#148 - Startup School Week 7 Recap - Kevin Hale on Conversion Rates and Pricing

Y Combinator

We've cut down the seventh week of lectures to be even shorter and combined them into one podcast.
Kevin Hale gave both lectures this week. Kevin’s a partner at YC and cofounded Wufoo. His first lecture is on how to improve conversion rates and his second lecture is on pricing for startups.
Y Combinator invests a small amount of money ($150k) in a large number of startups (recently 200), twice a year.
Learn more about YC and apply for funding here: https://www.ycombinator.com/apply/
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Topics
00:00 - Intro
00:27 - Kevin Hale - How to Improve Conversion Rates
1:02 - Why we care about conversion rates
2:02 - Shareware conversion rate is .5%
2:22 - Casual download games is 2%
2:32 - Freemium SaaS range from 1.5 to 5%
3:57 - Knowledge spectrum
5:52 - The one button interface
6:37 - What is the call to action? And the magic moment.
8:02 - What is it?
8:38 - Is it right for me?
9:02 - Is it legit?
9:22 - Who else is using it?
9:52 - How much? What's the catch?
10:39 - Where can I get help?
11:30 - Kevin Hale - Startup Pricing 101
13:15 - Monetization gives you the biggest bang for your buck
14:35 - Price thermometer
16:35 - Mistake 1 - Prices are too low
16:55 - Mistake 2 - Underestimate costs
17:08 - Mistake 3 - Don't understand your value
17:27 - Mistake 4 - Focus on wrong customers
18:05 - Sales and profit over a product's life
19:20 - Why is pricing innovation hard?
21:27 - How to optimize prices
22:32 - $1B formula
24:05 - Price and complexity
26:55 - 10 - 5 - 20 rule
28:20 - Summary