![]() Premium : For teams that need to create project plans with confidence.īusiness : For teams and companies that need to manage work across initiatives. Notice the difference in copy between each plan: Portfolios also aligned perfectly with the thematic difference between Premium and Business. If they added Portfolios to Enterprise, they would have severely limited adoption, and if they added it to Premium, it would have fallen in line with the $9.99 per month price point, anchoring customers to lower value. One of the features included above the fold on their pricing page is Resource Management, which wasn’t even live in the product yet!īy launching Portfolios within the Business plan, Asana increased the value associated with the feature. Beyond Portfolios, Asana really didn’t have much to differentiate Business from Premium. The Business plan’s launch was anchored by Portfolios, a new feature providing customers a holistic view of all their projects in one place. It took time to implement, but Asana has mastered this with their packaging strategy, and I believe their patience will pay off. In the absence of usage limits, it’s critical that feature differentiation makes sense, and that features align with the value proposition of their plan. From there, they’ve gradually honed a differentiation strategy where features build naturally from tier to tier, creating an intuitive upgrade path that allows customers to grow with Asana over time. In 2018, they added a tier to their packaging grid, setting the foundation for future feature releases. Instead, they chose a different path, one that aligns better with the long-term thinking that permeates their company and culture. To accelerate free-to-paid conversion, Asana could have throttled usage limitations on the Free plan or dropped the price of the Premium plan. Either would have boosted their conversion rate in the short run. Though 1.2% may not seem like much over two years, with 3.2M Freemium customers, it adds up. ![]() Their S-1 notes that between January 2018 and January 2020 free-to-paid conversion grew from 3.6% to 4.8%. The idea was to follow Dropbox’s Freemium playbook and use the free plan to get users hooked, then monetize them later with Premium upsells. ”įreemium has been key to their strategy since day one. “ The goal was to be fast, but fast in the long run, not fast in the short run. “It takes time to build the snowball,” he says. Moskovitz explained their approach in an interview with Forbes during their IPO roadshow. Case in point, they have a strict rule to never increase headcount by more than double in a single year. ![]() In stark contrast to Facebook’s rocketship growth, Asana has taken the slower route. ![]()
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