Package for Pull
Find ways to develop Pull from the market and make it easy on your customers, rather than pushing your product on your customers.
Why is pull important?
Pull will help reduce the pain for your customer adoption in your 
Gain/Pain equation, increasing your likelihood of early success, while reducing risk and potentially even reducing cash burn.
How can you get pull?
Pull can be achieved with many tools, including, pricing, packaging, and distribution as well as through 
Strategic partners
Go deeper within packaging and review the power of 
Bundling with
@Shishir Mehrotra
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Package it, price it, free to try, for actual pull. Make it very easy for people to adopt and use.
How you price your product is super important to that early friction, and there is a way to walk customers up the value chain. If you can provide free samples, make your platform free, or create no-cost developer kits, people start using your product and testing it out, and then you step them through increasing the value of your offering and the price you charge.
What is an example? Everybody does this: HubSpot, Slack, Vimeo, WordPress. Even airlines, like JetBlue; look at their pricing and it looks the same. It is basically a walk-through: a cheap way to get in, and a way to upgrade. In the world of startups, whether it is B2C where you need lots and lots of users, or you are selling into an enterprise, you want people using your product as soon as possible, but you have to have a way to walk them up the value chain. This is what we call product-led growth in the software business: you install the product free, and as soon as people start using it, you start doing “cha-ching” as they upgrade for more seats and everything else. Very, very important.
So package it and price it for pull. The whole point of architecting the business model is that this can all be part of day-one planning. It does not require a ton of actual work; it just requires thinking. Package it, price it, make it free to try for actual pull, and make it very easy for people to adopt.
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