Race to Saturn

Startup Pricing Examples


This doc lists out key offerings and pricing structure for some of the fastest growing B2B startups: Hopin, Retool, Figma, Coda, and Airtable

For a good summary of pricing, here’s an article from a16z that lists out pricing models for B2B, and has a chart of B2B companies and their models:

(Pricing info below updated 2021)



Lets you set up events online.

  • what you get:

    • they say: all the tools you need for your next virtual or hybrid event, including
      • ticketing and registration, event rooms, expo hall, chat, networking, and more. A no code solution
    • for:
      • conferences, expos/tradeshows, career fairs, social gatherings (like weddings), agencies (companies that put on events as their business, like emc3, and Saint Rock Media (they probably run the show as you go), and wisdom works—which provides retreats and meetings for boards), hybrid
    • also have an event exploration tool (like a market place)
  • Pricing: based on the number of organizers

    • starter: $99 / month (per organizer. Assumes 1 organizer, but charged $99 for each additional)

      • 100 registrations/month/organizer. Charged for additional registration
    • Growth: $799 / month for 5 organizers

      • customer emails. Customer registration form fields. Replace hopin logo. Primary event color
    • business and enterprise: contact Hopin

      • custom: event lengths, registration numbers, commission amounts, branding etc
  • Also includes a ticket commissions:

    • 7% for basic plan, 4% for growth plan, and custom for beyond
    • You get 100 registrations on starter. Then get charged $.50 or $2 per registration beyond that
  • Case Studies:

  • UN hosted a global conference, Wall street journal hosted event. TechCrunch used it for tech disrupt, salesforce had an event for top CMOs and CEOs


  • What you get

    • build internal tools fast
    • fairly complicated—companies need to understand how to use queries
      • almost like setting up a database, but easier. Probably assumes someone technical at the company will use it.
      • home page also talks about connecting to anything, using a Rest, GraphQL, or gRPC API. So within its target customers, its probably targeting certain roles (IT, software teams, etc)
    • it states: “Built for Developers” “If you can write it with JavaScript and an API, you can built it in Retool.
    • probably would qualify as “low code”
    • includes templates for customer success, customer support, data and analytics, engineering, etc…
  • Pricing

    • $0/per user per month.
      • connect to any database or rest api. editor mode only. Query library
    • $10/per user per month.
      • toggle to user mode. Versioned releases and revision history. Staging resources.
    • $50/per user per mont
      • granular access controls, audit logs, salesforce/oracle/sql integrations, custom components
    • enterprise
      • deploy on premises. Version control with git. identity management. priority support
  • Question: who is the user at the company?

    • could be whoever sets up the internal app
    • could be whoever users the app. (this is likely it). This is something that can grow a lot higher.
  • Customer examples

    • https://retool.com/customers/
    • financial services. build apps for operations teams that underwrite loans, measure risk ,ad investigate fraud
    • market places (included here: door dash). resolving customer support tickets, onboarding new partners, supply-side management
    • media and entertainment. action on marketing insights. integrate performance data across marketing platforms
    • retail and commerce. help management inventory, procurement, and supply chain operations


good article: Reflections from CEO on 5 years at Figma

  • what you get

    • They say: helps teams create, test, and ship better designs from start to finish
    • gives you a central place to store your designs and versions
    • lets you update designs in real time (like google docs for visual work)
    • example:
      • instead of a writer writing up what a design should say and passing it to designer to enter it in, writer can just add it directly into the design
  • Pricing

    • free
      • up to 2 editors and 3 projects [so gives you a trial, essentially, based on a small amount of projects]
    • $12/editor per month ($15 if month to month)
      • unlimited projects, unlimited version history, custom file/user permissions
    • $45/editor / month (billed annually only)
      • org wide design systems. centralized teams. private plugins. shared fonts. SSO and advanced security. plugin administration


  • what you get

    • They say: “Its time for a new doc that brings words, data, and teams together.
    • goal is to give you an easy way to create tools based on docs. Adding spreadsheet and database features into documents
      • add apps, tables, buttons, etc. directly into your doc.
    • example uses
      • product management: track a project, track OKRs, run an interactive brainstorm
      • meetings: meeting notes, log meeting minutes, make decisions
      • inventory management. tables. charts. formulas
    • they talk about “codifying your teams rituals” as one of the benefits
      • example: “Dory and “Pulse”: where in meetings people can just enter questions and upvote questions that the meeting leaders can answer. They built that with Coda. Without Coda, potentially, if you wanted to find a way to do that, you would have to find a unique app
    • difference between coda and retool
      • coda seems to be geared more toward in person collaboration, and making that easier (it has some tracking of items, but does not seem geared toward full use of data backend)
      • retool seems to be geared more toward back-end handing of data
  • pricing

    • “Maker Billing”.
      • they charge you for the one person who creates the docs.
      • So you’d determine who can create a doc. Views and edits are free.
    • free
      • create docs with size limits
      • free packs
    • $10/month per doc maker
      • unlimited doc size
      • pro packs (integrations with slack, twilio, etc)
      • hidden pages
    • $30/month
      • unlimited automations. unlimited version history. doc locking (prevent accidental changes). team packs (integrations with figma, jira, etc)
    • Enterprise
      • custom pricing
      • admin dashboard, packs approvals. advanced sharing rules. customer success. single signon. dedicated customer success.



  • what you get

    • they say:The power of a database with the familiarity of a spreadsheet
    • way of keeping track of information, with the ability to do it dynamically
    • example use cases: https://airtable.com/templates
    • gives you templates for different cases
  • pricing

    • $0/user / month
      • 1200 records per base (base is a collection of related tables)
      • attachment space: 2gb/ base
      • revision and snapshot history: 2 weeks
      • realtime collaboration and commenting
      • run 100 automations per month (action you take on a table)
    • $10/month per user (annual. $12/month if paid monthly)
      • 5,000 records per base
      • attachment space: 5gb. revision history: 6 months
      • 5,000 runs per mont
    • $20/ month (annual, $24 /month monthly).
      • 50,000 records per base
      • 20 gb space per base
      • apps: premium features to extend your table
      • 50,000 runs per month