Willingness to Pay Is a Powerful De-Risking Tool for Startups</strong>

Startups are risky. The failure rate is around 90%. Reasons for failure include running out of money, poor understanding of the market, lack of diligent research, and ineffective marketing. One way to increase chances for success is to consider pricing very early in the process. “Willingness to pay” is how you prioritize your product roadmap […]