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Mike is an experienced data strategy and growth marketing operator with experience across commerce, health and fintech. He brings perspective from working full-time and freelance for analytics consultancies, growth agencies, and DTC companies.

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As M13's community program coordinator, Samantha aligns with M13’s commitment to creating an inclusive community through authentic experience, dedication to innovation, and creativity. Samantha was previously the development associate for outreach and programming at Rockefeller University.

Samantha Hughes

Operator

As M13's community program coordinator, Samantha aligns with M13’s commitment to creating an inclusive community.

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Samantha Hughes | M13

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As M13's brand project specialist, Generra brings her experience in operational excellence and community building from her previous time at The Knowledge House, a tech non-profit. Prior to that, Generra led project management, from enrollment and ops to data management, for Newark Public Schools. 

Generra Rodriguez

As M13's brand project specialist, Generra brings her experience in operational excellence and community building from her previous time at The Knowledge House, a tech non-profit. 

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Generra Rodriguez | M13

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As a partner and head of operations, Lizzie leads the Propulsion team that helps propel our founders’ businesses forward. She was previously the COO of sneaker marketplace GOAT Group, CMO of Gilt Groupe, and founding partner of Brilliant Ventures.

Lizzie Francis

Partner

As a partner and head of operations, Lizzie leads the Propulsion team that helps propel our founders’ businesses forward. She was previously the COO of sneaker marketplace GOAT...

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Lizzie Francis | M13

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Erik is M13's accountant and has a vast background working in tech companies and the applications used in accordance with GAAP for reporting. Erik was previously an accountant at Glamsquad and Stella Connect, which was acquired by NYSE listed Medallia in 2020, which gave Erik the opportunity to oversee the finance integrations of the two companies. 

Erik Grant

Erik is M13's accountant and has a vast background working in tech companies and the applications used in accordance with GAAP for reporting.

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Erik Grant | M13

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Feven was an investment analyst for KingsCrowd while simultaneously receiving a certificate from Cornell’s Women and Entrepreneurship program, where she focused on the start-up ecosystem for minority groups.

Feven Solomon

Investor

Feven was an investment analyst for KingsCrowd while simultaneously receiving a certificate from Cornell’s Women and Entrepreneurship program, where she focused on the start-up...

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Feven Solomon | M13

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As a member of the investor relations team, Talitha has worked with the team to build the IR systems at M13 from the ground up. She was previously the quality control and administrative assistant for the accounting and assurance department of Lindsay & Brownell, LLP.

Talitha Wright

As a member of the investor relations team, Talitha has worked with the team to build the IR systems at M13 from the ground up. She was previously the quality control and...

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Talitha Wright | M13

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Sarah was previously the VP of marketing and investor relations at Arlon Group and has served in IR roles at StepStone Group and Citi Private Equity. She is a public company board member, co-founded the Sustainability Investment Leadership Council, and has served on numerous non-profit boards.

Sarah Tomolonius

Sarah was previously the VP of marketing and investor relations at Arlon Group and has served in IR roles at StepStone Group and Citi Private Equity. She is a public company...

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Sarah Tomolonius | M13

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A people operations analyst, Rita was previously the owner and operator of Street Beatz Dance Company. Prior to that, she held the roles of internal annuity specialist and registered client associate at Merrill Lynch.

Rita Serrano

A people operations analyst, Rita was previously the owner and operator of Street Beatz Dance Company. Prior to that, she held the roles of internal annuity specialist and...

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Rita Serrano | M13

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Morgan spent five years in investment banking at Morgan Stanley. She worked on a presidential campaign, at Bloomberg Philanthropies and consulted for start-ups in the political media space.

Morgan Blumberg

Morgan spent five years in investment banking at Morgan Stanley. She worked on a presidential campaign, at Bloomberg Philanthropies and consulted for start-ups in the political...

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Morgan Blumberg | M13

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Latif manages the overall investing strategy for the firm and has led numerous deals across money and health verticals with a large focus on web3. He was previously the managing director at Virgin Group where he led investing in the Americas including investments in Ring (acq. by AMZN), Slack (NYSE: WORK), Virgin Galactic (NYSE: SPCE), and Virgin Orbit (NASDAQ: VORB).

Latif Peracha

As M13’s general partner, Latif manages the investing strategy for the firm and has led numerous deals across money, health, and web3 verticals. He was previously a managing...

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Latif Peracha | M13

Michael Perez

Every company needs to make pricing decisions, but early-stage teams frequently spin their wheels trying to determine the best way to price their product. It’s far too easy for founders to find themselves overwhelmed, either ending up in analysis paralysis or barrelling forward while over-relying on their intuition. As founders and operators at M13, we’ve experienced this first hand, so we constructed a framework based on our collective experience across Growth, Product, Finance, and Data to guide founders. 
This guide will introduce you to the framework that M13 uses to help founders launch, measure, and adjust their pricing models. We’ve created this framework as a step-by-step template that founders can use to identify the things that matter, analyze them properly, and proceed with confidence. 
By the time you finish this module, you’ll know how to filter out the noise and break pricing decisions down into digestible components. This will consist of identifying key concepts, organizing market research, and using it to form a pricing model hypothesis that can be tested in-market, measured, and optimized. 
__A pricing model, simply put, is a set of rules that a business uses to determine who pays (or is paid), what they pay for, how much they pay, and when they’re paid.__ When you create your pricing model, you must ask questions from both the stakeholder view and the business view. 
__For stakeholders:__
<DotBullet text="What problem is being solved?" />
<DotBullet text="What are the alternatives?" /> 
__For the business:__
<DotBullet text="What does it cost to serve customers?" />
<DotBullet text="What are the growth loops?" /> 
__Both of these views must be considered before we can make the decisions that comprise the pricing model:__
<DotBullet text="Who should I charge?" />
<DotBullet text="What should I charge for?" />
<DotBullet text="How much should I charge for it?" />
<DotBullet text="When should I charge for it?" /> 
In this guide, we’ll cover:
<NumberedBullet number="1" highlight="Understanding stakeholder and business views" />
<NumberedBullet number="2" highlight="The product journey map" />
<NumberedBullet number="3" highlight="Choosing a value metric" />
<NumberedBullet number="4" highlight="Defining your timing strategy and price scaling" />
<NumberedBullet number="5" highlight="Navigating the art of pricing and discounts" />
<NumberedBullet number="6" highlight="Measuring and optimizing" />
<NumberedBullet number="7" highlight="Takeaways & next steps" /> 
The principles in this guide can be applied to DTC, B2B, B2B2C, and marketplace businesses all within the same framework. Some businesses have two or three major distribution channels that each have a unique set of stakeholders. For example, Form Health sells its weight-loss telemed service DTC, but also leverages referring physicians as a distribution channel. If the physician’s referral is a critical part of the customer journey for a large subset of users, then both the physician and patient perspectives should be considered. 
This guide will be most helpful for those who aren’t already measuring and optimizing the impact that their pricing models have on growth. Founders who have already chosen a pricing model should reevaluate their pricing model if:
<DotBullet text="Its underlying assumptions haven’t been validated since launch (don’t assume your model is optimal if you haven’t tested it)." />
<DotBullet text="Meaningful new features have been introduced, internally or by competitors (e.g. if you recently delivered a new feature or an additional use-case that targets a different persona)." />
<DotBullet text="The costs to serve stakeholders have changed (e.g. packaging costs have changed so that bundles no longer result in expected cost savings)." />
<DotBullet text="The efficiency of growth loops has changed (e.g. your referral rate is changing over time, leading to changes in viral growth)." /> 
Every step in this guide will apply to the majority of startups, but some startups will benefit from additional frameworks that aren’t included in this generalized material. If you're an M13 portfolio founder or operator who wants help navigating this walkthrough and any other supplemental analysis, please reach out to us. 
<a href="mailto:propulsion@m13.co" target="_blank"><img src="//images.ctfassets.net/vcjxvx0h1a5n/fLVcCpf02N9rG9FxKOaRR/0fa3b91ff29ce01e0bb9444bdb9fc893/contact_us_v1.png" alt="propulsion@m13.co" style="width:25%"></a> 
To get started, make copies of these templates: 
<TemplateLink sysId="how-to-create-a-pricing-model-for-your-startup" elementType="Guide" sysId="how-to-create-a-pricing-model-for-your-startup" elementType="Guide" text="M13 Template: Pricing Framework" type="GSheets" href="https://docs.google.com/spreadsheets/d/1Imug7uOkgZLGt3phShrRh7UqZlLauJXxRIvAfGLYGA0/edit?usp=sharing"/>
And refer to the overview on slide 2 before continuing: [How do I use this guide](https://docs.google.com/presentation/d/1CTTkZskedT7EB7-Pz_RIvLkz-YXSqgHXiCMEXtqY4Lc/edit#slide=id.g107f91fa7a9_0_6) 
<TemplateLink sysId="how-to-create-a-pricing-model-for-your-startup" elementType="Guide" sysId="how-to-create-a-pricing-model-for-your-startup" elementType="Guide" text="M13 Template: How to Create a Pricing Model" type="GSlides" href="https://docs.google.com/presentation/d/1CTTkZskedT7EB7-Pz_RIvLkz-YXSqgHXiCMEXtqY4Lc/edit?usp=sharing"/>

Learn how to set up an effective pricing model for your B2B or B2C startup.

Monetization Module Guide Header

How to Create a Pricing Model for Your Startup

Every startup’s pricing model requires understanding stakeholders, defining a go-to-market monetization model hypothesis, and validating it with a measurement strategy.

Monetization Module Thumbnail

Creating a Pricing Model for your B2B or B2C Startup | M13

If you’re a DTC founder selling goods through an e-commerce store, there’s a pretty good chance you’re using a platform like [Shopify](https://www.shopify.com/), [BigCommerce](https://www.bigcommerce.com/), or [Woocommerce](https://woocommerce.com/), and one of the dozens of analytics extensions like [RetentionX](https://www.retentionx.com/), [Sensai metrics](https://www.sensaimetrics.io/), or [Profitwell](https://www.profitwell.com/) that provide off-the-shelf reporting. 
At a high level, these tools are excellent for helping you understand “what” is happening in your business, but you’ll inevitably find yourself asking deeper questions that your off-the-shelf extensions can’t answer. You might also be frustrated to learn that the revenue reported by these off-the-shelf dashboards is inconsistent with the revenue that your finance team reports. 
When you find that these problems are impeding your ability to make important decisions, it’s time to start thinking about building a data warehouse. 
We created this guide for founding teams in M13’s portfolio companies who need a data warehouse but aren’t seasoned data pros. We’ll walk you through the fundamentals of modeling transactional sales data. 
In this guide, we’ll cover:
<NumberedBullet number="1" highlight="Understanding analytical databases" />
<NumberedBullet number="2" highlight="Defining your enterprise metrics" />
<NumberedBullet number="3" highlight="Asserting your metrics" />
<NumberedBullet number="4" highlight="Navigating corner cases and ensuring accuracy" />
<NumberedBullet number="5" highlight="Asserting your enterprise dimensions" />
<NumberedBullet number="6" highlight="Takeaways & next steps" /> 
Here’s what else you’ll need to get started:
<DotBullet text="A database like Snowflake, BigQuery, or DigitalOcean receiving raw data from your e-commerce platform" />
<DotBullet text="A SQL developer" /> 
This guide also includes sections that may be valuable to the SQL developer building the database, including:
<DotBullet highlight="A Retail Modeling Checklist:" text=" Questions to ask yourself and your team before you start modeling your data" />
<TemplateLink sysId="how-to-transform-your-e-commerce-data-into-business-metrics" elementType="Guide" sysId="how-to-transform-your-e-commerce-data-into-business-metrics" elementType="Guide" text="Retail Modeling Checklist" type="GDocs" href="https://docs.google.com/document/d/1mpMRd0Myv4JARK0RJRuVX5xRTqXZIpbTAo1pDrU92Tg/edit?usp=sharing"/>
<DotBullet highlight="SQL templates:" text="Standardized SQL templates that your SQL developer can apply to your own raw data for a head start" />
<TemplateLink sysId="how-to-transform-your-e-commerce-data-into-business-metrics" elementType="Guide" sysId="how-to-transform-your-e-commerce-data-into-business-metrics" elementType="Guide" text="Order Line Detail Template" type="Link" href="https://drive.google.com/file/d/1VmsXggY9pY8HK59mgZqrZuEcckD1IldY/view?usp=sharing"/>
<TemplateLink sysId="how-to-transform-your-e-commerce-data-into-business-metrics" elementType="Guide" sysId="how-to-transform-your-e-commerce-data-into-business-metrics" elementType="Guide" text="Order Line Detail Tests Template" type="Link" href="https://drive.google.com/file/d/1s74NYSJYL__9FmeoGjPETU3ku49XDWYQ/view"/>
If you’re a founder at an M13 portfolio company who needs references for a contract or full-time SQL developer, please reach out to us on Slack or at [propulsion@m13.co](mailto:propulsion@m13.co).

Use these SQL templates and resources to accelerate your first major data warehouse project.

Illustration of M13 mascot, Novi, constructing data blocks.

Modeling Transactional E-Commerce Data Header

How to Transform Your E-commerce Data into Business Metrics

M13 portfolio founders get exclusive access to SQL templates and project management resources for modeling their startup’s raw e-commerce Shopify data.

How to Transform Your E-commerce Data into Business Metrics | M13

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Any consumer tech founder needs to understand which marketing channels are efficiently reaching customers and driving them to the product. Without that knowledge, founders will find it difficult to consistently make good marketing decisions that keep them ahead of the competition. 
As an operator, you’ve undoubtedly consumed marketing KPIs from consultants, employees, or vendors—but creating a report from scratch may be a new challenge. This guide will help founders create a dashboard that’s easily adaptable to common marketing channels and other data sources. We’ll also provide industry context on marketing metrics, and we’ll help you get started on your own marketing dashboard by walking you through a customizable template for weekly reporting. 
In this guide, we’ll cover:
<NumberedBullet number="1" highlight="Defining the purpose of a dashboard"/>
<NumberedBullet number="2" highlight="Creating data sources and taxonomy"/>
<NumberedBullet number="3" highlight="Deciphering data movement and automation"/>
<NumberedBullet number="4" highlight="Applying marketing taxonomy to raw data"/>
<NumberedBullet number="5" highlight="Interpreting your dashboard"/>
<NumberedBullet number="6" highlight="Ensuring quality assurance "/>
<NumberedBullet number="7" highlight="Resources we love"/>
<NumberedBullet number="8" highlight="Takeaway & next steps"/>
We’ll also show how to use the three sections in the Weekly Marketing Dashboard Template to create a simple but effective reporting template:
<DotBullet highlight="Sources" text=" of raw data" />
<DotBullet highlight="Automation" text=" of lookups and quality assurance checks" />
<DotBullet highlight="Dashboards" text=" of visual reports" />
Compiling paid marketing reports across all channels can be challenging, but this guide can make it easier for early-stage founders to start. This guide will be most helpful for founders of post-revenue consumer tech companies who are spending money on paid marketing and who have decided not to use an off-the-shelf dashboard for marketing performance measurement. If you don’t know whether any off-the-shelf marketing business intelligence (BI) solutions are right for you, we hope you'll reach out to us. 
Let’s begin by making a copy of this dashboard template so you can follow along. 
<TemplateLink sysId="how-to-improve-your-startups-weekly-marketing-report" elementType="Guide" sysId="how-to-improve-your-startups-weekly-marketing-report" elementType="Guide" text="Weekly Marketing Dashboard Template" Type="GSheets" href="https://docs.google.com/spreadsheets/d/1JfWOuuDx8sUqSlUHqaex68KzMAihllA87d1R61DmDv0/edit?usp=sharing" />

Simplify your weekly reporting with this customizable dashboard template for paid marketing campaigns.

Novi is driving in a rover on the moon toward a flag.

How to Improve Your Startup’s Weekly Marketing Report header

How to Improve Your Startup’s Weekly Marketing Report

When you need to compile and analyze paid marketing data from several platforms, M13’s marketing dashboard template can give you a head start. 

How to Improve Your Startup's Paid Marketing Report | M13

How to Improve Your Startup’s Weekly Marketing Report thumb

Mike is an experienced data strategy and growth marketing operator with experience across commerce, health and fintech. He brings perspective from working full-time and...

M13SharePeople-MichaelPerez

Michael Perez | M13

Since launching its signature line of chinos in 2007, Bonobos has defined the digitally-native vertical brand movement. Bonobos is a menswear company brand that’s focused on pioneering fit, style, and personalized experience in the e-commerce space.

Michael Perez

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How to Create a Pricing Model for Your Startup

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