S3E7: Luke Freiler, CEO Centercode - Creating a market category, value-based pricing, ROI analysis

In this episode, Luke Freiler, CEO of Centercode, which provides user testing solutions to leading tech companies. Luke shares his journey from hardware engineering to founding a company that revolutionizes product testing. He discusses the importance of continuous user testing, the shift from waterfall to agile methodologies, and how Centercode has established itself in a new market category. Luke emphasizes the significance of community building, demonstrating value through metrics, and the evolution of pricing strategies. He also explores the impact of generative AI on product testing and shares valuable leadership lessons learned throughout his entrepreneurial journey.

Luke is a tech idealist who wants technology to just work, to be simple, and friendly. He mission is to connect product builders and their audiences to actualize this vision at scale.

In this episode, Luke talks about creating a brand new category in the market, and all the fun challenges that go hand in hand with that: how do you get your first customers, how do you price your offering and value-based pricing, convincing customers about the ROI of your offering. He also shares lessons learnt about PLG or product led growth motion. This is an incredibly candid and transparent conversation and I enjoyed it immensely. I hope you do as well.

Key takeaways:

▶ Creating a common vocabulary in a new market
▶ Identifying metrics to demonstrate the value proposition
▶ Not having a "secret sauce" mindset
▶ Making the company website into a magnet
▶ Evolving pricing when there is no benchmark and budget
▶ Evaluating pros and cons of PLG (product-led-growth)
▶ Impact of AI on product testing
▶ Treating the company as a product to build culture
... and lot more!

Connect with Luke Freiler:

https://www.linkedin.com/in/freiler/

Connect with Rahul Abhyankar:

https://www.linkedin.com/in/rahulabhyankar