Monetization + Pricing Deep Dive By Reforge – Free Download Course
A deep dive on the strategies top tech companies use to improve monetization and pricing.
Those who drive revenue tend to lead companies. Learn to measure, test, and drive increased monetization at your company. This program covers building monetization strategies, getting buy-in, and what systems to implement to drive ongoing revenue growth for both subscription and transactional products.
Built and Led By Top Executives
MIRO, NETLIFY, MONGODB, SURVEYMONKEY
Elena is a Reforge EIR and Growth Advisor at Miro, Netlify, and MongoDB. She was formerly SVP for Product & Growth at Malwarebytes, and also an SVP at SurveyMonkey. She has a breadth of experience across freemium, self-serve, and free-trial subscription revenue models for both B2C and B2B companies.
BASIS ONE, EX- DIR OF GROWTH AT THUMBTACK
Dan Hockenmaier started his career at BCG, where he led pricing and growth strategy projects for companies like Starbucks and Disney. He then spent four years at Thumbtack working on growth and helping scale the team from 30 to over 500. Dan now leads Basis One, a boutique Growth consultancy that advises companies including Lyft, Change.org, Affirm, and Faire.
CEO AT PROFITWELL
Patrick Campbell is Co-Founder & CEO of ProfitWell, the industry-standard software that helps companies like Atlassian, Autodesk, and Lyft with their monetization (through Price Intelligently) and retention strategies. ProfitWell also provides a turnkey solution that powers the subscription financial metrics for 14,000+ companies. Prior to ProfitWell, Patrick was an Economist at Google and the US Intelligence community.
What you get as a Reforge Member:
Reforge membership combines cohort-based programs, with a year-round experience to help you learn, execute, and scale yourself and your company. Participation in Monetization + Pricing Deep Dive and access to the content and community of all programs is included.
Cohort Based Programs
6-weeks, part-time, virtual, and intense
Built and led by executives
Live case studies with a cohort of peers
On-Demand Access content from all programs
Step-by-step projects to help you execute
Weekly releases, events, and updates
Connect with peers solving similar problems
Cohort Format For Monetization + Pricing
Deep Learning Guided By A Leading Executive
Each week you will go through 2 to 3 hours of self-paced material covering actionable frameworks and proven systems for B2B & B2C companies that were created by leading executives. The topics this program covers are:
WEEK 1: DEFINE AND MEASURE YOUR MONETIZATION STRATEGY
Break down and define your monetization strategy from first principles. Understand how to align your monetization strategy to your use cases, growth model, and business model.
WEEK 2: ANALYZING + IDENTIFYING MODEL OPPORTUNITIES
Your customer base is constantly evolving and shifts to your Monetization model are inevitable. You will learn the analyses you need to identify opportunities to improve your pricing, packaging, and other components of your monetization strategy.
WEEK 3: IMPLEMENTING MODEL IMPROVEMENTS
You will learn the different strategies to improve your monetization model across new pricing metrics, packaging strategies, adding new use cases, vertical strategies, and horizontal strategies.
WEEK 4: ANALYZING + IDENTIFYING OPTIMIZATION IMPROVEMENTS
Learn to analyze the metrics that matter and identify opportunities to make game-changing optimizations quickly. Explore the best ways to approach prioritization, conversion flow, and optimization testing around your monetization model.
WEEK 5: OPTIMIZATION STRATEGIES
You will create a roadmap of optimization improvements by deploying strategies such as increasing depth of use cases, moving or adding users to new use cases, creating anti-conversion flows, using incentives and more.
WEEK 6: EXECUTING MONETIZATION + PRICING CHANGES
Executing monetization changes can be sensitive internally and externally. Learn how the best tech companies validate their hypothesis, drive organizational buy-in, test with live customers, and manage the full rollout.
Live Case Studies Each Week
Each week, you will go deeper by attending a live online session via Zoom where Elena Verna and a featured leader will walk through a real-life scenario applying the concepts you learned. Live sessions are 2 hours and take place weekly in-cohort.
Hear how industry leaders from companies like Slack, Dropbox, LinkedIn, etc have addressed similar challenges.
A selection of guests we’ve had in the past:
Yuliya Malysh Head of Self Serve Business & Growth @ Miro
Jules Walter Product Leader @ Slack
Melissa Tan ex-Head of Growth & Monetization @ Dropbox
Crystal Widjaja – ex-SVP Growth + BI at Gojek Angel Steger – Dir Product Design at Facebook Joanna Lord ex-CMO at Skyscanner, ClassPass David Bakey ex-VP Consumer at Harry’s David Burson Head of Product Growth at Canva Ravi Mehta ex-CPO @ Tinder
Michael Knighten ex-Head of Product @ Atlassian
Matt Greenberg ex-VP Engineering @ Credit Karma
Connect With Peers Solving Similar Problems
Every week there will be optional opportunities to connect with peers in the cohort solving similar problems to you. Join a small group to discuss applying the concepts, attend/host a community deep-dive session on a special topic, or discuss questions within the forum and Slack.
Apply the Concepts
Translate the frameworks to your company with active, hands-on exercises, worksheets, and weekly micro-projects. Expect to spend about 2 hours a week on active learning.
A PLAN FOR ACTION
Build a plan that you can take back to your company. Start small, achieve results, and amplify your impact.