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New Product

Pricing & Packaging Test

​

2 of 20

Agenda

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  • Understanding your broader pain points

​

  • Assess fit of our new packaging and pricing with your needs

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  • Understand your expected range of pricing

​

  • Learn about your feedback on our offering and price points

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Pain Points: Distribute $100

Pain Point

Distribute $100

“It’s hard for me to get to the true root cause of issues”

​

“I don’t have the team to create the topics for the business units that keep asking for specific categories to track.”

​

“It’s hard for us to disseminate Analytics insights throughout the organization”

​

“I don’t have full flexibility and control to manage my Analytics program.”

​

“I’m not sure if I’m capturing all the things that my customers are talking about.”

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“No accountability for end users to read the verbatim and take action.”

​

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Select A Package

Product

Essentials

Pro

Platinum

Enterprise

# of servers

Any

Any

Any

Any

Basic Compute

✅ unlimited

✅ unlimited

✅ unlimited

✅ unlimited

AI Optimization

✅ (add-on)

✅

✅

✅

Alerts

✅

✅

✅

✅

Projects

✅

✅

✅

✅

Tasks

✅

✅

✅

✅

User Management

✅ Basic

✅ Enhanced

✅ Enhanced

✅ Enhanced

Workflows

​

✅

✅

✅

Surveys

​

✅ (add-on)

✅ (unlimited)

✅ (unlimited)

Statistical Benchmarks

​

​

✅

✅

Regression Analysis

​

​

✅

✅

Backtesting Framework

​

​

✅

✅

1-1 Professional Services

​

​

​

✅

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Plan Price Point (total annual subscription)

​

For your selected plan:

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  • At what price would you consider the product to be so expensive that you would not consider buying it? (Too Expensive)

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  • At what price would you consider the product to be priced so low that you would feel the quality couldn't be very good? (Too Cheap)

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Packages With Hypotheses Pricing Revealed

Product

Essentials

Pro

Platinum

Enterprise

​

$40,000

$60,000

$80,000

$110,000

# of servers

Any

Any

Any

Any

Basic Compute

✅ unlimited

✅ unlimited

✅ unlimited

✅ unlimited

AI Optimization

✅ (add-on)

✅

✅

✅

Alerts

✅

✅

✅

✅

Projects

✅

✅

✅

✅

Tasks

✅

✅

✅

✅

User Management

✅ Basic

✅ Enhanced

✅ Enhanced

✅ Enhanced

Workflows

​

✅

✅

✅

Surveys

​

✅ (add-on)

✅ (unlimited)

✅ (unlimited)

Statistical Benchmarks

​

​

✅

✅

Regression Analysis

​

​

✅

✅

Backtesting Framework

​

​

✅

✅

1-1 Professional Services

​

​

​

✅

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Based On The Pricing Does Your Selection Change?

Product

Essentials

Pro

Platinum

Enterprise

# of servers

Any

Any

Any

Any

Basic Compute

✅ unlimited

✅ unlimited

✅ unlimited

✅ unlimited

AI Optimization

✅ (add-on)

✅

✅

✅

Alerts

✅

✅

✅

✅

Projects

✅

✅

✅

✅

Tasks

✅

✅

✅

✅

User Management

✅ Basic

✅ Enhanced

✅ Enhanced

✅ Enhanced

Workflows

​

✅

✅

✅

Surveys

​

✅ (add-on)

✅ (unlimited)

✅ (unlimited)

Statistical Benchmarks

​

​

✅

✅

Regression Analysis

​

​

✅

✅

Backtesting Framework

​

​

✅

✅

1-1 Professional Services

​

​

​

✅

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For Your Selected Package

Plan

  1. What feature can you not live without?

​

  • If we dropped one feature - which one would have no impact to you at all?

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New Product

Pricing & Packaging Test Summary

​

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Overall Recommendations

ACME Core Product

​

  • Packages: The median deal size is $100k, Enterprise is most often selected package. Recommend setting this as a minimum for such deals.
  • Pricing metric: Do not recommend $/user as primary metric as this method frequently under monetizes compared the total subscription fee method for the packages. This needs to be reconsidered.
  • Potential scaling solve (to capture upside to $200k) is a platform fee + $/user internal math that results in a total subscription fee, but do not reveal the math to the customer as the $/user tends to under monetize. Platform fee could be set based on complexity/size/industry.

​

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Market Test Participants

NAME

COMPANY

COMPANY REV / EMPLOYEES

TITLE

ROLE

​

Maria Gonzalez

(Current customer)

Company 1

- $2.18 mn

- 600 employees

CFO

  • Serves as the acting revenue officer, undertakes financial analysis and forecasting. Maintains investor relations, plugs in financial leakages.

James Anderson

(Current customer)

Company 2

- $9.1 mn

- 2,200 employees

CRO

  • Drives revenue growth by aligning sales, marketing, and customer success strategies. Focuses on optimizing the revenue funnel, improving customer retention, and maximizing monetization opportunities.

Emily Thompson

​

Company 3

- $750 mn

- 500 employees

CRO

  • Drives revenue growth by aligning sales, marketing, and customer success strategies. Focuses on optimizing the revenue funnel, improving customer retention, and maximizing monetization opportunities.

Michael Carter

(Current customer)

Company 4

- $62.7 mn

- 300 employees

Operations Manager

​

  • Ensures efficient business processes, resource allocation, and workflow optimization. Manages day-to-day operations, improves productivity, and streamlines systems for operational excellence.

Emily Nguyen

Company 5

- $2.3 bn

- 18,400 employees

Sales Manager

  • Oversees the sales team, sets targets, and drives revenue by managing client relationships and optimizing the sales pipeline. Ensures execution of sales strategies, monitors performance, and collaborates with other teams for business growth.

John Smith

(Current customer)

Company 6

- Pre Revenue stage

- 31 employees

CEO

  • Provides overall leadership, vision, and strategic direction for the company. Makes high-level decisions, manages stakeholders, and ensures business success through execution and innovation.

Rajesh Patel

(Current customer)

Company 7

- $7.31 bn

- 30,811 employees

Marketing DIrector

  • Develops and implements marketing strategies to enhance brand awareness, lead generation, and customer engagement. Oversees campaigns, market research, and team performance while aligning marketing efforts with business goals.

For more, refer appendix detailed notes

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Product Categories

John Smith, CEO

“I think category 1 is the core sort of foundation of where we're moving towards. So I would certainly focus on that probably more than the others overall.”

​

Maria Gonzalez, CFO

“We look at category 1 tremendously, and as we do more, that's why there's now a $50 distribution. As we're doing more, we can shift some of that concern because we can containerize things. But the reality is category 1 is a huge concern.”

​

Emily Nguyen, Sales Manager�“Product 1 has really started to supersede and become an extension of Product 3.The better you have visibility from a supply chain risk detection and response, you actually improve the Product 3 execution.”

​

Emily Thompson, CRO

“I would say Product 2 is probably a key requirement, even though we do monitor other companies. You know, let's say, for example, our rating as a company drop from an A to B, that would get quite a lot of attention internally, because it'd be public. You could look up that rating. That has a lot of impact.”

​

​

  1. Product 1 clearly recognized as the future amongst CROs
  2. Product 3 personas picked Product 3 and Product 2 persona picked Product 2

​

​

For all quotes

For more, refer appendix detailed notes

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James Anderson, CRO�"We have so much data, but no clear way to turn it into actionable insights. It's overwhelming."

​

Maria Gonzalez, CFO�"The numbers I need are buried under layers of complexity. By the time I get the report, it’s already outdated."

Rajesh Patel, Marketing Director�"I can’t measure the ROI of our campaigns effectively. The dashboards feel disconnected from real-world results."

​

Emily Nguyen, Sales Manager�"I spend more time chasing accurate sales data than actually coaching my team to hit targets."

​

Pain Points

For all quotes

For more, refer appendix detailed notes

A and B seem to be the biggest pain points followed by E and H. Packaging should align with these attributions.

​

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Rajesh Patel, Marketing Director�"Elite makes sense for us—it includes detailed campaign tracking and audience segmentation without the extras we might not use in Platinum."

​

Emily Nguyen, Sales Manager�"The Pro plan works for me. I just need core sales performance metrics without the added complexity."

​

Michael Carter, Operations Manager�"Elite feels like the sweet spot—it’s powerful enough to handle our logistics data without going overboard on cost."

Plan Preference

For all quotes

For more, refer appendix detailed notes

Enterprise plan is the popular one despite the high pricing suggesting the higher WTP, Elite not chosen only to suggest the upsell not working.

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Rajesh Patel, Marketing Director

"For Elite, I’d cap my budget at $5,000 per month. It needs to deliver clear ROI on campaign performance and segmentation."

​

Emily Nguyen, Sales Manager�"I wouldn’t spend more than $2,500 per month on Pro. It just needs to provide straightforward sales metrics."

​

Michael Carter, Operations Manager�"Elite is worth about $6,000 per month if it streamlines our operations with real-time logistics insights."

Max Price Point

For all quotes

For more, refer appendix detailed notes

Drastic differences in WTP of interviewees, which suggests a customised pricing to tap into these different willingness and make the most of them.

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Pricing Metric

​

Annual subscription fee clear winner.

Michael Carter, Operations Manager

“I would probably go with user basis mostly because of the small business. We don't like being locked into long term contracts because all of our contracts is kind of month to month outside the government contracts. So I would like per user just so kind of like a cloud pricing plan.”

​

Maria Gonzalez, CFO�“I'd rather pay an annual subscription fee up to a certain amount of users, or have bundles per users, or something like that.I think we're just large enough that per user subscription fees are not feasible for us.”

​

John Smith, CEO

At least that's how we do business here. At least, yeah, normally, it's one or three year contract. — @ Chris Fraker, Vitalant

​

​

​

​

For all quotes

For more, refer appendix detailed notes

17 of 20

Features (can & cannot live without)

NAME

PLAN

Features CANNOT live without

Features CAN live without

​

Maria Gonzalez

(Current customer)

Essentials

Basic Compute, Tasks, Workflows

AI Optimization, Projects

James Anderson

(Current customer)

Enterprise

Alerts, Tasks, User Management, Workflows

Basic compute, AI optimization

Emily Thompson

​

Enterprise

User Management, Workflows, Surveys

Tasks, 1-1 Professional Services,

Michael Carter

(Current customer)

Platinum

Workflows, User Management, AI Optimization

Surveys, Regression Analysis, Statistical Benchmarks

Emily Nguyen

Platinum

Basic Compute, User Management

Surveys, Statistical Benchmarks

​

John Smith

(Current customer)

Enterprise

​

Basic Compute, Tasks, User Management, Workflows

1-1 Professional Services, Backtesting Framework

Rajesh Patel

(Current customer)

Essentials

Basic Compute, Alerts

AI Optimization, Tasks, User Management

18 of 20

Final Recommendations

​

19 of 20

Final Pricing Model

Tier/Package

Essentials

Pro

Enterprise

Pricing Metric = Annual Subscription Fee

Price Point

$50,000

$70,000

Custom Pricing (min $120,000)

# of servers

Any

Any

Any

Basic Compute

✅ unlimited

✅ unlimited

✅ unlimited

AI Optimization

✅ (add-on)

✅

✅

Alerts

✅

✅

✅

Projects

✅

✅

✅

Tasks

✅

✅

✅

User Management

✅ Basic

✅ Enhanced

✅ Enhanced

Workflows

✅

✅

✅

Surveys

​

✅ (add-on)

✅ (unlimited)

Statistical Benchmarks

​

✅

✅

Regression Analysis

​

✅

✅

Backtesting Framework

​

​

✅

1-1 Professional Services

​

​

✅

20 of 20

Discounting Rules Recommendations

Discounts & Terms

AE

VP of Sales

CFO

Platform Price

Up to 15%

Up to 30%

> 30%

Bundled Price

(if you sell an add-on)

Up to 20%

Up to 40%

> 40%

Implementation

Up to 10%

Up to 15%

> 15%

Delayed Invoice

1 Month

2 Months

> 2 Months

Payment Terms

Net 15

Net 30

Net 45