Meetup to the People: How a Zebra could Rise from a Unicorn’s Fall

Meetup to the People: How a Zebra could Rise from a Unicorn’s Fall

Introduction:
In contrast to the winner-take-all fantasy of the unicorn, Zebras build startups that are diverse, practical, and accountable to the people they claim to serve. They believe in the power of human connection and the potential it holds for achieving great things. Meetup, one of the oldest examples of a Zebra company, embodies these values by bringing people together for a common purpose. However, true diversity and community-building require a rethinking of how startups work and who they are built for.

Exit to Community: Shaping Pricing Structure and Rewarding Users:
In the vision of Zebras Unite, Meetup would adopt an exit to community model. Organizers and individual members would have a say in shaping the pricing structure of the platform and be rewarded for the paid use of the platform through dividends. This approach empowers the community and ensures that the platform remains accountable to its users.

Democratic Model of Data Ownership: Getting Paid for Data:
Rather than users paying with their data for the free use of services, Meetup could pioneer a democratic model of data ownership. Users would have the ability to get paid for their data and decide to whom they want to lease it. This shift not only gives users control over their data but also creates a fairer exchange between platforms and users.

Building for the Community: Leveraging Collective Power:
Zebras Unite envisions Meetup as a platform that builds on the collective power of its community. By incorporating the ideas and needs of the community into the platform's development, Meetup can better serve its users and foster a sense of ownership and belonging.

How to Increase Your Price and Make it Stick: A Checklist for Success:

Price increases are essential for the health of a ScaleUp, but they must be implemented carefully to avoid negative consequences. Microsoft and Netflix serve as cautionary tales of failed price increases. To increase prices successfully, consider the following checklist:

1. Keep the increase level in check: Limit the additional amount customers have to pay and phase the increase out over time. Provide options to customers rather than imposing a "take it or leave it" approach.

2. Give customers a grace period: Allow customers time to plan their budgets by implementing a grace period before the price increase takes effect. In B2B sales, stage larger price increases gradually over a few years.

3. Limit access to new features and functionality: Encourage customers to migrate to new plans by restricting access to significant new features unless they switch to a new plan.

4. Incentivize switching to new plans: Offer loyal customers a slight break from higher prices charged to new customers. Provide them with a comparable price point or usage limits in the new plan.

Communicating Value instead of Price:
When implementing a price increase, it's crucial to focus on communicating the value customers will receive. This can be done by leading with new features and product improvements, including examples of real-life value through case studies and testimonials, and personalizing communication to highlight the specific value each customer receives.

Conclusion:
The combination of Zebras Unite's vision for Meetup and the checklist for successful price increases can guide entrepreneurs and startups in building accountable and sustainable companies. By prioritizing community, diversity, and effective pricing strategies, startups can rise above the traditional unicorn model and create meaningful impact for their users and beyond.

Actionable Advice:

1. Involve your community in shaping your company's pricing structure and reward them for their support.
2. Explore new models of data ownership that prioritize user control and fair exchanges.
3. Build on the collective power of your community to create a platform that truly serves their needs.

Remember, the key to success lies in being accountable, practical, and connected to the people you aim to serve.