COO @ SaaS Academy | Helping software founders grow from their first dollar to their next $10M

🎯 Founder & CEO - Precision
🤙 Prev: COO @ SaaS Academy, CEO @ UpLaunch (acq. 2020)
🚒 Fireman turned SaaS Founder

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→ Subscribe to my free newsletter: https://www.mattverlaque.com/newsletter

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Things I like talking about:

🪓 WORK

1️⃣ Scorecards, data, and how to use it to grow a business
2️⃣ Leadership principles that actually work (no corporate BS)
3️⃣ How to bring out empathy in hard-charging high achiever types (it's a superpower)
4️⃣ Personal productivity for normal humans

❤️ PERSONAL

1️⃣ How to be the world's okayest weightlifter & endurance athlete
2️⃣ Raising three sons in a crazy world
3️⃣ Building community when you're kinda introverted

Matt Verlaque

B2B SaaS Pricing Expert | Built and exited 2 companies | Now helping SaaS teams price for growth.

I've been around the block a few times...

As a 3x founder, I've been through the ups and downs of the consulting, agency, and SaaS companies.

I've celebrated successful exits (like leading SalesRight to an acquisition by FastSpring) and turned my missteps into valuable lessons learned.

I've been a trusted advisor and coach for hundreds of SaaS teams, partnering with accelerators, PE, and pricing firms. 🤝

I've guided companies at every growth stage in designing profitable monetization strategies.

After years in the trenches, one thing is clear: Pricing is your business's most powerful growth lever. 🚀 

Pricing models, structures, and tactics may evolve, but one thing stays the same: pricing is about confidence, and you build confidence through data. 

If you want to stop guessing, finally nail your pricing, and build a model that scales, you're in the right place. 

I'm here to help. 🙌

Let's chat! Book a 45-minute strategy session with me at PacePricing.com, or connect with me here on LinkedIn.

When I'm not geeking out over pricing, you can find me connecting with fellow founders, going for a run, or enjoying the beach with my amazing wife and our dog, Fig. 🐶

Bill Wilson

I paid a 13-year-old 5x his asking price to mow my lawn.

Yes. I'm about to be that guy who turns a kid mowing grass into a business lesson.

I know. The LinkedIn bros have ruined this format. Next I'll tell you how my barista taught me about product-market fit. 😏 

This is a true story of mine - people ask me all the time what "Jobs to Be Done" actually is. And this is a great example.

I'd been slammed at work for weeks. My lawn was out of control. So I finally posted on Facebook asking for help.

A kid named Adrian showed up with his dad. He asked for $5/mow. I told him a landscaping company would charge $75/mow.

I paid him $25/mow.

Because I wasn't paying for 30 minutes of a teenager's time.

I was hiring for a job.

The functional job: Cut the grass 👨🏼‍🌾

The emotional job: Feel less stressed about a once-manageable task, and buy back my time.

The social job: Stop being the neighbor with the overgrown yard. 🤦

Adrian underpriced because he was thinking about his time. I paid more because I was thinking about my problem.

Your customers are doing the same math.

They're not buying your product. They're hiring it to make progress. They've hit a trigger moment where the status quo isn't working anymore.

When you understand this, your entire sales process changes.

You stop talking about features. You start talking about their fears, aspirations, and the progress they’re trying to make.

If you know their problem better than they do, they assume you have the solution. Your job gets a lot easier.

Price the progress, not the product.

B2B SaaS Pricing Strategist | Aligning product, positioning & pricing to scale revenue | Built & exited 2 companies

"I was very skeptical that it would be good because of how cheap it was." When a customer says this, you don't have a sales problem. You have a pricing problem.

A direct quote from a customer interview last week.

Read that again.

The founder thought they were offering incredible value.
The customer thought the low price was a signal of low quality.

This is the pricing paradox. You're so focused on being affordable that you accidentally make yourself look cheap.

Your pricing should attract the people you want and repel the people you don't.

When your price is too low, you attract price-sensitive customers who churn at the first sign of trouble. And you repel sophisticated buyers who equate price with value and support.

Pricing is product. Pricing is positioning.

It's the loudest signal you send to the market about who you are and what you're worth.

If you're getting feedback that your product is a "great value for the money," you have leverage. But if you hear whispers that it's "too cheap to be good," you have a problem.

Ask yourself this question from the Van Westendorp model:
At what price would a customer question the quality of your product?

If your current price is anywhere near that number, you're not just leaving money on the table. You're actively damaging your brand.

What signal is your pricing sending today?

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Bill Wilson

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