Ignasi Buch Mundó drove $8 million dollars in ARR at Typeform through pricing and packaging. Today, Ignasi is a principal product manager at Happy Scribe. Previously, he led product-growth strategy for companies like Typeform and Pitch.
Before tech, Ignasi was a biotechnologist with a specialization in computational biophysics. With that foundation in mind, it’s no surprise that Ignasi brings a scientific approach to iterating on pricing and product strategy.
In this episode, Ignasi walks Max through the story behind driving incredible results through pricing and packaging at Typeform. They also dive deep into how to leverage data for product growth, exploring the importance of a solid data foundation, navigating the challenges of imperfect data, and understanding the nuances of running concurrent experiments. Ignasi shares his insights on the power of a hypothesis-driven approach to product strategy, emphasizing the importance of identifying your ideal customer segment and aligning pricing with the value users derive.
Episode Chapters:
- 00:00:00 Introduction
- 00:01:37 The $8 Million Pricing Strategy
- 00:08:06 Building a Data Foundation for Product Growth
- 00:16:03 Hypothesis-Based Product Strategy
- 00:24:21 Navigating Imperfect Data
- 00:30:01 Building a Growth-Oriented product Team
- 00:37:36 Leading & Building Product Growth Teams
- 00:40:59 Ignasi’s Book Recommendations
Actionable Lessons
- Start with a Strong Data Foundation: Make sure you have a deep understanding of your user base, their behavior, and the data you collect about them. This foundation is crucial for making informed decisions and understanding the impact of product changes.
- Embrace a Hypothesis-Driven Approach: Be intentional about what you test. Identify your ideal customer segments, formulate hypotheses around their needs, and test your assumptions rigorously.
- Don't Be Afraid of Imperfect Data: Recognize that in the fast-paced world of tech, perfect data is rare. Learn to work with imperfect data, be aware of potential biases, and focus on drawing directional insights that can guide your product strategy.
Keep Learning
- Want to dive deeper into behavioral economics and its application in pricing? Check out Nudge by Richard Thaler and Cass Sunstein, a book Ignasi highly recommends for its real-world examples.
- Interested in learning more about empowering product teams? Inspired by Marty Cagan is a must-read. It explores the differences between empowered and feature-driven product teams and offers a framework for building a more impactful product organization.
- Intrigued by how humans make decisions? Check out Thinking Fast and Slow This book, by Nobel laureate Daniel Kahneman, delves into the two systems of thinking - the intuitive and the deliberate - and how they influence our judgments and decisions.