Episode Details

Iris Shoor got her first customer 30 minutes after turning on Facebook ads - for less than $50. The product was clearly working. Then she killed it. She shut down a product with real users, real engagement, and real validation because investors told her Facebook would build it themselves.

In this episode, Iris reveals the SaaS pricing journey that took Oribi from free to $79 to $500 per month, why charging more actually improved retention, and how she grew the company to 60 employees and $28 million in funding by competing against free Google Analytics. Her pricing strategy evolved through painful lessons about pricing optimization.

Oribi founder Iris Shoor raised SaaS pricing from $79 to $500/month and discovered that customers with real marketing budgets invested more in the product, extracted more value, and churned less. Her pricing model proved that competing against free requires demonstrating clear ROI, not matching their price.

Key Lessons

• 💰 Higher SaaS pricing improves retention, not just revenue: Oribi raised prices from $79 to $500/month and found that higher-paying customers engaged more deeply, extracted more value, and churned less because they had real budgets to invest in the product.
• 📉 Never kill a working product based on investor concerns alone: Iris shut down a validated Facebook analytics tool because investors warned Facebook would build it. Four years later nothing changed, and she lost years of compounding growth.
• 🎯 Vertical packaging boosts conversion before vertical features: Oribi created separate landing pages and onboarding flows for e-commerce and agencies with vertical-specific terminology. Conversion rates jumped even before adding vertical-specific product features.
• 🧠 Create a wish list of experts, not a convenience list of contacts: Instead of asking friends for feedback, Iris reaches out to specific experts on LinkedIn with precise questions - getting 80% reply rates by being relevant and specific.
• 🚀 Facebook ads work for B2B SaaS pricing validation: Iris acquired Oribi's first customer in 30 minutes through Facebook ads. B2B founders who dismiss Facebook as "B2C only" miss that decision-makers use Facebook too.

Chapters

• Introduction
• What inspires Iris: building things and solving challenges
• What Oribi does: no-code marketing analytics
• Target customers: mid-sized companies with marketing budgets
• Business size: 60 employees, thousands of customers, $28M raised
• Background: architecture to Autodesk acquisition to OverOps
• How the analytics idea came from marketing pain
• Building a wish list of dream advisors
• Reaching out to ex-Google Analytics PMs on LinkedIn
• The key question: if this is painful, why is nobody solving it?
• First product: Facebook analytics tool
• First customer in 30 minutes through $50 in Facebook ads
• Killing the product after negative investor feedback
• Starting over: building codeless data collection from scratch
• Getting first customers through Facebook ads
• Why Facebook ads work for B2B SaaS
• Building lookalike audiences with gated content at $1-2 per lead
• SaaS pricing evolution: free to $79 to $300 to $500/month
• Why starting free before a fundraise can be strategic
• Competing against free Google Analytics
• Vertical packaging: e-commerce, agencies, SaaS
• Lightning round

Resources

• Full show notes: https://saasclub.io/293
• Join 5,000+ SaaS founders: https://saasclub.io/email