Alex Shartsis is a pricing and go-to-market advisor who helps founders charge what their products are actually worth. He is the CEO of Silverwood and Skyp, working with early- and growth-stage companies on pricing discipline, packaging, and monetization. This episode explores why charging too little early is one of the most expensive mistakes founders make, including the story of raising a customer from $500 a month to $20,000. Mark and Alex discuss when to raise prices, how early sweetheart deals quietly damage businesses, and why price often signals quality in AI and SaaS markets. Why You Have to Check Out This Episode: Understand why early underpricing creates long-term trauma in customer bases, teams, and investor conversations. Learn when to raise prices (and when not to) especially with early customers and pilots. See why price often acts as a signal of quality in markets where buyers can't easily judge value (AI, software, experimentation budgets). "If you can charge for value early and be disciplined about it, you'll have a much better journey—you'll look better to investors, and you'll be running a more viable business much sooner." — Alex Shartsis Topics Covered: 02:00 – From $500 to $20,000: A Pricing Wake-Up Cal. Alex shares the deal that pulled him into pricing—and why willingness to pay is often far higher than founders expect. 06:10 – Founder Discounts and Early Pricing Mistakes. How "sweetheart deals" happen, why they feel harmless early on, and how they quietly break pricing discipline. 10:45 – Should You Raise Prices on Early Customers?A nuanced discussion on fairness, trust, investor expectations, and when price increases actually make sense. 15:30 – Building NRR Into Pricing (Without Repricing Customers). Why limits, packaging, and expansion paths matter more than simply charging more later. 18:45 – AI Changes the Cost and Pricing Equation. Why the old "software has no marginal cost" mindset no longer holds in AI-driven businesses. 22:30 – Price as a Signal of Quality. When buyers use price to infer value—and why this shows up strongly in AI and experimental products. 26:15 – Credit-Based Pricing: Temporary Fix or Long-Term Problem?. A candid debate on credits, customer confusion, and what it signals about unresolved value models. 29:10 – Final Advice: Charge for Value Earlier. Alex's closing guidance for founders—and why pricing discipline creates better businesses, not just higher revenue. Key Takeaways: "If you can charge for value early and be disciplined about it, you'll have a much better journey—you'll look better to investors and you'll be running a more viable business sooner." — Alex Shartsis "Most early-stage founders charge too little, and it quietly creates problems that don't show up until much later." — Alex Shartsis "Price often becomes a signal of quality when buyers can't easily judge value—especially in AI and software." — Alex Shartsis People & Resources Mentioned: Carta – Carta's ERP for private capital combines software and services to deliver connected clarity and control across equity, fund, and portfolio management. Google Maps – Example of usage-based pricing evolution Tesla – Used as an example of starting high and expanding market access over time Porsche – is referenced as a real-world analogy for how premium pricing shapes belief, not because Porsche has radically different parts, but because the brand and price tell a story buyers trust.excellence. Kyle Poyar - is referenced in the context of "reasonable use" pricing. Steven Forth - comes up during the discussion on credit-based pricing models, especially in AI-driven products. Connect with Alex Shartsis: LinkedIn: https://www.linkedin.com/in/shartsis/ Skyp: https://skyp.ai Silverwood: https://silverwood.ai Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: mark@impactpricing.com
