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

OUR GUESTIulia 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.EPISODEIn 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're refining your current strategy or starting from scratch, learn how to approach pricing with confidence.Key topics:Why pricing is one of the most consequential product decisionsThe multidisciplinary nature of pricing involving finance, psychology, and market insightsWho should own the pricing process within an organizationLessons learned from Beekeeper’s complete pricing strategy overhaulThe role of beta programs and customer co-design in understanding value and willingness to payPricing models for new features, modules, and the impact of AI on pricingHow to continuously adapt prices in fast-changing markets and technologiesThe importance of having a clear decision-making framework and ownership for price evolutionBalancing short-term wins versus long-term customer targeting in pricing strategiesConnect with Iulia Jacobsson:LinkedInSHOWNOTESPricingSaaS - is a great way to keep updated on trends and individual case studies 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:https://pricingsaas.com/reports/plg-slg-2025-2026-analysisWhat's working in SaaS pricing right nowThe Alternative: How to Build a Just Economy - Nick Romeo The Alternative by Nick Romeo review – moral substitutes for the free market model | Economics | The GuardianLessons from Lovable: Pricing for AI - Elena VernaIssue tracking is dead – Linear - “Issue tracking is dead”ENJOY THIS EPISODE WITH IULIA’S RECIPESwedish Waffles:Ingredients: 400 ml wheat flour1 teaspoon baking powder:A pinch of saltOptional: 1-2 vanilla sugar or just a bit of vanilla 500 ml milk100g butter, melted2 eggsInstructions:Mix together the dry ingredients firstAdd milk and melted butterAdd eggsMix together (make sure there’s no lumps)Let rest for 30 minutesPro-tip: double the batch if you have neighborhood kids coming around, like our house (the waffles may be to “blame”) :)