a SaaS startup which provides operations automation for manufacturers & distributors. There I designed & implemented a new pricing structure from scratch, including value metrics, feature stepping and margin optimisation. I defined the company’s customer acquisition strategy; led product strategy and closed five-figure ARR deals with new customers – including the company’s first customers in US.

I’ve since advised a bunch more companies on both sides of the Atlantic.

Before InvisibleHand, I was a consultant and Information Architect for 5 years.

I live in London with my wife and children.

*The product at getinvisiblehand.com is not powered by InvisibleHand IP.

Contact Me

robin@robinlandy.com

@RobinLandy