How I increased my ASP by 5x by attracting the right customer | Emeric Ernoult (AgoraPulse)

Welcome to Street Pricing, the only show where proven SaaS (Software as a Service) leaders share their mindset and mistakes in pricing so we can all stop guessing and start growing. Street Pricing is hosted by Pricing I/O CEO and Pricing Coach, Marcos Rivera, sought after slayer of bad pricing. With 20 years of pricing expertise, he has helped price over 200 SaaS products and coached over 100 SaaS CEOs and counting. From the streets of the Bronx to CEO, Marcos wants to take the guessing out of pricing.

Today’s guest is Emeric Ernoult, CEO and Co-Founder at Agorapulse. Agorapulse is a social media management media software, launched in 2011.

Emeric talks about his start in pricing and how he realized his pricing was too low and eventually doubled it. (3:20) Marcos and Emeric discuss how when many business owners start out, they tend to discount themselves and end up pricing lower. Your pricing plays a big role in who you attract. (8:25)

“You want to attract the right companies, the right users, the right customers for you, the price you are going to put in there, is going to be telling that story” - Emeric Ernoult

Marcus and Emeric discuss how price increases can also have a negative impact, you need to make informed decisions, and you can’t raise just because. Emeric gives some rules for possible increases. (12:27)

Emeric shares his cautionary tale about changing too many things at the same time. (14:48) Changing one thing at a time will let you focus on what the change is doing, and it will let you revert if it is not working. If you change too many things at once, you won’t know what isn’t working.

Emeric talks about what is working for him right now and what he sees for the future. (16:25) In December 2022, Agorapulse changed their pricing to be based on how many users and the number of social media profiles. Emeric suggests if you include “too much and the kitchen sink” in your plan, go to an entry-level with add-on options and be flexible. Marcos and Emeric talk about pricing the deal. (18:30)

They discuss what Emeric is hoping for in the future of pricing. (22:33)

Marcos and Emeric close out the show by discussing Emeric’s favorite DJs: Cirez D and Boris Brejcha.

Street Pricing streams live on OC TALK RADIO, Orange County's only online business channel, every Friday at 10:00 AM PT and is available for download on all major podcast platforms.

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