Monetization + Pricing
A deep dive on the strategies top tech companies use to improve monetization and pricing.
Those who drive revenue tend to lead companies. Learn to measure, test, and drive increased monetization at your company. This program covers building monetization strategies, getting buy-in, and what systems to implement to drive ongoing revenue growth for both subscription and transactional products.
To join Monetization + Pricing you need to be a Reforge Member.
Built By Top Executives
Elena Verna
Head of Growth at Amplitude, Board Member at Netlify, Advisor at Krisp, Maze, and MongoDB, formerly Miro, Malwarebytes, and SurveyMonkey
Elena is Head of Growth at Amplitude. She is also a Growth Advisor to companies including Krisp, MongoDB, HP, and Maze. She is a Board Member and Former Interim Head of Growth at Netlify. She was formerly CMO at Miro, SVP for Product & Growth at Malwarebytes, and also an SVP of Growth at SurveyMonkey. She has a breadth of experience across freemium, self-serve, and free-trial subscription revenue models for both B2C and B2B companies.
Dan Hockenmaier
Head of Strategy and Analytics at Faire, formerly Thumbtack and Boston Consulting Group
Dan is the Head of Strategy & Analytics at Faire and a Partner at Reforge. He previously founded Basis One, a growth strategy firm for marketplaces that was acquired by Faire in 2021. Prior to this, Dan led consumer growth at Thumbtack, was a private equity investor at TSG, and started his career at BCG, where he led pricing and growth strategy projects for companies like Starbucks and Disney.
Patrick Campbell
ceo at profitwell, Formerly Google
Patrick Campbell is Co-Founder & CEO of ProfitWell, the industry-standard software that helps companies like Atlassian, Autodesk, and Lyft with their monetization (through Price Intelligently) and retention strategies. ProfitWell also provides a turnkey solution that powers the subscription financial metrics for 14,000+ companies. Prior to ProfitWell, Patrick was an Economist at Google and the US Intelligence community.
What you get as a Reforge Member
Reforge membership combines cohort-based programs with a year-round experience to help you learn, execute, and scale yourself and your company. Participation in Monetization + Pricing and access to the content and community of all programs is included.
Cohort Based Programs
4 or 6 weeks, part-time, virtual, and intense
Built and led by executives
Application focused
Live case studies with a cohort of peers
On-Demand
Access content from all programs
Step-by-step projects to help you execute
Content releases, events, and updates
Connect with peers solving similar problems
Monetization + Pricing Program Format
Deep Learning Guided By A Leading Executive
Each week you will go through 2 to 3 hours of self-paced material covering actionable frameworks and proven systems for B2B & B2C companies that were created by leading executives. The topics this program covers are:
week 1: define and measure your monetization strategy
Break down and define your monetization strategy from first principles. Understand how to align your monetization strategy to your use cases, growth model, and business model.
week 2: analyzing + Identifying model opportunities
Your customer base is constantly evolving and shifts to your Monetization model are inevitable. You will learn the analyses you need to identify opportunities to improve your pricing, packaging, and other components of your monetization strategy.
week 3: Model Strategies
You will learn the different strategies to improve your monetization model across new pricing metrics, packaging strategies, adding new use cases, vertical strategies, and horizontal strategies.
week 4: Analyzing + identifying optimization improvements
Learn to analyze the metrics that matter and identify opportunities to make game-changing optimizations quickly. Explore the best ways to approach prioritization, conversion flow, and optimization testing around your monetization model.
week 5: optimization strategies
You will create a roadmap of optimization improvements by deploying strategies such as increasing depth of use cases, moving or adding users to new use cases, creating anti-conversion flows, using incentives, and more.
week 6: executing monetization + pricing changes
Executing monetization changes can be sensitive internally and externally. Learn how the best tech companies validate their hypothesis, drive organizational buy-in, test with live customers, and manage the full rollout.
Live Case Studies Each Week
Each week, you will go deeper by attending a live online session via Zoom where we will walk through a real-life scenario applying the concepts you learned.
Hear how industry leaders from companies like Slack, Dropbox, LinkedIn, etc have addressed similar challenges.
A selection of guests we’ve had in the past:
Yuliya Malysh Head of Self Serve Business & Growth @ Miro
Jules Walter Product Leader @ Slack
Melissa Tan ex-Head of Growth & Monetization @ Dropbox
Crystal Widjaja - ex-SVP Growth + BI at Gojek Angel Steger - Dir Product Design at Facebook Joanna Lord ex-CMO at Skyscanner, ClassPass David Bakey ex-VP Consumer at Harry’s David Burson Head of Product Growth at Canva Ravi Mehta ex-CPO @ Tinder
Michael Knighten ex-Head of Product @ Atlassian
Matt Greenberg ex-VP Engineering @ Credit Karma
Connect With Peers Solving Similar Problems
Every week there will be optional opportunities to connect with peers in the cohort solving similar problems to you. Join a small group to discuss applying the concepts, attend/host a community deep-dive session on a special topic, or discuss questions within the forum and Slack.
Apply the Concepts
Translate the frameworks to your company with active, hands-on exercises, worksheets, and weekly micro-projects. Expect to spend about 2 hours a week on active learning.
A plan for Action
Build a plan that you can take back to your company. Start small, achieve results, and amplify your impact.
Become A Member To Join Monetization + Pricing
To join Monetization + Pricing you need to be a Reforge Member. To participate in our upcoming cohort apply today.
Membership includes participation in a cohort-based program and ongoing access to content from all programs, deep-dive sessions, and a community of vetted peers to help you execute what you learn.
Who this program is for.
Product managers, marketers, designers, engineers, data analysts, and anyone in a business operations, strategic finance, or other role focused on pricing and monetization projects.
✓ 3+ Years of Professional Experience
✓ Growth Related Role
✓ Strong Initiative
✗ Entry Level
✗ Career Switching
✗ CEO or Founder
In addition to participating in Monetization + Pricing, get access to everything you need to execute…
Your growth doesn’t stop with the cohort, it just begins. When you join as a Reforge Member, in addition to participating in Monetization + Pricing, you will get on-demand access to everything you need to execute.
Access All Program Content
Your career doesn’t follow the schedule of a course. Access content across all programs when you need it:
Cross-Functional Growth Programs
Growth Series, Advanced Growth Strategy, Retention + Engagement, Experimentation + Testing
Product Management Programs
Product Management Foundations, Mastering Product Management, Product Strategy, Product Leadership, Scaling Product Delivery, User Insights For Product Decisions, Data for Product Managers, Finding Product/Market Fit
Marketing & Engineering Programs
Marketing Strategy, Growth Marketing, Engineering Management, Technical Strategy, Brand Marketing, Marketing Leadership
Step-by-Step Projects
Go from learning to execution with step-by-step projects to guide implementation.
Content releases, events, and updates
New projects, cases, and examples across topics in Product, Growth, and Marketing
Deep dive sessions
Throughout the year, Reforge partners host live sessions to examine critical topics and coach community members through their most difficult issues
"I found the program to be incredibly inspiring and actionable. When you attend conferences, you come away with inspiration but not actions. With Reforge, you get both."
Shirin Bradfield, Growth Product Manager, Optimal Workshop
Reforge 2020
"The structured approach to monetization, pricing and subscriptions really helped me rethink and revamp my backlog and roadmap. This course made me rethink my vision for my subscription product, the problems it solves, and the value it provides."
Ashish Dharamshi, Principal Product Manager, Verizon Media
Reforge 2019