Most founders price their products too low in the beginning, just to get any paying customers. But over time, they realize they’re leaving money on the table. Xano’s CEO, Prakash Chandran, faced this same challenge and learned that pricing should reflect not just company size, but actual use cases. AI builders, enterprises, and no-code freelancers all use Xano differently—so why should they pay the same?

Through trial and error, Xano found that pricing experimentation is essential. Simply testing higher price points led to surprising results—some customers were willing to pay 3x more. Now, they’re making pricing a core function, using data and segmentation to build a smarter, more intentional strategy.

🚀 Key takeaways from the teardown:

✅ Most founders undercharge early on: Desperation for revenue leads to low pricing, but a year later, many realize they’re massively undervaluing their product.

✅ Pricing should match use case, not just company size: Xano learned that AI builders, enterprises, and freelancers all use the platform differently—so pricing should reflect that.

✅ Experimentation is key to finding the right price: Testing higher price points revealed that some customers were willing to pay 3x more, proving the need for ongoing pricing strategy adjustments.

Chapters 00:00 – Intro & Welcome

01:15 – Prakash’s background: Google, early startups & founding Xano

03:05 – The hard lessons from his first startup, Zabanet

05:10 – Why most founders undervalue their product early on

08:00 – The inspiration for Xano & the no-code movement10:50 – When Prakash rationally started believing in Xano’s potential

13:20 – The role of customer conversations in pricing & positioning1

5:45 – Why Xano needed both a PLG motion and a sales motion

18:30 – Early pricing at Xano: where they got it wrong21:00 – How they realized pricing needed to be use-case driven

23:15 – The shocking results of testing higher price points

25:30 – How AI is changing software development & no-code

28:00 – The challenges of pricing experimentation & iteration

30:40 – What Xano has learned about enterprise negotiations

33:00 – The importance of pricing as an ongoing discipline36:00 – What’s next for Xano & final thoughts