Overview
A capable product was being sold to the wrong buyer at the wrong price. The engagement re-examined who the offer was really for and re-priced it to match the value it delivered.
Challenge
Flat growth and thinning margins with no obvious lever. Pricing had been set by instinct and never revisited as the product matured.
Approach
Segmented the base by value captured, mapped willingness-to-pay against the competitive set, and redrew positioning around the segment with the strongest fit. Rebuilt the pricing architecture to align price with realised value.
Outcome
A new segment opened up and unit economics improved, giving the team a pricing model they could defend and a sharper story in every sales conversation.
By the numbers
[PLACEHOLDER — swap in real figures]
Deliverables
- Pricing architecture
- Positioning framework
- Segment playbooks
Tools & Methods