Episode 99: S2| Turning Pricing Challenges into a Thriving Business
Introduction
What does turning a solo consultancy into a thriving, multi-million-dollar business take? Meet Marcos Rivera, the CEO of Pricing IO, a company that helps B2B SaaS and tech businesses optimize their pricing models to maximize revenue. With over 25 years of experience, Marcos has honed his expertise to help companies capture the true value of their software. His journey from a solo entrepreneur to the leader of a growing team offers valuable lessons for anyone looking to scale their business.
Marcos Rivera’s Journey and Motivation
Marcos Rivera didn’t just stumble upon success; he crafted it. Starting his career in the late 90s, Marcos spent years learning the nuances of software value—an often ambiguous concept. His deep understanding of how to price software effectively became the cornerstone of Pricing IO, a company he founded four years ago.
Marcos’s journey from a solo consultant to the CEO of a 20-person team was anything but straightforward. He emphasized the importance of understanding what stage your business is in and how to adapt your leadership style accordingly. Drawing parallels between raising children and growing a business, Marcos realized that just as a parent must evolve with their child’s needs, a business leader must shift focus as their company matures. For Marcos, this meant transitioning from hands-on work to orchestrating a team, allowing Pricing IO to grow from a one-man show to a robust agency.
Strategies and Tips for Entrepreneurs
1. Recognize Your Stage and Adapt: Marcos’s first advice is to understand the stage of your business and align your efforts accordingly. In the early days, he focused on validating his business model, ensuring that Pricing IO’s services were hitting the mark. As the company grew, he transitioned from doing the work himself to leading a team that could handle the increasing demand.
2. Delegate and Focus on High-Value Activities: Marcos learned that his time was best spent on high-value activities, not the day-to-day tasks that could be delegated. By hiring an assistant to manage invoicing and billing, he freed up his time to focus on strategy and growth. This allowed him to transition from a scrappy founder to a business-building CEO, a shift that was crucial for reaching the next level.
3. Embrace Feedback and Refinement: Experience without feedback is less valuable, Marcos asserts. Early on, he made it a point to follow up with clients, gather feedback, and refine his approach. This cycle of feedback and refinement allowed Pricing IO to continuously improve its services and deliver better results for clients.
Current Challenges and Solutions
As Pricing IO approaches the $10 million revenue mark, Marcos faces new challenges. One of the most significant is hiring the right people for roles that are outside his expertise, like finance and operations. Marcos shared how he’s navigating this by getting crystal clear on role expectations early in the hiring process and leaning on experts to help him vet candidates. His solution is a combination of hiring slowly and setting up competency tests to ensure that new hires can deliver from day one.
About Marcos Rivera
Marcos Rivera is the CEO and Founder of Pricing IO, a consultancy that helps B2B SaaS and tech companies optimize their pricing models. With over 25 years of experience in the field, Marcos is also the author of Street Pricing, a book that demystifies pricing strategies for entrepreneurs across industries.
Connect with Marcos on LinkedIn or learn more at PricingIO.com.
Conclusion
Marcos Rivera’s journey from solo consultant to CEO offers valuable insights for any entrepreneur looking to scale their business. His strategies for adapting to different business stages, delegating effectively, and continuously refining processes are lessons that can be applied to any industry. If you’re ready to take your business to the next level, consider connecting with Marcos or exploring the resources at Pricing IO.
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