New SaaS entrepreneurs: Don't discount the opportunity to go into an established category and offer more value (for less cost) than the incumbents. "Lower price for more value" is a great competitive wedge.
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or charge the same initially with the caveat/promise that you'll lower fees as you scale (assuming cost basis is constant). that way you'll be able to see if traction is due to product instead of price. what do you think about that?
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It really depends on the context, but if you're brand new (and untrusted) and you're charging more than a trusted incumbent, I think it's going to be harder to make sales.
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building
You don't want to compete on price forever, but in the beginning, it's often necessary.