Madhavan Ramanujam and Georg Tacke

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Madhavan Ramanujam is a board member and partner at Simon-Kucher & Partners based in its San Francisco/Silicon Valley office. Advising companies of all sizes from Fortune 500s to startups, Ramanujam has led more than 125 monetization projects for internet, software and technology clients, helping bring numerous new products to market. Georg Tacke is co-CEO of Simon-Kucher & Partners. Over the last 25 years he has helped develop the firm from a small boutique to a global consultancy with more than 900 employees. Tacke is regarded as one of the leading international pricing and monetization experts. In this area, he also acts as a personal consultant to C-level executives in various industries.
Optimizely
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The Story of Optimizely: Elevating Your Small Business Using Pricing Strategy [Book Excerpt]

The following is adapted with permission of the publisher, Wiley, from “Monetizing Innovation: How Smart Companies Design the Product Around the Price” by Madhavan Ramanujam and Georg Tacke. Copyright (c) 2016 by Simon-Kucher & Partners. All rights reserved. This book is available at all bookstores and online booksellers.  Seventy-five percent of venture capital-based startups fail in the United States, according to...