- Lava, founded by Mitchell Jones, makes it easy for businesses to adopt AI-driven, measurement-based pricing, helping companies track usage and convert it into flexible pricing plans.
- Mitchell emphasizes constant iteration on the elevator pitch and product, using customer feedback and discovery calls to refine both messaging and features.
- The company’s core insight is that traditional seat-based SaaS pricing breaks down in the AI era, where usage—not seats—drives value and cost, requiring new pricing models.
- Mitchell shares lessons on founder discipline: focus on real customer pain, avoid feature creep by staying true to your ideal customer profile, and trust micro-signals and iteration to reach product-market fit.
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