Case Study 1: Revising a Premium Pricing Model for Expansion
A B2B SaaS priced at a premium level was struggling to expand into the lower end of their target customer segment. The target customers would most likely choose nothing than commit to the premium SaaS price.
The incoming CEO asked Through Consulting to revise the pricing the lower end. Through Consulting ran the current model through their value-to-price methodology visualizing just how out of reach the premium tier was for many of theses customers.
Through then identified an unbundling strategy make the pricing more approachable on the low end while maintaining the perception of value at the higher end of the segments.
The resulting pricing model held within Through’s recommended value-to-price range from the smallest to the largest customer. In addition to providing more approachable pricing, it also introduced an opportunity to upsell the unbundled features providing additional revenue growth opportunities across a larger customer base.
Case Study 2: Strategic Pricing Framework for B2B AgTech
A B2B SaaS company realized his pricing was a not working – he was winning deals but the margins were hurting growth and often times engagements came with operational gotchas dragging the organization down. Faced with a high-stakes make-or-break client opportunity the CRO recognized the same playbook would result in a dramatic underpricing and possibly long-term challenges for the company.
They reached out to Through Consulting to help them price this significant opportunity. The goal was to build a pricing structure that worked for the prospect and the CRO’s company could secure their margins.
The engagement started with client discovery with all key stakeholders in the prospects company where additional areas of customer benefit were uncovered and quantified – totaling millions of incremental revenue and hundreds of thousands of operational savings – setting the CRO’s company value in a whole new context.
In the end, the strategic pricing framework articulated a recommended price range for each of the five distinct customer benefits. The structure and clarity of the pricing model helped the CRO position the offering in a much higher pricing tier than previous deals. Making this strategic pricing framework the CRO’s primary tool for pricing subsequent high-profile opportunities.
Case Study 1: Customer Research for a New Corporate Venture
A Director of Innovation at a equipment manufacturer realized all their capacity to validate potential new offerings was taken up by internal conversations. This internal work left them without the progress required to ensure continued funding of their overall program. They reached out to Through to execute the customer discovery research on their potential new ventures.
After defining the ideal customer and the corresponding problem, Through conducted three rounds of customer research in six weeks beginning with qualitative interviews. The finding from these interviews informed the creation of a webinar promoted via a LinkedIn ad campaign. This effort resulted in a 53 qualified leads registering for the event – twice what the client was hoping for – and enough to secure the next round of funding for this specific venture.