Blue Horizon’s reading list is a curated collection of articles for SaaS founders and management teams. We are entrepreneurs and operators who have lived through the process of founding and scaling software companies. Here are the articles and resources we found useful this week.

Everything You Need to Know About Freemium Pricing
Kyle Poyar, OpenView

Flash forward to 2020, and freemium once again felt cutting edge. SaaS companies got much smarter about when to apply a freemium model to their products—and how to do it. They also better understood how to measure the success of freemium and strategies to convert free users into paying customers (hint: product qualified leads are your friend).
HubSpot offers freemium versions of their CRM, marketing, and sales products. Last year, CEO Brian Halligan described their revamped go-to-market motion as “a flywheel where the customers are the main driver that pulls new prospects in” and boasted that half of HubSpot’s new customers used the free product before they bought it.

6 Ways to Protect Your Brand as Your Company GrowsYou work so hard to build a brand, don’t let a business shortcut destroy it all.
Martin Zwilling,

Building and protecting your brand is the ultimate responsibility of every business owner and leadership team…Don’t let the day-to-day pressures from customers, competitors, and scaling push you into shortcuts that look good on paper today, but may damage your brand image in the long term.

What Differentiates the Best Founders? They Really Know Their Stuff
Jason Lemkin, SaaStr

They know their core metrics cold.
They know exactly what their top customers love about the product.
They don’t make stuff up or exaggerate (too much).
They know how much money they need…

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Blue Horizon acquires and invests in profitable software businesses with stable recurring revenue streams. The Blue Horizon platform combines long-term capital and industry expertise with an operating model that enables businesses and their leaders to focus on growth and profitability.