Scaling Innovation

MADHAVAN RAMANUJAM is Co-founder and General Partner at 49 Palms Ventures, an early-stage venture firm investing and helping tech companies monetize and scale. Previously a Managing Partner at Simon-Kucher, he has advised 250+ companies, 30+ unicorns, and is also the author of Monetizing Innovation.
EDDIE HARTMAN is a Partner and Board Member at Simon-Kucher, advising companies on monetization, pricing, and growth. Previously, he was the Co-founder of LegalZoom. His deep expertise and practical insights have made him a sought-after advisor for businesses navigating complex growth challenges.

Foreword xiii
Acknowledgments xv
Introduction: From a Great Product to a Great Business 1
Part I Beating the Barriers to Scaling 5
1 A Tale of Three Companies 7
2 Becoming a Profitable Growth Architect 17
Part IINine BREAKTHROUGH STRATEGIES For Architecting Profitable Growth 37
Part IIA Startup Strategies 39
3 The Lure of Free: When You Land, Be Sure to Expand 41
4 The Most Important Decision: Choosing Your Pricing Model 59
5 Making It Easy to Buy: Beautifully Simple Pricing 89
6 Mastering Value Messaging: Speak Benefits and Not Features 103
Part IIB Scale-up Strategies 119
7 When You Give, Get Something Back: Discounting and Promotions 121
8 Blow Up Your Packaging: Time to Redefine Your Offer Structure 145
9 Price Increases: Ask Properly, and You Shall Receive 169
10 Acing Big Deals: Mastering Negotiations and Handling Objections 191
11 Stopping Churn Before It Starts: The Big Missed Opportunity 219
Part III Learning From the Best: Success Stories 243
12 Putting It All Together: From Playbook to Practice 245
13 Segment: From Idea to a $3.2 Billion Acquisition 251
14 Canva: The Master Class of Landing and Expanding 267
15 ServiceChannel: Cracking the Code to Two-Sided Marketplace Success 279
16 CoCounsel: Scaling the AI that Passed the Bar 285
17 Airbnb: The Blueprint for Turning Community into Cash Flow 297
Notes 311
Index 315