Jason Lemkin, a prominent figure in the SaaS industry, recommended startups double their pricing on their next major customer deal during a post on August 18, 2026. He emphasized this approach applies only to new prospects, not existing customers, encouraging companies to learn quickly by testing higher price points.
Lemkin's strategy involves identifying the largest current customer and then quoting twice that price to a similar prospect in the pipeline. He clarified this is not about overcharging but about delivering a comprehensive solution to significant problems, which justifies the higher cost. This method pushes startups to think beyond simple tools and focus on value that can replace costly internal resources.
The advice reflects a broader trend in SaaS where companies move upmarket by securing larger contracts with enterprise clients. Lemkin noted that while $1,000 a month might seem expensive for a basic tool, $12,000 annually is reasonable if the product solves critical issues, such as reducing the need for additional engineers. This approach can dramatically increase deal sizes and revenue.
Lemkin also highlighted that a sign of successful upmarket growth is having a new largest customer each quarter. His guidance aims to help SaaS startups scale by capturing more revenue through solution sales rather than just tool sales, a tactic that can multiply revenues by three to twenty times according to his analysis.