#25: How do I price my products? - with Iulia Jacobsson (Product Coach & Advisor)

<p></p><p>OUR GUEST</p><p>Iulia Jacobsson is a product advisor and coach with 10+ years of experience leading product teams at scale — including as VP Product at Beekeeper and Head of Product at FIFA. She advises scale-up founders on product strategy and pricing, and brings a rare combination of hands-on operator experience and investor-fluent strategic thinking. Based in Zürich.</p><p>EPISODE</p><p>In this episode of Product Academy Tough Stuff, we explore the complexities of pricing, how to navigate internal and external factors, and share insights from Iulia Jacobsson’s experience leading a major pricing overhaul at Beekeeper. Whether you&#39;re refining your current strategy or starting from scratch, learn how to approach pricing with confidence.</p><p>Key topics:</p><ul><li><p>Why pricing is one of the most consequential product decisions</p></li><li><p>The multidisciplinary nature of pricing involving finance, psychology, and market insights</p></li><li><p>Who should own the pricing process within an organization</p></li><li><p>Lessons learned from Beekeeper’s complete pricing strategy overhaul</p></li><li><p>The role of beta programs and customer co-design in understanding value and willingness to pay</p></li><li><p>Pricing models for new features, modules, and the impact of AI on pricing</p></li><li><p>How to continuously adapt prices in fast-changing markets and technologies</p></li><li><p>The importance of having a clear decision-making framework and ownership for price evolution</p></li><li><p>Balancing short-term wins versus long-term customer targeting in pricing strategies</p></li></ul><p>Connect with Iulia Jacobsson:</p><ul><li><p><a href="https://www.linkedin.com/in/iuliajacobsson/?skipRedirect=true"><u>LinkedIn</u></a></p></li></ul><p>SHOWNOTES</p><p><a href="https://pricingsaas.com/"><u>PricingSaaS</u></a> - is a great way to keep updated on trends and individual case studies </p><ul><li><p>Their most recent report is a great source. It has the data that backs up what I’ve anecdotally seen with the companies I’m advising:<a href="https://pricingsaas.com/reports/plg-slg-2025-2026-analysis"><u>https://pricingsaas.com/reports/plg-slg-2025-2026-analysis</u></a></p></li></ul><p><a href="https://www.growthunhinged.com/p/2025-state-of-saas-pricing-changes"><u>What&#39;s working in SaaS pricing right now</u></a></p><p>The Alternative: How to Build a Just Economy - Nick Romeo <a href="https://www.theguardian.com/books/2024/jan/08/the-alternative-how-to-build-a-just-economy-by-nick-romeo-review-moral-substitutes-for-the-free-market-model"><u>The Alternative by Nick Romeo review – moral substitutes for the free market model | Economics | The Guardian</u></a></p><p><a href="https://www.youtube.com/watch?v=KUI4v0ALxhE"><u>Lessons from Lovable: Pricing for AI</u></a> - Elena Verna</p><p><a href="https://linear.app/next"><u>Issue tracking is dead – Linear</u></a> - “Issue tracking is dead”</p><p><br></p><p><br></p><p>ENJOY THIS EPISODE WITH IULIA’S RECIPE</p><p>Swedish Waffles:</p><p>Ingredients: <br></p><ul><li><p>400 ml wheat flour</p></li><li><p>1 teaspoon baking powder:</p></li><li><p>A pinch of salt</p></li><li><p>Optional: 1-2 vanilla sugar or just a bit of vanilla </p></li><li><p>500 ml milk</p></li><li><p>100g butter, melted</p></li><li><p>2 eggs</p></li></ul><p>Instructions:</p><ul><li><p>Mix together the dry ingredients first</p></li><li><p>Add milk and melted butter</p></li><li><p>Add eggs</p></li><li><p>Mix together (make sure there’s no lumps)</p></li><li><p>Let rest for 30 minutes</p></li></ul><p>Pro-tip: double the batch if you have neighborhood kids coming around, like our house (the waffles may be to “blame”) :) </p><p><br></p>