17:45How To Price For B2B
Tom, a Y Combinator partner, explains how B2B startups can set prices by estimating the financial value they deliver with the customer, then charging roughly a third of that value. He recommends treating delivery costs as a pricing floor and avoiding price wars by differentiating the product. The talk also covers choosing familiar, simple pricing structures, balancing enterprise and self-serve plans, and matching sales channels to contract sizes. For early sales, he suggests short pilots with clear success measures, experimenting with prices, and focusing on closing the first customers.